3. 7 Marketing Trends to Watch in 2012
Location-
Based
Marketing
Email as
Dynamic Personality
Platform
Be Screensize-
Everywhere apolloza
Behavior
Remarketing
Rules
6. Sweepstakes
Run sweepstakes and scavenger hunts based on when someone checks in to a
location with Foursquare or Facebook
7. Loyalty Programs
10% Off
Coupon
+25
Points
Offer rewards or incentives to people when they sign up and check into one of
your locations using Foursquare or Facebook.
8. Local Offers
10% Off
Coupon
Buy One,
Get One Free
Receive A
Free Gift
Deliver special offers to people when they check into any venue within a certain
distance to one of your locations.
9. Twitter Messaging
Automatically post a Twitter message when someone shares their Foursquare
check-in with friends on Twitter
10. Client Summit: Silverpop Geo Demo
#2 Check in at
START registration and
donate to Charity
Water END
#3 Check in
tonight at World of
Coke Networking
event to win prizes
#1 Arrive at ATL
airport and receive a
“to do” to check in
10
12. [get pur-suh-nl]
1. Marketing content that speaks
with a “human” voice.
2. Targeted, personally relevant
messaging based on consumer
preferences, demographics and
behaviour.
3. Dude, lose the corporate speak.
24. The Value of Behavior-Based Marketing
Behavior Profile
• Visited website
• Visited blog
• Clicked to Twitter
• Commented on blog
• Visited community site Increase
• Downloaded whitepaper
conversion
• Checked in on FourSquare
• Submitted a Demo Request form and ROI
• Watched “30 Reasons” video
25. Behavioral Segmentation
Traditional Segmentation Segmentation 2.0
• Geographic Adding real-time behavior elements
– Region including…
– Population Density
• Purchase Behavior
• Demographic – Last purchase date
– Age
– Number of purchases
– Gender
– Income – Purchase value
• Psychosocial • Web Behavior
– Social Class – Visited your website
– Lifestyle – Viewed a product page
• RFM Analysis – Submitted a web form
– Recency – Accessed your online resources
– Frequency
– Monetary
• Social Behavior
• Shared your message with others
• Email Behavior
– Clicked an email link
27. Cloudwords
Company
• Cloudwords is a Translation Management Platform that
enables customers to select and interact with vendors
that will translate any type of content.
Business Challenges
• Ability to track effectiveness of marketing programs
• Finding a marketing automation solution that could fit
the needs of a company in rapid growth mode “Contact Insight gives our
Overview of Solution/Benefits salespeople the real-time insight
they need when talking to a
• Salesforce.com integration with Silverpop Engage led to prospect or customer, and every
increased insight for Demand Generation team via morning it’s the first thing they
Contact Insight module review inside Salesforce.com before
they begin their work day.”
• Use of Web Tracking captures anonymous behavior on
website -- Michael Meinhardt
• 100% increase in open and click rates through targeted CEO
messaging Cloudwords
• Use of Share-to-social enables Cloudwords content to go
viral
30. Activate Early Inactives
• New subscribers don’t open/click first
X messages (e.g., 6)
• Move these early inactives into
“activation” track
• Send survey, different offers; best of,
diff subject lines, testimonials, etc.
42. Cross Sell / Upsell
Best Practice:
Recommend accessory items
or complementary items for
each product in cart
43. Tactics for Personalization Success
• Build dynamic content into your messages
• Populate messages with peer reviews, customer
testimonials and comments from social
communities
• Create “if-then” message tracks sending contacts
down different paths based on behaviors
44. Air New Zealand
“Personality Allowed” campaign yields impressive
results for Air New Zealand
Business Challenges
• Increase customer loyalty by extending the on-board
experience in a personal “kiwi” way
• Create brand champions
Overview of Solution/Benefits
• “Personality Allowed” campaign yields impressive results
• Pre-flight emails – 69% open rate/38% click rate
• Post-arrival emails – 62% open rate/40% click rate
• Thousands of social media posts
• Incredibly positive feedback from customers and crew
“What a brilliant campaign..I think this is the
first piece of e-marketing that I have ever
received that I thoroughly read, found helpful
and actually printed out.”
--Air New Zealand customer
46. The Expertise and Experience to Help You Grow
• Marketing automation and email marketing
• 1,400+ clients across a variety of industries
• 12+ years of market-leading innovation
• 20+ billion emails sent annually
• Global presence
47. Working with Industry Leaders
Financial Services Retail Energy & Utilities Media Business Services Software
Travel & Hospitality Non-Profit Food & Beverage Hardware Entertainment Education
