Marketing to our Audiences (and not marketing to some of them too...shhh)
TODAY’S AGENDA ● A little about our Fairfax Media marketing cloud ● Three case studies: Using targeting to locate the right audience Using targeting to eliminate the wrong audience Using targeting to avoid reputational damage
FAIRFAX MEDIA NZ MARKETING ECOSYSTEM
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.
Objectives Reducing risk Reduce Streamline & Acquisition the customer opportunity cost experience cost
Case Study 1: Targeted vs ‘Batch & Blast’ Marketing Goal: Use Fairfax Media’s audience to drive acquisition for You can make your points here - Font Size 24 social site Neighbourly All font is Questrial What we did: Sent customers with a delivery postal ID an email with a verified link so they could join instantly.
Streamline the customer experience
Streamline the customer experience
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%
Case Study 2: Reducing cost per lead through targeting 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.
Reduce Acquisition cost Slide Title If You Need One
Results Targeted model Standard model 30% 30% 30% 10% ROI $1:$4 ROI $1:$7 Total Conversion: 3% Total Conversion: 9%
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.
The process Matched in Shared to Create look- Use on Hashed Adobe Audience a-like Stuff.co.nz Customer Campaign Manager segments in for targeting data Audience Manager
Results Reduced risk Insight & Customers & learnings from see content opportunity existing relevant to cost customers them
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
Case Study 2: Key Learnings By using the marketing cloud to share behavioural data with known customer data provides a cohesive and consistent customer experience Leverage your customer data to find customers with the highest propensity to convert at the end of the funnel.
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
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