The 2012 Digital Marketer: Powerful insight for today’s digital savvy marketer
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Transcript of The 2012 Digital Marketer: Powerful insight for today’s digital savvy marketer
![Page 1: The 2012 Digital Marketer: Powerful insight for today’s digital savvy marketer](https://reader033.fdocuments.us/reader033/viewer/2022051512/540a22458d7f72384c8b46df/html5/thumbnails/1.jpg)
© 2012 Experian Information Solutions, Inc. All rights reserved.
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Let’s get digital!
We asked, you answered: “What is your biggest marketing challenge?”
Join us for a TweetChat after the webinar! Our data experts will host a TweetChat to answer your pressing questions!
Follow these simple steps: Go to http://www.TweetChat.com Use the hashtag #EMS2012 Log into your twitter account Participate in the conversation
2.85%
3.71%
8.28%
12.31%
13.38%
18.84%
19.27%
21.37%
0% 5% 10% 15% 20% 25%
Contact data quality
Facebook advertising
Cross-channel data management
Online consumer intelligence
Online audience targeting
Email, social, mobile marketing
Consumer, mobile, social research
Consumer data
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© 2012 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc.
Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified,
or distributed in any form or manner without the prior written permission of Experian.
The 2012 Digital Marketer Powerful insight for today’s digital-savvy marketer
Ashley Johnston, VP of Marketing
Bill Tancer, Head of Global Research
John Fetto, Senior Marketing Manager, Experian Simmons
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© 2012 Experian Information Solutions, Inc. All rights reserved.
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Introducing our speakers
Bill Tancer, Head of Global Research
► Best selling author of Click: What Millions of People do Online and Why it Matters
John Fetto, Senior Marketing Manager, Experian Simmons
______________________________
Talk Track:
Customer obsession
The New American Consumer
Email, social, mobile and search
The Marketing Sophistication Curve
SM
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© 2012 Experian Information Solutions, Inc. All rights reserved.
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Customer obsession
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© 2012 Experian Information Solutions, Inc. All rights reserved.
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Customer obsession
Customers want brands to
listen to them,
understand them better
and know them
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Moving up the Marketing Sophistication Curve SM
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The New American Consumer
28% of marketers cite creating effective targeting profiles as one of their biggest marketing challenges
Source: Experian Marketing Services
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1 out of 12 first births are to woman age 35+*
Spotlight segment: Fast Track Couples
Married couples delay having children
*Source: National Center for Health Statistics
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Three generations, one roof
Households that contain adults and children from multiple generations
Spotlight segment: Sports Utility Families
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Marketing across channels
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Four major ways to segment data
► Email behaviors
► Transactions
► Web analytics
► Social media information
“Friends and Family” campaigns have
► Double the referral rate
► Avg. of 2-3x higher revenue per email
► Higher opens, clicks and transactions
Source: Experian CheetahMail
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Source: Experian Hitwise
Social
91% of online adults are using social media regularly. More than 50% use Facebook regularly
Use of social networks have become ubiquitous but demographics are constantly shifting
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Downstream industries visited after Social Networking and Forums – month of December 2011
Social
Source: Experian Hitwise
8.43% of traffic leaving social networks went to retail sites, this is up from 7% last year and 6.5% in 2010
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Unique visits to Pinterest.com (U.S.)
Source: Experian Hitwise
Pinterest is the 3rd most popular social network behind Facebook and Twitter
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© 2012 Experian Information Solutions, Inc. All rights reserved.
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Mobile
Source: Experian Simmons
232 million Americans ages 6+ count themselves among the ranks of mobile Americans today, up from 178,000 in 2007
At least 41 million Americans use their cell phones for shopping- related activities
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Peak Week retrospective
2011 Cyber Monday claimed the prize as the busiest shopping day of the year,
growing from 138 million visits to 177 million visits to the Retail 500 index, a
29% increase over 2010
Daily visits to Top 500 Retail Websites
Source: Experian Hitwise
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Jos. A. Bank Case Study
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© 2012 Experian Information Solutions, Inc. All rights reserved.
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Conclusion
Customer obsession is the key to standing-out in a crowded field
Embrace heterogeneous segments versus a homogenous average
Understand that usage and demographics are constantly shifting
Strive to move up the marketing sophistication curve from simple channel execution to multi-channel optimization
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© 2012 Experian Information Solutions, Inc. All rights reserved.
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Questions?
Join us for a TweetChat after the webinar!
Our data experts will host a TweetChat to answer your pressing questions!
Follow these simple steps:
Go to http://www.TweetChat.com
Use the hashtag #EMS2012
Log into your twitter account
Participate in the conversation
Download The 2012 Digital Marketer:
Benchmark and Trend Report at
Experian.com/DigitalMarketer2012