Campaigns for cross-channel marketing: What are you doing to drive ROI? | Bazaarvoice Summit 2014
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The document discusses the strategies employed by Sterling Jewelers to enhance their digital marketing efforts, which have resulted in a significant revenue growth of 3.5 times over three years. Key strategies include multi-channel customer engagement through email, SMS, mobile apps, and social media, emphasizing the importance of personalized marketing. The document also highlights consumer behavior trends, such as high mobile device usage and the effectiveness of personalized transactional messages in increasing sales.
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Campaigns for cross-channel marketing: What are you doing to drive ROI? | Bazaarvoice Summit 2014
- 1. #bsocial14 Campaigns for cross-channel marketing: What are you doing to drive ROI? Michael Smith, R.J. Talyor
- 2. Sterling Jewelers Digital Marketing Program Michael Smith, VP eCommerce
- 3. Confidential Sterling Jewelers Digital Marketing Program 2013 35/23/2014 Confidential Sterling eCommerce 3.5x Revenue Growth in the last 3 years Key Digital Marketing Drivers Email / SMS Mobile Sites & Apps Display/Retargeting SEO/SEM/PLAs Affiliate
- 4. Confidential Email / SMS 45/23/2014 Confidential
- 5. Confidential Subscriber Acquisition 55/23/2014 Confidential Web Kay.com invites customers to opt-in the first time the visit the site. Customers can also opt-in when making a purchase, applying for credit or through the footer on every page of the site. Social Customers who visit and Like the Kay Jewelers Facebook page can also opt-in to receive our emails. We are currently evaluating to drive email acquisition through other social media channels as well. Mobile Customers who opt-in for our SMS service get an automated response asking them to reply with their email address in order to get a $25 off $100 coupon. In-store Sales Associates ask customers for their email address at the time of purchase. There is also a counter card in all stores where the customer can opt-in for SMS.
- 6. Confidential Ratings & Review Email 65/23/2014 Confidential
- 7. Confidential Ratings & Review Social 75/23/2014 Confidential
- 8. THANK YOU Michael Smith, VP eCommerce
- 12. 12-25% increase in sales if the transactional message includes personalized product recommendations. ExactTarget Marketing Cloud
- 14. 78%
- 15. 3.1 hrs3.3 hrs Average Hours Per Day Spent on Mobile Device
- 16. Power Mobile Users: Activities of Smartphone Owners vs. Smartphone & Tablet Owners
- 17. 83% of US Consumers research products while in-store on their mobile phone. Google’s Our Mobile Planet Report
- 18. Digital interactions influenced $.36 of every dollar spent in retail. Deloitte, 2014
- 20. Many of our retail clients experienced mobile open rates exceeding 80%.
- 21. 91% of consumers indicated that access to content across all devices was important. 2014 Mobile Behavior Report, ExactTarget Marketing Cloud
- 23. Purchase from a Brand’s Email
- 24. Location four.
- 28. 75billion.
- 31. exacttarget.com