ClickSquared Webcast: Improve your Marketing, Remove the Complexity

Improve your Marketing,
Remove the Complexity
David Daniels, CEO & Co-Founder - The Relevancy Group, LLC
Dan Smith, Senior Vice President - ClickSquared

Copyright © 2012 Proprietary & Confidential. ClickSquared. The Relevancy Group.

Intro to ClickSquared TOP 100 PRIVATE COMPANIES
Top 250 GLOBALCOMPANIES

Enablers and Devices 2011, 2012
2011, 2012

The only company offering SaaS cross-channel campaign
management software, enabling B2C marketers to easily
design, manage and deliver data-driven marketing programs
without the cost and complexity of “big software” and multi-
vendor integrations.
“EDGES AHEAD OF THE DIGITAL PACK”
“STRONG PERFORMER”


Agenda
 Understanding Consumer Email Behavior
 Marketer Attitudes, Behaviors and Tactics
 Enlisting A Suite Solution to Limit Complexity
 Strategies to Improve Relevance and
Engagement
 Tactics to Advance Social Marketing Tactics


Short Is In
Welcome To The Short Burst Society

 50%+ skip commercials
 900 million+ of us place short status
updates on our Facebook profile;
50% do so every day
 300 million use Twitter; 400K+ new
accounts are created daily, at least
320 new members every minute.
 72%+ of U.S. consumers have SMS
plans, at least 203 million consumers

Learn More at www.ShortBurstSociety.com The Relevancy Group, LLC


The “Short Burst Society” Increases By The
Number of Consumers Adopting Shorter
Communication Styles
Short Communication Behavior By Age
100%
Percentage of Consumers

Primary “Short Burst Society” Age Groups Sent an SMS msg to a friend
85%
80% 79% 77% Updated Facebook status
75% 69% 65%
70% 73% 63% Tweeted on Twitter
60% 56%
47% 50% Retweeted on Twitter
40%
34% 32% 35%
27% Signed up for Twitter
23% 19%
20% 20% 12%
18%
10% Opted-in to mobile marketing
4% 3% 2% 5% offers
0%
Age 13- 19- 27- 33- 39- 46- 54- 61- 71+
Groups 18 26 32 38 45 53 60 70

Question Asked: Which of the following have you done in the last six months?
(select all) Note: SMS=Short Message Service a.k.a. text messages , msg=message, Visit www.ShortBurstSociety.com for
more on this emerging communication behavior
Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States Online Consumers Ages 13+

Mobile Email Usage Soars Particularly
Among Younger Consumers
Mobile Email Adoption By Age
100%

80%
66%
60%
54% 52%
50% Yes
40% 41% 37%
No
26%
20%
14% 11%
0%
Age 13- 19- 27- 33- 39- 46- 54- 61- 71+
Groups 18 26 32 38 45 53 60 70

Question Asked: Do you currently access one or more of your personal email
accounts on a mobile device, such as a cell phone or smart phone? (select one)


Impact on email

 Consumers spend on average 28 seconds
reading an email*
 Format for mobile, image sizes
 Test copy length, use of links
 Measurement of which devices
subscribers are using to view your email
 Mobile formatted landing pages

*Source: LiveIntent Email data

Marketers Must Adopt Relevant Tactics to
Advance Sharing, Decrease Deletions
Email Marketing Inbox Behavior By Age
100%

Deleted email marketing offer
79% not relevant to me
80% 76% 75% 76%
68%
71% 72% Deleted marketing email
64% 69%
60% because I get too much email
from them
Unsubscribed from email that
40% opted into

22%
20% Marked marketing message
14% 15%
10% 8%
that I opted-into as spam
7% 6%
3% 4%
0%
Shared email marketing
Age 13- 19- 27- 33- 39- 46- 54- 61- 71+ content on Facebook or
Groups 18 26 32 38 45 53 60 70 Twitter

Question Asked: Which of the following have you done in the last six months?
(select all) Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States Online Consumers
Ages 13+


