DIGITAL MARKETING HUB v2.0 - AdExchanger

Recommendations

Info

Digital Marketing Hub <strong>v2.0</strong> BMO Capital Markets Mobile also opens up new possibilities for activating cross-channel marketing. For example, in-store marketing is an area where the impact of mobile is transformational. Whereas retailers largely controlled the media and advertising venues within their walls, mobile has shattered that. With users able to compare prices on-the-go, retailers are looking to mobile to re-engage consumers at a critical point in the purchase decision-making process. This is likely a large part of what prompted Walmart to acquire OneRiot, a mobile and social ad targeting start-up to build out its WalmartLabs division. Exhibit 31. Mobile eCPMs by Category and Overall Desktop vs. Mobile eCPM Mobile eCPM by Category Effective CPM $3.50 Navigation $0.49 Games $0.51 $3.00 Reference Medical $0.55 $0.63 $2.50 Entertainment Health & fitness $0.68 $0.68 $2.00 $1.50 $3.50 Utilities $0.68 Lifestyle $0.89 $1.00 Education $1.17 $0.50 $0.75 Weather $1.24 $0.00 $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 $0.00 Desktop Mobile Source: Internet Trends, D10 Conference, Mary Meeker, CPCB, 5/30/2012 Local IP-connectivity has essentially rendered this fundamentally geographic view obsolete. IP connectivity and e-commerce have changed the nature of local businesses. Now a single physical location can act as a hub for a national and global business. For this reason, we find it increasingly helpful to use software-speak of “enterprise versus SMB” in conjunction with marketing speak of “national vs. local.” The correlation of “enterprise to national marketer” and “SMB to local marketer” isn’t 100% but it is well above 50%. While local print, local radio and direct mail remain staples of local marketing budgets, they are increasingly being augmented by small-business oriented consumer engagement platforms (like Constant Contact, which combines tools for email, social marketing, deals/promotions, events and soon, customized loyalty programs) and more user-friendly online advertising buying platforms like Google’s recently released AdWords Express. A member of BMO Financial Group 40 June 7, 2012
Digital Marketing Hub <strong>v2.0</strong> BMO Capital Markets Exhibit 32. US Local Marketing Spending by Media 30% 29% 28% 25% 2011 2016 20% 18% 15% 13% 14% 14% 11% 12% 11% 10% 5% 8% 7% 5% 5% 6% 5% 5% 2% 2% 3% 1% 1% 2% 0% Direct mail Newspapers TV Radio Internet Yellow Pages Out-of-home Cable Magazine Mobile Email Source: eMarketer/BIA Kelsey Scaling of local marketing business models tends to require large, localized sales teams. “Feet on the street” and/or call-center based customer service have always been required to help small and local businesses understand the benefits of marketing and explain the process of buying impressions. It’s important to remember that small and local businesses often don’t have any internal staff dedicated to marketing. Instead, employees are normally focused on running the actual business. Local sales-people have always delivered less revenue per client than those geared to serve national and global brands. Large local sales forces are a hallmark of traditional local media (think: Clear Channel radio, AT&T local directories) and while IP marketing’s self-serve platforms can attract local dollars, the need for “feet on the street” has proven the same for IP marketing. For example, the rise of the daily deal promotional model, lead by Groupon and LivingSocial, has been accompanied by the hiring of large sales forces that both get out and visit brick-and-mortar businesses and staff large call center operations. Loyalty Loyalty marketing is a broadly defined consumer engagement strategy primarily focused on the retention of a marketer’s best customers through communications and incentive programs. But more than just being a customer retention tool, loyalty programs can act as a customer acquisition channel, a brand advocacy program or an up-selling tool, all the while increasing the “lifetime value” of the members. Loyalty marketing calls on specific disciplines, including database marketing and direct mail, and increasingly IP marketing; email is a well established channel and social presences and mobile touch-points like SMS are becoming increasingly common. A member of BMO Financial Group 41 June 7, 2012
Page 1 and 2: Digital Marketing Hub v2.0 Guarante
Page 3 and 4: Digital Marketing Hub v2.0 BMO Capi
Page 39: Digital Marketing Hub v2.0 BMO Capi
Page 91 and 92:
Digital Marketing Hub v2.0 BMO Capi
Page 93 and 94:
Page 95 and 96:
Page 97 and 98:
Page 99 and 100:
Page 101 and 102:
Page 103 and 104:
Page 105 and 106:
Page 107 and 108:
Page 109 and 110:
Page 111 and 112:
Page 113 and 114:
Page 115 and 116:
Page 117 and 118:
Page 119 and 120:
Page 121 and 122:
Page 123 and 124:
Electric Utilities BMO Capital Mark
show all

DIGITAL MARKETING HUB v2.0 - AdExchanger

Create successful ePaper yourself

Delete template?

Save as template?