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
The Increasingly Mobile Consumer Email Open Rates - February 2012 Desktop Mobile WebmailSource Mobile up 4% from January ‘12
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?
“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
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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.