Email Remains The Lead Channel To Capture Marketer
And Consumer Attention To Deliver Engagement
Marketing Channels Deployed - 2012
Email Marketing 67%
Print Direct Marketing 57%
Facbebook-Social Marketing 57%
Online Display Ads 52%
Field or Event Marketing 44%
Location Based Marketing 40%
Twitter Marketing 38%
Paid Search Marketing 36%
Online Video, e.g. YouTube 34%
Digital Mobile Apps (iPad, etc.) 33%
Mobile Marketing 32%
Catalogs 28%
0% 10% 20% 30% 40% 50% 60% 70% 80%

Question Asked: Which marketing channels do you actively market in? (select all)
Source: The Relevancy Group/ClickSquared Executive Survey, n=402 4/12, United States Only


Marketers Have A Great Appetite for
Email Sending
 Overall, on a monthly basis they send a
mean of 6.6 million email messages per
month, retailers = 7.5 million/month
 Those with 10 million customer records
send 21.4 million emails per month (mean)
 Those with a billion dollars in revenue or
greater send 15.5 million emails per month
(mean).


168 MILLION emails are sent per minute


2.9 billion
The Scale of Email

900 million

463 million
300 million
90 million
Total Accounts Facebook Twitter Email Websites Google+
Daily Activity 1 billion
60 million items shared
updates 140 million
tweets
3.3 billion
searches
47 billion
pageviews

188 billion
messages


Email Usage Remains A Persistent Daily
Activity For US Consumers
Frequency of Checking Primary Personal Email
Account
1%
6%
Hourly or more
13% frequently
Multiple times per day

27%
Daily

Multiple times per week
53%
Monthly, Multiple times
per month

Question Asked: How often do you check your primary personal email account?
(select one)


Marketers Work In Silos, Few
Connect Across The Enterprise

EMAIL DIRECT SOCIAL
Customers & Prospects Customers & Prospects Press and Others
Field Marketing Loyalty Marketing Corporate/Brand Marketing
Sales Management Product Marketing Investor Relations

Few Organizations Connect Customer Centric Practices, Data, Measurement Across Silos

Marketing Silos, Lack of Connected Marketing, see www.CMF4.com For The Connected Marketing Framework
Source: The Relevancy Group, LLC


Little Progress Has Been Made To
Connect The Marketing Culture, Perhaps
Slowing Growth of “The Suite Culture?”
Marketing Organization Operational Culture
Our marketing department shares common 42%
goals 51%
There is central ownership of marketing across 29%
all channels 33%
We manage contact frequency across all 26%
channels 29%
Our marketing programs are tightly coordinated 25%
across all marketing channels 28%
Use attribution to ensure that offline response is 2012
18%
attributed back to the correct channel 16%
2011
The marketing team is rewarded with common 13%
personal incentives 14%

None of the above 9%
7%

0% 20% 40% 60% 80% 100%
Question Asked: Please select the statement or statements that best represent how
your marketing organization operates? (select all)
The Relevancy Group/ClickSquared Executive Survey, n=368 5/11, United States Only

Data Challenges Persist, Obscuring The Ability
To Recognize Clients as Valuable Assets
Marketing Organization Management of Customer Data –
Top Five 2012 Responses
Have a centralized data repository for our
client data 32%

We know the value of our email subscribers 32%
Tremendous
We use email address as a unique customer Growth
identifier 28% Opportunity
Exists
Measure lifetime customer value 27%

Track acquisition costs by channel 25%

0% 20% 40% 60% 80% 100%

Question Asked: Please select the statement or statements that best describe how
you manage your customer data? (select all) Selected Responses – Top Five
Source: The Relevancy Group/ClickSquared Executive Survey, n=402 4/12, United States Only (table 24)


Shiny New Toys Capture The Marketers Attention,
Surpassing Usage of Very Basic and Complex Testing
in 2012
Tactics Regularly Utilized – Top Ten Tactics Used

Target cust. using web-site behavior 33%
33%

Place offers/ad in transactional email 32%
32%

Paid search to grow database 29%
35%

Use life-stage customer targeting 26%
32%

Launched a mobile app for our clients 26%
27%

Utilizing QR (Quick Response) codes 22%
20% 2012

Segment customers w/ sales-force data 22%29% 2011
Utilize dynamic content 19% 30%

A/B testing for email marketing 17% 31%

0% 20% 40% 60% 80% 100%
Question Asked: Please select the statement or statements that best describe the
marketing tactics that you regularly utilize? (select all) Source: The Relevancy
Group/ClickSquared Executive Survey, n=402 4/12, United States Only

