Joel Book Exact Target Director of eMarketing & Education “The Holy Grail of Customer Engagement. How Successful Marketers Use Cross-Channel Digital Marketing to Drive Customer Engagement and Fuel Sales”
Best-in-Class How Smart Marketers Use Email, Social & Mobile Media to Fuel Customer Engagement Joel Book Principal, eMarketing Research & Education @joelbook / @ExactTarget
Wow! Great examples of how Joel Book: @JoelBookcompanies are using cross-channelmarketing to engage customers!@JoelBook @ExactTarget #AIMS ExactTarget: @ExactTarget Great examples of using digital media for live entertainment marketing! @JoelBook AIMS Hashtag: #AIMS2012
Digital Media [R]evolution Mobile Email SMS Mobile Email SMS + MMS IM IM IM IM Email Email Email Email Fax Fax Fax Fax Fax Direct Mail Direct Mail Direct Mail Direct Mail Direct Mail Telephone Telephone Telephone Telephone Telephone <1990 1990s 1999 2000s 2012 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 Advertising Online Advertising Online Advertising Online Advertising 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 Location Based Ads Mobile Web Social Media Ads Virtual Worlds Location Based Svcs QR Codes
Customers Engage Brands through Multiple Channels The Days of the Single‐Channel Buyer are Gone. (And they’re not coming back.)
The New Normal of Marketing “Engagement with the customer todayisn’t just pouring a message down ontheir head and hoping they get wet.It really is understanding that you mustbe present in a conversation whenthey want to have it, not when youwant to.” Bob Thacker Former CMO, OfficeMax
Marketing to a Segment of OneFrom:one-waybroadcastTo:one-to-oneengagement
• Aids the Buying Process• Improves Service• Maximizes Retention
Email: The Backbone of Customer Engagement The Customer Life Cycle Business Getting Business Keeping Product Product Product Product Repurchase/ Brand Awareness Evaluation Purchase Usage Renewal Advocate Acquire Engage Convert Serve Grow Retain Email . . . • #1 for triggering purchase.(1) • #1 for penetration of online consumers.(2) • #1 for social sharing (Referral/Recommendation).(3)1. Source: ExactTarget Research Report: Subscribers, Fans & Followers, 20112. Source: ExactTarget Research Report: Subscribers, Fans & Followers, 20123. Source: Zuberance Research Report: Three Surpirsing Things about Brand Advocates, 2012
67% of brand advocates recommendbrands, products & services.57% use Email as their main onlinerecommendation tool.Source: Zuberance, March 5, 2012“Three Surprising Findings about Brand Advocates”
• Increases Brand Awareness• Fuels the Conversation• Attracts New Customers
Social Media Users Facebook: 845M Worldwide / 133M U.S. (1) (5) Twitter: 500M Worldwide / 24M U.S. (2) (5) LinkedIn: 100M Worldwide / 44M U.S. (3) (3) YouTube: 2B Views/Day; Avg. View: 15 Min. (4)Sources: (1) Facebook (2) Twitter (3) LinkedIn, (4) YouTube, (5)eMarketer.com
Social Media Facts 46% of consumers combine 24 hours of video are uploaded to YouTubeSocial Media and Search Engines in their buying process (GroupM) each minute. There will be more than 25 million (YouTube) Twitter users in the U.S. by the end of this year (eMarketer) 34% of marketers have generated leads using Twitter, 66% of US Internet Users participate in and 20% have closed deals social media (eMarketer) using Twitter (AllTwitter) 77% of consumers Approximately said they interact US marketers will spend 55% of Twitter with brands on Facebook primarily $3.6B to advertise on social users are through reading networking sites in 2012; mobile users posts and updates $5.6B by 2014 from the brands Source: eMarketer (Mashable)
75%To monetize social media, convert the of social media users say email is“Fans way for companies to communicate best and Followers” to email subscribers! with them. (MarketingSherpa)
• Delivers Exclusive Offers• Drives Traffic• Extends Customer Service
Smartphones Fuel Mobile Email Use 107MM Americans will use smartphones in 2012. That number will grow to 133MM by 2014. Source: eMarketer August, 2011 89.6MM Americans use their mobile phone to access email. Up 28% YTD Source: comScore Data Mine January, 2012
