From Email to Universal Messaging:<br />Reaching the Multichannel Consumer<br />May 27, 2010<br />OTOlabs Webinar<br /> O...
Agenda<br />
Presenting Today<br />Chris Heitmann<br />Managing Director<br />OTOlabs, a One to One Interactive Company<br />cheitmann@...
Established in 1997, One to One Interactive is the first global enterprise to assemble a complete solution for brands, age...
Locations<br />London<br />Boston<br />Salt Lake City <br />Baltimore<br />Reno-Tahoe<br />Singapore<br />São Paulo <br />
From Email to Universal Messaging:<br />Reaching the Multichannel Consumer<br />May 27, 2010<br />The Shifting Digital Mes...
Evolving Landscape<br />1.0<br />HTML<br />Websites<br />Banners<br />E-Mail<br />1.0<br />Brand<br />
Evolving Landscape<br />2.0<br />1.0<br />RSS<br />Blogs<br />Wikis<br />Search<br />HTML<br />Websites<br />Banners<br />...
Evolving Landscape<br />2.0<br />1.0<br />3.0<br />XML<br />Social Networks<br />Mobile<br />Semantic<br />RSS<br />Blogs<...
Paradigm Shift Well Underway<br />A need to shift from a brand centric to consumer centric approach<br />From<br />Passive...
Permission Messaging Solutions<br />
Permission Marketing – Key Concepts Review<br />Permission is a privilege. It acknowledges the power of the consumer to ig...
From Email to Universal Messaging:<br />Reaching the Multichannel Consumer<br />May 27, 2010<br />Four Key Disruptions<br ...
Four Key Disruptions for Email Marketers<br />Identity Fragmentation<br />Permission Management Expectations<br />Message ...
Identity Fragmentation<br />The number of components to a consumer's online identity is growing<br />Email addresses becom...
June 2009 “US Email Marketing Forecast, 2009 To 2014”<br />Forecast: US Email Marketing, 2009 To 2014<br />
Permission Management Expectations<br />Users expect complete control over when and how marketers reach them<br />Expectat...
Message Publishing Complexity<br />Information from the brand is more atomized at its source and more disaggregated in it'...
Measurement Complexity<br />Difficult to bring together diverse measurements in order compare results across channels and ...
Disruptions Summary<br />Right Message, Right Time, Right Place now more complicated than ever.<br />Must cost effectively...
From Email to Universal Messaging:<br />Reaching the Multichannel Consumer<br />May 27, 2010<br />Roadmap to Universal Mes...
Universal Messaging Road Map<br />Identity <br />Fragmentation<br />1<br />
Universal Messaging Road Map<br />Identity <br />Fragmentation<br />2<br />Permission ManagementExpectations<br />1<br />
Universal Messaging Road Map<br />Identity <br />Fragmentation<br />3<br />2<br />Permission ManagementExpectations<br />M...
Universal Messaging Road Map<br />4<br />Identity <br />Fragmentation<br />Measurement Complexity<br />3<br />2<br />Permi...
Universal Contact Management<br />Identity Fragmentation<br />As a consumer's online identity becomes more fragmented we c...
Universal Contact Management<br />Identity Fragmentation<br />All communication preferences should be able to be stored in...
Multi-Channel Preference Center<br />Permission Management Expectations<br />Permission management is key to your success<...
Multi-Channel Preference Center<br />Permission Management Expectations<br />Simply put a multi-channel preference centeri...
Multi-Channel Preference Center<br />Permission Management Expectations<br />The preference center allows you to manage co...
Universal Message Publishing and Distribution<br />Message Publishing Complexity<br />The universal messaging solution you...
Universal Message Publishing and Distribution<br />Message Publishing Complexity<br />The system should make it easy to gr...
Universal Message Publishing and Distribution<br />Message Publishing Complexity<br />Publish to all channels or just publ...
Universal Message Measurement<br />Measurement Complexity<br />At a glance campaign success metric<br />A good universal m...
Universal Message Measurement<br />Measurement Complexity<br />Integrate with other systems and file types for further dat...
What Does Universal Messaging Mean for Email<br />Research[1] shows that email continues to be a vital tool in the digital...
What Does Universal Messaging Mean for Email<br />Personalized universal messaging can be employed to combat email databas...
From Email to Universal Messaging:<br />Reaching the Multichannel Consumer<br />May 27, 2010<br />Case Studies<br /> One ...
Universal Messaging<br />
Universal Messaging<br />
Registration <br />MNBCA<br />Contact <br />Information<br />Preference<br />Information<br />Email Confirmation<br />Regi...
Registration <br />MNBCA Admin<br />MNBCA Admin<br />MNBCA Admin<br />MNBCA<br />Contact <br />Information<br />Preference...
Registration <br />MNBCA Admin<br />MNBCA Admin<br />MNBCA Admin<br />MNBCA<br />MNBCA<br />MNBCA<br />MessageMaker<br />M...
Email<br />Fax<br />Voice<br />EmailAttachment<br />SMS<br />
Universal Messaging<br />
Sales/Regulatory<br />Contact Information&DeliveryPreferences<br />
IGT Compliance <br />IGT Compliance<br />MessageMaker<br />Sales/Regulatory<br />MessageMaker<br />MessageMaker<br />Messa...
MessageMaker<br />IGT Compliance <br />IGT Compliance<br />MessageMaker<br />Sales/Regulatory<br />IGT Audit<br />MessageM...
From Email to Universal Messaging:<br />Reaching the Multichannel Consumer<br />May 27, 2010<br />Questions and Answers<br...
From Email to Universal Messaging:<br />Reaching the Multichannel Consumer<br />May 27, 2010<br /><ul><li> Thank You For A...
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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:
- 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&apos;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&apos;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&apos;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

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