SLIDE 1 Marketing to our Audiences
(and not marketing to some
SLIDE 2 TODAY’S AGENDA
- A little about our Fairfax Media
marketing cloud
Using targeting to locate the right audience Using targeting to eliminate the wrong audience Using targeting to avoid reputational damage
SLIDE 3
FAIRFAX MEDIA NZ MARKETING ECOSYSTEM
SLIDE 4
FAIRFAX MEDIA’S COMPETITIVE ADVANTAGE
Reach: Unparallelled ability in the New Zealand market to reach consumer very cost effectively with our own offers and products. Outcome: With the ability to take new propositions to market with no media cost, in the right markets we can outcompete on cost per acquisition.
SLIDE 5 Objectives
Streamline the customer experience Reduce Acquisition cost Reducing risk &
cost
SLIDE 6
Case Study 1: Targeted vs ‘Batch & Blast’ Marketing
You can make your points here - Font Size 24 All font is Questrial
Goal: Use Fairfax Media’s audience to drive acquisition for social site Neighbourly What we did: Sent customers with a delivery postal ID an email with a verified link so they could join instantly.
SLIDE 7 Streamline the customer experience
SLIDE 8 Streamline the customer experience
SLIDE 9 Results
DPID No DPID Send Volume 30,000 73,000 Open rate (%) 53% 31% Prospects 15,900 22,630 Clicks (%) 6.40% 2.60% Clicks 1,018 588 Sign ups 962 451 Conversion from click through 94.54% 76.65%
SLIDE 10
Goal: Reduce acquisition cost for magazine directed circulation campaigns & give customers a relevant offer of value to them. What we did: Use behavioural segments from Stuff.co.nz to enrich targeting to find audience with a higher propensity to enjoy certain magazine products and convert to a paid subscription.
Case Study 2: Reducing cost per lead through targeting
SLIDE 11 Slide Title If You Need One
Reduce Acquisition cost
SLIDE 12 Results
Standard model Targeted model Total Conversion: 3% Total Conversion: 9% 30% 10% 30% 30% ROI $1:$4 ROI $1:$7
SLIDE 13
Case Study 3: Using the marketing cloud to create custom audiences
Goal: To reduce risk and opportunity cost of talking to the wrong audience What we did: Used the ability to share segments between marketing cloud products to create lookalike audiences for on site targeting.
SLIDE 14
Hashed Customer data Matched in Adobe Campaign Shared to Audience Manager
The process
Create look- a-like segments in Audience Manager Use on Stuff.co.nz for targeting
SLIDE 15 Results
Customers see content relevant to them Insight & learnings from existing customers Reduced risk &
cost
SLIDE 16
Case Study 1: Key Learnings
Using your data to target the right customers gives the customers a better experience and the business a significantly higher ROI Aligning your customer experience to your business objectives gives you a better outcome for less cost
SLIDE 17
Case Study 2: Key Learnings
Leverage your customer data to find customers with the highest propensity to convert at the end of the funnel. By using the marketing cloud to share behavioural data with known customer data provides a cohesive and consistent customer experience
SLIDE 18
Case Study 3: Key Learnings
Use the marketing cloud to match customer data and create look alike models from known customer data to give you confidence that you are talking to customers who look more like your existing customers Eliminate the opportunity cost of talking to the wrong customers at the wrong time and deliver a more relevant customer experience
