Watch this session live at 3:40pm EST on Thursday, December 8, 2016 http://aamob.targetmarketingmag.com/session/customer-first-mobile-marketing-how-b-to-b-and-b-to-c-brands-are-succeeding-in-an-age-of-skeptical-customers-2/. It has long been proven by academic literature that customer satisfaction leads to customer loyalty and an increased share of wallet (Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994)). But how do you get satisfied customers? By engaging in customer-first marketing. In this session, Daniel Burstein, Director of Editorial Content, MarketingSherpa, will share how B2B and B2C brands are improving their understanding of customers’ needs and wants…and using that knowledge to improve their mobile marketing. In this session, you will learn from: • The latest MarketingSherpa research with consumers (fielded in September 2016), including specific data about customers’ actions in response to mobile marketing • Inspirational stories of customer-first marketing from NakedWines, Metropolis, Brian Gavin Diamonds and Door to Door Organics

1. How B2B and B2C brands are succeeding in an
age of skeptical customers
Senior Director of Editorial Content,
MarketingSherpa

2. #AAEM16
Thinking about companies whose products/services you are generally [satisfied or unsatisfied]
with, how often do you do the following?
Source: https://www.marketingsherpa.com/summit2017/customer-first-study

3. #AAEM16
15.8%
14.6%
12.6%
15.9%
12.9%
16.1%
11.5%
13.0%
15.4%
9.4%
11.3%
17.5%
18.2%
16.3%
16.6%
9.7%
19.4%
10.4%
19.3%
14.2%
12.6%
17.5%
20.8%
24.3%
21.0%
18.9%
32.3%
25.8%
19.3%
22.9%
18.0%
21.9%
26.2%
15.8%
14.8%
11.8%
12.8%
9.7%
9.7%
13.4%
15.4%
12.7%
19.5%
17.1%
15.9%
15.5%
17.2%
14.9%
12.9%
12.9%
18.0%
18.4%
13.8%
23.2%
17.9%
14.2%
12.6%
21.0%
20.9%
22.6%
16.1%
27.5%
11.1%
25.9%
13.4%
10.0%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
Block Online Ads
Unsubscribe from Email
Delete App
Unfollow on Social Media
Mute, Skip, or Turn Channel
Change Channel on Radio
Skip Ads in Podcast
Discard Print Ads or Catalogs
Unfollow YouTube Channel
Skip Online Pre-Roll Ads
Ignore Newspaper or Mag Ads
Disengaging in Marketing with companies generally satisfied with
(n=1,231)
Never
Rarely
Sometimes
Often
Always
Doesn't apply to me
Thinking about companies whose products/services you are generally dissatisfied with,
how often do you do the following?
Thinking about companies whose products/services you are generally [satisfied or unsatisfied]
with, how often do you do the following?
Source: https://www.marketingsherpa.com/summit2017/customer-first-study

4. “Don't bombard every angle possible to market products. Find out
which route has the best return and utilize that. Sometimes too
many ads is too much and could possibly make the consumer
block emails or delete apps. ”
“Put more ads in outdoor places like billboards rather than
annoying pop ups on mobile”
#AAMOB16
Source: MarketingSherpa survey of 2,400 consumers

5. #AAMOB16
One of the biggest ways to
alienate customers is to not
put their needs first in your
marketing…

6. #AAMOB16
1,200 consumers 1,200 consumers
In early Oct. 2016, we sampled 2,400 consumers, weighted
to reflect the U.S. population, to help you
get a better understanding of customer-first marketing.
Source: https://www.marketingsherpa.com/summit2017/customer-first-study

7. #AAMOB16
Source: https://www.marketingsherpa.com/summit2017/customer-first-study

