Managing “The Conversation” between Brand and Customer in a Web 2.0 World
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Managing “The Conversation” between Brand and Customer in a Web 2.0 World

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Managing “The Conversation” between Brand and Customer in a Web 2.0 World

Managing “The Conversation” between Brand and Customer in a Web 2.0 World

How Top Brands Use Email as the Foundation of their Strategy for Customer Development and Retention

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  • How many of you think you’ve optimized every last pixel of your website for performance, usability, search engine visibility & conversion? How many of you are embarrassed about some part of your marketing efforts? The good news is…this is NORMAL! Thanks to the internet, the evolution of generational tastes, and the constant ebb & flow of the world economy, EVERY MARKETER has room to improve their efforts. What we hope to do this morning is provide you with a FRAMEWORK around which you can build & prioritize your digital marketing strategy such that it keeps you on a path of constant improvement
  • How many of you think you’ve optimized every last pixel of your website for performance, usability, search engine visibility & conversion? How many of you are embarrassed about some part of your marketing efforts? The good news is…this is NORMAL! Thanks to the internet, the evolution of generational tastes, and the constant ebb & flow of the world economy, EVERY MARKETER has room to improve their efforts. What we hope to do this morning is provide you with a FRAMEWORK around which you can build & prioritize your digital marketing strategy such that it keeps you on a path of constant improvement
  • Clearing : What I’m suggesting is simply to be where your customers are – everywhere they are – the goal is what we referred to as 24/7 marketing connectivity: Thesis : The more traditional or offline tools are effective for reaching a specific target audience determined by demographics and sometimes by psychographics, that reach your audience through the papers they read, the associations they belong to, etc… - will always be an important part of your media mix. But, what the trends that we are seeing in the industrial marketplace – and what the research supports – is that online is increasingly becoming an important tool for the industrial buyer audience. – search engines, industrial destination sites, email marketing – even blogs and more grassroots efforts. Integrating online is critical for completing your marketing efforts: Search engines such as Google, Industrial Destination sites, email marketing and even blogs allow you to: Reaching an active in-market audience at the moment they demonstrate interest in your company, products or services (SEARCH/Destination sites) Reaching an active target market while they are online reading content relevant to your company, products or services (CONTENT) Reaching your target market when they are online engaging in activities The ability to integrate your offline initiatives with the Google platform allows you to truly surround your customer and results in an integrated 24/7 marketing platform.
  • How many of you think you’ve optimized every last pixel of your website for performance, usability, search engine visibility & conversion? How many of you are embarrassed about some part of your marketing efforts? The good news is…this is NORMAL! Thanks to the internet, the evolution of generational tastes, and the constant ebb & flow of the world economy, EVERY MARKETER has room to improve their efforts. What we hope to do this morning is provide you with a FRAMEWORK around which you can build & prioritize your digital marketing strategy such that it keeps you on a path of constant improvement
  • This shift to a customer led strategy has also created a sophisticated view of how different media can lead consumers through a purchase cycle There is acknowledgment that both mainstream and one to one media both have roles to play in moving consumers through the value funnel eg. there is a role for 1 to 1 media in influencing awareness and opinion and Alison's case study will demonstrate this The growth in one to one has also created new channels that didn’t exist five years ago - so we now have a range of new interactive and digital media options operating in the one to one space alongside the traditional and established mail channel
  • How many of you think you’ve optimized every last pixel of your website for performance, usability, search engine visibility & conversion? How many of you are embarrassed about some part of your marketing efforts? The good news is…this is NORMAL! Thanks to the internet, the evolution of generational tastes, and the constant ebb & flow of the world economy, EVERY MARKETER has room to improve their efforts. What we hope to do this morning is provide you with a FRAMEWORK around which you can build & prioritize your digital marketing strategy such that it keeps you on a path of constant improvement
  • From Brandweek: Study: E-Mail is The Most Effective Form of Direct Response July 2, 2008 -By Steve Miller E-mail is now the most popular form of direct response marketing, per a new survey of large U.S. corporations conducted by Direct Partners, New York. E-mail is used primarily by 35% of companies compared to 25% which use traditional direct mail and 21% who use package, statement stuffers or free standing inserts The finding echoes a study from last fall from MarketingSherpa, where participants reported that "house e-mail marketing" delivered the best return-on-investment in terms of direct response. The results of the Direct Partners study were derived from 30,000 surveys sent in April to senior executives at companies with 2007 revenues exceeding $100 million. Twenty-eight percent of respondents said that e-mail works most effectively for them, with 24% reporting that direct mail does the best job. "The dramatic emphasis on e-mail as the primary direct marketing vehicle is significant," said Harry Haber, vp-Direct Partners, Marina del Ray, Calif. "And why not? It's fast to deploy, inexpensive to distribute versus other media, and the response is rapid." Most companies (56%) reported spending less than $1 million on direct response media in the past year, while 37% said they spent between $1 million and $50 million. Half of respondents said they handle their direct response marketing internally, while 37% conducted it though a combination of agency and internally. Also among the findings: - 68% market to their prospect database - 82% market to their customer database - 57% said their direct response budget will remain the same this year compared to last, while 23% reported their budget would increase by 10% or higher - 47% said that less than 10% of their marketing budget went to direct response media Haber said that the study shows a broader embrace of direct marketing, putting it among the standard media mix for more companies. "For the largest of companies, change comes slowly," Haber said. "However, there seems to be more of an acceptance of direct marketing today than say versus five years ago."

