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Keynote presentation delivered at the 2012 MediaPost Email Insider Summit
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Joel BookPrincipal, eMarketing Research & EducationExactTarget, Inc.
Marketing to the Power of ONE
Marketing to the Power of ONE
How the Digital Revolution is Changing the Way Customers
Engage with Brands
Digital Media [R]evolution
2012
Mobile EmailSMS + MMSIM EmailFaxDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile WebLocation Based AdsSocial Media AdsVirtual WorldsLocation Based SvcsQR Codes
1990s
IMEmailFaxDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline Advertising
1999
IMEmailFaxDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing
2000s
Mobile EmailSMSIMEmailFaxDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile Web
<1990
FaxDirect MailTelephone
TVRadioPrintDisplay
Marketing has become Real Time and Real Personal
From: InterruptionTo: Engagement
Magazine
All Marketing is Cross‐Channel Marketing
Channels Applications
Email Email Marketing
Event
Website
Print Advertising
Social Media
Dealer/Agent
Broadcast
Mobile
Mobile Messaging
CRM
E-Commerce
Call Center
Billing
Webinar
Warranty
Product /ServiceNeeds, Interests
CampaignResponse History
Analytics and Lead Score
Product Purchase History
CustomerDemographics
Customer Email Address
Physical Address
Customer Data
Event Attendance History
Data is “The New Black” of Digital Marketing
Campaign Response Tracking
Product /ServiceNeeds, Interests
CampaignResponse History
Analytics and Lead Score
Product Purchase History
CustomerDemographics
Customer Email Address
Physical Address
Database Management
Segmentation Campaign Planning
ProspectiveCustomers
Iden
tify
Customers with Specific Needs
Offer
InformationSele
ct
Timing
Channels
Det
erm
ine
Offline
Online
Offline
Campaign Program Development and Execution
Prog
ram
Dev
elop
men
t
Con
tent
Per
sona
lizat
ion
Segment A• Offer/ Message• Channel• Timing
Segment C• Offer/ Message• Channel• Timing
Segment B
• Offer/ Message• Channel• Timing
Cross‐Channel Technology Accelerates Engagement
Database Updating / Lead Scoring
Land
ing
Page
/ M
icro
site
Cus
tom
er D
ata
Acq
uisi
tion
Customer / Prospect Interaction
Event Attendance History
Cross-Channel Marketing Innovators
Real Marketers Real Solutions
Real Results
Scotts Miracle‐Gro – ExactTarget Client Since 2000
iPhone AppScotts Retailers
Lawn Care Update
Blogs
Facebook Twitter PageWebsite
Scotts Alerts
Scotts Alert: Now is the perfect time to apply Scotts Turf Builder WinterGuard Fall Lawn Fertilizer to your lawn. Reply STOP to end alerts. Other charges apply.
iPhone App
Papa John’s Stores
Text Offers
National Email Local Email
Facebook Twitter PageWebsite
Papa John’s – ExactTarget Client Since 2007
Volvo Construction – ExactTarget Client Since 2009
MagazineVolvo Construction Dealers
Trade Shows
Monthly Email Newsletter
Weekly Remarketing Email
Twitter YouTubeWebsite
Lowe’s– ExactTarget Client Since 2011
iPhone AppLowe’s Stores Magalog
EmailMagazine
Facebook VideoWebsite
• Aids the Buying Process• Improves Service• Maximizes Retention
The Customer Life Cycle
Email: The Backbone of Customer Engagement
Business Getting
Product Awareness
Product Evaluation
Product Purchase
AcquireAcquire EngageEngage ConvertConvert
Product Usage
Brand Advocate
Business Keeping
Repurchase/Renewal
ServeServe GrowGrow RetainRetain
• 93% of U.S. online consumers are email subscribers, receiving at least one permission‐based email per day (1)
• 59% of B2B marketers say email is their most effective channel for generating revenue (2)
1. Source: ExactTarget Research Report: Subscribers, Fans & Followers, 20112. Source: Crain’s BtoB Magazine, March 2012
77% Prefer Email for Permission-Based Promotional Messages
