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OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010
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OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010

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This webinar will help brands understand the strategic and operational aspects of Universal Messaging: …

This webinar will help brands understand the strategic and operational aspects of Universal Messaging:
- The Shifting Digital Messaging Landscape
- Customer Identity Fragmentation
- Publishing and Measurement Complexity
- Consumer Expectations around Permission Management
- Solutions to these Disruptions in Email-centric Marketing
- Case Studies

Published in: Business, Technology
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  • Over 350 projects successfully completed in over 30 countries
  • The Semantic Web is an evolving development of the World Wide Web in which the meaning (semantics) of information on the web is defined, making it possible for machines to process it.[1][2] It derives from World Wide Web Consortium director Sir Tim Berners-Lee's vision of the Web as a universal medium for data, information, and knowledge exchange.
  • The Semantic Web is an evolving development of the World Wide Web in which the meaning (semantics) of information on the web is defined, making it possible for machines to process it.[1][2] It derives from World Wide Web Consortium director Sir Tim Berners-Lee's vision of the Web as a universal medium for data, information, and knowledge exchange.
  • The Semantic Web is an evolving development of the World Wide Web in which the meaning (semantics) of information on the web is defined, making it possible for machines to process it.[1][2] It derives from World Wide Web Consortium director Sir Tim Berners-Lee's vision of the Web as a universal medium for data, information, and knowledge exchange.
  • - Traditionally ESP’s work on the principal that the email address is a consumer- Move to a UID to represent the consumer allowing multiple touchpoints inc multiple email addresses.
  • Lead in to next slide with.... So what is a multi channel preference center
  • Lead into next slide with what else does it do for you....
  • Digtal life reflects where a user is and how apt it is to act on the content received from your brand as described above.Next into Publishing
  • Leads into universal message publishing...
  • Lead into what does universal messaging mean to email...
  • Transcript

