How Smart Marketers Use DigitalMedia to
Attract,Engage and Retain Customers
The Triangle Offense
Of Digital Direct Marketi...
<1990 1990s
Direct Mail
Telephone
1999 2000s 2010
TV
Radio
Print
Display
IM
Email
Direct Mail
Telephone
TV
Radio
Print
Dis...
“The mix of media
channels has
shifted from a one-
way broadcast
model to a set of
dynamic two-way
media forums.”
Source: ...
Serving customers
by delivering
content that is:
 Personal
 Relevant
 Timely
Marketing to a Segment of One
Your Brand
Fans are
now Your
Best
Marketers
# 1
Business Getting
& Business Keeping
In 2009, more
than 50% of
consumers made
a purchase due to
email.
Source: ExactTarget
“Email X-Factors, 2010”
In 2009, 82% of
top marketers
reported that
email was their
channel of choice
for retention .
Source: Winterberry Group
The Customer Life Cycle
Website
Visit
Product
Evaluation
Product
Purchase
Product
Usage
Brand
Loyalty
Repurchase/
Renewal
...
TEACH CONSUMERS HOW
TO USE YOUR PRODUCTS
PROVIDE INFORMATION
THAT MAKES USERS
SMARTER
INVITE CUSTOMERS
TO SHARE THEIR
EXPERIENCE
HELP DEALERS SELL
AND SERVE CUSTOMERS
SEND EMAIL
“ON-BEHALF” OF
SALES & ACCOUNT
MANAGERS
• Genworth Financial sends co-branded email
campaigns to key strategic accounts “on-behalf” of
the Broker General Agent
• ...
DRIVE ONLINE ORDERS WITH
“DEAL OF THE DAY” SALES
EMAIL+ANALYTICS
RECOVER LOST SALES!
SkyMall’s
remarketing
campaign increases
annual sales by 30%!
• Amplifying Your Message
• Fueling the Conversation
• Attracting New Customers
Social Media Usage (Worldwide)
Facebook: 500M active users
Twitter: 190M active users
LinkedIn: 70M active users
Source: J...
75% of social media users say email is
the best way for companies to
communicate with them.
MarketingSherpa, 2010
USE EMAIL+SOCIAL
MEDIA TO ATTACT
NEW CUSTOMERS
INVITE
SUBSCRIBERS TO
SPREAD THE WORD!
FUEL THE CONVERSATION
WITH EMAIL & TWITTER
Whole Foods Leverages Twitter
• 1,804,829 Followers
• Tweets respond to customer questions,
and invite customers to opt-in...
“By 2014,
Smartphones
will comprise
37% of global
handset sales.”
Source: Pyramid Research
34% of all US mobile
subscribers used email on
their phone in May 2010.
Source: Pew Research Center, 2010
EMAIL + MOBILE
E...
Email
USE EVENTS TO ATTRACT SUBSCRIBERS.
USE EMAIL TO DRIVE CONVERSION.
Landing Page
USE SMS TO MAKE
EMAIL OPT-IN EASY
GATHER CUSTOMER
CONTACT
INFORMATION.
SAY “THANK YOU”
Redemption
rates for mobile
coupons are
between 5-20 %.
Source: Cellfire, 2010
EMAIL + MOBILE
RETAIL SALES
ACCELERATOR
SELLING BY SERVINGSELLING BY SERVING
Inside the Successful
Digital Marketing Strategy
of ScottsMiracle-Gro
About Scotts
• The Scotts Miracle-Gro Company (NYSE: SMG) was founded
in 1868 in Marysville, Ohio.
• Scotts is the world's...
EXACTTARGETinACTION
.com
www.
Lawn Care Update
Content is Personalized based on:
• Consumer’s Grass Type
• Consumer’s Zip ...
EXACTTARGETinACTION
.com
www.
Lawn Care Update
The Anatomy of Lawn Care Update
• 355 total unique lawn/region combos
• 165...