Year-over-Year The Notion of
The Single Suite Gains Ground
60%
51% Single Suite Gains In Part Because of
50% Fewer Integration Issues
41%
40%

30%
2011
20% 18% 16% 17% 2012
14% 12% 10%9%
10% 7% 7%
0%
0%
Combo of Single Suite MSP Homegrown Single Suite No
point In-house application Saas Cloud technology
applications

Question Asked: Which of the following best describes how you use technology to manage marketing
campaigns across email, mobile, print and social channels? (select one) Source: The Relevancy
Group/ClickSquared Executive Survey, n=402 4/12, United States Only The Relevancy Group/ClickSquared
Executive Survey, n=368 (24) 5/11, United States Only

Measurement Benefits Are Clear In A Single
Suite Deployment
Benefits of Using A Single Campaign Management Suite

Can measure campaigns across channels 55%
54%

Improved the targeting and relevance of… 51% 63%

Improved revenue per customer, overall… 29%
50%
Better understanding of our customer's… 21%
43%
Reduced marketing production and… 42% 54%

Deploy campaigns across channels more… 36% 50%

Reduced the need for and use of IT… 23%29%
2012

None of the above 4%
4%
2011

0% 10% 20% 30% 40% 50% 60% 70%
Percentage of Qualified Executives
Question Asked: What are the benefits that you and your organization have
experienced from using a single campaign management suite? (select all)
Source: The Relevancy Group/ClickSquared Executive Survey, n=368 (24) 5/11, United States Only
The Relevancy Group/ClickSquared Executive Survey, n=368 (24) 5/11, United States Only


Desire For Single Campaign Management
Suite Remains Strong in 2012
Consider Using a Single Campaign Management
Suite - 2012

26%

Yes No

74%

Question Would you consider utilizing a single campaign management suite to manage
marketing campaigns across multiple channels, e.g. email, print, mobile, social? (select
one) Source: The Relevancy Group/ClickSquared Executive Survey, n=402 4/12, United States Only

Interest in Using SaaS Campaign Management
Apps is High Regardless of Current Deployment
Potential of Using a SaaS Cloud Solution - 2012
Combo
100% Buyers
Surpass
23% Others
31% From
80% 46% 43% 41%
2011

60%
No
40% 77% Yes
69%
54% 57% 59%
20%

0%
Technology Outsource to an No technology Home grown Use campaign Combo of point
Currently MSP solution management solutions
Used software suite

Question Asked: Would you consider utilizing a Campaign Management Solution
that was offered as a Software as a Service (SaaS), hosted cloud based solution?
(select one) Source: The Relevancy Group/ClickSquared Executive Survey, n=402 4/12, United States Only

Misguided Security Concerns Will Persist, But Channel
Adoption Will Drive SaaS Usage
Top Five Reasons Not Interested In Saas Based Solution -
2012
Concerned about the security of 22%
cloud based solutions

Overkill - don't use every channel 19%

They are more expensive then on- 18%
premise

We use an MSP - people power 15%

Prefer to point solutions, best of 14%
breed
0% 10% 20% 30% 40%
Percentage of Qualified Executives
Question Asked: Why wouldn't you consider utilizing a Saas (Software as a
Service), hosted cloud based Campaign Management Solution that addressed all
digital and print marketing channels? (select all) Source: The Relevancy Group/ClickSquared
Executive Survey, n=402( 24) 4/12, United States Only,

Marketers More Aware of Analytical Need in
2012, In Advance of Output Remedies, such as
Dynamic Content – Marketers Mature in 2012
Top Marketing Priorities For This Year (Select Top 3)
Greater use of analytics to optimize 29%
mailings
Integrating into social channels, 29%
leveraging social data 30%

Improving segmentation and targeting 27%
35%

Increase relevancy via dynamic content 17%
20%

Centralizing our customer data and 21%
making it actionable 19%
2012

Improving response attribution 19% 2011
18%

0% 10% 20% 30% 40%

Question Asked: What are your three top priorities for improving your marketing
programs this year? (select top three) Selected Responses

Majority of Marketers Still Missing Many
Major Segmentation Opportunities
Top Six Most Common Customer Segmentation/Targeting
Attributes By Marketers –2012

