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

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

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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...

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

  • From Email to Universal Messaging:
    Reaching the Multichannel Consumer
    May 27, 2010
    OTOlabs Webinar
     One to One Interactive, 2010. All rights reserved.
  • Agenda
  • 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
  • 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
  • Locations
    London
    Boston
    Salt Lake City
    Baltimore
    Reno-Tahoe
    Singapore
    São Paulo
  • 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.
  • Evolving Landscape
    1.0
    HTML
    Websites
    Banners
    E-Mail
    1.0
    Brand
  • Evolving Landscape
    2.0
    1.0
    RSS
    Blogs
    Wikis
    Search
    HTML
    Websites
    Banners
    E-Mail
    2.0
    1.0
    Brand
  • 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
  • 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
  • Permission Messaging Solutions
  • 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.
  • From Email to Universal Messaging:
    Reaching the Multichannel Consumer
    May 27, 2010
    Four Key Disruptions
     One to One Interactive, 2010. All rights reserved.
  • Four Key Disruptions for Email Marketers
    Identity Fragmentation
    Permission Management Expectations
    Message Publishing Complexity
    Measurement Complexity
  • 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
  • June 2009 “US Email Marketing Forecast, 2009 To 2014”
    Forecast: US Email Marketing, 2009 To 2014
  • 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.
  • 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
  • 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
  • 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.
  • From Email to Universal Messaging:
    Reaching the Multichannel Consumer
    May 27, 2010
    Roadmap to Universal Messaging
     One to One Interactive, 2010. All rights reserved.
  • Universal Messaging Road Map
    Identity
    Fragmentation
    1
  • Universal Messaging Road Map
    Identity
    Fragmentation
    2
    Permission ManagementExpectations
    1
  • Universal Messaging Road Map
    Identity
    Fragmentation
    3
    2
    Permission ManagementExpectations
    Message Publishing Complexity
    1
  • Universal Messaging Road Map
    4
    Identity
    Fragmentation
    Measurement Complexity
    3
    2
    Permission ManagementExpectations
    Message Publishing Complexity
    1
  • 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
  • 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
  • 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
  • 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.
  • 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.
  • 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
  • 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
  • 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
  • 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
  • Universal Message Measurement
    Measurement Complexity
    Integrate with other systems and file types for further data analysis
    Google Analytics
    Omniture
    Excel
    CSV
  • 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
  • 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
  • From Email to Universal Messaging:
    Reaching the Multichannel Consumer
    May 27, 2010
    Case Studies
     One to One Interactive, 2010. All rights reserved.
  • Universal Messaging
  • Universal Messaging
  • Registration
    MNBCA
    Contact
    Information
    Preference
    Information
    Email Confirmation
    Registration
    Account Management
    Profile & Subscriptions
  • 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
  • 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
  • Email
    Fax
    Voice
    EmailAttachment
    SMS
  • Universal Messaging
  • Sales/Regulatory
    Contact Information&DeliveryPreferences
  • 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
  • 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
  • From Email to Universal Messaging:
    Reaching the Multichannel Consumer
    May 27, 2010
    Questions and Answers
     One to One Interactive, 2010. All rights reserved.
  • From Email to Universal Messaging:
    Reaching the Multichannel Consumer
    May 27, 2010
    • Thank You For Attending!
    • A recording of this webinar will be made available.
    • Follow us on Twitter:
    @OTOlabs
    • For more information please contact:
    info@onetooneinteractive.com
     One to One Interactive, 2010. All rights reserved.