Transcription
New ResearchThe 2022 Marketer'sPerspective onMoverMarketingResearch Conducted in Partnership with Ascend2
2Table of ContentsExecutive Summary & Key Highlights31.0 Top Priorities42.0 The Impact of Mover Marketing63.0 Who is Utilizing Mover Marketing?94.0 Executing a Strategy115.0 The Data Difference146.0 Adding Mover Marketing to Your Strategy16Participants & Methodology18About the Research Partners19The 2022 Marketer's Perspective on Mover MarketingConducted by V12 and Ascend2, Published April 2022
IntroductionKey HighlightsNew Mover Marketing (also known as "Mover 3Who is using mover marketing strategies? JustMarketing") is the term used for marketingover one-quarter (28%) of organizations have a newinitiatives that target people who are moving.mover marketing strategy in place and measurableThis group's spending habits typically changeand another 26% are currently rolling out a strategy.drastically during this time, presenting anopportunity for businesses to acquire and retain Improving customer acquisition and retention.Mover marketing users have seen signif icantly morecustomers.increase in both customer retention and customerThrough the use of data, mover marketingstrategies can now go far beyond a simple directmail campaign and contribute substantiallyacquisition in the past year than non-users. marketing users who have the most successfulto a comprehensive customer acquisition andoverall marketing strategies dedicate more thanretention strategy. But are B2C organizations20% of their marketing budget to target movers.utilizing mover marketing strategies to theirfullest extent? Mover marketing makes an impact. Nearly half ofmover marketing users say that mover marketingTo help answer this question, V12 partnered withhas a signif icant impact on overall marketingAscend2 to f ield The 2022 Marketer's Perspectiveperformance, rating it an eight or higher on a scaleon Mover Marketing survey in February of 2022.of one to ten.The report that follows represents the opinionsof 253 marketing professionals working forBudgets are going toward movers. 35% of mover Pre-move indicators boost success. Those with aenterprise organizations in the B2C channel whomover marketing program in place who have accessresponded to this survey.to pre-move indicators as a part of their programhave signif icantly more success.The 2022 Marketer's Perspective on Mover MarketingConducted by V12 and Ascend2, Published April 2022
41.0 Top PrioritiesCustomer experience, acquisition,and retention are top of mind formarketers.B2C marketers list that improving customer experience,Which areas will be your top focus for improving yourmarketing strategy in the year ahead?Customer experience53%customer acquisition, and customer retention will betop priorities in the year ahead when it comes to areasof their strategies to improve.Customer acquisition50%Customer retention50%For B2C marketers, an exceptional customer experienceis critical to acquiring new business as well as earningloyalty with existing customers.Brand awarenessOver half of those surveyedreport having customeracquisition and retentionstrategies in place withanother 33% in the process ofimplementing a program forone.In the research that followswe'll examine how newmover marketing can play apowerful role in the successof acquisition and retentionprograms.84%of B2C enterprisemarketers havea customeracquisitionand retentionprogram in placeor are currentlyin the process ofimplementing one.Data collection40%26%Learnfrom the BeLearn f rom the bestData integrationOmnichannel initiatives23%16%The 2022 Marketer's Perspective on Mover MarketingConducted by V12 and Ascend2, Published April 2022
51.1 Top PrioritiesHow has customer acquisitionand retention changed in thelast year?How has the rate ofcustomer acquisitionchanged in the last year?MoverMoverMarketing MarketingUsersNon-UsersIncreased significantly 8%41%Increased moderately54%65%Decreased moderately 20%4%Decreased significantly 7%1%How has the rate ofcustomer retentionchanged in the last year?MoverMoverMarketing MarketingNon-UsersUsersIncreased significantly 9%35%Increased moderately55%63%Decreased moderately 23%6%Decreased significantly 5%4%Mover Marketing UsersSaw Significant Increasesin Customer Acquisition &Retention Last Year.Customer acquisition and retention areimproving moderately for most, but whencomparing those who are currently utilizingmover marketing programs with those whoare not, we see signif icant differences insuccess.Organizations who report having a movermarketing strategy in place and measurablereport signif icantly greater increase in bothcustomer acquisition and retention in the lastyear.In the research that follows we'll examinehow new mover marketing can impactan overall B2C marketing strategy andplay a powerful role in the performance ofacquisition and retention programs.The 2022 Marketer's Perspective on Mover MarketingConducted by V12 and Ascend2, Published April 2022
62.0 The Impact of Mover Marketing95% of mover marketing adopters say that movermarketing is changing for the better.The landscape of how marketers target new movers is developing rapidly.By strategically utilizing insights, B2C marketers are making an impact withmover marketing programs. Nearly all adopters surveyed feel that movermarketing is changing for the better with 95% reporting that the effectivenessof mover marketing programs at achieving strategic goals is increasing.To what extent is the effectiveness of movermarketing changing?(Mover Marketing Adopters)68%of marketingexecutivesdescribe feelingCONFIDENTwhen they hearthe term "movermarketing"75%Measuring yDecreasingmoderately1%DecreasingsignificantlyThe 2022 Marketer's Perspective on Mover MarketingConducted by V12 and Ascend2, Published April 2022A comprehensiveview of campaignperformanceallows for betteroptimization andimproved abilityto measure ROI.
