The leader of global and consumer marketing for both Eastman Kodak and HP during great technological shifts, Vince Ferraro is truly a marketing pioneer. He's also a digital and social media innovator. In this special session presented in conjunction with the CMO Council, he'll share his insights on creating game-changing results as marketing evolves from a traditional to hyper-digital world.

1. Welcome to
Response Expo 2013
Presented by
Educational Session Sponsor
April 2-4, 2013 Hilton San Diego Bayfront

2. CMO Council & Vince Ferraro
Trends, Directions and Insights
Vince Ferraro
Former VP of Corporate and Consumer Marketing,
Eastman Kodak Company
CMO Council Board Advisor
April 2-4, 2013 Hilton San Diego Bayfront

3. Why Am I Here?
• Share my marketing thoughts, insights, and
experiences
• As a marketing practitioner that procures all
elements of the marketing mix
• As a direct response customer, providing a
different perspective on the role of creating
and managing a successful marketing mix
April 2-4, 2013 Hilton San Diego Bayfront

4. What Is Direct Marketing?
Direct marketing is a an interactive
system of marketing designed to effect
a measurable response and/or
transaction at any location using one or
more communication or advertising
media.
April 2-4, 2013 Hilton San Diego Bayfront

5. And Herein Lies the
Challenge
Almost every thing we are doing in
customer interfaced marketing and
communications can fit that definition.
… But more on that later
April 2-4, 2013 Hilton San Diego Bayfront

6. What I Will Cover
• Research from the CMO Council that will
highlight C-level executives’ sentiments on
the trends in the marketing mix
• The role of direct response in a integrated
marketing campaign
• Thoughts on how the direct response
community can get a greater share of our
marketing budgets
April 2-4, 2013 Hilton San Diego Bayfront

7. We Are After the
Same Thing!
New customers, conversion, sales
Source: http://www.4webmarketing.biz/sitemap.htm
April 2-4, 2013 Hilton San Diego Bayfront

8. And Response Marketing
is Evolving
April 2-4, 2013 Hilton San Diego Bayfront

9. How Many Marketers
View Direct Response
April 2-4, 2013 Hilton San Diego Bayfront

10. The CMO Council
6,500+
Senior Corporate Marketing
Leaders
$$335500 bbiilllliioonn
in annual marketing spend
controlled by CMO Council
Members
Seven
Influential regional chapters
led by Advisory Boards of
brand leaders

11. RESEARCH
State of Marketing 2012
CMO Council
April 2-4, 2013 Hilton San Diego Bayfront

12. THE MULTI-CHANNEL
CUSTOMER

14. 144.8 billion emails sent
worldwide…per day
8.6 trillion SMS
messages sent
228 billion MMS
messages sent
5.5 trillion App
messages sent
554 million pieces of USPS
mail processed per day

15. Channel Reality: Email
• Email click thru drops to 4.4% in Q2
of 2012. Open rates drop to 25.6%
• Email volume is dropping – down
nearly 30% year over year in 2012
• 40% of BtoB marketers still believe
leads from emails still high quality
(Source: Epsilon)

16. Channel Reality: Social
What do they like?
• 67% of consumers want to be
eligible for exclusive offers
• 60% want the opportunity to
interact with other customers
• 65% want to gain access to
games and contests
(Source: CMO Council “Variance in Social Brand Experience)

17. Channel Reality: Digital &
Mobile
• 90% of online searches result in an
offline purchase
• 61% of mobile searches result in a
phone call
• 70% of mobile searchers will act
within an hour
• 30% of PC searchers will act within
that same time period.

18. Customer Reality: Over It
What’s the reaction?
• 41% would consider halting all
business and no longer purchase
from a company that continues to
send impersonal, irrelevant
clutter

19. Customer Reality: Over It
Why did they disconnect or
opt-out?
• 46% because communications
were not relevant to them
• 73% were irked over receiving
a promotion on a product they
already bought
• 39% ignore messages
because they are flooded (in
their mailbox and inbox)

20. THE MULTI-CHANNEL
MARKETER

21. by 2017 the
CMO will
spend more
on IT than
the CIO
- Gartner, January 2012

23. 36% of
marketers admit
digital strategy
is made of
random point
solutions
- CMO Council
Integrate to Accelerate Digital Marketing
Performance

