112211 The Renaissance Of Direct Marketing Joel Book

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Keynote presentation delivered at DMA2011-Brazil in Rio de Janeiro on November 22nd

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112211 The Renaissance Of Direct Marketing Joel Book

  1. 1. The Renaissance of  Direct Marketing How Smart Companies Leverage Digital Media to Attract, Engage and  Retain Customers More Effectively Joel Book Principal, Marketing Research & Education Twitter: @joelbook / #ExactTarget
  2. 2. 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 2011 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 Location Based Ads Mobile Web Social Media Ads Virtual Worlds Location Based Svcs QR Codes
  3. 3. Marketing to The Power of ONEFrom:one-waybroadcastTo:one-to-oneinteraction
  4. 4. It’s All About Customer Engagement “To effectively cultivate  meaningful relationships  with their customers,  companies will have to  connect with them in  ways their customers  perceive as valuable.  This entails engaging with  customers throughout  the entire customer  lifecycle.” From Stretched to Strengthened IBM Institute for Business Value Global CMO Study Ibm.com/cmostudy2011 
  5. 5. Customer Retention Remains #1 Marketing Priority
  6. 6. Life Cycle Engagement Drives Customer Retention The Customer Life Cycle Business Getting Business Keeping Product Product Product Product Repurchase/ Brand Inquiry Evaluation Purchase Usage Renewal Advocate Acquire Engage Convert Serve Grow Retain Engaging with customers throughout the life cycle . . . • Drives initial and repeat purchase.• Keeps customers connected and informed.• Improves retention. Fuels brand advocacy.
  7. 7. Cross‐Channel Engagement is a Must Managing the Customer Conversation Requires Integration of Outbound & Inbound Channels
  8. 8. Life Cycle Customer Engagement Strategy The Customer Life CycleLife Cycle Stage Product Product Product Product Repurchase/ Brand Inquiry Evaluation Purchase Usage Renewal AdvocateMarketing Grow Retain Acquire Engage Convert Serve Goal • Thank customer • Deliver relevant • Thank customer for • Send personalized • Send renewal- • Ask for referral to for inquiry information purchase product news and triggered cross- friend or colleague • Invite email • Provide links to • Promote related service updates sell /upsell offer • Invite customer to subscription website content products/services • Send triggered • Provide incentive contribute content • Send Welcome to aid purchase • Reinforce the value offers and service to renew or for blog or Customer Email; Link to decision they will receive alerts repurchase newsletterInteraction Preference • Send invitations from product or • Provide links to • Reward customer Center to webinars and service product-related for loyalty. • Invite customer live events • Invite customer to resources on to identify • Invite product opt-in for product website product needs, trial updates & service interests reminders • SEO • Email • Email • Email • Email • Email • PPC • Website(s) • Direct Mail • Mobile (SMS) • Direct Mail • Website(s) • Print / Broadcast • Webinar / Seminar • Field Sales / Agent • CSR • Website(s) • Social MediaChannels • Social Media • CSR • Direct Mail • Field Sales / Agent • Field Sales / Agent • Mobile (SMS) • Field Sales / Agent • Social Media • Website(s) • Website(s)
  9. 9. • Aids the Buying Process• Improves Service• Maximizes Retention
  10. 10. Email Aids Purchase, Improves Customer Retention The Customer Life Cycle Product Product Product Product Repurchase/ Brand Inquiry Evaluation Purchase Usage Renewal Loyalty Business Getting Business Keeping “56% of US consumers say the message that  caused them to purchase was delivered by  email.”  Source: ExactTarget Research Report: Subscribers, Fans & Followers, 2011
  11. 11. Email is Most Preferred for Receiving PromotionsOnline shoppers prefer emailfor hearing about sales or other promotions
  12. 12. More People are Subscribing to Email
  13. 13. • Increases Brand Awareness• Fuels the Conversation• Attracts New Customers
