Lessons from the Exact Target Global CONNECT tour sydney [King Content]


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In May 2013, Exact Target brought together Asia Pacific’s top marketing minds for a collection of keynotes and workshops designed to inspire, educate and empower marketers.

We loved every minute of it, so we have out together this slideshare to share the key lessons and insights from the day. Enjoy!

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Lessons from the Exact Target Global CONNECT tour sydney [King Content]

  1. 1. EXACT TARGETCONNECTGLOBAL TOURLessons from the 2013 Sydney#ETCONNECT conference
  2. 2. In May 2013,Exact Targetbroughttogether AsiaPacific’s topmarketingminds for acollection ofkeynotes andworkshopsdesigned toinspire,educate andempowermarketers.WHAT IS#ETCONNECT?CONNECT Global TourMarketing is undergoing an amazing transformation in the Asia-Pacific region. We’re in the midst of a digital marketing revolution,with the CMO soon to be the most influential executive in theboardroom. And the digital marketing manager is sitting at hisright hand.But a 2012 IBM survey of CMOs discovered that there are four keyfactors that CMOs are unprepared for:• Data explosion• Social media• Growth of channels and devices• Shifting consumer demographicsWith that in mind, here is our wrap up of the recent ET CONNECTSydney conference…
  3. 3. What is inspired marketing?Marketing transformations are occurring across the board,and some of the biggest changes include:• Consumers are now hyper-connected• Marketing spend is shifting – from offline to online• Marketing has to stay relevant and top of mindConsumers are also steadily moving online.Did you know that a staggering 96%have opted to receive brandedemail communications?And 55%have liked a brand on Facebook? And 6%are followingbrands on Twitter?The biggest incentive for these figures is EXCLUSIVITY.Keynote:‘Inspired marketing’Lee Hawksley
  4. 4. What is inspired marketing?Australian consumers are becoming more integrated – especially withthe growth of mobile marketing.We have one of the highest mobile adoption rates in the world,with 74% of consumers admitting they never leave home without theirSmartphone.71% of Smartphone users check their email as soon as they wake up,with mobile social media use more popular in the evenings.For traditionally siloed marketing departments to respond to this, theyrequire inspired marketing.The three principles of inspired marketing are:1. Serve the individual – leverage customers’ needs2. Honour unique preferences – allow customers to choose channels3. Delight with timely, amazing experiences – reward and surpriseKeynote:‘Inspired marketing’Lee Hawksley
  5. 5. Executive panel: the digital C-suite• Jodie Sangster, ADMA• Jeff Flanagan, Microsoft• Campbell Brown, GrabOne• Linda Barrett, Deals Direct• Jimmy Storrier, 12WBTThere’s been a power shift from marketing to customer as consumershave become better informed.“Customers are far more informed today than they were fiveyears ago. They’ve already done their research before theydecide to buy,” says Barrett.Which means marketers need to provide them with this informationbefore they make the purchase decision.Lead by JodieSangster, CEOADMA, the panelexplored thechanging roles ofthe C-suite.
  6. 6. Executive panel: the digital C-suiteLead by JodieSangster, CEOADMA, the panelexplored thechanging roles ofthe C-suite.Key points from the panelThe rise of the ‘influencer’The rise of the ‘influencer’ has also made this power shift apparent.Today’s consumers trust peer recommendations more than ever. Buthow are marketers going to give these peers the information andtools they need to become brand advocates?Privacy and customer thresholds – the balancing actThere’s a fine line between being relevant by segmenting your targetmarket and knowing ‘too much’ about a customer so that youinfringe on their privacy. It’s important to know enough about thecustomer to help them, but not invade their comfort zone.The other key trend discussed was the rise of the storyteller. Theart of storytelling is becoming more and more important in themodern marketing toolkit.“It’s really about being able to craft the story that’s relevantto different audience segments,” said Jeff Flanagan.