72.1 The Impact of Mover MarketingPerceptions of mover marketing impact on overall marketing performance.Those who do not have mover marketing programs in place have a much lower perception of the impact it would makeon overall marketing performance than those who have real experience with utilizing mover marketing. Only 25% of thosewho do not have a mover marketing strategy feel that it would make a real impact on overall performance, compared to54% of mover marketing users.75% of those whoare not using movermarketing believethe impact on overallperformance wouldbe lower than 8.Please rate the impact of mover marketingon overall marketing performance.UsersAll 16%14%14%9%7%6%2%1%345678910Mover Marketing UsersThe 2022 Marketer's Perspective on Mover MarketingConducted by V12 and Ascend2, Published April 202254% of respondents who have a movermarketing program in place give it a highranking (8 or greater) when it comes tomaking an impact on their strategy.HighestImpact
82.2 The Impact of Mover MarketingMover marketing makes thegreatest impact on customeracquisition and customer retention.With over half of mover marketing users ranking theimpact of mover marketing on overall performance an8 or higher, in which areas of their strategy do they feelIn which of the following areas do you see the mostimpact from your mover marketing program?(Mover Marketing Users)Customer acquisition43%their programs have the greatest influence?Customer retention41%Interestingly, the top three areas of focus forimprovement in the coming year are the same areas inwhich mover marketing makes the most impact.From this data, a disparity emerges. Only 45% of B2Corganizations who have customer retention andCustomer experience39%Brand awareness32%acquisition program in place are currently utilizingmover marketing.45%onlyof B2C organizationswith customer retention andacquisition programs in place havemover marketing strategies.Data collectionData integrationBrand loyaltyOmnichannel initiativesThe 2022 Marketer's Perspective on Mover MarketingConducted by V12 and Ascend2, Published April 202230%28%25%22%
93.0 Who is Utilizing Mover Marketing?Over one-quarter of B2C companies surveyed have a movermarketing strategy in place.While 28% of marketers surveyed have a strategy to target new moversin place and measurable, another 26% are in the process of rolling outa strategy. In the coming year, we will see these numbers rise as 18%report having plans to implement a strategy in the next 12 months.What is the current status of your mover marketing program?28%26%Mover Marketing AdoptersThe group of organizationswho have a mover marketingstrategy in place, are currentlyrolling one out, or are planningto implement one soon.20%18%7%We have a strategy inplace and measurableWe are currently rollingout a strategyMover Marketing UsersWe have plans toimplement a strategy inthe next 12 monthsOver one-quarter of organizations surveyedhave a mover marketing strategy in placeand measurable. Throughout this reportyou will see this group referenced as our"Mover Marketing User" segment.We target new moveraudiences in otherprogramsLearn from the BeWe do not have aprogram with no plans toMover Marketing Non-UsersThose who are not using movermarketing with no plans to.The 2022 Marketer's Perspective on Mover MarketingConducted by V12 and Ascend2, Published April 2022
103.1 Who is Utilizing Mover Marketing?Mover marketing users are more than 2x more likely toreport best-in-class success from their marketing strategies.How would you rate the success of your overallmarketing strategy at achieving the goals set for it?(Mover Marketing Users)Mover Marketing Users(By %25%27%33%41%AutomotiveModeratelysuccessful39%Very successful(best-in-class)57%Best-in-Class SuccessSurvey respondents who are utilizing mover marketingRetailPersonal ServicesTechnology27%13%Hospitality& TravelUtilities& Telecom30%21%ProfessionalServicesFinancial Services& Insuranceprograms report signif icantly more success thansurvey respondents planning to use or not using movermarketing as a part of their overall strategy. 57% ofmover marketing users compared to 27% of all others.The 2022 Marketer's Perspective on Mover MarketingConducted by V12 and Ascend2, Published April 2022
114.0 Executing a StrategyTop challenges to execution.Nearly half (47%) of mover marketing adopters surveyed f ind that making data actionable is a top challenge to asuccessful mover marketing program. Having the ability to unify insights across all channels and devices and take actionon a customer prof ile as a whole is critical to overcoming this challenge. But as you will see on the next page, only 18% ofthose surveyed are utilizing an omnichannel approach as a part of their mover marketing implementation. Omnichannelcampaigns allow marketers to reach potential customers with consistent and personalized messaging across the entiremove cycle based on a complete customer view.What are the greatest challenges with executing a mover marketing program?(Mover Marketing Adopters)Making data actionable47%Measuring ROI43%Integrating with existing programs41%Creating a strategy38%Allocating budget/resources34%Accessing dataBuy-in from leadershipThe 2022 Marketer's Perspective on Mover MarketingConducted by V12 and Ascend2, Published April 202233%21%Measuring ROIA comprehensiveview of campaignperformanceallows for betteroptimization andimproved abilityto measure ROI.