  14. 14. Social Media Users Facebook:  750M Worldwide / 225M U.S. (1)  (1) Twitter:  150M Worldwide /   20M U.S. (2)  (2) 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
  15. 15. 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 nearly 21 million Twitter (YouTube) users in the U.S. by the end of this year (eMarketer) Thirty-four percent of marketers have generated 83% of US Online Adults participate in  leads using Twitter, and 20% social media (Forrester) have closed deals using 77% of consumers  Twitter (AllTwitter) Approximately said they interact  US marketers will spend 55% of Twitter with brands on  Facebook primarily  $3.08 billion to advertise on users are through reading  social networking sites in mobile users posts and updates  2011. from the brands   Source: eMarketer, Jan. 2011 (Mashable)
  16. 16. 75%To monetize social media, convert the of social media users say email is best way for companies to communicate “Fans them. (MarketingSherpa, 2010) with and Followers” to email subscribers!© 2009 Online Marketing Connect
  17. 17. • Delivers Exclusive Offers• Drives Traffic• Extends Customer Service
  18. 18. EMAIL DOMINATESSMARTPHONE USE
  19. 19. Smartphones and iPads Have Accelerated Interaction 65.8 million people in  the U.S. now own  smartphones. Of these, 35.3%  use apps. Source: comScore MobiLens 2011 U.S. Mobile Subscriber Market Share March , 2011 24 million tablet  computers  will be sold in the  U.S. in 2011. More than 19 million will be  iPads  Source: eMarketer December, 2010
  20. 20. iPads are Latest Weapon in Medical SalesMedtronic  orders 4,500 iPads"[The iPad] enables our sales employees to do a much better job of engaging in a really different way than weve done before," said Michael Hedges,  Medtronic CIO.Wall Street Journal, Dec. 8, 2010 
  21. 21. DigitalMarketingInnovatorsReal MarketersReal Solutions Real Results
  22. 22. Best Use of Email to Deliver RelevantInformation and Offers
  23. 23. BEST BUY StaysConnected withCustomers LongAfter Purchase
  24. 24. Relevance and Timing are Keys to SuccessEmail Communications Driven by Customer Behavior Produce Best Results >10% Conversion Rate 3.9% 1.1% 2.8% Conversion Rate Conversion Rate Conversion Rate Blast Driven Profile Driven Persona Driven Behavior Driven Real‐Time Triggered
  25. 25. Best Buy Does 1to1 Marketing on a Large Scale Best Buy Weekly Email Campaign Email Volume:  20Million10 – 12 themes  Email Versions: 18Millionsegmented by customer type 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
  26. 26. Life Cycle Engagement Drives Customer Retention The Customer Life Cycle Business Getting Business Keeping Product Product Product Product Repurchase/ Brand Inquiry Evaluation Purchase Usage Renewal Advocate Acquire Engage Convert Serve Grow Retain Engaging with customers throughout the life cycle . . . • Drives initial and repeat purchase.• Keeps customers connected and informed.• Improves retention. Fuels brand advocacy.
  27. 27. Microsoft Office 2010 Lifecycle CRM Program Fundamentals three key elements based on tenure month 1 month 2 month 3 month 4 month 5 (T+0 – T+29) (T+30 – T+59) (T+60 – T+89) (T+90 –T+119) (T+120 – T+149) welcome  email seriesintegrated targeting retargeting create a table                 in  use sparklines  apply conditional  two steps in charts formatting
  28. 28. Microsoft Office 2010 Get Started Welcome Seriesget started from Takeshi print and save from Matt top features with Matt
  29. 29. Microsoft Office 2010  Encouraging Ongoing Usage      integrated targeting month by monthbased on tenure Month 1 Month 2 Month 3 Month 4 Month 5(T+0 – T+29) (T+30 – T+59) (T+60 – T+89) (T+90 –T+119) (T+120 – T+149) welcome email seriesintegrated targeting retargeting create a table                  use sparklines  apply conditional  in two steps in charts formatting
  30. 30. Microsoft Office 2010Email and Ads Go To Excel Landing Page  customer receives “Excel a table in two steps”
  31. 31. Microsoft Office 2010 Encouraging Ongoing Usage      integrated targeting month by monthbased on tenure Month 1 Month 2 Month 3 Month 4 Month 5 (T+0 – T+29) (T+30 – T+59) (T+60 – T+89) (T+90 –T+119) (T+120 – T+149) welcome email seriesintegrated targeting retargeting create a table                  use sparklines  apply conditional  in two steps in charts formatting
