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From "Sorta" to Portable: Four Action StepsTowards Portability
 

From "Sorta" to Portable : Four Action Steps Towards Portability

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ExactTarget's Director of Product Marketing, R.J. Talyor, shows you how to take your marketing mobile.

ExactTarget's Director of Product Marketing, R.J. Talyor, shows you how to take your marketing mobile.

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    From "Sorta" to Portable: Four Action StepsTowards Portability From "Sorta" to Portable : Four Action Steps Towards Portability Presentation Transcript

    • from “Sorta” to PortableFour Action StepsTowards portability
    • Step 1: KNOW yOUR MARKET
    • MOBILE AND SOCIAL LEAD GROWTH
    • MARKETERS ARE JUST GETTING STARTED
      4 out of 5 online retailers have no mobile presence
      eMarketer 4/2010
    • 80% of respondents believe marketers should reimburse them for the cost of commercial text messages.
    • Step 2: Define A STRATEGY
    • Value: What’s in it for the subscriber? SUBSCRIBERS RULE!
      Relevancy: What mobile content can you provide that’s “worth it?”
      • Urgency?
      • Portability?
      Frequency: How often do audiences want to interact?
      ROI: How will the program be measured?
      • Value to subscriber, conversions, retention, additional bookings, incremental visits, cost savings, etc.
      STEP 2: DEFINE A PORTABILITY STRATEGY
    • PORTABILITY BEYOND MOBILE
    • Step 3: Take Action (Test!)!
    • MOBILE POLLS & ALERTS
    • MOBILE CUSTOMER SERVICE
      CALLS
      TEXTS
    • MOBILE TO START THE CONVERSATION
    • EMAIL IS PORTABLE
      • Inbound text program to receive follow-up from industry presentation
      • 62% audience participation in inbound text program (Text Capture)
      • Participants received one-time email that included coupon and additional resources (see right)
    • YES, SOCIAL IS PORTABLE TOO
    • Step 4:put it all together
    • EXACTTARGET INTERACTIVE MARKETING HUB
    • EXACTTARGET INTERACTIVE MARKETING HUB
    • POWER ALL TYPES OF INTERACTIVE MESSAGING
      • MMA Global Best Practices
      • MMA Global Code of Conduct
      • Sign-up for Mobile Insider
      • Text is Next: Mobile Marketing Whitepaper
      • Field Guide to SMS
      • Forrester Research
      • eMarketer Research
      RECOMMENDED READING LIST
    • Know Your Market
      Define a Strategy
      Take Action (Test!)
      Put It All Together
      FROM “SORTA” TO “PORTABLE”
    • R. J. TalyorDirector, Product MarketingExactTargetrtalyor@exacttarget@rjtalyor