Email is Preferred over SMS forPromotions Sent to Smartphones 86% of US mobile users prefer to have brands or stores send their promotions via Email vs SMS. Source: Ipsos March, 2012
Tablet PCs are aMobile Marketing Game-Changer 55MM US Tablet Users in 2012 42MM US iPad Users in 2012 The Apple iPad
DigitalMarketingInnovatorsReal MarketersReal Solutions Real Results
Best Use of Email to Deliver RelevantInformation and Offers
Scotts’ Lawn Care Update Teaches Consumers WhenOverview• Started in Spring 2000• Subscribers: 1,500,000+ Scotts and How to Use Products to Get Best Results• 355 unique geo-demographic versionsObjectives• To Educate Consumers• To Drive Traffic to Channel Partners• To Create Brand AdvocatesContent is Personalized based on:• Consumer’s Grass Type• Consumer’s Zip Code (Climate Zone)• Weed and Insect Problems
Scotts Uses Lawn Care Update + “Scotts Alert”Product Use Reminders to Drive Product Purchase Scotts Alert: Now is the perfect time to apply Scotts Turf Builder WinterGuard Fall Lawn Fertilizer to your lawn. Reply STOP to end alerts. Other charges apply.
Microsoft Onboards New Office Users with ”Get Started” Email Series1 Get started from Takeshi 2 Print and save from Matt 3 Top features with Matt Exceptional open rate: 50% above industry average! Exceptional use of video: 63% viewed complete training video!
Best Buy Personalizes ProductRecommendations to Customer Profile Weekly Email Campaign10 – 12 themes Email Volume: 20Millionsegmented by customer type Email Versions: 18Million Loyalty Program Information Examples of other product themes Home Theater Closest Best Buy StorePersonalized Message for Best product Buy Credit Card Jogosrecommendations Holders Message from Partners General Messages Mobile
Motorcycle SuperstoreIncreased Sales 21% by Personalizing Product Recommendations
DELTA FAUCET USES EMAIL TO CONNECT CONSUMERS WITH DEALERS
Email is Papa John’s Primary Sales Tool“One Off” Special Promotional Papa Rewards ‐‐ Papa John’s National Email Campaigns ‐‐
Papa John’s Email Marketing Tool for Franchisees Papa John’s franchisees use this web‐based tool to create and send email promotions to their customers.
HITACHI USES EMAIL HELPIT PROFESSIONALS MAKE SMART DECISIONS
Hitachi Uses “Social Sharing” to ExpandEmail Distribution andGenerate Earned Media “Forward to a Friend” “View the Video” “Review the Case Study” “Try it Free for 30 Days” “Read the Story” “Register for Webinar”
Email is the Backbone ofHitachi Data Systems’ Global CRM Strategy Customer Newsletter Product LaunchWebinar Informational Event Invites• Nurtures leads; Keeps existing customers connected to HDS• Supports relationship management efforts of HDS field sales managers• Published in 18 languages in 23 different regions around the world
Heavy Duty News keeps Milwaukee Tool Connected toConstruction Workers
John JohnstoneBusiness Manager Volvo Construction Equipment
Invites websites visitors to subscribe to a Volvo Construction Equipment e‐newsletterInvites visitors to request information on a specific Volvo Construction Equipment machine.
Lead Management Workflow Data cleansing Information Request Microsoft Dynamics CRM enables Volvo sales reps to manage leads Auto-generated report for Volvo sales rep Auto-generated email for customer
VOLVO USES EMAIL TO HELPDEALERS SELL NEW EQUIPMENT
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 increase traffic to the website where Volvo gathers 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 Open Rate: 42% – Average Click Through Rate: 17%
VOLVO USES EMAIL TO HELPDEALERS SELL USED EQUIPMENT
The Remarketing Email is for select customers who request used equipment alerts.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% and generated thousands of leads.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. Performance Metrics – – 75% Email Open Rate – 11% Click Through Rate – 20% increase in speed of equipment sales
Volvo Construction Equipment’s e‐marketing solution helps dealers sell thousands of new and used machines each year.