    • 1. From Email to Universal Messaging:
      Reaching the Multichannel Consumer
      May 27, 2010
      OTOlabs Webinar
       One to One Interactive, 2010. All rights reserved.
    • 2. Agenda
    • 3. Presenting Today
      Chris Heitmann
      Managing Director
      OTOlabs, a One to One Interactive Company
      cheitmann@otolabs.com
      Paul Hedgeland
      Director, European Operations
      OTOlabs, a One to One Interactive Company
      phedgeland@otolabs.com
      TJ Crawford
      Director, Product Management
      OTOlabs, a One to One Interactive company
      tcrawford@otolabs.com
    • 4. Established in 1997, One to One Interactive is the first global enterprise to assemble a complete solution for brands, agencies, and publishers executing one-to-one marketing strategies. The company employs over 150 professionals in 7 offices located in North America, Latin America, Europe, and Asia.
      One of the 20 “Hottest Independent Digital Firms” Globally
      AdAge, 2007
      One of the Fastest Growing Private Companies
      Inc Magazine, 2008
    • 5. Locations
      London
      Boston
      Salt Lake City
      Baltimore
      Reno-Tahoe
      Singapore
      São Paulo
    • 6. From Email to Universal Messaging:
      Reaching the Multichannel Consumer
      May 27, 2010
      The Shifting Digital Messaging Landscape
       One to One Interactive, 2010. All rights reserved.
    • 7. Evolving Landscape
      1.0
      HTML
      Websites
      Banners
      E-Mail
      1.0
      Brand
    • 8. Evolving Landscape
      2.0
      1.0
      RSS
      Blogs
      Wikis
      Search
      HTML
      Websites
      Banners
      E-Mail
      2.0
      1.0
      Brand
    • 9. Evolving Landscape
      2.0
      1.0
      3.0
      XML
      Social Networks
      Mobile
      Semantic
      RSS
      Blogs
      Wikis
      Search
      HTML
      Websites
      Banners
      E-Mail
      2.0
      1.0
      3.0
      Brand
    • 10. Paradigm Shift Well Underway
      A need to shift from a brand centric to consumer centric approach
      From
      Passive
      Macro
      Fixed
      Static
      Messages
      Formal
      Dictation
      Finite
      Staged
      Faceless
      Promises
      To
      Active
      Micro
      Portable
      Live
      Interactions
      Informal
      Conversation
      Infinite
      Improvised
      Personalities
      Actions
      TO
    • 11. Permission Messaging Solutions
    • 12. Permission Marketing – Key Concepts Review
      Permission is a privilege. It acknowledges the power of the consumer to ignore marketing, while recognizing that brands have to earn customer attention and trust.
      Relevancy is key to maintaining and deepening one-to-one relationships by delivering meaningful value to each individual audience member.
      Proximity increases value; the closer you get to your customers’ digital lives, the deeper the relationship will be.
    • 13. From Email to Universal Messaging:
      Reaching the Multichannel Consumer
      May 27, 2010
      Four Key Disruptions
       One to One Interactive, 2010. All rights reserved.
    • 14. Four Key Disruptions for Email Marketers
      Identity Fragmentation
      Permission Management Expectations
      Message Publishing Complexity
      Measurement Complexity
    • 15. Identity Fragmentation
      The number of components to a consumer's online identity is growing
      Email addresses becoming multiple and more transient  
      Email-only list attrition as high as 30% annually
      Central identity becoming increasingly social network-based
    • 16. June 2009 “US Email Marketing Forecast, 2009 To 2014”
      Forecast: US Email Marketing, 2009 To 2014
    • 17. Permission Management Expectations
      Users expect complete control over when and how marketers reach them
      Expectations have grown especially rapidly for the social and mobile channels
      Interest categories and basic information management not enough.  Expectation is interest, frequency and channel controls.
    • 18. Message Publishing Complexity
      Information from the brand is more atomized at its source and more disaggregated in it's distribution
      The type of messaging and content delivery mechanisms available vary greatly by channel and modality
      Consumers prefer and respond better to Things Vs. Ads
      Cross-channel behavioral data needs to drive messaging business rules
    • 19. Measurement Complexity
      Difficult to bring together diverse measurements in order compare results across channels and modalities in order to measure campaign ROI and overall subscriber value
      Measurement of content interaction is significantly more complex than current email metrics
    • 20. Disruptions Summary
      Right Message, Right Time, Right Place now more complicated than ever.
      Must cost effectively publish to and measure many channels consistent with consumers’ permission expectations.
    • 21. From Email to Universal Messaging:
      Reaching the Multichannel Consumer
      May 27, 2010
      Roadmap to Universal Messaging
       One to One Interactive, 2010. All rights reserved.
    • 22. Universal Messaging Road Map
      Identity
      Fragmentation
      1
    • 23. Universal Messaging Road Map
      Identity
      Fragmentation
      2
      Permission ManagementExpectations
      1
    • 24. Universal Messaging Road Map
      Identity
      Fragmentation
      3
      2
      Permission ManagementExpectations
      Message Publishing Complexity
      1
    • 25. Universal Messaging Road Map
      4
      Identity
      Fragmentation
      Measurement Complexity
      3
      2
      Permission ManagementExpectations
      Message Publishing Complexity
      1
    • 26. Universal Contact Management
      Identity Fragmentation
      As a consumer's online identity becomes more fragmented we can no longer assume their email address is their main or preferred identity
      Mobile
      Social
      Widget / Toolbar gadget
      Desktop application
      Universal Contact Management is the organization and control of a consumers contact record
    • 27. Universal Contact Management
      Identity Fragmentation
      All communication preferences should be able to be stored in a universal contact management system
      All a consumers communication preferences should be easily segmented for you to execute against
      A consumers complete messaging history needs to visible to the universal contact management system
      Frequency
      Reach
      Response rate
    • 28. Multi-Channel Preference Center
      Permission Management Expectations
      Permission management is key to your success
      Consumer expectations for sophisticated yet easy to use permission management tools has grown over the last 2 years