EMAIL + CALL CENTER =
BETTER CUSTOMER SERVICE
3. Scotts sent Lawn Care Update
with information on GrubEx® to
customers who...
Blogs at Scotts.com
• Written by Ashton Ritchie and
other industry experts
• Reinforces recommendations
made in Lawn Care ...
EXACTTARGETinACTION
.com
www.
DISCUSSION FORUMS
KEEP CUSTOMERS
ENGAGED
Forums at Scotts.com
• Most popular (despite
decrea...
SCOTTS USES EMAIL TO FUEL
THE CONVERSATION IN
SOCIAL MEDIA
MONETIZE SOCIAL
INVITE YOUR FANS TO
BECOME SUBSCRIBERS.
TEXT ALERTS DRIVE
PRODUCT USE
EXACTTARGETinACTION
.com
www.
Scotts Text Alerts
Scotts Reminders On
Your Mobile Phone!
Scot...
Lawn Care Update
for iPhone
•Mobile Version of Scotts.com
• 90% of Scotts mobile visits are from
iPhone users
• Attractive...
SCOTTS USES DIRECT RESPONSE
TEXT TO MAKE OPT-IN EASY
Thx 4 ur interest in Scotts
Lawn Care Update
monthly email. Reply BAT...
Marketing
Automation in
Action
Volvo Construction Equipment
• VCE is part of Volvo Group; Started in
1832
• Products and services are offered in
more tha...
End-User Email
The Monthly eMail Newsletter delivers
latest news on Volvo products and
services to 85,000 customers.
1. Dynamic Content –...
EMAIL + VIDEO
DRIVES WEBSITE TRAFFIC.
INCREASES RESPONSE.
Used Equipment
Volvo Remarketing Services'
Weekly Inventory List
1. Navigation – In its new design, Volvo added a Table
of Contents section with links to articles and
product news updates...
Volvo Construction Marketing Technology
Total Integration
of Customer Data
• All email planned and executed
through integr...
Lead Management Workflow
Volvo CE leads
External leads
Customer data
Marketing data
Data cleansing
Dynamic eMail
Auto-gene...
Lead Tracking and Scoring
All Volvo CE marketing leads
are associated with eMail
campaign that generated the
lead.
Al lead...
In 2009, Volvo’s online
marketing strategy
generated 285 lead
conversions representing
sales of $58MM *
* Does Not Include...
Digital Marketing Building Blocks
Automating and Managing the Conversation
ExactTarget Interactive Marketing Hub™
ExactTarget Interactive Marketing Hub™
Automating and Managing the Conversation
A 6-part research series that provides useful insights
into how adults use Email, Facebook & Twitter. Based
on interviews ...
Whether you’re a savvy designer, a
marketer, or an executive, our new
Design Toolkit has everything you need
to improve yo...
ExactTarget’s New Digital Marketing Resource Guide
• Websites and Blogs
• eNewsletters
• Books and Whitepapers
• Industry ...
Thank You!
Joel Book
ExactTarget, Inc.
Phone: 317.275.5444
Email: jbook@exacttarget.com
Blog: EmailMarketingbytheBook.com
...
