Marketing to the Power of ONE

Joel BookPrincipal, Research & Education

ExactTarget

@JoelBook @ExactTarget

Marketing [R]evolution

2013

Mobile EmailSMS + MMSIM EmailFaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsSocial MediaMobile AppsLocation Based AdsSocial Media AdsQR Codes

1990s

IMEmailFaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline Advertising

1999

IMEmailFaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing

2000s

Mobile EmailSMSIMEmailFaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsSocial MediaMobile Web

<1989

FaxDirect MailTelephone

TVRadioPrintDisplay

In 2013, we have 4X the number of marketing communication channels we had in 1989.

Digital Marketing by the Numbers . . . Digital Marketing by the Numbers . . .

More than 1Billion people perform searches on Google

everyday

More than 1Billion people perform searches on Google

everyday 93% of US online consumers are

email subscribers93% of US online consumers are

email subscribers66% of US email subscribers

have made a purchase triggered by an offer received by email

66% of US email subscribers have made a purchase triggered

by an offer received by email43% of all emails sent are now

opened on a mobile device43% of all emails sent are now

opened on a mobile device67% of consumers are more likely to buy if the website is

mobile-friendly

67% of consumers are more likely to buy if the website is

mobile-friendly

90% of consumers trust online product reviews and recommendations

90% of consumers trust online product reviews and recommendations

22% of consumers purchase products recommended by brand

advocates

22% of consumers purchase products recommended by brand

advocates

In 2013, smartphones will overtake PCs as the most

common Web access device

In 2013, smartphones will overtake PCs as the most

common Web access device

Magazine

All Marketing is Cross-Channel

Marketing

NOW SERVING

Consumers are Demanding

Cross-Channel Integration!

49% of Customers want a Seamless Shopping Experience across all ChannelsSource: Accenture Seamless Retail Study, 2013

Social Networking Channels

Text/SMS Phone

Web/Search

Social Reviews & Educational Videos

Email

Shopping

Mobile is Accelerating

Cross-Channel Engagement!

Marketing has become a 24/7 Quest to Deliver Personalized Offers, Alerts,Invitations and Information

@JoelBook @ExactTarget

“In the 21st century, the database has become the marketplace.”

-- Stan Rapp

NOW SERVINGSERVING

SELLING

has become the new

buy more from retailers who send them personalized emails.

buy more from retailers who personalize across channels.

buy more from retailers who personalize product recommendations online.

Source: MyBuys / the e‐tailing Group, March 2013

The Personalization Imperative!

Doing Personalization at Scale Requires Automation

Campaign Response Tracking

Customer Engagement Strategy

Current Customers

Con

tact

ProspectiveCustomers

Offer

InformationCon

tent

Timing

Channels

Bus

. Rul

esOffline

Online

Offline

Campaign Program Development and Execution

Con

tent

Per

sona

lizat

ion

Mes

sage

Del

iver

y

Offer/Message 1• Content• Channel• Timing

Offer/Message Nth• Content• Channel• Timing

Offer/Message 2• Content• Channel• Timing

Database Updating / Lead Scoring

Product /ServiceNeeds, Interests

CampaignResponse History

Analytics and Lead Score

Product /ServicePurchase History

CustomerDemographics

CustomerContact Information

Database Management

Event Attendance History

Land

ing

Page

/ M

icro

site

Cus

tom

er D

ata

Acq

uisi

tion

Interaction and Response Tracking

@JoelBook @ExactTarget

Brand Website

• Where Buyers Engage First• Enables Access to Content• Promotes Email Subscription

Your Website is “Ground Zero” for Engagement

Trade Shows

Sponsored Events

Print Advertising

Direct Mail & Catalog

Social Media

Broadcast Advertising

Public Relations

EducationalWebinar

Search Engine Marketing

Online Advertising

Email Marketing

Word of Mouth

Consumers Rate Websites the #1 Channel for Product Evaluation, Selection and After Sale Care

75% of Companies Worldwide Integrate their Email Marketing Program with their Website

Dynamic Content PersonalizationUsing Customer Data and Business Rules to Deliver

a Personalized Online Experience

Engagement begins with registration at Scotts.com

Scotts gives website visitors “a reason” to register.

