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Marketing to the Power of ONE
 

Marketing to the Power of ONE

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Modern era marketing has become a 24/7 quest to deliver offers, information, alerts and invitations to individuals that are personalized to their needs, interests, and product usage profile. And this ...

Modern era marketing has become a 24/7 quest to deliver offers, information, alerts and invitations to individuals that are personalized to their needs, interests, and product usage profile. And this communication must take place seamlessly across multiple channels including in-store, and online.

Today's customers are hyper-connected and highly influential. Which is why "Personalization" has become the new marketing imperative. Marketing to the Power of ONE involves the effective use of customer data and cross-channel marketing automation technology to "serve" customers better by delivering a brand experience that fuels continued product usage and invites brand advocates to share their recommendations.

In this presentation, Joel Book discusses the major factors that are transforming marketing and explains what this means for brands. He then outlines how smart brands are building their integrated digital marketing strategies on the four cornerstones of the Brand Website, Email Marketing, Social Media and Mobile.

Included are multiple examples and case studies from B2C an d B2B brands that innovative and successful users of digital marketing.

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    Marketing to the Power of ONE Marketing to the Power of ONE Presentation Transcript

    • Joel BookPrincipal, Research & EducationExactTarget
    • @JoelBook @ExactTarget
    • Marketing [R]evolution2013Mobile EmailSMS + MMSIMEmailFaxDirect MailTelephoneTVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsSocial MediaMobile AppsLocation Based AdsSocial Media AdsQR Codes1990sIMEmailFaxDirect MailTelephoneTVRadioPrintDisplayWebsiteSearchOnline Advertising1999IMEmailFaxDirect MailTelephoneTVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing2000sMobile EmailSMSIMEmailFaxDirect MailTelephoneTVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsSocial MediaMobile Web<1989FaxDirect MailTelephoneTVRadioPrintDisplayIn 2013, we have 4X thenumber of marketingcommunication channelswe had in 1989.
    • Digital Marketing by the Numbers . . .Digital Marketing by the Numbers . . .More than 1Billion peopleperform searches on GoogleeverydayMore than 1Billion peopleperform searches on Googleeveryday93% of US online consumers areemail subscribers93% of US online consumers areemail subscribers66% of US email subscribershave made a purchase triggeredby an offer received by email66% of US email subscribershave made a purchase triggeredby an offer received by email43% of all emails sent are nowopened on a mobile device43% of all emails sent are nowopened on a mobile device67% of consumers are morelikely to buy if the website ismobile-friendly67% of consumers are morelikely to buy if the website ismobile-friendly90% of consumers trust onlineproduct reviews andrecommendations90% of consumers trust onlineproduct reviews andrecommendations22% of consumers purchaseproducts recommended by brandadvocates22% of consumers purchaseproducts recommended by brandadvocatesIn 2013, smartphones willovertake PCs as the mostcommon Web access deviceIn 2013, smartphones willovertake PCs as the mostcommon Web access device
    • MagazineAllMarketingis Cross-ChannelMarketing
    • NOW SERVINGConsumers areDemandingCross-ChannelIntegration!49% of Customerswant a SeamlessShopping Experienceacross all ChannelsSource: Accenture Seamless Retail Study, 2013
    • SocialNetworkingChannelsText/SMSPhoneWeb/SearchSocial Reviews &EducationalVideosEmailShoppingMobile isAcceleratingCross-ChannelEngagement!
    • Marketing has becomea 24/7 Quest to DeliverPersonalizedOffers, Alerts,Invitationsand Information
    • @JoelBook @ExactTarget
    • “In the 21st century, the databasehas become the marketplace.”-- Stan Rapp
    • NOW SERVINGSERVINGSELLINGhas becomethe new
    • buy more from retailers whosend them personalized emails.buy more from retailers whopersonalize across channels.buy more from retailerswho personalize productrecommendations online.Source: MyBuys / the e‐tailing Group, March 2013The Personalization Imperative!