Best Use of Email + Social Media to Attract and Engage Customers
Each Week, Crocs Converts 500+ Facebook Fans to Crocs Email Subscribers! Crocs Email Subscription CenterCrocs Invites Facebook Fansto become Crocs EmailSubscribers Crocs’ “Deal of the Week” Email Personalized to Subscriber Preferences
ANDRETTI AUTOSPORTINVITES FACEBOOK FANS TO SUBSCRIBE TO FAN ALERTS
TWITTER KEEPS Meet & Greet PromotionFANS CONNECTED AND ENGAGED Merchandise Promotion Race Tune‐In Reminder Fan Alert Promotion
Best Use of Mobile toAttract Email Subscribers and Serve Customers
Belk Uses Mobile to Drive Traffic to Belk Stores Mobile Opt‐in Invitation on Belk Facebook Page Mobile Opt‐in Mobile Opt‐in Invitation on Belk Invitation on Belk Newspaper Insert Customer Email
Ally Bank UsesMobile Connect™ to Drive Leads from Print Ads 53
Siemens Uses Mobile Connect™Goals to Engage Trade Show Attendees• Drive email list growth among trade show attendees through SMS• Enable trade show attendees to meet privately with Siemens reps Solution• Invite attendees to use SMS to opt‐in for the Siemens Daily Schedule, sign up for Siemens email newsletter, and schedule a meeting• SMS reminder sent 15 minutes before scheduled meeting time at Siemens boothResults• Booked meetings with 20 of 25 C‐Level 88769 executives in attendance• “Most Innovative Booth” of conference Schedule JoelBook@ATT.net
Pei Wei Makes it Easy for Guests to Opt-in to the Promotion using SMSOver a 14 day period, guests were invited to text and receive a buy‐one, get‐one free coupon via email for its new Caramel Chicken entree. "We wanted to takeadvantage of email’s 80565reach andredemption to helppromote and launch Caramel JoelBook@ATT.neta new limited timeoffering. Usingmobile allowedguests easily opt-into our emailprogram."Jason MillerPei Wei Asian Diner
Bar-Coded EmailCoupons Were Sent toall Email SubscribersCampaign Results• The campaign generated nearly 18,000 new email subscribers in just two weeks, making this Pei Wei’s most successful email list growth effort to date.• Increased Pei Wei’s email list by 4 percent. It now exceeds 500,000.• SMS accounted for 1/3 of new email subscribers.• Coupon redemption rates exceeded 20 percent!
The Official Lawn Care Company of Major League Baseball “Many of the challenges I face at the park I have waiting for me on my lawn at home.” David Mellor Director of Grounds Fenway Park, Boston, MA Fenway ParkHome of the Boston Red Sox
SCOTTS SALUTES MLB GROUNDSKEEPERS;INVITES FANS TO BECOME EMAIL SUBSCRIBERS Thx 4 ur interest in Scotts Lawn Care Update monthly email. Reply BAT [space] ur email address (ex:BAT firstname.lastname@example.org) 2 complete sign-up. H help Std rates apply
“This is the largestprogram partnershipthat we have everdone. The programhelped drive double-digit growth for thecategory.”– Sr. Executive, Lowes
7 Truths of Interactive Marketing1. All marketing is becoming Direct Marketing.2. Engaging and serving customers requires skillful use of multiple channels.3. Email is “The Backbone” of Customer Engagement.4. Your website is “The Hub” for email subscriber acquisition, lead generation, providing useful content.5. SEO and Social Media are best tactics for attracting website visitors and potential email subscribers.6. If the information or offers you deliver are irrelevant, so are you.7. Mobile (in all its forms) is quickly changing the way brands interact with consumers.
Thanks!Joel BookExactTarget, Inc. email@example.com EmailMarketingbytheBook.com @JoelBook http://www.linkedin.com/in/joelbook