8. I consistently have good experiences with it 56%
It is easy to conduct business with the company
whether online, in person or on the phone. 43%
It doesn’t always try to sell to me but tries to provide
value 35%
Its marketing is not intrusive 34%
It is respectful of my privacy 33%
It makes me feel like I have a relationship with the
company 31%
Its marketing is engaging and interesting to me 25%
It knows what I like and don’t like 23%
It puts my needs and wants above its own business
goals 18%
Other 0.4%
1
2
9
4
5
6
7
8
3
10
Satisfied
The company does not put my needs and wants above its
own business goals 35%
The company doesn't make me feel like I have a relationship
with them 34%
The company always tries to sell to me instead of providing
value 27%
It is not easy to conduct business with the company whether
online, in person or on the phone 26%
I've heard negative things about the company from people I
know (friends, family, coworkers, etc.) 25%
The company's brand isn't a good fit with who I am 17%
The company doesn't know what I like and don’t like 16%
I've heard negative things about the company on social
media from people that I don't know personally 16%
I've heard negative things about the company in the press 14%
Its marketing is boring and irrelevant to me 12%
The company 's marketing is intrusive 11%
Other 10%
The company is not respectful of my privacy 9%
1
2
3
4
5
6
7
8
9
10
11
12
13
Dissatisfied
Source: https://www.marketingsherpa.com/summit2017/customer-first-study

9. I consistently have good experiences with it 56%
It is easy to conduct business with the company
whether online, in person or on the phone. 43%
It doesn’t always try to sell to me but tries to provide
value 35%
Its marketing is not intrusive 34%
It is respectful of my privacy 33%
It makes me feel like I have a relationship with the
company 31%
Its marketing is engaging and interesting to me 25%
It knows what I like and don’t like 23%
It puts my needs and wants above its own business
goals 18%
Other 0.4%
1
2
9
4
5
6
7
8
3
10
Satisfied
The company does not put my needs and wants above its
own business goals 35%
The company doesn't make me feel like I have a relationship
with them 34%
The company always tries to sell to me instead of providing
value 27%
It is not easy to conduct business the company whether
online, in person or on the phone 26%
I've heard negative things about the company from people I
know (friends, family, coworkers, etc.) 25%
The company's brand isn't a good fit to who I am 17%
The company doesn't know what I like and don’t like 16%
I've heard negative things about the company on social
media from people that I don't know personally 16%
I've heard negative things about the company in the press 14%
Its marketing is boring and irrelevant to me 12%
The company 's marketing is intrusive 11%
Other 10%
The company is not respectful of my privacy 9%
1
2
3
4
5
6
7
8
9
10
11
12
13
Dissatisfied
Source: https://www.marketingsherpa.com/summit2017/customer-first-study

10. I consistently have good experiences with it 56%
It is easy to conduct business with the company
whether online, in person or on the phone. 43%
It doesn’t always try to sell to me but tries to provide
value 35%
Its marketing is not intrusive 34%
It is respectful of my privacy 33%
It makes me feel like I have a relationship with the
company 31%
Its marketing is engaging and interesting to me 25%
It knows what I like and don’t like 23%
It puts my needs and wants above its own business
goals 18%
Other 0.4%
1
2
9
4
5
6
7
8
3
10
Satisfied
The company does not put my needs and wants above its
own business goals 35%
The company doesn't make me feel like I have a relationship
with them 34%
The company always tries to sell to me instead of providing
value 27%
It is not easy to conduct business the company whether
online, in person or on the phone 26%
I've heard negative things about the company from people I
know (friends, family, coworkers, etc.) 25%
The company's brand isn't a good fit to who I am 17%
The company doesn't know what I like and don’t like 16%
I've heard negative things about the company on social
media from people that I don't know personally 16%
I've heard negative things about the company in the press 14%
Its marketing is boring and irrelevant to me 12%
The company 's marketing is intrusive 11%
Other 10%
The company is not respectful of my privacy 9%
1
2
3
4
5
6
7
8
9
10
11
12
13
Dissatisfied
Source: https://www.marketingsherpa.com/summit2017/customer-first-study

11. #AAEM16
“Only when the tide goes out do you
discover who's been swimming naked.”
- Warren Buffett

