Emerge2012: Integrating Emerging Channels into your Direct Marketing Program

  • 584 views
Uploaded on

 

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
584
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
6
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. ™CONNECT THE DOTSIntegrating Emerging Channels intoyour Direct Marketing ProgramAlex WilliamsNew Orleans, LA April 17–20, 2012 #cgxemerge
  • 2. Google me…
  • 3. Agenda • Challenges of the Current Landscape • Customer Channel Expectations • Relevance, Context, Content
  • 4. We get lots of emails
  • 5. We get lots of everything!
  • 6. 60 Seconds Online
  • 7. Channels are Multiplying… IM IM Mobile Email Addressable Voice SMS Mobile Email Email Email IM SMS + MMS Direct Mail Direct Mail Email IMDirect Mail Email Telephone Telephone Direct Mail Direct MailTelephone Telephone Telephone <1990 1990s 1999 2000s TV 2012TV TV TV TV RadioRadio Print Radio Radio Radio DisplayPrint Print Print Print WebsiteDisplay Display Display Display Search Website Website Website Online Display Search Search Search Paid Search Landing Pages Online Display Online Display Online Display Microsites Paid Search Paid Search Online Video Landing Pages Landing Pages Affiliate Marketing Microsites Microsites Webinars Blogs Online Video Online Video RSS Webinars Affiliate Marketing Podcasts Affiliate Marketing Webinars Contextual Blogs Wikis RSS Mobile Web Behavioral Podcasts Facebook Contextual Twitter Wikis YouTube Mobile Web Augmented Reality Widgets MySpace Flickr Location-Based (e.g., Foursquare) Google+ Pinterest
  • 8. The Increasingly Mobile Consumer Email Open Rates - February 2012 Desktop Mobile WebmailSource Mobile up 4% from January ‘12
  • 9. Lots of consumption, few conversions
  • 10. TO CUT THROUGH THEN O I S E W E N E E D TOU N D E R S T A N DW H ATMOTIVATESCONSUMERS
  • 11. CRITICALCORPORATEASSETS
  • 12. AS ASSETS, THEY NEED TO BECULTIVATED
  • 13. PROTECTED
  • 14. ANDUNDERSTOOD
  • 15. THEY ARE INLIMITEDSUPPLY
  • 16. READERS,LISTENERS & VIEWERS
  • 17. SUBSCRIBERS,FANS &FOLLOWERS
  • 18. 6 FACTORS THAT DICTATE CHANNEL PREFERENCE Content Is this a marketing message? Immediacy Do I need to send or receive this message right away? Accessibility Will I need to reference this message later? Privacy Do I want the world to know about this message? Formality Do I need to convey a level of professionalism with this message? Initiation How did the conversation originate?
  • 19. SUBSCRIBERSWANT METEXPECTATIONS
  • 20. FANS WANT TO BEENTERTAINED
  • 21. FOLLOWERS WANTINFO, ACCESS &INFLUENCE
  • 22. 58% ofMarketers SayChannelsCompetefor Budget
  • 23. INTEGRATETHE PARTS
  • 24. Keys to Success• Don’t Force It• Strive for Useful, Entertaining, or Both• Let customers lead the way to new opportunities• All roads don’t have to lead home
  • 25. Don’t Force It
  • 26. Don’t Force It
  • 27. “Share This” is not SocialReal User Quotes:• “I wouldnt share this info, because its just for my own good.”• “Id share a link with a friend if I found something they would be interested in.”• “I wouldnt use social bookmarking, [this is] not interesting information for others. Only if my friend was actually looking for this information would I share it I think.”• “Never noticed the social networking tools. Dont expect to find news on my Facebook. Now that you say it I know theyre on other sites, but I never pay attention to them” NNGROUP.COM: College Students on the Web 12/10
  • 28. Add the Spirit of Social to your content 37 37
  • 29. Mobilize the ExperienceIf your direct marketing is driving a lot of trafficfrom mobile devices, you need to accelerate yourmobile efforts. Let the data create the urgency.
  • 30. Photos drive engagement: B2C
  • 31. Photos drive engagement: B2BEmail Facebook InstagramMaersk Line
  • 32. QR Done RightPrint QR Mobile Web Video Using QR to code to drive to entertian and educate through video.
  • 33. QR Done WrongPrint QR Mobile Web Using QR to code to drive to shopping on unfriendly mobile experience.
  • 34. Q&A
  • 35. Thank you!Alex WilliamsDirector, Creative & Digital StrategyTrendline Interactivealex@trendlineinteractive.comTwitterhttp://www.twitter.com/alexcwilliamsLinkedInhttp://www.linkedin.com/in/emailmarketingstrategy