  32. 32. Microsoft Office 2010Building on Excelcustomers who engage get email to try Sparklines
  33. 33. Microsoft Office  Lifecycle CRM Program ResultsThe more targeted the email, the better the engagement! 50% 9x Open Rate 63% 22x CTR Above  Above  Viewed entire  average email  average email  instructional  open rate click‐through video
  34. 34. EXPEDIA USES EMAIL TO Expedia’s PreTrip Email Series  • Begins on purchase date and  MAKE TRAVELING concludes on date of travel • Provides travel itinerary and  EASIER check‐in procedure  • Includes links to resources such  as hotels, car rental, restaurants
  35. 35. Motorcycle SuperstoreIncreased Sales 21% by Personalizing Product Recommendations
  36. 36. SkyMall’striggered remarketing email campaign recaptures 3‐5% of  abandoned cart sales and  increases sales by 30%
  37. 37. Scotts’ Lawn Care UpdateTeaches Consumers When Overview • Started in Spring 2000 • Subscribers: 1,500,000+ Scotts and How to Use Products to Get Best • 355 unique geo-demographic versions Objectives Results • Educate Consumers• Drive Traffic to Channel Partners• Create Brand AdvocatesContent is Personalized based on:• Consumer’s Grass Type• Consumer’s Zip Code (Climate Zone)• Weed and Insect Problems
  38. 38. Scotts’ Invites Website Visitors to SubscribeScotts invites websitevisitors to subscribe itsmonthly newsletter.
  39. 39. Scotts Uses Lawn CareUpdate to Invite Customers to Opt-in for “Scotts Alert” Product Use Reminders 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.
  40. 40. Universal Music Group UsesFacebook to Attract Email Subscribers
  41. 41. Universal Music GroupWinner of the 2011 ExactTarget Cross‐Channel Marketing  Campaign of the Year 
  42. 42. Best Use of Email + Social Media to Attract and Engage Customers
  43. 43. SCOTTS INVITES FACEBOOK FANS TOBECOME SUBSCRIBERS. ( And 50% Convert! )
  44. 44. Papa John’s Uses Social Media +Email to Fuel Sales
  45. 45. Each Week, Crocs Converts 2000+ Facebook Fans to Crocs Email Subscribers!Crocs’ Uses ExactTarget’ s Social Pages toConvert New Facebook Fans to EmailSubscribers Example of Crocs’ “Deal of the Week” Email Personalized to Subscriber Preferences
  46. 46. Gordmans Invites New Facebook Fans to becomeGordmans Email SubscribersAnd says “Thank You” with a 20% Off Coupon
  47. 47. WHOLE FOODS FUELS THE CONVERSATIONUSING EMAIL & TWITTER
  48. 48. Local Whole Foods Stores Use CoTweet to:• Promote in‐store events• Promote special offers• Target tweets to customer preferences like wine, cheese, and organic products• Respond to customer questions, and invite customers to opt‐in to Whole Foods’ email newsletter
  49. 49. Ally Bank Uses CoTweet to Engage Consumers  “[CoTweet] allows us to find the  conversations we want to be a part of  and take action quickly. This year, we  have had almost 7K conversations  with consumers through CoTweet .” Eric Rinebold Ally Financial Global Marketing (*) In October 2011, Ally Bank won a  Forrester Groundswell Award for its  innovative use of real‐time online content  creation and social media to engage  consumers.
  50. 50. ANDRETTI AUTOSPORTINVITES FACEBOOK FANS TO SUBSCRIBE TO FAN ALERTS
  51. 51. TWITTER KEEPS Meet & Greet PromotionFANS CONNECTED AND ENGAGED Merchandise Promotion Race Tune‐In Reminder Fan Alert Promotion
  52. 52. Best Use of Mobile toAttract Email Subscribers and Serve Customers
  53. 53. Pier 1 Imports Invites Shoppers to text “Join” to “59609” and become Pier 1Email Subscribers
  54. 54. Belk Uses Email, Mobile,Social Media and Print toEngage Consumers Belk Facebook Page Belk Newspaper Insert Belk Customer Email
  55. 55. Pei Wei Asian Diner Uses Text to Grow its Email Subscriber List• Pei Wei Asian Diner invites guests  to join the restaurant’s email list  via text and receive a buy‐one,  get‐one free coupon. • The campaign generated nearly  20,000 new email subscribers in  just two weeks. • Coupon redemption rates  exceeded 20 percent, making this  the restaurant’s most successful  new email list growth effort to  date.