      All publishing permissions should be kept in one place, your universal contact management system and should be updated live from your multi channel preference centerautomatically suppressing opt-outs for each channel
    • 29. Multi-Channel Preference Center
      Permission Management Expectations
      Simply put a multi-channel preference centeris a branded control panel allowing your consumers to configure multiple channel and communication preferences
      It should be linked directly to your universal contact management system
      All messages to all channels should have a link to it as your preferred method for opting out.
    • 30. Multi-Channel Preference Center
      Permission Management Expectations
      The preference center allows you to manage complex message publishing, what to send where e.g.
      Newsletters - Email
      Offers - SMS/Twitter
      Videos - Desktop Applications
      Daily updates - Widget network
      For the marketeer this means personalized communications, targeted to suit your contacts digital lives.
    • 31. Universal Message Publishing and Distribution
      Message Publishing Complexity
      The universal messaging solution you use should have support for all messaging types; creation, delivery and measurement
      Video
      Sound
      RSS/Twitter feeds
      HTML Email
      SMS – inbound and outbound
      Widgets / Desktop
    • 32. Universal Message Publishing and Distribution
      Message Publishing Complexity
      The system should make it easy to group lists of users based on preferences selected in the multi channel preference center- one contact, multiple channels to publish content
      Support for automated content publishing across all channels
      RSS / Twitter
      Triggered emails
      Desktop / widget alerts
      iPhone application updates
      Semantic web
    • 33. Universal Message Publishing and Distribution
      Message Publishing Complexity
      Publish to all channels or just publish to one
      Create a single message and send it to all channels
      Create a specific message type and just send it to the channel you define
      Apply universal tracking methodology to all messages
      A single system for all your tracking and measuring needs
      A single reporting system
    • 34. Universal Message Measurement
      Measurement Complexity
      At a glance campaign success metric
      A good universal messaging system will allow results across disparate channels to be normalized on key metrics
      Targeted, Delivered
      Click, Open rate
      Campaign ROI, Subscriber Value
      Support for channel specific metrics
      Consumer level contact history should be stored
    • 35. Universal Message Measurement
      Measurement Complexity
      Integrate with other systems and file types for further data analysis
      Google Analytics
      Omniture
      Excel
      CSV
    • 36. What Does Universal Messaging Mean for Email
      Research[1] shows that email continues to be a vital tool in the digital marketer’s armoury.
      Digital marketing budget spend has increased from 14% in 2009 to 17% (projected) in 2010
      The biggest challenge for email marketers today is increasing open and click rates. 
      * Email MarketingIndustry Census 2010
    • 37. What Does Universal Messaging Mean for Email
      Personalized universal messaging can be employed to combat email database attrition and dramatically lower re-acquisition costs
      Use email to build awareness of youruniversal messaging channels and drive the uptake of these channels
      Become more relevant as a brand to your consumers
      Deliver your messages to the best media to properly promote your brand and drive results
      Build stronger relationships with your consumers
    • 38. From Email to Universal Messaging:
      Reaching the Multichannel Consumer
      May 27, 2010
      Case Studies
       One to One Interactive, 2010. All rights reserved.
    • 39. Universal Messaging
    • 40.
    • 41.
    • 42.
    • 43.
    • 44.
    • 45. Universal Messaging
    • 46. Registration
      MNBCA
      Contact
      Information
      Preference
      Information
      Email Confirmation
      Registration
      Account Management
      Profile & Subscriptions
    • 47. Registration
      MNBCA Admin
      MNBCA Admin
      MNBCA Admin
      MNBCA
      Contact
      Information
      Preference
      Information
      Email Notification
      to MNBCA Admin
      Approval Process
      Approved/Decline
      Email to Contact
      Email Confirmation
      Registration
      Account Management
      Profile & Subscriptions
    • 48. Registration
      MNBCA Admin
      MNBCA Admin
      MNBCA Admin
      MNBCA
      MNBCA
      MNBCA
      MessageMaker
      MessageMaker
      Contact
      Information
      Preference
      Information
      Email Notification
      to MNBCA Admin
      Approval Process
      MNBCA Officer
      Login
      Compose Message, Photos & Voice Script
      Complex Preference Logic Matches Area & Interest
      Approved/Decline
      Email to Contact
      Email Confirmation
      Email, SMS, Voice, Fax Messages Sent to Contacts
      Registration
      Account Management
      Profile & Subscriptions
    • 49.
    • 50.
    • 51.
    • 52. Email
      Fax
      Voice
      EmailAttachment
      SMS
    • 53.
    • 54. Universal Messaging
    • 55. Sales/Regulatory
      Contact Information&DeliveryPreferences
    • 56. IGT Compliance
      IGT Compliance
      MessageMaker
      Sales/Regulatory
      MessageMaker
      MessageMaker
      MessageMaker
      Contact Information&DeliveryPreferences
      IGT Admin
      Login
      Compose Message, & Fax Cover Sheet Information
      Complex Preference Logic Matching
      Email Message
      Phone & Postal Export
      Fax Message
    • 57. MessageMaker
      IGT Compliance
      IGT Compliance
      MessageMaker
      Sales/Regulatory
      IGT Audit
      MessageMaker
      IGT Audit
      MessageMaker
      Contact Information&DeliveryPreferences
      IGT Admin
      Login
      Compose Message, & Fax Cover Sheet Information
      Complex Preference Logic Matching
      Reporting
      IGT Admin
      Login
      Email Message
      Phone & Postal Export
      Fax Message
    • 58.
    • 59.
    • 60.
    • 61.
    • 62.
    • 63.
    • 64.
    • 65. From Email to Universal Messaging:
      Reaching the Multichannel Consumer
      May 27, 2010
      Questions and Answers
       One to One Interactive, 2010. All rights reserved.
    • 66. From Email to Universal Messaging:
      Reaching the Multichannel Consumer
      May 27, 2010
      • Thank You For Attending!
      • 67. A recording of this webinar will be made available.
      • 68. Follow us on Twitter:
      @OTOlabs
      • For more information please contact:
      info@onetooneinteractive.com
       One to One Interactive, 2010. All rights reserved.

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