Managing “The Conversation” between Brand and Customer in a Web 2.0 World Managing “The Conversation” between Brand and Customer in a Web 2.0 World Presentation Transcript

  • © 2009 ExactTarget All Rights Reserved Entire Presentation Copyright © 2003 - 2009 ExactTarget. All Rights Reserved. No portion of this presentation may be recreated, reprinted, distributed, published or represented without the written permission of ExactTarget. Managing “The Conversation” between Brand and Customer in a Web 2.0 World How Top Brands Use Email as the Foundation of their Strategy for Customer Development and Retention Ali Margello Marketing Account Director HyperDrive Interactive Platinum ExactTarget reseller
  • Selling to the “Connected” Consumer WEBSITE SEARCH EMAIL “ Selling now takes more time and resources then ever before. The average sales cycle has become 22% longer as buyers are taking longer to consider their decisions.” Source: Sirius Decisions
  • How in the World is this Possible?
  • Media Evolution <1990 1990s Direct Mail Telephone 1999 2000s 2008 TV Radio Print Display IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing Mobile Email SMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Wikis Social Networks Mobile Web Addressable Voice Mobile Email SMS + MMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter
  • Each day, the average consumer is exposed to 1600 ad messages .
  • Websites Have Become The Hub of Marketing Trade Shows Sponsored Events Print Advertising Direct Mail Social Networks Broadcast Advertising Public Relations Webinars Search Engine Marketing Word of Mouth Online Advertisements Corporate Blogs The Corporate Website
  • How are You Managing the Conversation?
  • Prospect The Customer’s Journey can Start Anywhere Prospects and Customers Customers Direct Media Branding Media TV Print Radio Outdoor Cinema Website Events Online Ad Direct Mail Email SEO / PPC Social Media Mobile DRTV DR Print Catalog
  • Email is the Foundation of 1-to-1 Marketing
  • Email Aids the Decision-Making Process The Customer Life Cycle Interest Evaluation Purchase Usage Loyalty Re-Purchase “ Those who buy products marketed through email spend 138% more than non-readers of email.” Source: Forrester Research “E-Mail Marketing Comes of Age.”
    • “ Once a person has been attracted to your web site, email can move the prospect through the consideration and evaluation stages . . . all the way to purchase.”
    • Source: Forrester Research
  • Why Email?
  • Some Stats About Email…
    • direct marketing method used today
    2008 Direct Partners Survey #1 Email is the
  • Some Stats About Email…
    • of all marketers cite email as the best performing medium ahead of search & display
    Datran Media Survey, Dec 2007 80%
  • Consumers Define Spam 50% 48% *SOURCE: 2008 Spam Complaints Survey from Marketing Sherpa & Q Interactive 56% consider messages from known senders to be spam if they aren’t “interesting” consider messages from known senders that are sent too frequently to be spam are using “report spam” buttons for reasons other than to report unsolicited email
  • EMAIL SPAM CHAT RSS SMS ----INBOX 2.0----
  •  
  • 3 Main Factors Influencing Email ROI 1. Deliverability…to the inbox 2. List Growth…net growth 3. Relevance…sophistication
  • 3 Main Factors Influencing Email ROI 1. Deliverability…to the inbox 2. List Growth…net growth 3. Relevance…sophistication
    • Poor or Insufficient Permission
    • High Recipient Complaints
    • Content, Volume or List Quality Filtering
    • Spamtrap Hits
    • IP Address and Domain Blacklisting
    • Lack of ISP Compliance
    Top Reasons Emails Are Filtered: Today IP Reputation is key!
  • 3 Main Factors Influencing Email ROI 1. Deliverability…to the inbox 2. List Growth…net growth 3. Relevance…sophistication
    • List Growth is a Top Priority for Marketers (38%)
      • Only email relevance and improving conversiosn rank higher
    • Organic Growth
      • “ Gathering” tactics like onsite reg., inbound call centres, in-store POS
      • Onsite includes non-incented & incented, paid search, etc.
    • Viral – Make it Contagious
    • Go Social (32%) not Postal (6%)
    • Mobile Capture
      • In-store, out of home, events
    • Proximity – Value - Choice
    Top List Growth Tactics *SOURCE: 2009 List Growth Study from ExactTarget
  • Mobile Capture
  • Social Integrations
  • List Growth = Lift Increase your list by 5, 10 or 25% annually.. . … and get the same lift in conversions! What’s that worth in $?
  • 3 Main Factors Influencing Email ROI 1. Deliverability…to the inbox 2. List Growth…net growth 3. Relevance…sophistication
  • Technology always wins
  • Technology Can Help you
    • Key Insights:
    • Marketers should adopt a service mentality.
    • By collecting more information from subscribers, you can better anticipate what needs the customer will have and when.
    • Listening to customer needs creates a better reputation and a greater sense of trust from consumers.
    • “ Like it or not, consumers are in control. It is the companies that can harness trust through Subscribers Rule! that will break free of the noise in the year to come.”
    • - Morgan Stewart
    • Director, Research & Strategy, ExactTarget
  • Increase Revenue w/ Relevancy
  • What the pros doing?
  • Relevancy Equals Success
    • Key segmentation programs rolled out over 2008 and 2009
    • 103% Increase in Revenue
    • Less Email Frequency gives better brand experience
    Gender-Based Content and Segmentation
    • Static Abandon Basket Email
    • Dynamic Abandon Basket Email
    Additional Automation Campaigns Key Success Metrics
    • Short redemption period to create urgency
    • Promo code changes daily to reduce possible internet fraud
    Driving quicker purchase cycles with time sensitive offers Program Focus Areas Key Success Metrics
    • Increased CTR by:
    • 44%
  • Papa Johns - Social Integration
  •