12. Based in Jacksonville, Florida, MarketingSherpa — a subsidiary of MECLABS Institute — is a publication
specializing in reporting on what works in all aspects of marketing (and what does not). These
interviews, case studies and data analyses are published for the entire marketing industry to benefit
from. MarketingSherpa, currently in its 17th year, has published more than 7,000 articles on
MarketingSherpa.com and hosts the MarketingSherpa Summit.
#AAMOB16

13. Senior Director of Editorial Content,
MarketingSherpa
@DanielBurstein
Speaker Headshot

14. We’re sharing on Twitter!
#AAMOB16

15. #AAEM16
Thinking about companies whose products/services you are generally [satisfied or unsatisfied]
with, how often do you do the following?
Source: https://www.marketingsherpa.com/summit2017/customer-first-study

16. #AAEM16
15.8%
14.6%
12.6%
15.9%
12.9%
16.1%
11.5%
13.0%
15.4%
9.4%
11.3%
17.5%
18.2%
16.3%
16.6%
9.7%
19.4%
10.4%
19.3%
14.2%
12.6%
17.5%
20.8%
24.3%
21.0%
18.9%
32.3%
25.8%
19.3%
22.9%
18.0%
21.9%
26.2%
15.8%
14.8%
11.8%
12.8%
9.7%
9.7%
13.4%
15.4%
12.7%
19.5%
17.1%
15.9%
15.5%
17.2%
14.9%
12.9%
12.9%
18.0%
18.4%
13.8%
23.2%
17.9%
14.2%
12.6%
21.0%
20.9%
22.6%
16.1%
27.5%
11.1%
25.9%
13.4%
10.0%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
Block Online Ads
Unsubscribe from Email
Delete App
Unfollow on Social Media
Mute, Skip, or Turn Channel
Change Channel on Radio
Skip Ads in Podcast
Discard Print Ads or Catalogs
Unfollow YouTube Channel
Skip Online Pre-Roll Ads
Ignore Newspaper or Mag Ads
Disengaging in Marketing with companies generally satisfied with
(n=1,231)
Never
Rarely
Sometimes
Often
Always
Doesn't apply to me
Thinking about companies whose products/services you are generally dissatisfied with,
how often do you do the following?
Thinking about companies whose products/services you are generally [satisfied or unsatisfied]
with, how often do you do the following?
Source: https://www.marketingsherpa.com/summit2017/customer-first-study

17. #AAEM16
7.9%
19.6%
21.0%
6.0%
14.5%
30.0%
15.5%
11.8%
7.3%
10.0%
6.9%
9.9%
12.5%
13.1%
9.2%
15.2%
14.0%
15.4%
15.3%
8.9%
12.7%
11.0%
21.3%
17.8%
17.7%
23.3%
22.4%
15.4%
23.0%
22.6%
22.4%
22.5%
23.9%
22.1%
14.5%
15.9%
22.2%
16.4%
13.1%
16.1%
19.4%
20.9%
20.5%
21.2%
27.8%
23.4%
21.6%
29.3%
22.7%
16.2%
20.8%
21.5%
28.3%
24.1%
26.8%
11.0%
12.3%
10.6%
10.0%
8.8%
11.3%
9.1%
9.5%
12.1%
10.2%
10.1%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
E-mails
Download Apps
Follow on SM
Watch TV Ads
Listen to Radio Ads
Listen to Podcasts
Watch Online Videos
Click Online Ads
Read Print Ads from Mail
Read Print Ads from Paper/Mags
Read Print Ads from Store
Engaging in Marketing with companies generally satisfied with (n=1,270)
Never
Rarely
Sometimes
Often
Always
Doesn't apply to me
Of the companies with which you are generally [satisfied or unsatisfied], how often do you
disengage with their marketing by doing the following?
Source: https://www.marketingsherpa.com/summit2017/customer-first-study

