One-to-One Communication: Promise vs. Perception

1. One-to-One Communication:Promise vs. Perception Denise Garcia Principal Analyst, Media & Advertising

2. Objectives • Determine future trends regarding mass, targeted and personalized marketing • Competitive advantage or shallow threat? • Phone survey of 212 marketing professionals • iMedia, Wharton, Gartner • Representative U.S. sample: co. size, # of employees, B2B/B2C, marketing budget from <$1 Million to $50 Million +, split between brand or sales focused strategy

3. Personalized Marketing Increasing Importance “Personalized marketing initiatives will be important to our organization in the future.”

4. Advertising/Marketing Critical to Revenue/Sales Growth “Advertising and marketing are critical to meeting our organizations sales and revenue goals.”

5. Complaints Aren't Limiting Customization “Concerns about customer/prospect complaints have slowed our use of personalized marketing.”

6. Benefits HIGH POTENTIAL More efficient use of customer/prospect time 44% Increased customer retention 43% Overall increases in revenue 43% Increase average time spent at site by prospects/clients 42% More efficient use of employee time 38% Increased number of web site visitors 37% Shortened sales cycle 35% Improved web site registration rate 34% More efficient use of partner time 33% Reduced costs 26% Increased margin of average sale 25%

7. Techniques in Use 2004 PLANS 23% 25% 25% 35% 31% 29% 37% 34% 35% 49% 44% NOT IN USE Clickstream data to dynamically change web site content 73% Collaborative filtering to classify visitors and serve content 72% Keyword query to change content 67% Give web site visitors control over content from set preferences 62% Demographic personalization to tailor online messages 62% Geographic personalization to tailor online messages 60% Registration data to change web site content 59% Geographic personalization to tailor messages in traditional media 54% Demographic personalization to tailor messages in traditional media 51% Address customers/prospects by name in electronic communication 38% Address customers/prospects by name in print communication 32%

8. Denise: Back and forth Conclusions • Most organizations realize the value of personalized and targeted marketing going forward • Most companies have yet to utilize true targeted and or personalized marketing • Privacy concerns are not a real issue for companies that value personalized marketing • The majority of organizations understand the strong linkage between marketing and revenues

9. Recommendations Advertisers • In the short to medium term focus on targeted marketing rather than personalized marketing • Initiate ROI measures to evaluate various marketing strategies • Use personalization and customization techniques to: • gain competitive edge • differentiate your brand • strengthen customer relationships

10. Recommendations CRM and Personalized Marketing Vendors • Realize the minimal understanding in business about personalized and targeted marketing strategies • Be prepared to educate potential customers prior to evaluating sales potential of prospects • Assume that early targeted and personalized marketing efforts will target existing customers

11. Questions ?