4.1 Executing a StrategyTactics utilized.12Which of the following have you utilized as a part of amover marketing program?(Mover Marketing Users)Though direct mail is still high on the list of tacticsEmail/personalized offers43%Direct mail43%Personalization42%utilized, gone are the days when mailers were the maincomponent of a mover marketing campaign. Today,organizations have access to an ever expanding amountof data that allows them to match personalized offers,emails, targeted ads and more to specif ic stages of thebuyer journey.Loyalty/rewards programs41%Print gies33%Segmentation and targeting28%Paid social26%Customer journey mappingMover Marketing Power UsersBy segmenting by the cross-section of those whoare using mover marketing and those with the mostsuccessful marketing strategies, we have found agroup of MOVER MARKETING POWER USERS whoseinsight is particularly helpful in determining bestpractices in mover marketing.The 2022 Marketer's Perspective on Mover MarketingConducted by V12 and Ascend2, Published April 202225%SEO23%Paid search23%Omnichannel17%Power User InsightMover marketing power users are morelikely to be utilizing paid social (35%), SEO(32%), and customer journey mapping (32%)as a part of their program.
134.2 Executing a StrategyBudgeting for mover marketing programs.33%Regardless of whether or not there is a mover marketing strategy in place, lessthan half of marketers surveyed report using more than 10% of their marketingbudget to target movers. 41% of organizations are allocating between 6% and10% of their overall marketing budget to target movers. But what about thoserespondents reporting the most success f rom their marketing strategies?Interestingly, nearly two-thirds (62%) of marketers with very successful marketingstrategies report dedicating over 10% of their marketing budgets to target movers.Best-in-class strategies allocate more budget for mover marketing efforts.How much of your marketing budgetdo you currently use to target movers?(All Respondents)41%of marketers whoreport "best-in-class"success from theirmarketing strategiesdedicate over 20% oftheir budget to targetmovers compared tojust 10% of all otherrespondents reportingless success.28%13%12%7%0 - 5%6 - 10%11 - 20%The 2022 Marketer's Perspective on Mover MarketingConducted by V12 and Ascend2, Published April 202221 - 50%More than 50%
145.0 The Data DifferenceThe utilization of data hastransformed what B2C companiescan achieve with mover marketing.Introducing insights f rom data that go beyond justa street address has been pivotal to businesses thatWhich of the followingtypes of data do youhave access to as apart of your movermarketing program?(Mover Marketing Users)57%Household andcontact datatarget movers. Access to unif ied customer data allowsorganizations to improve reach and identify targetedaudience segments to deliver a more personalizedcustomer experience across all channels and stages ofthe buyer journey.45%49%Our research indicates that gaining access to morenew mover data can give you a considerable edgeover the competition. Only one-quarter (26%) of movermarketing users have access to pre-move indicators,Consumer segments(first-time homebuyers,active adult, etc)In-market shoppingindicatorsa critical component to reaching prospects andcustomers before the competition. Less than half ofmover marketing users have consumer segment data,45%26%in-market shopping indicators, and property data.Property data (mortgageamount, square feet,dwelling type, etc)Pre-move indicatorsThe 2022 Marketer's Perspective on Mover MarketingConducted by V12 and Ascend2, Published April 2022
5.1 The Data DifferenceDirect mail vs digital initiatives.15Mover marketing programs are an effective part ofa direct-mail strategy.(Mover Marketing Users)Access to data on new movers has been a catalyst tothe evolution of mover marketing f rom a simple direct45%36%mail piece delivered to a homeowner's new address, toomnichannel campaigns featuring targeted contentdelivered across multiple channels and throughout the9%customer journey.3%Mover marketing users are still splitting their movermarketing efforts nearly evenly between direct glydisagreedigital channels but our research indicates thatmarketers are starting to catch on to the digital trendwith mover marketing efforts actually being moref requently executed in digital channels over direct.In which area are youmost frequently executingmover marketing efforts?Direct channelsDigital channels7%Neitheragree nordisagreeMover marketing programs are an effective part ofa digital strategy.(Mover Marketing Users consider mover marketingto be more effective as a part of adigital strategy over glydisagree6%Neitheragree nordisagreeThe 2022 Marketer's Perspective on Mover MarketingConducted by V12 and Ascend2, Published April 2022
166.0 Adding Mover Marketing to Your StrategyWhat are the top reasons behind not having a mover marketing strategy?Nearly one-third (32%) of mover marketing non-users report that mover marketing is not a widespread practice in theirindustry as the top reason for not implementing a program. The most common industries amongst this group are retail,personal or professional services, and utilities or telecom, each of which provides ample opportunities to target newmovers. As the mover marketing landscape develops, so does the breadth of industries that it can apply to.What is most preventing you fromimplementing a mover marketing program?(Non-Users)Not a widespread practice in my industry32%Lack of knowledge to execute26%Inability (lack of data) to identify movers18%Lack of resources to execute18%Doesn’t align with our brand (or will tarnish our brand)12%Too antiquated10%Inability to integrate into a digital strategy8%Lack of ability to measure performance6%Lack of ability to retain customersTargets customer too late in the buying cycleThe 2022 Marketer's Perspective on Mover MarketingConducted by V12 and Ascend2, Published April 20224%2%Identifying MoversNew mover insights havenever been easier to access.Take the guesswork outof mover identif icationwith behavioral, intent,f irmographic, anddemographic insightsto build an exceptionalexperience for yourcustomers and prospects.
