multichannel marketing: the key to expanding revenue
TRANSCRIPT
Mul%channel Marke%ng: The Key to Expanding Revenue
Jason Spievak CEO
Bruce Cook SVP Corporate Development
Marc Porcelli GM
“By 2015, 80% of companies will use mobile marke%ng in North America.”
-‐Kimberly Collins, Gartner Analyst
$300 Billion + online/offline ad spend driving
30 Billion + inbound sales calls to Fortune 5000 adver%sers and SMBs
$70
Billion online adver%sing market in 2013
Most marke%ng tools are s%ll missing the most valuable part of mobile marke%ng:
…those tens of billions of inbound calls.
Inbound Calls are Sourced Digitally and Offline
Mobile Search Is Outpacing Desktop Search
Mobile search and smart phone penetra%on are driving tens of billions of calls a year – and growing. No surprise then that more than 3% of the U.S. workforce works in a call center.
Sources: BIA/Kelsey, 2013; Google, 2012; CWA Cornell, 2008; Contact Babel Contact Center Report, 2012.
Mobile Search Queries
Mobile Calls
Desktop Search Queries
0
20
40
60
80
100
120
2011 2012 2013 2014 2015 2016
BILLIONS (US ONLY)
Mobile Search Leads to Inbound Call Growth.
Mobile Search is Outpacing Desktop Search
Inbound Phone Calls Are Significantly More Valuable than Clicks
Calls convert at a much higher rate than clicks and at a higher average order value. 1-‐2% of clicks convert to customers. 30-‐50% of calls convert to customers.
Educa%on
Home services
Insurance
Financial Svcs Call Click
$100+
$5-$10
$50-100
$3-$5
$50-75
$2-$4
$30-50
$1-$3
Source: Google, 2012; Invoca, 2013
Inbound Phone Calls Are Significantly More Valuable Than Clicks
“90% of consumers begin a task on one device then complete it on another.” –Todd Rowe, Managing Director of SMB Global Sales,
Call now during this panel session and you could win $100!
Purchase Immediacy is Key in Mul%channel Marke%ng
55% of consumers using mobile to research want to purchase within an hour.
Source: Google Mobile Path to Purchase, Nov. 2013
You need a mul%channel marke%ng strategy that incorporates both online and offline.
But what does that mean?
Interac%ng with customers or prospects using a combina%on of indirect and direct communica%on channels and enabling customers to take ac%on using the channel of their choice.
Define Mul%channel Marke%ng…
Mul%channel marke%ng is all about consumer choice.
• Customers today have much more control over the buying process than marketers do -‐ more choices when it comes to how they want to get informa%on.
• Consumers USE and EXPECT mul%channel marke%ng!
Why Does Today’s DR Need Mul%channel?
Single Channel
Mul%channel
Consumer Spending
3-‐4X more!
• Mul%channel customers spend three to four %mes more than single-‐channel customers do (EConsultancy, 2013).
63% of purchases researched online convert offline.
Why Does Today’s DR Need Mul%channel?
Of consumers said they would no longer buy from an organiza%on that failed to take account of their preferences, purchasing history and other customer informaQon (Experian Marke:ng Services, 2013)
What Consumers Want…
5.7
84%
As increasing numbers of consumers embrace mul%channel, they are now demanding that businesses and marketers do the same.
The average household now has 5.7 Internet-‐connected devices – more than double the number from last year. (NPD Group, 2013)
=
ü Delivering a consistent and effec%ve marke%ng effort across all consumer paths.
ü Being digital generalists, rather than channel specialists. ü Targeted messaging ü Arribu%on: knowing which channels, campaigns or
sequence of touch points contributed to qualified conversions and sales.
Marke%ng Challenges to Date
ExpecQng customers to change channel or device preferences is unrealisQc. Marketers must develop campaigns that span mul%ple channels fluidly, in a way that the customer
finds meaningful, trustworthy and easy!
How it’s Done
Tools, tools, tools A mul%channel marke%ng campaign & plavorm needs to have the following:
• Campaign management (including capabili%es for segmenta%on and campaign execu%on)
• Advanced analy%cs and campaign op%miza%on. • Response arribu%on, including the ability to analyze & op%mize based on data. • Digital marke%ng knowledge of newer channels, including the Web, email, mobile,
video, etc.
