Steve Deckert - Retention Marketing
Transcript of Steve Deckert - Retention Marketing
![Page 1: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/1.jpg)
INBOUND15
Retention Marketing:The Next eCommerceBattleground
Steve Deckert
Co-Founder, Sweet Tooth
![Page 2: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/2.jpg)
INBOUND15
Steve Deckert
@stevedeckert
![Page 3: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/3.jpg)
INBOUND15
Sweet Tooth@sweettootheCommerce loyalty programs4,000 retailerssweettoothrewards.com
![Page 4: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/4.jpg)
INBOUND15
![Page 5: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/5.jpg)
INBOUND15
![Page 6: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/6.jpg)
INBOUND15
![Page 7: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/7.jpg)
INBOUND15
Inbound > Outbound
![Page 8: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/8.jpg)
INBOUND15
Outbound=
Customer Acquisition
![Page 9: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/9.jpg)
INBOUND15
![Page 10: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/10.jpg)
INBOUND15
![Page 11: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/11.jpg)
INBOUND15
![Page 12: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/12.jpg)
INBOUND15
Outbound=
Acquisition
![Page 13: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/13.jpg)
INBOUND15
eCommerce=
Acquisition
![Page 14: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/14.jpg)
INBOUND15
![Page 15: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/15.jpg)
INBOUND15
1994: "Ten Summoner's Tales" by Sting becomes the first secure online purchase.
Pizza Hut also claims to be first to sell online.
1995: Jeff Bezos launches Amazon.com. eBay founded as AuctionWeb.
1996: Dell begins selling computers online.
1998: PayPal founded.
1999: Alibaba Group established in China. Overstock.com founded.
2002: eBay acquires PayPal for $1.5 billion.
Early eCommerce History
![Page 16: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/16.jpg)
INBOUND15
1994: "Ten Summoner's Tales" by Sting becomes the first secure online purchase.
Pizza Hut also claims to be first to sell online.
1995: Jeff Bezos launches Amazon.com. eBay founded as AuctionWeb.
1996: Dell begins selling computers online.
1998: PayPal founded.
1999: Alibaba Group established in China. Overstock.com founded.
2002: eBay acquires PayPal for $1.5 billion.
2004: Inbound conceptualized by Brian Halligan & Dharmesh Shah
Early eCommerce History
![Page 17: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/17.jpg)
INBOUND15
eCommerce=
Acquisition
![Page 18: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/18.jpg)
INBOUND15
![Page 19: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/19.jpg)
INBOUND15
![Page 20: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/20.jpg)
INBOUND15
![Page 21: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/21.jpg)
INBOUND15
![Page 22: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/22.jpg)
INBOUND15
Outbound vs Inbound=
Cust. Acquisition vs Retention
![Page 23: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/23.jpg)
INBOUND15
The companies that will win the next 5 years of eCommerce will win using customer retention.
![Page 24: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/24.jpg)
INBOUND15
Why?
![Page 25: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/25.jpg)
INBOUND15
Because acquisition won’t work.
![Page 26: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/26.jpg)
INBOUND15
https://blog.shareaholic.com/search-visit-value-06-2014/
![Page 27: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/27.jpg)
INBOUND15
http://searchengineland.com/google-showing-fewer-ads-per-search-219834
![Page 28: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/28.jpg)
INBOUND15
http://www.statista.com/chart/2021/organic-reach-of-brands-facebook-posts/
![Page 29: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/29.jpg)
INBOUND15
http://www.adweek.com/socialtimes/infographic-paid-reach-on-facebook-getting-more-expensive/299749
![Page 30: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/30.jpg)
INBOUND15
http://www.marketingcharts.com/television/global-display-ad-spend-growth-forecast-to-outpace-paid-search-22423/zenithoptimedia-global-online-ad-spend-2010-2014-
june2012png/
![Page 31: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/31.jpg)
INBOUND15
https://moz.com/blog/consumer-survey-reveals-the-efficacy-of-inbound-vs-outbound
![Page 32: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/32.jpg)
INBOUND15
https://moz.com/blog/consumer-survey-reveals-the-efficacy-of-inbound-vs-outbound
![Page 33: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/33.jpg)
INBOUND15
http://andrewchen.co/the-law-of-shitty-clickthroughs/
![Page 34: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/34.jpg)
INBOUND15
http://www.marketingcharts.com/verticals/retail-and-e-commerce/51-of-americans-switched-service-providers-in-the-past-year-due-to-poor-customer-service-
37627/attachment/accenture-switching-service-providers-oct2013/
![Page 35: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/35.jpg)
INBOUND15
Consumers have had enough of companies trying to
acquire them.