The Triangle Offense of Digial Marketing
The Triangle Offense of Digial Marketing
The Triangle Offense of Digial Marketing
The Triangle Offense of Digial Marketing
The Triangle Offense of Digial Marketing
The Triangle Offense of Digial Marketing
The Triangle Offense of Digial Marketing
The Triangle Offense of Digial Marketing
The Triangle Offense of Digial Marketing
The Triangle Offense of Digial Marketing
The Triangle Offense of Digial Marketing
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The Triangle Offense of Digial Marketing

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learn how social media, email marketing and mobile all work together to create engagement with customers

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Transcript of "The Triangle Offense of Digial Marketing"

  1. 1. How Smart Marketers Use DigitalMedia to Attract,Engage and Retain Customers The Triangle Offense Of Digital Direct Marketing Joel Book Principal, Marketing Research & Education Group& Education Group& Education Group& Education Group& Education Group& Education Group& Education Group& Education Group @joelbook / #ExactTarget
  2. 2. <1990 1990s Direct Mail Telephone 1999 2000s 2010 TV Radio Print Display IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing Mobile Email SMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Wikis Social Networks Mobile Web Addressable Voice Mobile Email SMS + MMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter Marketing Media Evolution
  3. 3. “The mix of media channels has shifted from a one- way broadcast model to a set of dynamic two-way media forums.” Source: Booz Allen Hamilton HD Marketing 2010: Sharpening the Conversation
  4. 4. Serving customers by delivering content that is:  Personal  Relevant  Timely Marketing to a Segment of One
  5. 5. Your Brand Fans are now Your Best Marketers
  6. 6. # 1 Business Getting & Business Keeping
  7. 7. In 2009, more than 50% of consumers made a purchase due to email. Source: ExactTarget “Email X-Factors, 2010”
  8. 8. In 2009, 82% of top marketers reported that email was their channel of choice for retention . Source: Winterberry Group
  9. 9. The Customer Life Cycle Website Visit Product Evaluation Product Purchase Product Usage Brand Loyalty Repurchase/ Renewal Once a person gives you permission . . . • Email aids the buying process. • Drives repeat usage. • Keeps the customer connected to your company. Business Getting Business Keeping Email: The Backbone of Customer Engagement
  10. 10. TEACH CONSUMERS HOW TO USE YOUR PRODUCTS
  11. 11. PROVIDE INFORMATION THAT MAKES USERS SMARTER
  12. 12. INVITE CUSTOMERS TO SHARE THEIR EXPERIENCE
  13. 13. HELP DEALERS SELL AND SERVE CUSTOMERS
  14. 14. SEND EMAIL “ON-BEHALF” OF SALES & ACCOUNT MANAGERS
  15. 15. • Genworth Financial sends co-branded email campaigns to key strategic accounts “on-behalf” of the Broker General Agent • These emails help strengthen the BGA’s relationship with Genworth Financial and generate leads for the BGA SEND “CO-BRANDED”EMAIL TO HELP DEALERS/RESELLERS DRIVE LEADS
  16. 16. DRIVE ONLINE ORDERS WITH “DEAL OF THE DAY” SALES
  17. 17. EMAIL+ANALYTICS RECOVER LOST SALES! SkyMall’s remarketing campaign increases annual sales by 30%!
  18. 18. • Amplifying Your Message • Fueling the Conversation • Attracting New Customers
  19. 19. Social Media Usage (Worldwide) Facebook: 500M active users Twitter: 190M active users LinkedIn: 70M active users Source: Jake Hird, eConsultancy, July, 2010
  20. 20. 75% of social media users say email is the best way for companies to communicate with them. MarketingSherpa, 2010
  21. 21. USE EMAIL+SOCIAL MEDIA TO ATTACT NEW CUSTOMERS
  22. 22. INVITE SUBSCRIBERS TO SPREAD THE WORD!
