Technology Trends Changing Business - #IGC13

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  • Before I start … Each year ExactTarget publishes new editions of our Subscribers, Fans and Followers research series. The most recent edition, our 21st, 2013 Global Stats Executive Summary, where we share stats on email, mobile, social and the web from our 7 offices around the globe.You can visit exacttarget.com/SFF to download it or any of the other additions that you see here.
  • When we set out on creating new editions of research, we look to our clients and marketers and consumers and asking them: “what’s next”. All of the stats, themes and info that I will talk about today come from the research.
  • Google really ruined this era of marketers.  It was THE BIG THING.  You just tweaked some title tags and BAM, you had thousands of new search engine referrals because you were 1st page on Google.  It was like printing money.  And marketers have been chasing those easy winnings by looking for the NEXT BIG THING. But at each step, the NEXT BIG THING wasn’t really as big or as easy… 
  • Email has survived more “guru”-predicted, near-death experiences than any other medium. The lesson, “_____ Is Dead” proclamations are foolish in a world fragmented by channels and devices. There’s more than enough room for everyone. This should calm some content marketing nerves who woke up to “Blogging Is Dead” headlines earlier this year. But it should also serve as a cautionary tale about beating a dead subject line. “_____ Is Dead” headlines are clearly provocative, linkbait. However, if you ride such waves too late or with a faulty premise, you run the risk of sending “rolling eye content” and losing your credibility. Don’t sacrifice accuracy for provocation.
  • Email has survived more “guru”-predicted, near-death experiences than any other medium. The lesson, “_____ Is Dead” proclamations are foolish in a world fragmented by channels and devices. There’s more than enough room for everyone. This should calm some content marketing nerves who woke up to “Blogging Is Dead” headlines earlier this year. But it should also serve as a cautionary tale about beating a dead subject line. “_____ Is Dead” headlines are clearly provocative, linkbait. However, if you ride such waves too late or with a faulty premise, you run the risk of sending “rolling eye content” and losing your credibility. Don’t sacrifice accuracy for provocation.
  • “Businesses need to be able to truly serve the individual.” Well said. Traditionally, marketer have targeted groups of customers; a select audience.Marketers are now shifting their focus to targeting individuals; the individuals that exist within a select audience.
  • Responsive design has moved from a nice to have to a must have. The increased, everyday importance and use of mobile in our lives requires us to design to meet customer expectations.And their number one expectation is that there be no pinching required to read what we are trying to sell them or tell them. Any effort needed to pinch-in or zoom-out is not worth the value they may find in your hard to read email … another lost subscriber, another lost opportunity.
  • Staples lets you change your email address, opt-down to receive fewer emails, or opt out completely. The options are clearly laid out.
  • Staples lets you change your email address, opt-down to receive fewer emails, or opt out completely. The options are clearly laid out.
  • Lowe’s email is very tablet-friendly. Even their navigation bar is touch-friendly. They limit their product grid to two columns wide, use large text and big buttons. They also use plenty of white space to boost contrast and make the text easier to read.They also use plenty of white space to boost contrast and make the text easier to read.
  • emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
  • The email clients that block images by default have been struck through, but it’s changing all the time.
  • The email clients that block images by default have been struck through, but it’s changing all the time.
  • This 2011 B&H email uses great defensive design techniques like HTML text and alt text,…
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  • emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
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  • OK, last but not least: dataLet’s go back to what I said at the start of this chat: marketers used to target a select audience; now they need to shift their focus to target individuals within a select audience. Relevance is everything.
  • OK, last but not least: dataLet’s go back to what I said at the start of this chat: marketers used to target a select audience; now they need to shift their focus to target individuals within a select audience. Relevance is everything.
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Transcript

  • 1. 151 Slides 90 Minutes
  • 2. http://bit.ly/BallHort2013 www.exacttarget.com/blog
  • 3. @JKROHRS @EXACTTARGET
  • 4. Great defensive design techniques like HTML text and alt text.
  • 5. First Time Visitor
  • 6. Click One Product
  • 7. Personalized Home Page
  • 8. Personalization Served in Real-Time
  • 9. Transactional Recommendations When transactional messages are personalized, sales conversion rates can increase up to 25%
  • 10. When you start to farm and not HUNT for new customers. You’ll harvest them for life.
  • 11. Your marketing should be tailored first and foremost to your current customers and employees.
  • 12. http://bit.ly/BallHort2013 Exacttarget.com/blog