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From "Sorta" to Portable:  Five Actionable Steps to Embrace On-The-Go Customers Through Email, Mobile and Social
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From "Sorta" to Portable: Five Actionable Steps to Embrace On-The-Go Customers Through Email, Mobile and Social

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From "Sorta" to Portable: Five Actionable Steps to Embrace On-The-Go Customers Through Email, Mobile and Social...

From "Sorta" to Portable: Five Actionable Steps to Embrace On-The-Go Customers Through Email, Mobile and Social

To create and maintain a conversation with today's mobile, hyper-social and connected customers, marketers develop a strategy to make their marketing portable. Many organizations haven't started this transition, while others have just started the process of evolving programs from "sorta" to portable. This session will provide five actionable steps for creating email, mobile and social programs that resonate with on-the-go audiences and feature case studies for clients at every stage of this transition to portability.

* Jeff Cunning, Product Marketing Manager, ExactTarget

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    From "Sorta" to Portable:  Five Actionable Steps to Embrace On-The-Go Customers Through Email, Mobile and Social From "Sorta" to Portable: Five Actionable Steps to Embrace On-The-Go Customers Through Email, Mobile and Social Presentation Transcript

    • FROM “SORTA” TO PORTABLE FIVE ACTION STEPS TOWARDS PORTABILITY JEFF CUNNING PRODUCT MARKETING MANAGER EXACTTARGET @JEFFCUNNING
    • WE LIVE IN STRANGE TIMES
    • KINGDOMS ARE CRUMBLING
    • FANS ARE NOW REVOLUTIONARIES
    • FOOD WANTS US TO WATCH MORE TELEVISION
    • TELEVISION WANTS US TO WATCH MORE INTERNET
    • Addressable Voice MARKETING (R)EVOLUTION Mobile Email SMS Mobile Email SMS + MMS IM IM IM IM Email Email Email Email Direct Mail Direct Mail Direct Mail Direct Mail Direct Mail Telephone Telephone Telephone Telephone Telephone <1990 1990s 1999 2000s 2010 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 Behavioral Mobile Web Social Media & Ads Virtual Worlds Widgets Twitter
    • STEP 1: RELAX. WE’RE ALL IN THE SAME BOAT
    • MOBILE AND SOCIAL LEAD GROWTH
    • WHAT’S DRIVING THE SHIFT TO INTERACTIVE MARKETING?
    • EMAIL OFFERS THE HIGHEST ROI (>$45) (source: DMA) www. 13 EXACTTARGETinACTION .com
    • Sales increase 107% in one month Total web views reach 110 million – surpassing the capabilities of traditional marketing -Mashable (7/2010)
    • MARKETERS ARE JUST GETTING STARTED 4 out of 5 online retailers have no mobile presence eMarketer 4/2010
    • HOW SHOULD I EVEN GET STARTED?
    • STEP 2: KNOW YOUR MARKET
    • 80% of respondents believe marketers should reimburse them for the cost of commercial text messages.
    • The world is going social.
    • WHO’S OUT THERE? • 93% of online consumers are subscribers • 38% of online consumers are fans; • 5% of online consumers are followers
    • STEP 3: TAKE ACTION (TEST!)
    • MOBILE INFORMATION
    • MOBILE CUSTOMER SERVICE Incoming Texts vs Calls 35,000 30,000 CALLS 25,000 Number inncoming 20,000 15,000 10,000 5,000 0 TEXTS Week Texts Calls
    • MOBILE TO START THE CONVERSATION
    • EMAIL + SOCIAL THE SOCIAL FORWARD www. EXACTTARGETinACTION .com
    • YES, SOCIAL IS PORTABLE TOO
    • STEP 4: DEFINE A STRATEGY
    • DEFINE A PORTABILITY STRATEGY Value: What’s in it for the individual? SUBSCRIBERS RULE! Relevancy: What mobile content can you provide that’s “worth it?” • Urgency? • Portability? Frequency: How often do individuals want to interact? ROI: How will the program be measured? • Value to individual, conversions, retention, additional bookings, incremental visits, cost savings, etc.
    • THE CONNECTING THREAD THE FAN-CENTRIC www. presents www. FANMAILMARKETING 35 .com EXACTTARGETinACTION .com
    • 1. SERVE INDIVIDUALS THE FAN-CENTRIC www. presents www. FANMAILMARKETING 36 .com EXACTTARGETinACTION .com
    • 2. HONOR THEIR PREFERENCES COMMUNICATION CONTENT FREQUENCY CHANNEL THE FAN-CENTRIC www. presents www. FANMAILMARKETING 37 .com EXACTTARGETinACTION .com
    • 3. DELIVER TIMELY, RELEVANT CONTENT THAT IMPROVES THEIR LIVES THE FAN-CENTRIC www. presents www. FANMAILMARKETING 38 .com EXACTTARGETinACTION .com
    • STEP 5: PUT IT ALL TOGETHER
    • EXACTTARGET INTERACTIVE MARKETING HUB
    • EXACTTARGET INTERACTIVE MARKETING HUB
    • POWER ALL TYPES OF INTERACTIVE MESSAGING
    • FROM “SORTA” TO “PORTABLE” 1. Relax. We’re All In The Same Boat. 2. Know Your Market 3. Take Action (Test!) 4. Define Your Strategy 5. Put It All Together
    • • 6-part research series into Email, Facebook & Twitter usage of 1,500+ consumers • Report #1: “Digital Morning” • Visit www.exacttarget.com/sff or text SFF & your email address to 38767 to download
    • JEFF CUNNING PRODUCT MARKETING MANAGER EXACTTARGET JCUNNING@EXACTTARGET.COM @JEFFCUNNING