The Future Trends Disrupting Marketing and Consumer Behavior

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Updated disruptions deck for the #AMAAnnual event in New Orleans. Trends changing the future of marketing and your jobs.

Updated disruptions deck for the #AMAAnnual event in New Orleans. Trends changing the future of marketing and your jobs.

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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.
  • 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.
  • 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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  • “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.
  • “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.
  • “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.
  • “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.

Transcript

  • 1. 151 Slides 45 Minutes
  • 2. @JKROHRS @EXACTTARGET
  • 3. 93% of U.S. online consumers are email subscribers, and receive at least one permission-based email each day.
  • 4. 66% of U.S. consumers have made a purchase as a result of an offer received by email.
  • 5. 75% of social media users say email is the best way for companies to communicate.
  • 6. 77% of U.S. Consumers prefer to receive permission- based promotional offers via email.
  • 7. 49% of consumers want a seamless shopping experience across all channels. Accenture
  • 8. 48% of all emails sent are now opened and read on a mobile device. Return Path
  • 9. 63% of US consumers say they delete emails immediately if they are not optimized for mobile. Return Path
  • 10. 1 in 3 consumers use their mobile phone to research products in-store. Cisco Internet Business Group
  • 11. 41% of consumers buy more from retailers who send personalized emails based on past buying behaviors. Return Path
  • 12. 85% of consumers know that websites track their online behavior, but understand that tracking enables companies to present offers and content that match their interests.
  • 13. When you start to farm and not HUNT for new customers. You’ll harvest them for life.
  • 14. Your marketing should be tailored first and foremost to your current customers and employees.