Demographics 56%

Geographics 49%

Customer Spending 38%

Satisfaction survey data 37%

Email Click-throughs 30%

Customer profitability/LTV 30%

0% 10% 20% 30% 40% 50% 60%

Question Asked: Which of the following customer data attributes has your company
used to segment audiences for marketing campaigns within the last six months?
(select all) Source The Relevancy Group/ClickSquared Executive Survey n=402 4/12, United States Only

Coordination and Budget Concerns Hinder
Marketing Effectiveness
Top 10 Greatest Marketing Challenges
Lack of budget to fund our program 29% 35%
Managing offers across multiple campaigns 25% 32%
Coordinating campaigns across channels 25%29%
Having adequate staffing resources 22% 29%
Analyzing campaign results 22% 32%

Sufficient experienced/IT Support staff 22%25%

Coordinating across departments and brands 21% 32%

Managing message frequency across channels 20% 26%
Ability to automate campaigns 16%21% 2012
Declining response rates/Churn 16%21%
Lack of consolidated customer data 14% 2011
23%

0% 10% 20% 30% 40%

Question Asked: What are your greatest challenges when developing marketing
campaigns? (select all) Top 10 Responses Selected
Source: The Relevancy Group/ClickSquared Executive Survey, n=402 4/12,

The Very Cost Social Tactics Rival The More
Import Sciences of Direct/Email Marketing
Top Six Social Marketing Tactics Currently Used - 2012
80%

20% 23%
60% 27% 26%
19% 24%

40%
Plan w/in 12 months
55% 52% Currently
20% 46% 45% 45% 45%

0%
Share Email Manage Respond w/ Leverage Twitter to Email/Social
content to follower private social for nuture metrics for
social sites pages on messages email customer attribution
social sites on FB acquisition relations

Question Asked: Which social marketing initiatives have you currently deployed, plan
to deploy or do not plan to deploy? (select one for each tactic) Top 6 Responses
Source: The Relevancy Group/ClickSquared Executive Survey, n=402 4/12, US Only


The Cost Effective Twitter Can be an Effective
Social Marketing Client Acquisition Tool
Bottom Six Social Marketing Tactics Currently Used - 2012
80%

60%
21% 22% 25% 27%
23%
40%
33% Plan w/in 12 months
44% Currently
20% 43% 42% 38% 33%
14%
0%
Target email Deploy Twitter as a Direct Utilize a Nothing
subs based engagement marketing message listening
on social apps channel, Twitter sentiment
influence contests offers followers analysis
games

Question Asked: Which social marketing initiatives have you currently deployed, plan
to deploy or do not plan to deploy? (select one for each tactic) Bottom 6 Responses
Source: The Relevancy Group/ClickSquared Executive Survey, n=402 4/12, US Only


Marketers Seek A Suite Of Tools and Services
When Selecting A Campaign Management
Solution
Top 10 Most Important Considerations When Selecting A
Campaign Management Solution
Overall cost of the application and services 48% 63%
Expertise in our industry 43%
44%
Reporting, analytics and measurement 40% 62%
Email deliverability features and services 33% 43%
Print, direct marketing features 33%
35%
Social marketing features 32% 41%
Reputation of provider 30%35%
Custom reporting 29% 46%
Data security and reliability track record 29% 48%
Analytic services to improve marketing results 26% 47% 2012
Integration capabilities (to apps, channels) 22% 40%
20% 2011
Scalability (ramp quickly to volume) 35%

0% 10% 20% 30% 40% 50% 60% 70%

Question Asked: What are your most important considerations when selecting a
marketing campaign management application? (select all)

The Cross Channel Marketing Hub


Fast Time to Value

Easy to Use

Powerful

More Effective


Questions


Thank you!

 David Daniels  Dan Smith
+1.877.972.6886 +1.857.246.7614
david@relevancygroup.com dsmith@clicksquared.com
Twitter: @emaildaniels Twitter: @dsmithC2

www.forrester.com www.clicksquared.com

To request a copy of this presentation, contact marketingprograms@clicksquared.com


ClickSquared Webcast: Improve your Marketing, Remove the Complexity

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ClickSquared Webcast: Improve your Marketing, Remove the Complexity