  56. 56. Ally Bank Invites Customers to Text for Latest Money Market Rates 65
  57. 57. 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 mlb@mlb.com) 2 complete sign-up. H help Std rates apply
  58. 58. Best Use of Email + CRMto Nurture Leads and Fuel New and Repeat Sales
  59. 59. Email is the Backbone of Hitachi Data Systems’ Global E-communications Strategy Customer Newsletter Product LaunchWebinar Invite Product News Event Invitation Hitachi Data Systems uses email to: • Nurture leads; Keep existing customers connected to HDS • Support sales and service efforts of HDS field sales managers
  60. 60. The Mission • Provide email communications capability  to hundreds of Hitachi Data Systems Field  Marketing Managers around the globe. • Provide continuity in email design,  corporate branding, and messaging.  • Use email to support the selling efforts of Sean Mattson Hitachi Data Systems Field Sales Director,  Managers. Global Web MarketingHitachi Data SystemsSanta Clara, California
  61. 61. Online Marketing & Campaign Management Platform www.HDS.com Landing Pages,  Registration Pages “Thank You” Pages,  Webcasts / Podcasts Closed Total Integration  Tracking and Analytics Loop of Customer Data E‐communications Marketing Database
  62. 62. HITACHI USES EMAIL HELPIT PROFESSIONALS MAKE SMART DECISIONS
  63. 63. Hitachi Promotes Content Sharing via Social MediaHitachi makes it easy for subscribers to share e‐news articles, respond to offers and access content on the Hitachi Data Systems’ website. “Forward to a Friend” “View the Video” “Review the Case  Study”   “Try it Free for 30 Days”   “Read the Story”   “Register for Webinar”  
  64. 64. HITACHI USES EMAIL TO DRIVE ATTENDANCE FOR ITS WebTech WEBINAR SERIESWebTech Webinar Series• 35 webinars per year• Up to 200 attendees per event
  65. 65. HITACHI USES EMAIL TO PROMOTE ITS EVENTS
  66. 66. Hitachi Data Systems’ E-communications Solution• Deployed in 30 regions globally• More than 4 Million emails sent per year in 18 languages• Total compliance with HDS branding and messaging standards • Enables access approved email templates that can be easily customized• 24X7 Help Desk provides program consulting using ExactTarget training  materials and tutorials• All interaction – including email receipt, open, click through – tracked in  Oracle CRM On Demand
  67. 67. Customers Engage through Multiple Channels The Days of the Single‐Channel Consumer  are Gone and they’re not coming back.
  68. 68. Direct Marketing Requires Cross Channel EngagementSource: Forrester Research ‐ April 2009 “Campaign Management Needs A Reboot”
  69. 69. Interactive Marketing Hub™ from ExactTarget
  70. 70. Cross‐Channel Marketing Workflow Database Segmentation Campaign Program Customer / Prospect Management Campaign Planning Development and Execution Interaction Prospective SegmentOffline A Identify Customers Customers & Prospects • Offer/ Message • Channel Customer Data Acquisition Customers with Content Personalization Landing Page / Microsite Customer Specific Needs • Timing Program Development DemographicsProduct /Service Segment BNeeds, Interests Offer Select • Offer/ Message • Channel Products Information • Timing Online Purchased Offline Analytics Segment Cand Lead Score Determine Timing • Offer/ Message Campaign • ChannelResponse History • Timing Channels Campaign Response Tracking Database Updating / Lead Scoring
  71. 71. Obrigado!Joel BookExactTarget, Inc. jbook@exacttarget.com EmailMarketingbytheBook.com @JoelBook http://www.linkedin.com/in/joelbook

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