    • Doing Personalization at Scale Requires AutomationCampaign Response TrackingCustomerEngagement StrategyCurrentCustomersContactProspectiveCustomersOfferInformationContentTimingChannelsBus.RulesOfflineOnlineOfflineCampaign ProgramDevelopment and ExecutionContentPersonalizationMessageDeliveryOffer/Message 1• Content• Channel• TimingOffer/Message Nth• Content• Channel• TimingOffer/Message 2• Content• Channel• TimingDatabase Updating / Lead ScoringProduct /ServiceNeeds, InterestsCampaignResponse HistoryAnalyticsand Lead ScoreProduct /ServicePurchase HistoryCustomerDemographicsCustomerContact InformationDatabaseManagementEvent AttendanceHistoryLandingPage/MicrositeCustomerDataAcquisitionInteraction andResponse Tracking
    • @JoelBook @ExactTarget
    • BrandWebsite
    • • Where Buyers Engage First• Enables Access to Content• Promotes Email Subscription
    • Your Website is “Ground Zero” for EngagementTradeShowsSponsoredEventsPrintAdvertisingDirect Mail& CatalogSocialMediaBroadcastAdvertisingPublicRelationsEducationalWebinarSearch EngineMarketingOnlineAdvertisingEmailMarketingWord ofMouth
    • Consumers Rate Websites the #1 Channel forProduct Evaluation, Selection and After Sale Care
    • 75% of CompaniesWorldwideIntegrate theirEmail MarketingProgram with theirWebsite
    • Dynamic Content PersonalizationUsing Customer Data and Business Rules to Delivera Personalized Online Experience
    • Engagement beginswith registration atScotts.com
    • Scotts gives websitevisitors “a reason” toregister.
    • Scotts invites websitevisitors to subscribe toLawn Care UpdateScotts Converts Website Visitors to Subscribers
    • Scotts Teaches ConsumersWhat Scotts Products to Use,When to Use them, and HowResults• Scotts research shows Lawn Care Updatesubscribers use 1.5 more Scotts products thannon-subscribersObjectives• Deliver Personalized Content to Consumers• Drive Traffic to Channel Partners• Expand Scotts “Brand Advocates” CommunityOverview• Started in Spring 2000• Subscribers: 1,800,000+• 355 unique geo-demographic versions
    • 57% of MarketingProfessionals say NothingWorks Better for LeadNurturing than EmailNewsletters.
    • Invites website visitors to subscribe to a Volvo Construction Equipment e-newsletter.
    • Website visitors are invited tosubscribe to Volvo ConstructionEquipment’s eNewsletters
    • Volvo uses Emailto help dealers sellnew equipment
    • Volvo uses Emailto help dealers sellused equipment
    • Volvo Construction Equipment’s digitalmarketing solution helps dealers to sellmillions of dollars worth of new and usedequipment each year.
    • In 2013,smartphoneswill overtakePCs as the mostcommon Webaccess deviceworldwide.Source: Gartner
    • 21% of consumers use their mobile devices to compare informationabout companies, products and pricing before making a purchase.44% check prices in store. Sources: McKinsey Global Institute; Chief Marketer67% of consumers are more likely to buy a company’s product orservice if their website is mobile-friendly!Source: Google/Sterling Research/SmithGeiger
    • Source: TripAdvisor, “Trip Barometer” conducted byStrategyOne. March 6, 2013
    • 40% of consumers willmove to a competitor’sbanking site if theircurrent bank’s site is notmobile optimizedSource: Google Mobile Banking Trends Report, 2012More than 1 billionsmartphone users will usetheir device for mobilebanking in four years.Thats nearly double thenumber of current mobilebanking users.Source: Jupiter Research, 2013
    • The Backbone ofCustomer Engagement
    • 93% of U.S. onlineconsumers are emailsubscribers, andreceive at least onepermission-based emaileach day.
    • Email Delivers ResultsThroughout the EntireCustomer Engagement Life CycleBusiness Getting Business KeepingThe Customer Life Cycle
    • Acquire Engage Convert Serve Grow Retain
    • Acquire Engage Convert Serve Grow Retain• Target Audience:Individuals age 25-44• In 30 days:- 449 inquiries- 201 leads• Increased sales 10%
    • Acquire Engage Convert Serve Grow Retain
    • 1. Choose Your Destination2. Choose Your Fit3. Choose Your River 4. Give Western River yourname and email addressEmail Helps Western RiverExpeditions Drive BookingsEmail Helps Western RiverExpeditions Drive BookingsAcquire Engage Convert Serve Grow Retain
    • Acquire Engage Convert Serve Grow RetainDelta’s Email Alerts Keep Travelers Informed43% of U.S. Online ConsumersPrefer to Receive Travel Alerts via Email{{