24. Where Have You Seen
Digital Success?

25. Where Will You Invest In The
Next 12 Months?

26. traditional digital

27. How Has Social Impacted
Marketing?
① Improved customer listening &
engagement
② Opened new avenues to gather
insights
③ Increased the complexity of
planning

28. Blatantly web-jacked from Brian Solis www.briansolis.com

29. Blatantly web-jacked from Luma Partners: http://www.lumapartners.com/lumascapes/social-lumascape/

30. .com

31. What Concerns You About
Social Investments?
① Requires resources we don’t
have
② Can’t quantify ROI or impact
on brand
③ Requires new competencies
we don’t have
④ I can’t control what’s said
about my brand online

32. What Concerns You About
Social Investments?
① Requires resources we don’t
have
② I can’t quantify ROI or impact on
brand
③ Requires new competencies we
don’t have
④I can’t control what’s
said about my brand
online

35. 2013 MARKETING SPEND
INTENTIONS

36. Marketing’s Mandate
① Lower costs & improve go-to-market
efficiencies
② Grow & retain market share
③ Drive top-line growth
④ Maintain high quality sales
pipeline
⑤ Improve customer insights

37. Budget as % of Revenue

38. Operational Allocations

39. Program Spend

40. Value of Vendors & Partners

41. Why So Down?

42. IN SEARCH OF
THE KING

43. where are
the digital
hero's?
9% enjoy highly evolved digital programs
4% feel they are leading their category
7% are extremely advanced in leading with data

44. What Are the Leaders Doing?
• They have high levels of approval
and strategic support at the LOB &
CEO level
• Formed task forces with IT and
partner with CIO
• Turning to customers – not internal
teams – to identify valued
technologies and channels

45. What Are the Leaders
Doing?
• In the next year they will add:
Marketing resource management
Campaign & workflow management
• 72% focused on the delivery of
timely, relevant and targeted
communications
• Measure success through:
Conversion rates
Up-sell & cross-sell opportunities
Response and engagement rates

46. Change Management in
C-Suite
• Big Data
• Customer Experiences
•• Customer Engagement
…
To do all of this heavy lifting, marketing needs
be viewed as a center of excellence and take
on dual roles as functional and business leader
April 2-4, 2013 Hilton San Diego Bayfront

47. Where Marketing Needs
Help
How can you help us?
Source: The Economist Intelligence Unit Limited 2012
April 2-4, 2013 Hilton San Diego Bayfront

48. It is All About Integration
Source:www.jamalaplanit.com
April 2-4, 2013 Hilton San Diego Bayfront

49. All of Marketing Is Content
April 2-4, 2013 Hilton San Diego Bayfront

50. Integrated Marketing
Requires Content to Be
Actionable
Content in action
http://www.interleado.com/images/call%20to%20action.jpg
April 2-4, 2013 Hilton San Diego Bayfront

51. And Actionable Marketing
Requires a Call to Action
April 2-4, 2013 Hilton San Diego Bayfront

52. Move Towards Integration
and Personalization
April 2-4, 2013 Hilton San Diego Bayfront

53. Conclusions
April 2-4, 2013 Hilton San Diego Bayfront

54. WHERE YOU CAN
GO WITH YOUR CUSTOMERS

55. be
DISRUPTIVE!
Customer Evolution = Customer Revolution
Social, Social, Social
Have LOTS of BFF’s
Encourage Disruption..Then Make A
Commotion!

57. Finding the Rosetta Stone
Help Us Solve This Problem
Social
Customer Engagement
Direct
Sweet
Spot
Branding Response
Lead Generation
Image and Reputation
April 2-4, 2013 Hilton San Diego Bayfront

58. Partnering for the
Future
• Embrace the collision of direct response, branding and
social media
• Realize that just about everything we do in marketing has
some call to action
• Help us reach and engage our customers in new and
innovative ways
• Participate more fully in marketing integration programs
and tactics
• Position direct response as a strategy not a tactic
• Partner with us and other agencies that compliment your
strengths
April 2-4, 2013 Hilton San Diego Bayfront

59. THANKS!
Vince Ferraro
Former Vice President of Corporate and Consumer Marketing
Eastman Kodak Company
@vincelferraro
vincelferraro@gmail.com
www.cmocouncil.org
www.VincentFerraro.com

60. Questions
April 2-4, 2013 Hilton San Diego Bayfront