19. 30% of satisfied customers
unsubscribe from emails
50% of unsatisfied customers
unsubscribe from emails
Source: https://www.marketingsherpa.com/summit2017/customer-first-study

20. Source: https://www.marketingsherpa.com/summit2017/customer-first-study

21. Laz Tyrekidis
Digital Marketing & Audience Director,
Metropolis International Group

22. Not mobile responsive
Right sidebar
Desktop Mobile
Source: https://www.marketingsherpa.com/video/metropolis-international-blacklist

23. • Clean HTML &
CSS code
• Fresh design
• 100% mobile
responsive
Desktop
Mobile
Bigger Buttons
Simplified Nav.
Eliminated
big blocks
of text
Source: https://www.marketingsherpa.com/video/metropolis-international-blacklist

24. Eliminated
big blocks
of text
Right sidebar
Bigger Buttons
Simplified Nav.
Source: https://www.marketingsherpa.com/video/metropolis-international-blacklist

25. Source: https://www.marketingsherpa.com/summit2017/customer-first-study

26. HP to shed another 25-30,000 jobs
Breaking news from Electronics industry
Second-most popular story
Prefix
Default snippet
Just in: US government funds online data security projects
Just in: US government funds online data security projectsSymbol
No snippet
Source: http://www.marketingexperiments.com/blog/general/preheader-testing-higher-newsletter-opens.html

27. 0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
No Snippet "Just-in:" Prefix
Open Rate
2.5
3
3.5
4
No Snippet "Just-in:" Prefix
Clickthrough Rate
30%
17%
Just in: US government funds online data security projectsPrefix
No snippet
Just in: US government funds online data security projects
Source: http://www.marketingexperiments.com/blog/general/preheader-testing-higher-newsletter-opens.html

28. 28
60% increase in email opens
8% increase in online revenue
90% increase in traffic coming from the email
campaigns into the brand websites
Source: https://www.marketingsherpa.com/video/metropolis-international-blacklist

29. Source: https://www.marketingsherpa.com/summit2017/customer-first-study

30. Bart Thornburg
Senior Manager of Email Marketing,
WeddingWire

31. 70%
Mobile Opens
30%
Desktop
Opens
Source: http://marketingsherpa.com/video/weddingwire-pinterest-email-marketing

32. • Great content-specific CTAs
• Link directly to site
• No specific social CTAs
More than
24 million
email sends
Source: http://marketingsherpa.com/video/weddingwire-pinterest-email-marketing

33. • Great content-specific CTAs
• Link directly to site
• No specific social CTAs
More than
24 million
email sends
Source: http://marketingsherpa.com/video/weddingwire-pinterest-email-marketing
0%

34. • Our audience is already
using Pinterest for
collecting and sharing
wedding inspiration and
advice
• Fuel an organic
behavior/reduced friction
• Distribute our content
beyond our subscriber
base
Same CTA concept
in top section
Additional CTA to
“Pin Now, Read
Later” in bottom
section
Source: http://marketingsherpa.com/video/weddingwire-pinterest-email-marketing

35. X Pinterest Follower Growth Re-Pins
Control – Newsletter with Pinterest icon in template 0 0
Treatment – Integrated newsletter Pinterest articles +27% +31%
31%* increase in re-pins
*Has reached as high as 180%
Understanding User Behavior Is the Key to Social: We chose Pinterest
because it natively facilitates the gathering, saving and sharing of wedding
inspiration and advice. Our audience is already on Pinterest, and this is what
they’re using it for.
!
Source: http://marketingsherpa.com/video/weddingwire-pinterest-email-marketing

