Statements 2.0: A Critical Part of Your Marketing Mix
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Statements 2.0 A Critical Part of Your Marketing Mix Daniel Kim | Product Marketing Manager Sean O‘Donovan | Vice President, Marketing
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On April 25th, 2012, Doxim delivered another informative webinar: Statements 2.0: A Critical Part of Your Marketing Mix. Our VP of Marketing, Sean O'Donovoan discussed ways to improve your marketing campaign awareness and cross sell and up sell members on your product & service offerings to compliment your existing eStatement solution.
Transcript of Statements 2.0: A Critical Part of Your Marketing Mix
Statements 2.0A Critical Part of Your Marketing Mix
Daniel Kim | Product Marketing ManagerSean O‘Donovan | Vice President, Marketing
Webinar: Statement Series
Webinar: Statement Series
Agenda
• Statements 2.0
• Traditional vs. Digital
• Targeted Ads
• A/B Testing
• Landing Page Best Practices
• Tracking Metrics
Statements 2.0
Web 2.0 is a loosely defined intersection of web application features that facilitate participatory information sharing, interoperability, user-centered design, and collaboration on the World Wide Web.
Traditional vs Digital
Old School:
Offline
Direct Mail
TV
Radio
Tele-
Marketing
New School:
Online
Social Media
SEO & PPC
Video
Podcast
Website
Online Adoption
• Shift to online over last 5-7 years – medium can now be leveraged to include statements
• Statements more than just a customer facing report they’re a marketing document too
• #1 customer touch point in statements integrated with #1 customer channel/medium
Changing Demographics
• Youth movement
• Online, mobile and interactive
• Other demographics are moving there too
Internet Usage by Age
Internet Usage by Age
Online Banking Usage
Multi-Channel Marketing
• Average improvement of 50% for multichannel campaigns over traditional campaigns1
• 62% of online campaigns deliver increase in ROI when combined with offline marketing such as direct mail1
1 MarketPath Annual Marketing Research Study, 2011.
Multi-Channel Integration
*IPA analysis of over 250 case studies
So What’s Next?
• Statements as a marketing vehicle
• The importance of Calls to Action (CTA)
• Leveraging landing pages
• The importance of A/B testing
• Measuring success
Easy Comparison
Don’t be this guy Be this guy
Calls To Action
Calls To Action
QR Code Usage
ComScore Survey+ In June 2011, 14m US Smartphone users
scanned a QR code
+ Canadian data for the
same period 1.3m– Majority Male– 25-35 years old
Engaging Recipients Online
• Just having web addresses or clickable URLs is not enough
• The recipient that chooses to engage expects more
• First thing is a landing page that is tightly associated with the ad message – not just a link to a related pages- or worse, a home page
Landing Page Best Practices
Above the fold?
A B
Fold line
A/B Testing Landing Pages
• Helps identify which of two variants converts best
• Can do this very easily using Google’s free Website Optimizer:www.google.com/websiteoptimizer
• Can significantly impact effectiveness
A/B Testing – Illustration 1
A B
Which Landing Page Headline & Subhead Version Increased Leads by 27.8%?
A/B Testing Ads
• Can A/B test statement ads too/or instead• Assumes campaign runs >1 month• 2 variants spread across recipient base• Measure response• Leverage best ad for following month(s)• And for other mktg materials
– Web content, posters, DM, LPs, etc
A/B Testing – Illustration 2
A B
Which Imagery Helped this Landing Page Increase Leads by 29%?
Tracking and Measuring
• So you put in all that hard work• How do you know it’s working• Online facilitates measurement• Key metrics :
– Click through rate– Visits to LP– Time on page– Conversion rate
Google Analytics
• Free yet robust analytics solution • Track visits, click-throughs and
conversions• Also measure hundreds of other variables
Google Analytics
• Getting going is easy:1. Register at www.google.com/analytics
2. Get tracking code
3. Add to every web page – include file
4. 24 hours later start tracking site visitors• Top content• Unique visitors• Page views/time on site • Referrals and keywords
Google Analytics
Some Other Related Ideas
• Leverage push email• Leveraging coupons
– Joint marketing• Amortising statement costs
– Sell ad impressions to partners and sponsors• Think about colour printing
– When your print suppression is >50%– For high net worth clients
Advanced Segmentation
• Get it all humming on an ad by ad basis• Then look at different demographic
segments• Targeting by segment can increase
response rates significantly• Challenge is:
1. Getting the segmentation data – CRM
2. Leveraging it for statement ads
Message Central
For More Information:
Website: www.doxim.com
Facebook: www.facebook.com/doxim
Twitter: @doxim_inc
YouTube: DoximTV
Generation Jones
