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111910 dmad   joel book
111910 dmad   joel book
111910 dmad   joel book
111910 dmad   joel book
111910 dmad   joel book
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111910 dmad joel book

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Exacttarget's Joel Book, presented for dmaDetroit on November 19, 2010. The topic: Digital Direct Marketing; Advance Strategies for Selling and Serving Customers

Exacttarget's Joel Book, presented for dmaDetroit on November 19, 2010. The topic: Digital Direct Marketing; Advance Strategies for Selling and Serving Customers

Published in: Business, Technology
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  • 1. Digital Direct Marketing
  • 2. Addressable VoiceMarketing Media Evolution Mobile Email SMS Mobile Email SMS + MMS IM IM IM IM Email Email Email Email Direct Mail Direct Mail Direct Mail Direct Mail Direct Mail Telephone Telephone Telephone Telephone Telephone TV TV TV TV TV Radio Radio Radio Radio Radio Print Print Print Print Print Display Display Display Display Display Website Website Website Website Search Search Search Search Online Display Online Display Online Display Online Display Paid Search Paid Search Paid Search Landing Pages Landing Pages Landing Pages Microsites Microsites Microsites Online Video Online Video Online Video Affiliate Marketing Webinars Affiliate Marketing Webinars Affiliate Marketing Webinars Blogs Blogs RSS RSS Podcasts Podcasts Wikis Wikis Social Networks Social Networks Mobile Web Behavioral Mobile Web Social Media & Ads Virtual Worlds Widgets Twitter
  • 3. Marketing hasshifted from aone-waybroadcast to atwo-wayconversation.
  • 4. Customers  are  Demanding  They  expect    informa1on,  offers    and  invita1ons  that  are:     Personal     Relevant     Timely    
  • 5. Word of Mouth Search Engine Sponsored Marketing Events Webinars Direct Mail PublicRelations Website Trade Shows Online PrintAdvertising Advertising Corporate Broadcast Blogs Advertising Social Networks
  • 6. Email:  The  Backbone  of  Customer  Engagement   The  Customer  Life  Cycle   Website Product Product Product Repurchase/ Brand Visit Evaluation Purchase Usage Renewal Loyalty Business  GeBng   Business  Keeping  
  • 7. BEST BUY STAYSCONNECTED AFTER THE SALE
  • 8. SEND “CO-BRANDED”EMAIL TO HELP DEALERS DRIVE LEADS•  Genworth  Financial  sends  co-­‐branded  email   campaigns  to  agents  “on-­‐behalf”  of  the  Broker   General  Agent  (BGA)  •  These  emails  strengthen  the  BGA’s  rela1onship   with  agents  and  aPract  new  business.  
  • 9. As  of  11/10  
  • 10. 75% of social media users say email isthe best way for companies tocommunicate with them. MarketingSherpa, 2010
  • 11. The  Power  of  Video   Since  Milwaukee  Tools  began  including  links  to  video  showing  its  tools  in  ac1on,   website  traffic  has  increased  36%!  
  • 12. Milwaukee  Tools  Launched    METToolTV  on  YouTube  in  November  2008  •   62  Videos  Uploaded  •   217,  412  Videos  Viewed  
  • 13. DREAMFIELD’S INVITES CUSTOMERS TO SPREAD THE WORD!
  • 14. Whole  Foods  Leverages  TwiPer  •   1,804,829  Followers    •   Tweets  respond  to  customer  ques1ons,  and  invite  customers  to  opt-­‐in  to  Whole  Foods’  email  newslePer  
  • 15. Regarding  TwiPer  .  .  .  Whole  Foods  Chicago    Uses  TwiPer  Too!  •   56%  of  ollowers  1or  @WholeFoodsCHI   6,473  F Fortune   f00  companies  engage  customers  via  TwiPer  •   Tweets  highlight  in-­‐store  events,  promote  •   TwiPer  ffers,  and  answer  customer  engage  special  o users  are  2X  more  likely  to  with  brands  ques1ons   than  users  of  other  social  networks  
  • 16. EMAIL DOMINATES MOBILE WEB TIME34%  of  all  US  mobile  subscribers  used  email  on  their  phone  in  May  2010.  Source:  Pew  Research  Center,  2010  
  • 17. EMAIL + MOBILE RETAIL SALES ACCELERATO RRedemp1on  rates  for  mobile  coupons  are  between  5-­‐20  %.  Source:  Cellfire,  2010  
  • 18. PIER 1 USES SMS TO ADD NEW EMAIL SUBSCRIBERS
  • 19. Belk Uses Facebook and Email toInvite Sign-up for Mobile Alerts
  • 20. Ally Bank InvitesCustomers to Text for Latest Rates 35
  • 21. Facts  •   Started  in  Spring  2000  •   Subscribers:  1,500,000+  ScoPs  Uses  Lawn  Care  Update.  .  .      •   To  Educate  Consumers    •   To  Drive  Traffic  to  Channel  Partners  • To  Create  Brand  Advocates  Content  is  Personalized  based  on:  •   Consumer’s  Grass  Type  •   Consumer’s  Zip  Code  (Climate  Zone)  •   Weed  and  Insect  Problems   www. EXACTTARGETinA CTION .com
  • 22. The  Anatomy  of  Lawn  Care  Update  •   355  total  unique  lawn/region  combos   •   165  regions  the  US   •   8  grass  types  or  blends  •   Regionalized  Vps,  advice,  special  offers  •   Links  to  arVcles,  blog,  videos,  and  “Sco[s  Insider”  discussion  groups   www. EXACTTARGETinA CTION .com
  • 23. Blogs  at  ScoPs.com   •  Wri[en  by  Ashton  Ritchie  and   other  industry  experts     •  Reinforces  recommendaVons   made  in  Lawn  Care  Update  