  7. 7. How to capture leads and driveengagement on FacebookThe general feeling among marketers is that Facebook is easy forpeople but hard for brands, and that brands tend to participate in socialmedia campaigns in bursts instead of being consistent across socialchannels.Facebook best practice:1. It’s your customer, not Facebook’s (no matter what MarkZuckerberg thinks!)2. Let social be social – let go of your traditional controls3. Every Facebook campaign should be a cross-channel campaign fora cohesive consumer experience4. Targeting = relevance5. Measure your actions from the customer perspectiveSession #2:‘Capture Leads,Build Promotions, &Drive Engagementin Facebook’Margaret Francis
  8. 8. How to capture leads and driveengagement on FacebookPerhaps the biggest hurdle for brands on Facebook is tolet social be social.Brands need to accept the possibility of negative sentiment and usethat to their advantage – you learn most from what people don’t likeabout you than what they do.It’s important to encourage reciprocal relationships with yourcustomers and start to direct them to channels they feelcomfortable following up with. By opening the door to a little bit ofnegative sentiment, you will let in a whole lot of positive sentimentfrom customers.Session #2:‘Capture Leads,Build Promotions, &Drive Engagementin Facebook’Margaret Francis
  9. 9. eCommerce and cross-channel personalisationSession #3:‘PersonalisedEcommerce &Guided Web Selling’Mike SilvesterData is crucial to personalising the conversation with yourcustomers.5 steps for effective cross-platform personalisation:1. Get personal – build up a picture of your customer over time withdemographic, social, browsing and personal data.2. Uncover hidden details – track your user’s order history, click-throughdata and preferences to better target communication.3. Stop sending ‘vanilla’ messages – there’s a huge opportunity topersonalise transactional messages to re-engage with customers.4. Focus on user experience – in a hypercompetitive situation it’simportant to optimise user experience otherwise consumers will goelsewhere.5. Personalise emails – marketing emails that are personalisedimprove conversion rates by 15 to 25%.
  10. 10. Managing conversations across Facebook and TwitterMany brands struggle to get the most out of customer interaction onsocial media platforms – specifically Facebook and Twitter –because they’re terrified of being called out by consumers.But using social media merely to promote and sell is a very narrowmarketing approach. Instead, brands should be creating,communicating, delivering and exchanging with customers.Best practice for social engagement:1. Manage all your social identities across all platforms2. Choose your networks – and have a distinct editorial voice foreach3. Have an objective – most social media activity today is withoutany strategy or objectives4. Answer when asked5. Collaboration is keySession #5:‘Managingconversationsacross Facebookand Twitter’Margaret Francis
  11. 11. Managing conversations across Facebook and TwitterSession #5:‘Managingconversationsacross Facebookand Twitter’Margaret FrancisHow can your brand improve its engagement with customersacross social media?Don’t just jump on whichever social network is ‘hot’ right now.You need to match the platform to your marketing program andobjectives.Similarly, marketers need to match the social network toconsumer behaviour – i.e. people don’t expect customer serviceon Pinterest but they definitely do on Twitter.It’s time for brands to move away from tactical social goals likeincreasing likes and followers, and move towards achievingbusiness goals through social media.It’s impossible to engage alone. Marketers need business-widesupport in their efforts to engage with customers.
  12. 12. Your email is a social butterflySession #8:‘Your Email: ASocial Butterfly’Australians are social by nature, and a whopping 96% aresigned up for at least one branded marketing email.But how do you add a social media element to your emailmarketing?1. Include social media icons within emails2. Make calls to action – like ‘share this’ – clear3. Create social-specific campaigns – encourage consumersto follow you on social media with incentives andpromotions4. Personalise your social channels – make your employeesthe face of your brand and personalise the consumerexperience5. Don’t be afraid to try something new!6. Use social to drive email – incentivise social mediafollowers with promotions to sign up for emails
  13. 13. Mobile: the future is nowSession #9:‘Mobile: TheMobile Future isNow. PrepareToday!’David GalanteMobile marketing is growing in Australia at a rapid rate.Did you know:66% of Australians own a smartphone?It has become compulsive – we use our smartphones 150 times a day?From 2011-2012, multi-device use grew from 60 to 74%“The future of mobile is context” – David GalanteAnd a user’s context is determined by their preferences, attitudes andsituations.There are four steps to a successful mobile marketing strategy:1. Acquire2. Onboard3. Engage4. RetainShrinking the web experience onto mobile is not going to work, you needto bridge the online experience and the mobile experience.