  23. 23. FUEL THE CONVERSATION WITH EMAIL & TWITTER
  24. 24. Whole Foods Leverages Twitter • 1,804,829 Followers • Tweets respond to customer questions, and invite customers to opt-in to Whole Foods’ email newsletter Whole Foods Leverages Twitter • 1,804,829 Followers • Tweets respond to customer questions, and invite customers to opt-in to Whole Foods’ email newsletter Why Twitter? • 66% of Fortune 100 companies engage customers via Twitter • Twitter users are 2X more likely to engage with brands than users of other social networks
  25. 25. “By 2014, Smartphones will comprise 37% of global handset sales.” Source: Pyramid Research
  26. 26. 34% of all US mobile subscribers used email on their phone in May 2010. Source: Pew Research Center, 2010 EMAIL + MOBILE EMAIL DOMINATES MOBILE WEB TIME
  27. 27. Email USE EVENTS TO ATTRACT SUBSCRIBERS. USE EMAIL TO DRIVE CONVERSION. Landing Page
  28. 28. USE SMS TO MAKE EMAIL OPT-IN EASY GATHER CUSTOMER CONTACT INFORMATION. SAY “THANK YOU”
  29. 29. Redemption rates for mobile coupons are between 5-20 %. Source: Cellfire, 2010 EMAIL + MOBILE RETAIL SALES ACCELERATOR
  30. 30. SELLING BY SERVINGSELLING BY SERVING Inside the Successful Digital Marketing Strategy of ScottsMiracle-Gro
  31. 31. About Scotts • The Scotts Miracle-Gro Company (NYSE: SMG) was founded in 1868 in Marysville, Ohio. • Scotts is the world's largest marketer of branded consumer lawn and garden products, with a full range of products for professional horticulture as well. • In the U.S., the Company's Scotts®, Miracle-Gro® and Ortho® brands are market leading in their categories, as is the consumer Roundup® brand, which is marketed by Scotts.
  32. 32. EXACTTARGETinACTION .com www. Lawn Care Update Content is Personalized based on: • Consumer’s Grass Type • Consumer’s Zip Code (Climate Zone) • Weed and Insect Problems Scotts Uses Lawn Care Update. . . • To Educate Consumers • To Drive Traffic to Channel Partners • To Cross-Sell other Scotts Products • To Create Brand Advocates Facts • Started in Spring 2000 • Subscribers: 1,500,000+
  33. 33. EXACTTARGETinACTION .com www. Lawn Care Update The Anatomy of Lawn Care Update • 355 total unique lawn/region combos • 165 regions the US • 8 grass types or blends • Regionalized tips, advice, special offers • Links to articles, blog, videos, and “Scotts Insider” discussion groups
  34. 34. EMAIL + CALL CENTER = BETTER CUSTOMER SERVICE 3. Scotts sent Lawn Care Update with information on GrubEx® to customers who could be affected. Scotts1. Last season, Scotts observed an increase in calls regarding Grub infestation in Northeast and Midwest 2. As report volume increased, Scotts decided to alert its customers.
  35. 35. Blogs at Scotts.com • Written by Ashton Ritchie and other industry experts • Reinforces recommendations made in Lawn Care Update SCOTTS USES EMAIL TO PROMOTE ITS BLOG
  36. 36. EXACTTARGETinACTION .com www. DISCUSSION FORUMS KEEP CUSTOMERS ENGAGED Forums at Scotts.com • Most popular (despite decreasing popularity within the US Internet Population) • Enables interaction with Scotts consumer service lawn consultants
  37. 37. SCOTTS USES EMAIL TO FUEL THE CONVERSATION IN SOCIAL MEDIA
  38. 38. MONETIZE SOCIAL INVITE YOUR FANS TO BECOME SUBSCRIBERS.
  39. 39. TEXT ALERTS DRIVE PRODUCT USE EXACTTARGETinACTION .com www. Scotts Text Alerts Scotts Reminders On Your Mobile Phone! Scotts Text Alerts Text the word “Turf” to 63747 now!
  40. 40. Lawn Care Update for iPhone •Mobile Version of Scotts.com • 90% of Scotts mobile visits are from iPhone users • Attractive to a younger audience of smartphone users • Enables Scotts to stay engaged with the “on the go” consumer SCOTTS MAKES INFORMATION ACCESS EASIER
  41. 41. SCOTTS USES DIRECT RESPONSE TEXT TO MAKE OPT-IN EASY Thx 4 ur interest in Scotts Lawn Care Update monthly email. Reply BAT [space] ur email address (ex:BAT mlb@mlb.com) 2 complete sign-up. H help Std rates apply
  42. 42. Marketing Automation in Action
  43. 43. Volvo Construction Equipment • VCE is part of Volvo Group; Started in 1832 • Products and services are offered in more than 125 countries through proprietary or independent dealerships. • Customers use Volvo machines for road construction, oil and gas exploration, building demolition, industrial material handling, and forestry.