Scotts invites website visitors to subscribe to Lawn Care Update

Scotts Converts Website Visitors to Subscribers

Scotts Teaches Consumers What Scotts Products to Use, When to Use them, and How

Results• Scotts research shows Lawn Care Update subscribers use 1.5 more Scotts products than non-subscribers

Objectives• Deliver Personalized Content to Consumers • Drive Traffic to Channel Partners• Expand Scotts “Brand Advocates” Community

Overview• Started in Spring 2000• Subscribers: 1,800,000+• 355 unique geo-demographic versions

57% of Marketing Professionals say Nothing Works Better for Lead Nurturing than Email Newsletters.

Invites website visitors to subscribe to a Volvo Construction Equipment e-newsletter.

Website visitors are invited to subscribe to Volvo Construction Equipment’s eNewsletters

Volvo uses Email to help dealers sell new equipment

Volvo uses Email to help dealers sell used equipment

Volvo Construction Equipment’s digital marketing solution helps dealers to sell millions of dollars worth of new and used equipment each year.

In 2013, smartphones will overtake PCs as the most common Web access device worldwide.Source: Gartner

21% of consumers use their mobile devices to compare information about companies, products and pricing before making a purchase.44% check prices in store. Sources: McKinsey Global Institute; Chief Marketer

67% of consumers are more likely to buy a company’s product or service if their website is mobile-friendly! Source: Google/Sterling Research/SmithGeiger

Source: TripAdvisor, “Trip Barometer” conducted by StrategyOne. March 6, 2013

40% of consumers will move to a competitor’s banking site if their current bank’s site is not mobile optimizedSource: Google Mobile Banking Trends Report, 2012

More than 1 billion smartphone users will use their device for mobile banking in four years. That's nearly double the number of current mobile banking users.Source: Jupiter Research, 2013

The Backbone of Customer Engagement

93% of U.S. online consumers are email

subscribers, and receive at least one

permission-based email each day.

Email Delivers Results

Throughout the EntireCustomer Engagement Life Cycle

Business Getting Business Keeping

The Customer Life Cycle

Acquire Engage Convert Serve Grow Retain

Acquire Engage Convert Serve Grow Retain

• Target Audience: Individuals age 25-44

• In 30 days: - 449 inquiries - 201 leads

• Increased sales 10%

Acquire Engage Convert Serve Grow Retain

1. Choose Your Destination

2. Choose Your Fit

3. Choose Your River 4. Give Western River your name and email address

Email Helps Western River Expeditions Drive BookingsEmail Helps Western River

Expeditions Drive Bookings

Acquire Engage Convert Serve Grow Retain

Acquire Engage Convert Serve Grow Retain

Delta’s Email Alerts Keep Travelers Informed 43% of U.S. Online Consumers

Prefer to Receive Travel Alerts via Email{

{

Acquire Engage Convert Serve Grow Retain

Sponsored EventsPersonalized product recommendations

Loyalty Program Information

Mobile

Closest Best Buy Store

Message for Best Buy Credit Card Holders

General Messages

10 – 12 themes segmented by customer type

Message from Partners

Weekly Email CampaignEmail Volume: 20MillionEmail Versions: 18Million

Best Buy Personalizes Product Recommendations to the Customer’s Profile

Acquire Engage Convert Serve Grow Retain

Papa John’s Daily Deal Offers Drive

Online Sales Uses Email + SMS to drive responseEmail invites customers to “Share this offer” with Facebook friends, Twitter followersDrives traffic to local Papa John’s franchisees

• Increases Brand Awareness• Fuels the Conversation• Attracts New Customers

@JoelBook @ExactTarget

146.8 Million U.S. Facebook UsersSource: eMarketer

31.9 Million U.S. Twitter UsersSource: eMarketer

Accumulating Thousands of “Fans & Followers” Does Not Mean You have a Social Media

Strategy!