The Result? A consistent customer experience across all channels. Your customers experience your brand as a whole, whether their interac%ons with you are online, in-‐office, over the phone, or some combina%on of these.
Yes, it is possible!
MundoMedia Success Story: Dental
Pay Per Call: The DR ConnecQon between offline, online & mobile. Unique trackable phone numbers are placed on your marke%ng assets -‐
across all channels -‐ that drive qualified calls.
MundoMedia Success Story: Dental
ü Increased distribu%on opportuni%es by allowing promo%ons across all online and offline media channels, including: mobile, search, display, email, TV, radio, and print.
ü Adver%ser works with marke%ng partner to set up campaign and screen inbound calls for poten%al customers. The calls are recorded and tracked with a unique trackable phone number.
ü Intel is gathered such as where a new pa%ent is calling from, the dura%on, media source and relevancy. Adver%ser only pays for valid calls that meet a certain criteria.
Did you know that call conversions from a mobile device are 57% compared to 7%
originaQng from a desktop?
Success Stories: Mul% Industry
Best for service-‐based business such as: ü Legal ü Insurance ü Finance ü Op%cal ü Health & Wellness ü Home Improvement
Key Items for Launching Complementary Mul%channel Campaigns across Online, Offline & Mobile
• Overall online and offline strategy & goals • The “marke%ng mix” that might work best • Ease and efficiency of mul%channel implementa%on
• Scale, automa%on and arribu%on (data analysis)
• Strong Partners with Proven Track Record
Case Study: Lending Tree
15 Years $1,000,000,000+
77%
35,000,000
In Lending Space
Advertising Dollars Spent
Brand Awareness
Consumers Served
Highest Quality Leads Highest Conversion Rates
From Learning to Transac%on
Mortgage Checkup
Mortgage Negotiator
Look Before You Lock
Mortgage Calculators
Advice & Articles
Ask the Tree
Multiple Offers
Meet Lenny…
Lenny says…
Na%onal Television Campaign
LendingTree.com Website
Lead Form Integra%on
Online Display Campaigns
Email Campaigns
Social – Facebook
Social – Twirer @LT_Lenny
-‐NEED -‐ A special promo Tweet from Larry's Twiaer account, with a message along these lines "Having a great Qme at the ERA Great Ideas Summit! Call me at 855-‐801-‐2856 before the end of this session to win!"
Social – YouTube
LendingTree.com Website
Lead Form Integra%on
Online Display Campaigns
Email Campaigns
Or call now: 855-801-2856 You could win $100!
Social – Twirer @LT_Lenny
Social – Facebook
Social – YouTube
Knowing where high quality calls are coming from is important – but it’s not enough. Calls cost you money – so make sure that you are only driving high intent, good quality callers to your call center.
Beyond Arribu%on
Knowing precisely where calls come from – which exact keyword, ad, channel, and content – and knowing who the buyer is in their purchase path. More than call tracking – marke%ng analy%cs.
ATTRIBUTION: Call tracking and analy%cs
21
52
8
19
Accidental call
Short sales call
Invoca clients have
similar paaern
Call with basic informa%on request
High-‐quality sales call by a new lead
One In Five Calls is High-‐Quality.
Adver%sers don’t always know which ones.
Once a call starts heading into the funnel over Invoca, we derive and apply data, run data-‐dips, score the call, and determine op%mal rou%ng rules. Azer the call, we run re-‐targe%ng online based on the call disposi%on – true mul%-‐channel real-‐%me automa%on.
INTELLIGENCE: Programma%c marke%ng automa%on
Invoca is for marke%ng teams that want to:
CONFIDENTIAL 42
Close the loop between markeQng, revenue and your markeQng integraQons
OpQmize spend and save resources
Gain a new level of customer insight
Follow the customer journey through online, offline, and mobile
Tie offline conversions like phone calls to markeQng campaigns, partners, landing pages
Drive quality inbound leads from calls, clicks and more.
Master Mul%channel Marke%ng With a Complete Marke%ng Solu%on.
Ques%ons?
Go.Invoca.com/demo ques%[email protected] 888-‐675-‐2007
Bruce Cook SVP Corporate Development [email protected] 704.943.8263
www.mundomedia.com [email protected] T: 416.342.5646 ex. 210