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21 st Century Marketing November 20, 2013 Dave Mahoney

21 st Century Marketing November 20, 2013 Dave Mahoney. Agenda. The Delicate Balance: Strategic vs. Tactical Five case studies of 21 st Century Marketing The new way to use Database Marketing – for email acquisition Retargeted emails on site abandonment – with no PII

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21 st Century Marketing November 20, 2013 Dave Mahoney

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  1. 21st Century Marketing November 20, 2013 Dave Mahoney

  2. Agenda • The Delicate Balance: Strategic vs. Tactical • Five case studies of 21st Century Marketing • The new way to use Database Marketing – for email acquisition • Retargeted emails on site abandonment – with no PII • Dynamic site presentment based on customer attributes • Technology & Marketing team mash-up – to drive extraordinary new customer growth • Multi-channel marketing clarified – how you can do a lot without losing the big picture • When we 21st Century Marketers fail, why is it? • A very cool President to wrap it up

  3. The Delicate Balance: Set Your strategy, and get to the tactical quickly • The foundation: Good Strategy – Don’t start executing without it • There are 20 good marketing ideas in your org right now • Hard: Carefully set Strategy, but don’t dwell on it • Harder: How do you focus on the 3 – 5 that are 80% of the long-term benefit? • Hardest: How do you convince your colleagues (boss!) to do the same? • Within those 3 – 5 activities: • Confirm your numbers first…..will it scale? Do you have budget and time? • Get internal buy-in from everyone up, down, and sideways as needed • Run as many test-and-learns as needed, but no more, to prove practicality and scalability • Maniacally rollout proven tests….and change the business

  4. 21CM Tip #1: Combine old and new technologies for extraordinary results • Database Marketing in the 21st Century • Start with a couple good databases • Find overlap and mailing groups • Execute across a struggling acquisition platform such as Email

  5. 21CM Tip #2: Turn your ‘what ifs’ into reality – such as retargeted emails on acquisition

  6. 21CM Tip #3: Use marketing technology to dynamically present online offers in real time • First party cookies can be used to dynamically change site presentment, in an a/b split test environment, based on customers attributes as they enter your site

  7. 21CM Tip #4: Partner with Technology colleagues – they are a critical ally • Marketing without Technology these days is usually a dead end • Technology without Marketing……ditto • Soooo, who is more likely to reach out to whom? • Bill Me Later may have made $1 Billion on this relationship So what are your next steps? A - Wait for them to make the first move – you’re far too busy! B - Surprise them with buy-in from their VP on your next project! C - Reach out to them yourself (coffee, lunch, client meeting, bi-weekly check-in, LinkedIn invites, FB friends, yada yada)

  8. 21CM Tip #5: Pulling it all together - Use Marketing ‘Surround Sound’, but keep the 80/20 as your focus • Gold Star time! How to take ‘cross-channel marketing’ from hyperbole to real sales…. • Contractors work on: • Social Ads (Facebook Right Hand Column, FB Newsfeed, LinkedIn) • Display Retargeting (Google, Facebook Exchange, YouTube pre-roll & search click) • Affiliate (Linkshare, Commission Junction, Pepperjam) • Email (direct & partner) • Google TV • Core Marketing Team works on: • Direct Mail • Paid Search (Google AdWords, Bing, Yahoo) • Channel Partner Deals • SEO • Weekly SEO/SEM/ SMM meeting to share what’s working

  9. Why Marketers Underperform (imo) You lose! • We don’t set Strategy and execute on the 3 – 5 leveraged initiatives • We don’t build relationships and use good vision-based persuasion • We don’t execute– rather, we overly ideate • We don’t work across experiences/generations to drive new platforms • We insist on digital-only…..or non-digital-only….rather than blending old & new

  10. Calvin Coolidge’s Secret to 21st Century Marketing Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent. The slogan Press On! has solved and always will solve the problems of the human race.” ― Calvin Coolidge, 30th President of the U.S. “Nothing in the world can take the place of persistence. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb.

  11. Summary • The Five Keys to 21st Century Marketing: • Persistence & embracing digital change • Set strategy, leading to 3 – 5 main tactical initiatives (the 80/20), link old & new worlds • Test and Learn to gauge scale, then roll out • Do things no one asked you to do • Persistence

  12. 21st Century Marketing Questions?

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