  14. 14. Email intelligence: what you need to know to improve ROISession #10:‘Email Intelligence:What You Need toKnow to ImproveEmail ROI’Theo NoelAlthough email marketing returns more revenue than any otherchannel, more than 25% of emails across the globe don’t make it intothe intended recipient’s inbox.75% of email traffic is grey mail, 50% is newsletters and only 2% isspam – so what are customers afraid of?Email marketers need to understand and explore the key metrics ofemail ROI – customer engagement and smarter analytics.To boost ROI you need:Complete visibility – construct competitive email campaigns to ignitemore subscriber activityReal performance data – learn from intelligent engagement analyticsCompetitive benchmarking – target your customers’ interests
  15. 15. Asia Pacific: prepare for the thunderstormKeynote:‘Asia Pacific:prepare for theThunderstorm’Kyle LacyWhen talking about trends, most people ask: “What’s next?”But we need to consider “What’s now?” because the customer is themost important person in the marketing landscape.Welcome to the ‘era of you’, where the individual leads the average.Data is crucial in this landscape.“Data beats opinions. Data changes business models.” – Kyle LacyAnd in the end, data = revenue
  16. 16. Asia Pacific: prepare for the thunderstormKeynote:‘Asia Pacific:prepare for theThunderstorm’Kyle LacyThere are four key trends shaping this marketing shift.1. The mobile momentThe mobile moment is about being connected – screens start todisappear and start to become more of what we do each day.2. The responsive momentEvery one of your brand’s mediums needs to be responsive. And designis integral to this – if you have to pinch the screen, you did it wrong.3. The local momentThe local moment is about interacting with people where they arestanding. Geofencing is an example of this at work.4. The social momentReworking Seth Godin’s 1999 quote: “Marketing is no longer about thestuff you make, but the stories you tell.” The social moment centres onsmall, highly engaged communities.
  17. 17. 20:20 vision – technology, business andbrands in the 21st centuryKeynote:‘20:20 vision –technology,business andbrands in the 21stcentury’Rachel Botsman“We are living in a time when technologies areconverging. This is creating a social andeconomic revolution that’s transforming the waywe live and work. It’s transforming not only whatwe consumer, but how we consume.”– Rachel Botsman
  18. 18. 20:20 vision – technology, business andbrands in the 21st centuryKeynote:‘20:20 vision –technology,business andbrands in the 21stcentury’Rachel BotsmanThere are four major trends that are going to transform the next decadeof marketing, and all represent an opportunity for brands and marketersto engage with people in new ways.1. Crowd powerThe ability to harness the network power of many individuals – likecrowd funding.2. Online to offlineThe use of digital tools to create face-to-face, real-worldinteractions like Airtasker.3. Social designThis puts people (not a product) at the centre of the experience,and requires building trust.4. Access over ownershipConsumers today are less interested in “stuff” and more interestedin experiences, like the physical ownership of music and moviesshifting to on-demand access.
  19. 19. 20:20 vision – technology, business andbrands in the 21st centuryKeynote:‘20:20 vision –technology,business andbrands in the 21stcentury’Rachel BotsmanThere are three key qualities that brands must encompass to besuccessful in the future:1. Empowerment – how can you empower users?2. Participation – it’s the end of the ‘consumer’ and the birth of‘members’3. Humanness – brands need to be empathetic and personalThere’s a huge power shift happening from centralised control to user-generated experiences. And smart companies are working with thisdisruptive force, rather than against it.
  20. 20. We hope you enjoyed our wrap up of the lessons from Exact Target’sSydney CONNECT conference.For the latest insights and content marketing advice visit:Our website:http://www.kingcontent.com.au/Join us on:Facebookhttp://www.facebook.com/kingcontentaustraliaTwitterhttps://twitter.com/King_ContentGoogle+https://plus.google.com/u/0/b/117977099672122341976/117977099672122341976/postsGetting in touchKing ContentSuite 903 418A Elizabeth Street, Surry Hills NSW 2010(02) 8204 0600info@kingcontent.com.au