37. #AAEM16
15.8%
14.6%
12.6%
15.9%
12.9%
16.1%
11.5%
13.0%
15.4%
9.4%
11.3%
17.5%
18.2%
16.3%
16.6%
9.7%
19.4%
10.4%
19.3%
14.2%
12.6%
17.5%
20.8%
24.3%
21.0%
18.9%
32.3%
25.8%
19.3%
22.9%
18.0%
21.9%
26.2%
15.8%
14.8%
11.8%
12.8%
9.7%
9.7%
13.4%
15.4%
12.7%
19.5%
17.1%
15.9%
15.5%
17.2%
14.9%
12.9%
12.9%
18.0%
18.4%
13.8%
23.2%
17.9%
14.2%
12.6%
21.0%
20.9%
22.6%
16.1%
27.5%
11.1%
25.9%
13.4%
10.0%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
Block Online Ads
Unsubscribe from Email
Delete App
Unfollow on Social Media
Mute, Skip, or Turn Channel
Change Channel on Radio
Skip Ads in Podcast
Discard Print Ads or Catalogs
Unfollow YouTube Channel
Skip Online Pre-Roll Ads
Ignore Newspaper or Mag Ads
Disengaging in Marketing with companies generally satisfied with
(n=1,231)
Never
Rarely
Sometimes
Often
Always
Doesn't apply to me
Thinking about companies whose products/services you are generally dissatisfied with,
how often do you do the following?
Thinking about companies whose products/services you are generally [satisfied or unsatisfied]
with, how often do you do the following?
Source: https://www.marketingsherpa.com/summit2017/customer-first-study

38. #AAEM16
7.9%
19.6%
21.0%
6.0%
14.5%
30.0%
15.5%
11.8%
7.3%
10.0%
6.9%
9.9%
12.5%
13.1%
9.2%
15.2%
14.0%
15.4%
15.3%
8.9%
12.7%
11.0%
21.3%
17.8%
17.7%
23.3%
22.4%
15.4%
23.0%
22.6%
22.4%
22.5%
23.9%
22.1%
14.5%
15.9%
22.2%
16.4%
13.1%
16.1%
19.4%
20.9%
20.5%
21.2%
27.8%
23.4%
21.6%
29.3%
22.7%
16.2%
20.8%
21.5%
28.3%
24.1%
26.8%
11.0%
12.3%
10.6%
10.0%
8.8%
11.3%
9.1%
9.5%
12.1%
10.2%
10.1%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
E-mails
Download Apps
Follow on SM
Watch TV Ads
Listen to Radio Ads
Listen to Podcasts
Watch Online Videos
Click Online Ads
Read Print Ads from Mail
Read Print Ads from Paper/Mags
Read Print Ads from Store
Engaging in Marketing with companies generally satisfied with (n=1,270)
Never
Rarely
Sometimes
Often
Always
Doesn't apply to me
Of the companies with which you are generally [satisfied or unsatisfied] , how often do you
disengage with their marketing by doing the following?
Source: https://www.marketingsherpa.com/summit2017/customer-first-study

39. Of the companies with which you are generally dissatisfied, how often do you disengage
with their marketing by doing the following?
Of the companies with which you are generally [satisfied or unsatisfied] , how often do you
disengage with their marketing by doing the following?
Source: https://www.marketingsherpa.com/summit2017/customer-first-study

40. Of the companies with which you are generally dissatisfied, how often do you disengage
with their marketing by doing the following?
Of the companies with which you are generally [satisfied or unsatisfied] , how often do you
disengage with their marketing by doing the following?
29% of satisfied customers
delete the app from their
smartphone or tablet
43% of unsatisfied customers
delete the app from their
smartphone or tablet

41. Source: https://www.marketingsherpa.com/summit2017/customer-first-study

42. Source: https://www.marketingsherpa.com/summit2017/customer-first-study

43. Julia Fox
Marketing Manager,
NakedWines.com

44. • Acquisition channel?
• First order spend?
• Demographics?
• Product selection?
• Engagement level?
• App download status? Those who organically
engaged by rating or
posting and those who
downloaded the app worth
5-6x those who did not
Source: http://marketingsherpa.com/video/nakedwines-email-onboarding-lifetime-value

