CONVERTING CUSTOMERS: HOW TO KEEP YOUR PIPELINE FROM LEAKING IAN KLEIN Vice President, Digital Strategy
Strategic Margins Conference Maximizing Income Opportunities for Banks & Credit Unions through Digital Marketing
Agenda Introduction to insegment The State of Digital Marketing Digital Marketing Tactics for Profitability Your Website is Your Most Important Branch Online Account Opening (OAO) Challenges Making Human Connections for ROI
Introduction to insegment
insegment: Who We Are Since 2006, 7-year-old full-service Digital Marketing firm 25 12 15 Headcount 52 Newton, MA (HQ) 25 Russia 15 Ukraine 12 Clients include regional and global leaders in financial services, higher education, insurance, legal, and software Digital Marketing campaigns in 9 languages across 17 nations
insegment Wheelhouse
The State Of Digital Marketing
The Shift Away from Traditional Media (Source: Source: Nielsen Media Research, Pew Research Center, Audit Bureau of Circulations)
Digital Advertising is $30 Billion Industry (Source: State Of The Internet: 2012 : Henry Blodget, Business Insider, Oct. 2012)
(Pew Research Center: 2012 TV s Leadership Position is at Risk (Source: State Of The Internet: 2012 : Henry Blodget, Business Insider, Oct. 2012)
CPM s Vary Dramatically Cross-Channel CPM = Cost Per Thousand Impressions
Mobile to be Lead Internet Access Point 66% of smartphone owners access the Internet every day from their device (ThinkWithGoogle.com May 2012) The majority (55.5%) of mobile users have a smartphone. (emarketer April 9,2012 ) (Source: Microsoft Tag)
Mobile Demographics are Diverse Smart Phone Smartphone ownership in the 45-54 age range increased 16%, from 2011 to 2012 (28% to 44%) (Pew Research Center March 2012)
Social Networks are the New Portal (Source: State Of The Internet: 2012 : Henry Blodget, Business Insider, Oct. 2012)
Social Demo is Older than You Think As of February 2012, 66% of online adults (18+) use social networking Popular in all age groups o 18 29 86% o 30 49 72% o 50 64 50% o 65+ 34% Source: Pew Research Center Feb. 2012
Over 1/3 of Users Access FB on Mobile Men: More likely to access social networking on Internet-enabled TV & Gaming Console Women: More likely to access social networking on mobile phones and ereader (Source: July 2012 Bevelwise)
Pay TV Subscriptions are Diving (Source: State Of The Internet: 2012 : Henry Blodget, Business Insider, Oct. 2012)
Online Video Alternatives are being Adopted (Source: State Of The Internet: 2012 : Henry Blodget, Business Insider, Oct. 2012)
Online Video Demo is Older Than You Think Video over the Internet has become an established part of viewing habits for most consumers, in most countries and across all age groups. Once seen as the preserve of the younger, forward looking and technologically savvy, we re now seeing the platform mature as a mass media channel. (Accenture Video-Over-Internet Consumer Survey 2012) (Nielsen: 2012) YouTube: May 2012
Internet Radio Listening is Exploding
Internet Radio is Listened to ~10 Hours/Week
Pandora Internet Radio is #2 in Boston With significant market penetration in Boston, Pandora provides advertisers with access to millions of consumers every month 672K weekly unduplicated listeners 7hrs:01mins average time spent listening per usage week 47/53 Male/Female 32 average age Rank Media Cume Persons Cume Ratings 1 WXKS-FM 864,684 20.7 2 PANDORA 697,710 16.7 3 WJMN-FM 578,867 13.8 4 WBZ-AM 540,505 12.9 5 WBUR-FM 508,643 12.2 6 WEEI-FM/WEEI-AM 447,661 10.7 7 WKLB-FM 390,695 9.3 8 WMJX-FM 383,440 9.2 9 IHEARTRADIO 297,252 7.1 10 WBZ-FM 293,600 7.0
Digital Marketing Tactics for Profitability
Elements of Digital Marketing Website and Satellite Microsites SEO (including Online P.R. & Reputation Management) Paid Search Pay Per Click (PPC) PPC Display (a.k.a. Banner Ads) & Recapture Marketing E-Mail Marketing & Lead Nurturing Mobile Marketing Social Media Content Development & Distribution (Ex. Whitepapers & Infographics) Online Video Internet Radio
Website Vs. Microsite A company s website is like a brochure, describing all products and services offered It encourages users to explore and browse the company, its history, products, etc.