176.1 Adding Mover Marketing to Your StrategyMarketing strategies that includemover marketing programs havehigher customer acquisition,retention, and greater overall success.Improving customer acquisition and retention are top areasof focus for marketers in the coming year. Our researchWhich of the following tactics are you currentlyexecuting as a part of your customer acquisitionand retention program?(All Respondents)Social media marketing66%Email/personalized offers62%indicates that best-in-class marketing strategies are morelikely to include mover marketing programs, and thesestrategies show signif icantly higher rate of improvementin customer acquisition and customer retention in the lastyear.Digital advertisingDirect mailPrint advertisingBut only 22% of non-users surveyed say they would testa mover marketing strategy if it could be part of theirongoing customer acquisition and retention program.Social media, email marketing and digital advertising are60%45%37%Loyalty/rewards programs31%SEO31%Affiliate marketing29%In-store promotions28%the most common tactics included in marketers' customeracquisition and retention programs. Mover marketingthat is backed by data can be applied throughout all ofthese tactics and beyond, across all channels, and havea powerful impact on the overall performance of yourmarketing strategy.The 2022 Marketer's Perspective on Mover MarketingConducted by V12 and Ascend2, Published April 2022V12 can help integrate movermarketing into your customeracquisition and retention program totarget movers across the journey topurchase. Learn More.
18Methodology & ParticipantsMETHODOLOGYN 253 B2C Marketing ProfessionalsOrganization's Annual RevenueAscend2 benchmarks the 100M - 250M13% 250M - 500M23%performance of businessMore than 500M64%strategies and the tacticsand technology that drivesPrimary role in companyExecutive / Owner12%them. With a custom onlineVice President13%questionnaire, this surveyDirector30%Manager45%4%Financial Servicesmarketing professionals inmanagement and leadershipOrganization IndustryAutomotivewas fielded to a panel of 25310%positions throughout theHospitality3%United States. RespondentsInsurance6%represented organizationsPersonal services8%with an annual revenue ofProfessional services23%Retail25% 100M or more, operatingTechnology13%in the B2C channel. TheTravel2%Utilities / Telecom6%The 2022 Marketer's Perspective on Mover MarketingConducted by V12 and Ascend2, Published April 2022responses were collectedduring the months ofFebruary and March, 2022.
About V12, a Porch CompanyV12, a Porch Company, is the leader in new mover marketing withinsight on more movers, with more context, and greater precisionthan any provider in the market. Our mover marketing solutions,powered by Porch technology, deliver early access to 80 % of UShomebuyers. V12 links move, consumer, shopping intent, andproperty insight to deliver highly personalized, omnichannel, oneto-one new mover marketing campaigns and outcomes acrossmultiple industries.Learn more about V12, a Porch Company.You may adapt, copy,distribute and transmitthis work. However,you must attribute theMarketing technology companies and digital marketing agenciespartner with Ascend2 to create compelling original research thatsupplements their marketing content, generate leads, and engageprospects to drive demand through the middle of the funnel.Learn more about Ascend2.work as produced byAscend2 and its ResearchPartners, but not in anyway that suggests thatthey endorse you or youruse of the work.
Ascend2 to field The 2022 Marketer's Perspective on Mover Marketing survey in February of 2022. The report that follows represents the opinions of 253 marketing professionals working for enterprise organizations in the B2C channel who responded to this survey.