45. • One welcome email
• New Angels received same campaign-based messages as mature
customers
• Engagement behavior and app download largely organically
driven
Source: http://marketingsherpa.com/video/nakedwines-email-onboarding-lifetime-value

46. • Welcome email followed by
series of five steps:
1. Rate our service
2. Download the app
3. Rate your wines
4. Set your preferences
5. Follow a winemaker
• Incentive for completion
• Cross-promoted via email and
webstore
Start easy
Set expectations
Incentivize action
Source: http://marketingsherpa.com/video/nakedwines-email-onboarding-lifetime-value

47. Source: http://marketingsherpa.com/video/nakedwines-email-onboarding-lifetime-value

48. Source: http://marketingsherpa.com/video/nakedwines-email-onboarding-lifetime-value

49. Incentivized Emails Effective at Driving Behavior: Emails drive increased
customer value by incentivizing types of engagement associated with high
LTV
Onboarding Step % Increase in Behavior
Download App 125%
Rate Wine 77%
Follow Winemaker 76%
>75% increase in engagement
Openers significantly more likely to exhibit desired behavior
!
Source: http://marketingsherpa.com/video/nakedwines-email-onboarding-lifetime-value

50. Source: https://www.marketingsherpa.com/summit2017/customer-first-study

51. Clark Cummings
Senior Manager of Member Marketing,
Marriott International

52. From: Marriott Rewards
Subject: We made this video just for you
Source: http://marketingsherpa.com/video/marriott-event-data-email-marketing

53. Source: http://marketingsherpa.com/video/marriott-event-data-email-marketing

54. Source: http://marketingsherpa.com/video/marriott-event-data-email-marketing

55. Source: http://marketingsherpa.com/video/marriott-event-data-email-marketing

56. Source: http://marketingsherpa.com/video/marriott-event-data-email-marketing

57. Source: http://marketingsherpa.com/video/marriott-event-data-email-marketing

58. 86% increase in email-driven revenue
Source: http://marketingsherpa.com/video/marriott-event-data-email-marketing

59. #AAEM16
15.8%
14.6%
12.6%
15.9%
12.9%
16.1%
11.5%
13.0%
15.4%
9.4%
11.3%
17.5%
18.2%
16.3%
16.6%
9.7%
19.4%
10.4%
19.3%
14.2%
12.6%
17.5%
20.8%
24.3%
21.0%
18.9%
32.3%
25.8%
19.3%
22.9%
18.0%
21.9%
26.2%
15.8%
14.8%
11.8%
12.8%
9.7%
9.7%
13.4%
15.4%
12.7%
19.5%
17.1%
15.9%
15.5%
17.2%
14.9%
12.9%
12.9%
18.0%
18.4%
13.8%
23.2%
17.9%
14.2%
12.6%
21.0%
20.9%
22.6%
16.1%
27.5%
11.1%
25.9%
13.4%
10.0%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
Block Online Ads
Unsubscribe from Email
Delete App
Unfollow on Social Media
Mute, Skip, or Turn Channel
Change Channel on Radio
Skip Ads in Podcast
Discard Print Ads or Catalogs
Unfollow YouTube Channel
Skip Online Pre-Roll Ads
Ignore Newspaper or Mag Ads
Disengaging in Marketing with companies generally satisfied with
(n=1,231)
Never
Rarely
Sometimes
Often
Always
Doesn't apply to me
Thinking about companies whose products/services you are generally dissatisfied with,
how often do you do the following?
Thinking about companies whose products/services you are generally [satisfied or unsatisfied]
with, how often do you do the following?
Source: https://www.marketingsherpa.com/summit2017/customer-first-study