![Page 36: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/36.jpg)
INBOUND15
Outbound vs Inbound=
Cust. Acquisition vs Retention
![Page 37: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/37.jpg)
#INBOUND15
Customer Retention
![Page 38: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/38.jpg)
INBOUND15
http://success.adobe.com/assets/en/downloads/whitepaper/13926.digital_index_loyal_shoppers_report.pdf
![Page 39: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/39.jpg)
INBOUND15
http://www.nielsen.com/us/en/insights/news/2013/under-the-influence-consumer-trust-in-advertising.html
![Page 40: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/40.jpg)
INBOUND15
Historically, <20% of marketing budgets dedicated to retention.
![Page 41: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/41.jpg)
INBOUND15
http://www.marketingcharts.com/uncategorized/customer-retention-top-marketing-priority-17975/
![Page 42: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/42.jpg)
INBOUND15
http://www.marketingcharts.com/traditional/retailers-say-customer-retention-will-be-key-revenue-growth-driver-45664/attachment/kpmg-most-significant-retail-revenue-drivers-
sept2014/
![Page 43: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/43.jpg)
INBOUND15
Source: 2013 Colloquy Loyalty Census
![Page 44: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/44.jpg)
INBOUND15
Source: 2013 Colloquy Loyalty Census
![Page 45: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/45.jpg)
INBOUND15
Source: 2013 Colloquy Loyalty Census
![Page 46: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/46.jpg)
INBOUND15
The companies that will win the next 5 years of eCommerce will win using customer retention.
![Page 47: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/47.jpg)
INBOUND15
Customer Retention Model
![Page 48: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/48.jpg)
INBOUND15
Visitor Purchaser Repeat Purchaser
Brand Advocate
![Page 49: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/49.jpg)
INBOUND15
Visitor
PurchaserRepeat Purchaser
Brand Advocate
![Page 50: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/50.jpg)
INBOUND15
Visitor Purchaser Repeat Purchaser
Brand Advocate
Customer Acquisition Customer Retention
![Page 51: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/51.jpg)
INBOUND15
Visitor Purchaser Repeat Purchaser
Brand Advocate
Customer Acquisition Customer RetentionTransactional Relationship Emotional Relationship
![Page 52: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/52.jpg)
INBOUND15
Loyalty is an Emotion
![Page 53: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/53.jpg)
INBOUND15
Visitor Purchaser Repeat Purchaser
Brand Advocate
Customer Acquisition Customer RetentionTransactional Relationship Emotional Relationship
• Good prices• Fast shipping• Site speed• Easy UI• Product Images
![Page 54: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/54.jpg)
INBOUND15
Visitor Purchaser Repeat Purchaser
Brand Advocate
Customer Acquisition Customer RetentionTransactional Relationship Emotional Relationship
• Good prices• Fast shipping• Site speed• Easy UI• Product Images
Hygiene Factors
![Page 55: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/55.jpg)
INBOUND15
Visitor Purchaser Repeat Purchaser
Brand Advocate
Customer Acquisition Customer RetentionTransactional Relationship Emotional Relationship
• Good prices• Fast shipping• Site speed• Easy UI• Product Images
Hygiene Factors• Loyalty programs• Lifecycle email• Amazing customer support• Personalization• Referral programs
![Page 56: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/56.jpg)
INBOUND15
Visitor Purchaser Repeat Purchaser
Brand Advocate
Customer Acquisition Customer RetentionTransactional Relationship Emotional Relationship
• Good prices• Fast shipping• Site speed• Easy UI• Product Images
Hygiene Factors• Loyalty programs• Lifecycle email• Amazing customer support• Personalization• Referral programs
Delight Factors
![Page 57: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/57.jpg)
INBOUND15
Visitor
PurchaserRepeat Purchaser
Brand Advocate
![Page 58: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/58.jpg)
1. Acquisition = Outbound. Retention = Inbound.
2. Customers have had enough of companies trying to
acquire them. Acquisition becoming less effective and
more expensive.
3. Retention marketing is a good way to grow revenue and get
new customers
What Did You Learn?
![Page 59: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/59.jpg)
INBOUND15
Do What You Believe
![Page 60: Steve Deckert - Retention Marketing](https://reader034.fdocuments.us/reader034/viewer/2022051403/58a7f40d1a28abfa488b4ad3/html5/thumbnails/60.jpg)
INBOUND15
Thank You!Questions?