To Monetize Social Media, Brands Must Develop a plan to Convert Fans & Followers to

Email Subscribers!

Gave Facebook members a chance to register to win an iPad by “liking” eBags on Facebook.

eBags “Bag an iPad” Sweepstakes

eBags used SocialPages™ to create a series of Facebook Ads targeting their ideal audience and directed consumers to a tab on their Facebook page devoted to the promotion.

The data eBags acquired automatically populated an email that invited the customer to subscribe to eBags’ email campaigns and start receiving special offers exclusively for email subscribers.

eBags “Bag an iPad” Sweepstakes

eBags’ Welcome Email provided a 20% Off “eBagsInsider Exclusive” offer for new subscribers.

eBags “Bag an iPad” Sweepstakes

ResultsOver the course of the 30 day contest eBags added:

• 46,000 new Facebook fans• 28,000 new subscribers

eBags “Bag an iPad” Sweepstakes

• Delivers Exclusive Offers• Keep Members Engaged• Extends Customer Service

@JoelBook @ExactTarget

By the end of 2013, 1.4 billion smartphones will be in use worldwide, up 44% over 2012.

[ 798MM Android, 294MM Apple iOS, 45MM Windows ]Source: ABI Research

The Number of U.S. Smartphone Users will grow to 137.5 million in 2013.

Source: eMarketer

Mobile is Fueling Expanded Use of Email

43% of All Emails Sent are Now Opened and Read on a Mobile Device.

Source: Return Path

When Hitachi Data Systems’ email newsletter is viewed on a mobile device, the font size is increased automatically.

Using Responsive Design, CareerBuilder experienced a 15% increase in open-rate on smartphones and a 21% increase in click-through!

Android iPhone BlackBerry

MobileConnect™

Mobile is Fueling New Capabilities for

Direct Response

The State of Mobile Content Marketinghttp://www.slideshare.net/ExactTarget

90% of Tablet and Smartphone Users Send and Respond to SMS/Text Messages

Pei Wei Uses Mobile to Drive Store Traffic

and Attract New Email Subscribers

Over a 14 day period, Pei Wei guests were invited to text and receive a buy-one, get-one free coupon via email for its new Caramel Chicken entree.

80565

Caramel JoelBook@ATT.net

Landing Page for Caramel Chicken BOGO Offer Sign-up and Email Subscription

Bar-Coded Email Coupons Drive

Consumers to StoresCampaign Results:• Generated 18,000 new

email subscribers.

• Produced coupon redemption rates of 20%!

Vegas.com uses SMS/Text to drive visitor traffic to its mobile site where they promote exclusive last-minute travel deals

Results:• 70% increase in revenue per

site visit• 250% increase in revenue from

mobile devices

• Billboard ad at Los Angeles (LAX) airport

• Invites travelers to use SMS/Text to opt-in to Vegas.com Deals program

Vegas.com Invites Travelers to Receive Exclusive Deals via SMS/Text Messages

Traveler Opts in to Offer Receives Confirmation Goes to m.vegas.com

Visitors to m.vegas.com are invited to become email subscribers

MobileConnect™

Mobile is Enabling Better

Customer Service

Orange County Transit Authority Uses Mobile

Alerts to Serve Commuters

Alaska Air Uses Text Alerts to Keep Passengers Informed about Flight Departure and Arrival Times

Scotts Alerts let Consumers

Know When the Time is

Right to Use its Products

Marketing has become a 24/7 Quest to Deliver Personalized Offers, Alerts,Invitations and Information

We’re Here to Help.

Joel BookPrincipal, Marketing Research & Education

@JoelBook @ExactTarget

Email: jbook@ExactTarget.com