• Increases Brand Awareness• Fuels the Conversation• Attracts New Customers
Facebook: 900M Worldwide(1) / 133M U.S.(5)
Twitter: 500M Worldwide(2) / 24M U.S.(5)
LinkedIn: 100M Worldwide(3) / 44M U.S.(3)
Pinterist: 10M Visitors / Month (6)
YouTube: 2B Views/Day; Avg. View: 15 Min.(4)
Sources: (1) Facebook (2) Twitter (3) LinkedIn, (4) YouTube, (5)eMarketer.com, (6) InsideView
The Rise of “Social Nicheworks”
“The savviest brands will begin to build small, highly engaged communities where they can learn more about what their audiences want, need, and desire.”Source: We Are Social12 Provocations on The Future of SocialApril, 2012
Giving Customers a Voice is a Powerful Tactic
"We put our customers at the center of everything we do --whether it is product development, the services we offer or the ways we engage with consumers, like Twitter, Facebook and our blog." Sanjay GuptaChief Marketing OfficerAlly Financial
Ally Bank created “Ally Idea Share” so consumers can share ideas on how Ally can create a better banking experience
Scotts new “Snap Perks” campaign rewards Facebook Fans for sharing their experience using Scotts new Snap fertilizer spreader.
19,000 Likes in less than two weeks6,000 have posted comments
To monetize social media, convert “Fans and Followers” to email subscribers!
75% of social media users say email is the best way for companies to communicate with them. (MarketingSherpa)
Scotts Invites Facebook Fans to Subscribe to
Lawn Care Update
( And 50% Convert! )
Lawn Care Update subscription invitation
Each Week, Crocs Converts 500+
Facebook Fans to Crocs Email Subscribers!
Each Week, Crocs Converts 500+
Facebook Fans to Crocs Email Subscribers!
Crocs Invites Facebook Fans to become Crocs Email Subscribers
Crocs Email Subscription Center
Crocs’ “Deal of the Week” EmailPersonalized to Subscriber Preferences
• Delivers Exclusive Offers• Drives Traffic• Extends Customer Service
Mobile Device Usage Growth is Staggering
Source: eMarketerAugust, 2011
Matt de GanonVP Mobile Product and OperationsUSA Today
Pei Wei Uses SMS to Drive Email Opt-in for
Special OffersOver a 14 day period, guests were invited to text and receive a buy‐one, get‐one free coupon via email for its new Caramel Chicken entree.
80565
Caramel [email protected]
"We wanted to take advantage of email’s reach and redemption to help promote and launch a new limited time offering. Using mobile allowed guests easily opt-in to our email program." Jason MillerPei Wei Asian Diner
Bar-Coded Email Coupons Drive
Consumers to StoresCampaign Results• Generated more than
18,000 new email subscribers in just two weeks.
• Increased Pei Wei’s email subscriber list by 4%. (The Pei Wei subscriber database exceeds 500,000)
• Produced coupon redemption rates of 20%!
• No SMS alerts today
• Long term competitive necessity
Ally Bank invites customers to set up alerts and be notified about account balances, deposits, and opportunities to earn higher interest
Ally Alerts Take Customer Service to a Whole New Level
Belk Uses Mobile to Alert Customers About Special Sales and Promotions
Belk Newspaper Insert Belk Customer Email
Belk Facebook Page
Papa John’s Uses Mobile to Accelerate Sales
Papa John’s iPhone App for Online Ordering
Papa John’s SMS Direct Order Solution
Tablet PCs Have Changed how Customers Access Content
Tablet PCs Have Changed how Customers Access Content
The Apple iPad
55MM US Tablet Users
42MM US iPad Users in
2012
Tablets Fuel Mobile CRM"[The iPad] enables our sales employees to do a much better job of engaging in a really different way than we've done before."
Michael Hedges, CIO, Medtronic
Next Generation Interactive Marketing
Thanks!Thanks!Joel BookExactTarget, Inc.
[email protected]@JoelBookhttp://www.linkedin.com/in/joelbook