  • 24. Forums  at  ScoPs.com  •  Most  popular  (despite   decreasing  popularity   within  the  US  Internet   PopulaVon)  •  Enables  interacVon  with   Sco[s  consumer  service   www. lawn  consultants   EXACTTARGETinA CTION .com
  • 25. Thx 4 ur interest in ScottsLawn Care Updatemonthly email. Reply BAT[space] ur email address(ex:BAT mlb@mlb.com) 2complete sign-up. H helpStd rates apply
  • 26. LAWN CARE UPDATE PRODUCES RESULTSLawn  Care  Update  Subscribers  .  .  .       Apply  16%  more  ScoPs  fer1lizer  per  year  than  those  who  don’t  subscribe.     Are  twice  as  likely  to  apply  the  recommended  ScoPs  product.  
  • 27. Monthly  Email  for  End-­‐Users  
  • 28. The  Monthly  eMail  NewslePer  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   integraVon  with  Microsoc  CRM,  Volvo  changes   arVcles  and  product  news  arVcles  based  on  user   interests.  2.  Interac1ve  Func1onality  –  Adding  video  links  has   allowed  Volvo  to  gather  immediate  feedback  on   product  interest.  3.  Analy1cs  –  The  analyVcs  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  
  • 29. Used  Equipment  Volvo  RemarkeVng  Services   Weekly  Inventory  List  
  • 30. The  Remarke1ng  Email  is  for   select  customers  who  request   used  equipment  alerts.  1.  Naviga1on  –  In  its  new  design,  Volvo  added  a  Table   of  Contents  secVon  with  links  to  arVcles  and   product  news  updates.    These  links  have  increased   website  traffic  30%.  2.  Content  Syndica1on  –  Volvo  dynamically  displays   used  equipment  based  on  subscriber  preferences.   Content  syndicaVon  has  reduced  eMail  build  Vme   by  approximately  30-­‐40%  by  automaVcally   capturing  content  from  websites.    3.  Response  Metrics  –     –  Average  21%  Open  Rate   –  Average  a  11%  Click  Through  Rate  
  • 31. Volvo  Construc1on  Marke1ng  Technology  •  All  email  planned  and  executed   through  integra1on  of  email  and   CRM  •  Leads  get  to  Volvo  sales  reps   www.volvoce.com   more  quickly     Landing  Pages,  Registra1on  Pages  •  Eliminates  manual  lead  entry   Product  Microsites,    Webcasts  /  Podcasts   Total  Integra1on  •  Ability  to  measure     Campaign  Tracking  &  Lead  Scoring     of  Customer  Data    campaign  effecVveness   Email  and  Social  Media  Communica1ons   Marke1ng  Database  
  • 32. CustomerVCE  maintains  all   Informationcustomer  data  in  one   Analytics Sales (New/ Used)central  database.  •   Enables  “one  view”  of  the  customer.   Lead Score Warranty Data•   Allows  faster  communicaVon  with   360° Viewcustomers  •   Provides  be[er   Social Media Credit Statusmeasurement  of  campaign  ROI   MarCom Surveys History eCommerce
  • 33. Volvo CE leads Data cleansingExternal leadsCustomer dataMarketing data Auto-generated salesman reports Dynamic eMail
  • 34. *  Does  Not  Include  Used  Machine  or  Parts/Service  Sales,  and/or  Leases.  
  • 35. 10 Tips for Effective DigitalMarketing
  • 36. 10 Tips for Effective Digital Marketing1.  Design your websites(s) to engage visitors. Provide multiple opportunities on site to subscribe to email.2.  Use SEO (Search Engine Optimization) to attract prospective email subscribers to your website.3.  Use direct response text (SMS) at events to make it easy for customers to opt-in to your email program.4.  Send a Welcome Email to each new subscriber. Thank them for subscribing. (Optional: Invite new subscribers to download coupon for purchase.)5.  Create a Subscriber Preference Center. Use it to identify customer needs and interests.
  • 37. 10 Tips for Effective Digital Marketing6.  Develop email programs that deliver information, offers and invitations that “serve” the customer.7.  Pre-Sale. Use email to provide information that aids the customer’s decision-making process.8.  Post-Sale. Use email to enhance the product usage experience. Invite customers to share their knowledge and experience (Testimonials, Video).9.  Leverage social media (YouTube, Blog, Twitter). This creates more awareness of your product and attracts website visitors.10.  Automate email communications by integrating email technology with CRM and e-commerce systems.
  • 38. How 1,500 adults use Email, Facebook & Twitter.How  to  get  the  6  part  report:  •   Text  the  word  “research”  followed  by  your  email  address  to  38767  •   Go  to  www.ExactTarget.com/SFF  
  • 39. Whether  you’re  a  savvy  designer,  a  marketer,  or  an  execu1ve,  our  new  Design  Toolkit  has  everything  you  need  to  improve  your  interac1ve  design.    In  this  three-­‐part  kit,  we’ll  help  you  master  three  important  facets  of  interacVve  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  Interac=ve   Channels  3.  Designing  for  Today.  Eight  Tips  on  Designing  for   Outlook  2007  and  2010  Go  to  the  RESOURCES  sec1on  of  www.exacParget.com  or  hPps://3sixty.exacParget.com  
  • 40. ExactTarget’s  New  Digital  Marke1ng  Resource  Guide   Stay  Current!!   •   Websites  and  Blogs   •   eNewslePers   •   Books  and  Whitepapers   •   Industry  Organiza1ons  /  Associa1ons   •   Conferences  

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