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

Print

TV

Radio

Tele-

Marketing

New School:

Online

Email

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