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FROM “SORTA” TO PORTABLE
FIVE ACTION STEPS TOWARDS PORTABILITY




JEFF CUNNING
PRODUCT MARKETING MANAGER
EXACTTARGET
@JEF...
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
                                     ...
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
     ...
Sales increase 107% in one month

Total web views reach 110 million –
surpassing the capabilities of
traditional marketing...
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 consu...
STEP 3:
TAKE ACTION




              (TEST!)
MOBILE INFORMATION
MOBILE CUSTOMER SERVICE



                              Incoming Texts vs Calls
                     35,000


           ...
MOBILE TO START THE CONVERSATION
EMAIL + SOCIAL
THE SOCIAL
FORWARD




                 www.
                 EXACTTARGETinACTION
                         ...
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 conten...
THE CONNECTING
                             THREAD


           THE FAN-CENTRIC               www.
presents
              ...
1. SERVE INDIVIDUALS




           THE FAN-CENTRIC                         www.
presents
                                ...
2. HONOR THEIR
PREFERENCES
                 COMMUNICATION
                      CONTENT
                    FREQUENCY
    ...
3. DELIVER TIMELY,
RELEVANT CONTENT THAT
IMPROVES THEIR LIVES




            THE FAN-CENTRIC           www.
 presents
   ...
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. Defi...
• 6-part research series into Email,
  Facebook & Twitter usage of
  1,500+ consumers
• Report #1: “Digital Morning”
• Vis...
JEFF CUNNING
PRODUCT MARKETING MANAGER
EXACTTARGET
JCUNNING@EXACTTARGET.COM
@JEFFCUNNING
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
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
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
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
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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

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

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

  1. 1. FROM “SORTA” TO PORTABLE FIVE ACTION STEPS TOWARDS PORTABILITY JEFF CUNNING PRODUCT MARKETING MANAGER EXACTTARGET @JEFFCUNNING
  2. 2. WE LIVE IN STRANGE TIMES
  3. 3. KINGDOMS ARE CRUMBLING
  4. 4. FANS ARE NOW REVOLUTIONARIES
  5. 5. FOOD WANTS US TO WATCH MORE TELEVISION
  6. 6. TELEVISION WANTS US TO WATCH MORE INTERNET
  7. 7. 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
  8. 8. STEP 1: RELAX. WE’RE ALL IN THE SAME BOAT
  9. 9. MOBILE AND SOCIAL LEAD GROWTH
  10. 10. WHAT’S DRIVING THE SHIFT TO INTERACTIVE MARKETING?
  11. 11. EMAIL OFFERS THE HIGHEST ROI (>$45) (source: DMA) www. 13 EXACTTARGETinACTION .com
  12. 12. Sales increase 107% in one month Total web views reach 110 million – surpassing the capabilities of traditional marketing -Mashable (7/2010)
  13. 13. MARKETERS ARE JUST GETTING STARTED 4 out of 5 online retailers have no mobile presence eMarketer 4/2010
  14. 14. HOW SHOULD I EVEN GET STARTED?
  15. 15. STEP 2: KNOW YOUR MARKET
  16. 16. 80% of respondents believe marketers should reimburse them for the cost of commercial text messages.
  17. 17. The world is going social.
  18. 18. WHO’S OUT THERE? • 93% of online consumers are subscribers • 38% of online consumers are fans; • 5% of online consumers are followers
  19. 19. STEP 3: TAKE ACTION (TEST!)
  20. 20. MOBILE INFORMATION
  21. 21. 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
  22. 22. MOBILE TO START THE CONVERSATION
  23. 23. EMAIL + SOCIAL THE SOCIAL FORWARD www. EXACTTARGETinACTION .com
  24. 24. YES, SOCIAL IS PORTABLE TOO
  25. 25. STEP 4: DEFINE A STRATEGY
  26. 26. 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.
  27. 27. THE CONNECTING THREAD THE FAN-CENTRIC www. presents www. FANMAILMARKETING 35 .com EXACTTARGETinACTION .com
  28. 28. 1. SERVE INDIVIDUALS THE FAN-CENTRIC www. presents www. FANMAILMARKETING 36 .com EXACTTARGETinACTION .com
  29. 29. 2. HONOR THEIR PREFERENCES COMMUNICATION CONTENT FREQUENCY CHANNEL THE FAN-CENTRIC www. presents www. FANMAILMARKETING 37 .com EXACTTARGETinACTION .com
  30. 30. 3. DELIVER TIMELY, RELEVANT CONTENT THAT IMPROVES THEIR LIVES THE FAN-CENTRIC www. presents www. FANMAILMARKETING 38 .com EXACTTARGETinACTION .com
  31. 31. STEP 5: PUT IT ALL TOGETHER
  32. 32. EXACTTARGET INTERACTIVE MARKETING HUB
  33. 33. EXACTTARGET INTERACTIVE MARKETING HUB
  34. 34. POWER ALL TYPES OF INTERACTIVE MESSAGING
  35. 35. 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
  36. 36. • 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
  37. 37. JEFF CUNNING PRODUCT MARKETING MANAGER EXACTTARGET JCUNNING@EXACTTARGET.COM @JEFFCUNNING

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