    • Acquire Engage Convert Serve Grow RetainSponsored EventsPersonalizedproductrecommendationsLoyaltyProgramInformationMobileClosest Best BuyStoreMessage forBest BuyCredit CardHoldersGeneralMessages10 – 12 themessegmented bycustomer typeMessage fromPartnersWeekly Email CampaignEmail Volume: 20MillionEmail Versions: 18MillionBest Buy PersonalizesProduct Recommendationsto the Customer’s Profile
    • Acquire Engage Convert Serve Grow RetainPapa John’s DailyDeal Offers DriveOnline SalesUses Email + SMS to driveresponseEmail invites customers to“Share this offer” withFacebook friends, TwitterfollowersDrives traffic to local PapaJohn’s franchisees
    • • Increases Brand Awareness• Fuels the Conversation• Attracts New Customers@JoelBook @ExactTarget
    • 146.8 Million U.S.Facebook UsersSource: eMarketer
    • 31.9 Million U.S.Twitter UsersSource: eMarketer
    • Accumulating Thousands of “Fans & Followers”Does Not Mean You have a Social MediaStrategy!
    • To Monetize Social Media, Brands Must Developa plan to Convert Fans & Followers toEmail Subscribers!
    • Gave Facebook members a chanceto register to win an iPad by “liking”eBags on Facebook.eBags “Bag an iPad”SweepstakeseBags used SocialPages™ tocreate a series of Facebook Adstargeting their ideal audience anddirected consumers to a tab on theirFacebook page devoted to thepromotion.
    • The data eBags acquiredautomatically populated anemail that invited thecustomer to subscribe toeBags’ email campaignsand start receiving specialoffers exclusively for emailsubscribers.eBags “Bag an iPad”Sweepstakes
    • eBags’ Welcome Email provided a 20%Off “eBagsInsider Exclusive” offer fornew subscribers.eBags “Bag an iPad”Sweepstakes
    • ResultsOver the course of the 30 daycontest eBags added:• 46,000 new Facebook fans• 28,000 new subscriberseBags “Bag an iPad”Sweepstakes
    • • Delivers Exclusive Offers• Keep Members Engaged• Extends Customer Service@JoelBook @ExactTarget
    • By the end of 2013, 1.4 billion smartphoneswill be in use worldwide, up 44% over 2012.[ 798MM Android, 294MM Apple iOS, 45MM Windows ]Source: ABI ResearchThe Number of U.S. Smartphone Userswill grow to 137.5 million in 2013.Source: eMarketer
    • Mobile is FuelingExpanded Use of Email
    • 43% of All Emails Sent are Now Openedand Read on a Mobile Device.Source: Return Path
    • When Hitachi Data Systems’email newsletter is viewed on amobile device, the font size isincreased automatically.
    • Using Responsive Design, CareerBuilder experienced a 15% increasein open-rate on smartphones and a 21% increase in click-through!Android iPhone BlackBerry
    • MobileConnect™Mobile is FuelingNew Capabilities forDirect Response
    • The State of Mobile Content Marketinghttp://www.slideshare.net/ExactTarget90% of Tablet and Smartphone Users Sendand Respond to SMS/Text Messages
    • Pei Wei Uses Mobileto Drive Store Trafficand Attract New EmailSubscribers
    • Over a 14 dayperiod, Pei Weiguests wereinvited to textand receive abuy-one, get-one freecoupon viaemail for its newCaramel Chickenentree.80565Caramel JoelBook@ATT.net
    • Landing Page forCaramel Chicken BOGOOffer Sign-up and EmailSubscription
    • Bar-Coded EmailCoupons DriveConsumers to StoresCampaign Results:• Generated 18,000 newemail subscribers.• Produced couponredemption rates of 20%!
    • Vegas.com uses SMS/Text todrive visitor traffic to its mobilesite where they promoteexclusive last-minute travel dealsResults:• 70% increase in revenue persite visit• 250% increase in revenue frommobile devices
    • • Billboard ad at LosAngeles (LAX) airport• Invites travelers to useSMS/Text to opt-in toVegas.com DealsprogramVegas.com Invites Travelers to ReceiveExclusive Deals via SMS/Text Messages
    • Traveler Opts in to Offer Receives Confirmation Goes to m.vegas.com
    • Visitors to m.vegas.comare invited to becomeemail subscribers
    • MobileConnect™Mobile isEnabling BetterCustomer Service
    • Orange County TransitAuthority Uses MobileAlerts to Serve Commuters
    • Alaska Air Uses Text Alerts toKeep Passengers Informed aboutFlight Departure and Arrival Times
    • Scotts Alertslet ConsumersKnow Whenthe Time isRight to Use itsProducts
    • Marketing has becomea 24/7 Quest to DeliverPersonalizedOffers, Alerts,Invitationsand Information
    • We’re Here to Help.
    • Joel BookPrincipal, Marketing Research & Education@JoelBook @ExactTargetEmail: jbook@ExactTarget.com