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Full Name I Company I Job Title I Email VP of Database Ari Saposh Ari Saposh I Bridge Marketing I VP of Database I [email protected] EMAIL + DESKTOP + MOBILE + SOCIAL HOW TO ORCHESTRATE ACROSS CHANNELS & DEVICES TO ACQUIRE NEW CUSTOMERS TODAY Ari Saposh I Bridge Marketing I VP of Database I [email protected] Bridge Marketing’s Ever-Evolving Multi-Channel Solution Data Modeling 2010 Acquisition Email Marketing Email Hygiene & Verification MultiChannel Campaigns Agency Services Ari Saposh I 2015 Bridge Marketing Bridge Data Hub Acquisition of Motrixi DSP I VP of Database I [email protected] Get Personal. Talk to People, Not Pixels. Multi-Channel Messaging Cross-Device Targeting Ari Saposh I Bridge Marketing I VP of Database I [email protected] Coordinate Multi-Channel Communications • • • • • • • • • Email Direct Mail Retargeting – Email Responders Retargeting – Site Visitors Desktop Display Mobile Display Social Video Native Ari Saposh I Case Study • Multinational CPG company • 1MM people o 1/3 email only o 1/3 mobile display only o 1/3 both email and mobile display • 4-week period Performance Lift of Multi-Channel vs. Single Channel Lift in Response Lift in Conversions Display 70% 50% Email 24% 21% Bridge Marketing I VP of Database I [email protected] Targeting Across Channels: Apply Retention Marketing Best Practices to Your Acquisition Marketing Program Utilize a data partner that has authoritative data matched to postal and email records. Create audiences based on demographics, interests, behaviors and advanced models. Onboard your target audience to find those people online and on mobile devices. Load your email list to social platforms to create custom audiences. Ari Saposh I Bridge Marketing I VP of Database I [email protected] How to Build a Successful Multi-Channel Acquisition Program Set SMART Goals • Separate PII from anonymous data Profile • Use hashing techniques to mask email addresses Target • Maintain a double-opt-in process when obtaining permission to email Score Scale Re-target • Conduct regular privacy audits led by unbiased experts (and make sure your partners do, too) Respect Your Customers Report & Measure • Be risk averse...thrill seekers don’t last long in acquisition marketing Optimize Team Up Ari Saposh I Bridge Marketing I VP of Database I [email protected] One-Stop Acquisition Marketing Shop • List Hygiene and Verification • Email Delivery Experts •Strategy •Campaign Management •Creative Services •Mobile Display •Desktop Display •Video •Social AGENCY SERVICES EMAIL SOLUTIONS DIGITAL SOLUTIONS DATA SERVICES Ari Saposh I Bridge Marketing I VP of Database • Append • Enhance • Score I [email protected] Newly Released White Paper BUILDING A SUCCESSFUL MULTI-CHANNEL ACQUISITION PROGRAM A Playbook For Acquiring More Customers Using Email, Desktop, Mobile & Social Ari Saposh I Bridge Marketing I VP of Database I [email protected] Contact Info Full Name: Ari Saposh Company: Bridge Marketing Job Title: VP of Database Email: [email protected] Share an important takeaway you received from this session using hashtag #DD20 for a chance to win an iPad