60. #AAEM16
7.9%
19.6%
21.0%
6.0%
14.5%
30.0%
15.5%
11.8%
7.3%
10.0%
6.9%
9.9%
12.5%
13.1%
9.2%
15.2%
14.0%
15.4%
15.3%
8.9%
12.7%
11.0%
21.3%
17.8%
17.7%
23.3%
22.4%
15.4%
23.0%
22.6%
22.4%
22.5%
23.9%
22.1%
14.5%
15.9%
22.2%
16.4%
13.1%
16.1%
19.4%
20.9%
20.5%
21.2%
27.8%
23.4%
21.6%
29.3%
22.7%
16.2%
20.8%
21.5%
28.3%
24.1%
26.8%
11.0%
12.3%
10.6%
10.0%
8.8%
11.3%
9.1%
9.5%
12.1%
10.2%
10.1%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
E-mails
Download Apps
Follow on SM
Watch TV Ads
Listen to Radio Ads
Listen to Podcasts
Watch Online Videos
Click Online Ads
Read Print Ads from Mail
Read Print Ads from Paper/Mags
Read Print Ads from Store
Engaging in Marketing with companies generally satisfied with (n=1,270)
Never
Rarely
Sometimes
Often
Always
Doesn't apply to me
Of the companies with which you are generally [satisfied or unsatisfied], how often do you
disengage with their marketing by doing the following?
Source: https://www.marketingsherpa.com/summit2017/customer-first-study

61. Of the companies with which you are generally dissatisfied, how often do you disengage
with their marketing by doing the following?
Of the companies with which you are generally [satisfied or unsatisfied], how often do you
disengage with their marketing by doing the following?
28% of satisfied customers
unfollow the company on
social media
42% of unsatisfied customers
unfollow the company on
social media
Source: https://www.marketingsherpa.com/summit2017/customer-first-study

62. Danny Gavin
Vice President & Director of Marketing,
Brian Gavin Diamonds

63. We needed a cost-
effective method
that could help us
stand out amongst
the competition.
Source: http://marketingsherpa.com/video/brian-gavin-event-social-media-
marketing

64. We needed a cost-
effective method
that could help us
stand out amongst
the competition.
Source: http://marketingsherpa.com/video/brian-gavin-event-social-media-
marketing

65. Ideally images
have no borders
or background
Source: http://marketingsherpa.com/video/brian-gavin-event-social-media-
marketing

66. Ideally images
have no borders
or background
Source: http://marketingsherpa.com/video/brian-gavin-event-social-media-
marketing

67. Source: http://marketingsherpa.com/video/brian-gavin-event-social-media-
marketing

68. What You Need to Understand: Compared
to your average 30-second commercial, an
individual watches one Vine 4–5 times.
!
6.5 million
Vine loops
Approx. 1.63 million views
Source: http://marketingsherpa.com/video/brian-gavin-event-social-media-marketing

69. What You Need to Understand: Vine content
can be and should be repurposed across
all of your marketing channels.
23% increase in open rate
!
1,241% increase in CTR
Source: http://marketingsherpa.com/video/brian-gavin-event-social-media-marketing

70. What You Need to Understand: There are no direct links in the Vine
platform.!
13% YOY increase in total
traffic*
20% increase in direct
traffic** *Q1 2015 vs. Q1 2014
**H2 2014 vs. H1 2015
Source: http://marketingsherpa.com/video/brian-gavin-event-social-media-marketing

71. #1
#2
Source: http://marketingsherpa.com/video/brian-gavin-event-social-media-marketing

72. Cambria Jacobs
Vice President of Marketing and Customer Service,
Door to Door Organics

73. Source: http://marketingsherpa.com/video/door-to-door-organics-social-media-marketing

74. Let your customers speak for you by
sharing their content to showcase their
experience.
A customer’s
photo
featured
in a Facebook
offer
Source: http://marketingsherpa.com/video/door-to-door-organics-social-media-marketing

75. Source: http://marketingsherpa.com/video/door-to-door-organics-social-media-marketing

76. Realize that customers are using mobile to communicate
through multiple channels.
1
2 Make sure your app has a unique value proposition.
3 Understand how your customers are already using mobile
devices and join the conversation!
#AAMOB16

77. Senior Director of Editorial Content,
MarketingSherpa
Speaker Headshot