  44. 44. End-User Email
  45. 45. The Monthly eMail Newsletter delivers latest news on Volvo products and services to 85,000 customers. 1. Dynamic Content – Volvo designed the email template to allow for dynamic content. Through integration with Microsoft CRM, Volvo changes articles and product news articles based on user interests. 2. Interactive Functionality – Adding video links has allowed Volvo to gather immediate feedback on product interest. 3. Analytics – The analytics from this eMail are used for to capture customer insight and interests and aid re- design. 4. Performance Metrics – Average 12% Open Rate – Average a 7% Click Through Rate Dynamic Content template to allow for dynamic content. Through
  46. 46. EMAIL + VIDEO DRIVES WEBSITE TRAFFIC. INCREASES RESPONSE.
  47. 47. Used Equipment Volvo Remarketing Services' Weekly Inventory List
  48. 48. 1. Navigation – In its new design, Volvo added a Table of Contents section with links to articles and product news updates. These links have increased website traffic 30%. 2. Content Syndication – Volvo dynamically displays used equipment based on subscriber preferences. Content syndication has reduced eMail build time by approximately 30-40% by automatically capturing content from websites. 3. Response Metrics – – Average 21% Open Rate – Average a 11% Click Through Rate The Remarketing Email is for select customers who request used equipment alerts. – of Contents section with links to articles and
  49. 49. Volvo Construction Marketing Technology Total Integration of Customer Data • All email planned and executed through integration of email and CRM • Leads get to Volvo sales reps more quickly • Eliminates manual lead entry • Ability to measure campaign effectiveness Total Integration of Customer Data All email planned and executed through integration of email and CRM Leads get to Volvo sales reps more quickly Eliminates manual lead entry Ability to measure campaign effectiveness Landing Pages, Registration Pages Product Microsites, Webcasts / Podcasts Marketing Database Email and Social Media Communications www.volvoce.com Tracking and Analytics
  50. 50. Lead Management Workflow Volvo CE leads External leads Customer data Marketing data Data cleansing Dynamic eMail Auto-generated salesman reports Data cleansing
  51. 51. Lead Tracking and Scoring All Volvo CE marketing leads are associated with eMail campaign that generated the lead. Al leads are “scored” based on level of “engagement” (i.e. email open, links clicked, videos viewed, brochure downloads, event registration, etc.)
  52. 52. In 2009, Volvo’s online marketing strategy generated 285 lead conversions representing sales of $58MM * * Does Not Include Used Machine or Parts/Service Sales, and/or Leases.
  53. 53. Digital Marketing Building Blocks
  54. 54. Automating and Managing the Conversation ExactTarget Interactive Marketing Hub™
  55. 55. ExactTarget Interactive Marketing Hub™ Automating and Managing the Conversation
  56. 56. A 6-part research series that provides useful insights into how adults use Email, Facebook & Twitter. Based on interviews with 1,500+ consumers.
  57. 57. Whether you’re a savvy designer, a marketer, or an executive, our new Design Toolkit has everything you need to improve your interactive design. In this three-part kit, we’ll help you master three important facets of interactive design: 1. Design Philosophy. Seven Design Principles That Will Drive Customer Engagement 2. Taking Design Beyond Email. 5 Easy Ways to Improve Conversions Across All Interactive Channels 3. Designing for Today. Eight Tips on Designing for Outlook 2007 and 2010 Go to the RESOURCES section of www.exacttarget.com or https://3sixty.exacttarget.com ExactTarget’s New Design Toolkit
  58. 58. ExactTarget’s New Digital Marketing Resource Guide • Websites and Blogs • eNewsletters • Books and Whitepapers • Industry Organizations / Associations • Conferences Stay Current!!
  59. 59. Thank You! Joel Book ExactTarget, Inc. Phone: 317.275.5444 Email: jbook@exacttarget.com Blog: EmailMarketingbytheBook.com Twitter: @joelbook
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