Website Vs. Microsite (BankHumanAgain.com) A microsite hones-in on a single product, focusing the user s attention and path Microsites enjoy greater Conversion Rates and ROI
Website Vs. Microsite (HarvardCard.com for HUECU) A microsite hones-in on a single product, focusing the user s attention and path Microsites enjoy greater Conversion Rates and ROI
Organic Search Paid Search Ads SEO (Organic Search) and Paid Search Up to 10 Paid and 10 Organic Search Positions on Page 1 of SERP s Paid Search Ads run on top and to the right of Organic Search Results Strive to have both Paid and Organic positions (2X) to increase overall traffic and push competitors off of Page 1
SEO & Digital Reputation Management How you are viewed online is how your brand is viewed Page 1 of Google is like front page news Although Paid Search ads allow you to control the message, Organic Search drives greater Consumer trust and higher brand perception
Pay Per Click (PPC) Display (Banners) Banner ad is contextually-targeting content of news article Purchased opportunistically (via ad exchanges) and with PPC pricing
Recapture Marketing Protects & Grows 60+% of visitors abandon your site without taking a desired action (Coremetrics/IBM, 2012) Without Recapture, these users are either lost forever or are cost-prohibitive to recover An end-to-end Recapture strategy delivers warm leads at a fraction of the cost of initial visit Align point of abandonment with customized ad creative and appropriate landing page Leverage Recapture to cross-sell products (ex. serve Mortgage ads to Checking customers)
Mobile Media & Mobile Microsites The Mobile universe offers similar Paid Search and PPC Display ad opportunities as on Desktop Design ads that display clearly on smaller screens Make sure your landing environment displays appropriately on the devices you target and Calls To Action (CTA) are Mobile-friendly (i.e. form and video functionality)
Social Media Facebook ads target geo, user demographics, and self-identified interests LinkedIn ads target user-identified skills, titles, companies, and industry organizations to which they belong Target your audience granularly to invest media spend only on those users most likely to convert Facebook and LinkedIn ads are both PPC priced The requested call-to-action must be sensitive to a social environment
Online Video: Targeted Branding Associate your TV spots with local sport teams, national events, how to content, news, etc. Measure every video view, completion rate, site visits and actions on site to quantify the ROI
Measure every audio and banner ad impression, site visits, and actions on your site to justify ROI Internet Radio: Listen & Take Action Combine visual branding and interactivity to what has traditionally been audio-only Ads live in single-spot pods, encouraging users to wait just :15-:30 until the music resumes
Your Website is Your Most Important Branch
Main Website, Satellite Targeting Conversion Architecture Usability Objective Standards Continue the Conversation
Conversion Architecture Design focuses on 7 Conversion Points to maximize ROI
Objective Standards: F-Pattern Browsing Design websites in an F-shaped pattern. Eyetracking studies clearly show that users consistently view sites in an F-shaped pattern.
This is F-shaped browsing.
Microsite Best Practices Emphasize desired actions Optimize for conversion Show consumers your value Target segmented audiences Continue the conversation
Continue the Conversation
Continue the Conversation
Microsite Optimization: Ongoing A/B
Online Account Opening (OAO) Challenges
OAO Will Continue to Grow Source: Online Banking Report Improving Online Account Opening June 2012
But Branches Remain Key Channel Convergence is an And Proposition - Online is additive Branches remain a key interaction point for customers, no matter how popular Online/Mobile channels become
The OAO Process is Too Cumbersome Metrics Marketing Group compared the account opening process amongst 13 top financial institutions: According to Forrester Research, 58% of visitors who experience usability problems on a website never return. In addition, the average website can double its conversion rate by designing for increased usability. (Source: IBM)
Only ~20% Successfully Complete OAO Of every 10 applications started on Andera s account opening platform in 2012, approximately 5 applicants abandoned before submitting their application, 2 failed the institution s risk management strategy, and 1 abandoned after approval. Source: Google Analytics on 400,000+ Andera applications from 26 institutions in 2012.
And Revenue is Lost But There is Hope Javelin Strategy & Research s latest research report 2012 Online Account Opening: Faulty Process Hobbles FI s in the Battle for Customer Acquisition, Profitability and Retention reveals that: Financial institutions (FI s) lost at least $873 million dollar, conservatively, in potential revenue, as 5.8 million customers attempted - and failed - to open accounts online. Recapture Marketing helps mitigate this lost revenue resulting from OAO abandonment
32% Required Human Assistance Source: Online Account Opening Consumer Analysis and Vendor Comparison: How to Optimize Efficiency, Enrollmentand Risk - May 2012
Other Reasons for Abandonment Why do OAO attempts fail? Poor integration Core/OAO, OAO/funding vehicle, OAO/Internet banking... No esignature technology available from FI OAO only available for existing customers/members Desired account type not supported by the FI for online opening Credit card funding is not widespread Advanced Solution from insegment: insegment has developed a method of recovering people who abandon OAO platforms, even if they drop before entering their contact info into the app Source: Online Account Opening Consumer Analysis and Vendor Comparison: How to Optimize Efficiency, Enrollment and Risk - May 2012
Custom OAO Platform: ING Direct Ability to return and resume previous, unfinished session
Custom OAO Platform: ING Direct Assigning unique customer numbers allows for quality assurance when the customer calls for support. Also allows convenience if the user chooses to resume OAO process at a later date.
Custom OAO Platform: BOA Live Chat box appears after 30 seconds. One can simply choose to begin chatting, or continue the process on their own
OAO Key Takeaways Meet the customer where and how they want to be met Create a consistently positive customer experience across channels Realign sales and customer service to cater to unique channel needs Align sales incentives with channel and customer experience Break down the silos of different media channel operation Extend your presence to where you don t have brand presence today While we cannot all afford custom OAO platforms, we can push 3 rd party OAO providers to evolve and offer features used by the largest FI s
Making Human Connections for ROI
Begin by Introducing Yourself Bank of America "Connect" Video
Make it Simple to Connect with You Eastern Bank "Here You're First" Video
Dan Freeman, SVP Sales freeman@insegment.com Ian Klein, VP Digital Mktg klein@insegment.com