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Beyond Just Email Marketing Webcast by Responsys and Forrester
 

Beyond Just Email Marketing Webcast by Responsys and Forrester

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Interactive marketing will near $77 billion by 2016 - that's as much money as goes in to television today. Are you prepared? This webcast, featuring Forrester Research's latest forecast of interactive ...

Interactive marketing will near $77 billion by 2016 - that's as much money as goes in to television today. Are you prepared? This webcast, featuring Forrester Research's latest forecast of interactive marketing spend, will size U.S. interactive investment and how your organization can take advantage of it. Specific questions addressed:
-What is the future of interactive marketing?
- What trends are driving interactive relationship marketing growth?
-How can relationship marketers (like you!) begin to leverage high growth opportunities like mobile, social and display media?

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    Beyond Just Email Marketing Webcast by Responsys and Forrester Beyond Just Email Marketing Webcast by Responsys and Forrester Presentation Transcript

    • 1 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • Beyond just email: Your interactiverelationship marketing opportunityHow Relationship Marketers Can Take Advantage Of Growth In Mobile,Social And Display MediaShar VanBoskirkVP, Principal AnalystForrester ResearchFebruary 16, 2012#MKTGwebcast’2 © 2009 Forrester Research, Inc. Reproduction Prohibited 2011
    • 3 © 2011 Forrester Research, Inc. Reproduction Prohibited Guillaume Paumier / Wikimedia Commons, CC-by- 3.0
    • Digital disruption is better, stronger, faster4 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • This is about disrupting your competitive advantage It is cheaper to launch products and build brands Differentiating ideas expire quickly and are Ideas and execution stay easy to duplicate with individuals not brands Information is abundant and accessible The groundswell changes category perceptions5 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • Marketers want to be customer-obsessed6 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • Theme Marketers need interactive tools to become customer obsessed.7 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • AgendaWhat should you know about the future of interactive marketing?How can email help you launch emerging media programs?How should relationship marketers (you!) get started with emergingmedia?8 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • AgendaWhat should you know about the future of interactive marketing?How can email help you launch emerging media programs?How should relationship marketers (you!) get started with emergingmedia?9 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • Interactive marketing overall will near $77 billion by 201610 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • Interactive channels will increase in effectiveness11 © 2011 Forrester Research, Inc. Reproduction Prohibited Source: December 2010 US Interactive Marketing Executive Online Survey
    • Email connects everything in the mix Email marketing spend will growSource: Forresters Email Marketing Forecast, 2011 To 2016 (US) at a 10% CAGR between now 12 © 2011 Forrester Research, Inc. Reproduction Prohibited and 2016.
    • In fact, how to integrate email with other channels is marketers’ greatest challenges What are the biggest email marketing challenges you expect to face in the next two years?Forrester’s email marketing client reference survey, Q4 2011 13 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • Today, most marketers manage their interactive programs in silos14 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • Agenda What should you know about the future of interactive marketing? How can email help you launch emerging media programs? How should relationship marketers (you!) get started with emerging media?15 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • Let email teach you how to build new interactive programs Key email marketing lessons learned:  Collect customer data through all possible sources (e.g. preference centers, email behavior, surveys)  Match business need with user goal  Tailor content, offer, to user profiles  Sequence messages to build off of each other toward an overall objective  Measure beyond the click through16 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • EMI Music began collecting user preferences beyond email  In-store album sales were way down due to buying preferences shifting to digital downloads  New music buying behavior also rendering mass-marketing ineffective  Undertook an 18 month effort to populate individual consumer profiles with media, shopping, online, music and social preferences and behaviors  Now, this data is housed in a single database and used to target 100 different marketing campaigns  Digital sales driven from these 1:1 campaigns has made up for the decline in in-store sales17 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • Coach uses email, Facebook, and direct mail to deliver high fashion, exclusively18 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • Turbo Tax uses keyword ads to target certain users, then triggers an appropriate email response19 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • Dollar Thrifty uses multiple channels to influence customers at all of their decision points20 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • Marketers try too hard to boost in-channel activity21 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • But the most advanced marketers measure how channels influence each other22 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • Agenda What should you know about the future of interactive marketing? How can email help you launch emerging media programs? How should relationship marketers (you!) get started with emerging media?23 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 1) Shift to a customer-focused orientation24 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 2) Prioritize multi-channel automation and data support25 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • 3) Begin applying email’s lessons to emerging media  Mobile  Social  Display26 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • Create mobile-friendly message versions•Link to text-only formats•Smaller message size•Short subject lines and calls toaction•Allow for “finger clicks” 27 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • Use context and location to create relevance28 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • Launch multi-channel campaigns alongside emails29 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • Link to social in your emails Promote sharing at the top of the email and with a call to action30 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • Use social content within emails DwellStudio comes across as a group of individuals, not a faceless entity The tone is conversational and focused on content instead of straight product promotion. Products are still part of the story, but aren’t presented in a promotional context. 31 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • Expand your email database to collect user data and cookies across channels32 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • MetLife targets display ads based on customer profiles33 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • Summary and recommendations  Interactive marketing is necessary for staying in front of digital disruption  Marketers are spending on interactive marketing – But most programs are managed in silos  Email provides relationship marketers the foundation to build emerging media strategies  Start trialing mobile, social and display relationship marketing now – Shift perspective – Prioritize multi-channel automation and data support – Execute easy mobile, social and display campaigns34 © 2011 Forrester Research, Inc. Reproduction Prohibited
    • Questions?35 © 2009 Forrester Research, Inc. Reproduction Prohibited 2011
    • Thank you!Shar VanBoskirksvanboskirk@forrester.com617-510-9135 © 2009 Forrester Research, Inc. Reproduction Prohibited