from “Sorta” to PortableFIVE Action Steps Towards portability R. J. TalyorDirector, Product MarketingExactTarget@rjtalyor<...
WE LIVE IN<br />STRANGE<br />TIMES<br />
KINGDOMS <br />ARE CRUMBLING<br />
FANS ARE NOW<br />REVOLUTIONARIES<br />
Smell like a man, man.  <br />
FOOD  WANTS <br />US  TO  WATCH  MORE<br />TELEVISION<br />
TELEVISION<br />WANTS US TO WATCH MORE<br />INTERNET<br />
Addressable Voice<br />Mobile Email<br />SMS + MMS<br />IM <br />Email<br />Direct Mail<br />Telephone<br />MARKETING (R)E...
Step 1:  Relax. We’re all in 			     the same boat<br />
MOBILE AND SOCIAL LEAD GROWTH<br />
STEP 2: KNOW YOUR MARKET<br />
<ul><li>    93% of online consumers are subscribers
    38% of online consumers are fans;
5% of online consumers are followers</li></ul>WHO’S OUT THERE?<br />
80% of respondents believe marketers should reimburse them for the cost of commercial text messages.<br />
Step 3:  Take Action<br />(TEST!)<br />
EMAIL IS PORTABLE <br /><ul><li>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) </li></li></ul><li>
EMAIL + SOCIAL<br />THE SOCIAL FORWARD<br />EXACTTARGETinACTION<br />www.<br />.com<br />
MOBILE POLLS & ALERTS<br />
MOBILE CUSTOMER SERVICE<br />CALLS<br />TEXTS<br />
YES, SOCIAL IS PORTABLE TOO<br />
STEP 4:DEFINE A STRATEGY<br />
Value: What’s in it for the individual? SUBSCRIBERS RULE!<br />Relevancy: What content can you provide that’s “worth it?” ...
Portability?</li></ul>Frequency: How often do individuals want to interact?<br />ROI: How will the program be measured? <b...
29<br />THE CONNECTING<br />THREAD<br />EXACTTARGETinACTION<br />www.<br />.com<br />
30<br />1. SERVE INDIVIDUALS<br />EXACTTARGETinACTION<br />www.<br />.com<br />
31<br />2. HONOR THEIR PREFERENCES<br />COMMUNICATION<br />CONTENT<br />FREQUENCY<br />CHANNEL<br />EXACTTARGETinACTION<br...
32<br />3. DELIVER TIMELY, RELEVANT CONTENT THAT IMPROVES THEIR LIVES <br />EXACTTARGETinACTION<br />www.<br />.com<br />
STEP 5:PUT IT ALL TOGETHER<br />
EXACTTARGET INTERACTIVE MARKETING HUB<br />
EXACTTARGET INTERACTIVE MARKETING HUB<br />
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From "Sorta" to Portable: Five Actionable Steps to Embrace On-The-Go Customers Through Email, Mobile and Social - ExactTarget

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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 online marketing seminar 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 who at every stage of this transition to portability.

* R.J. Talyor, Director of Product Marketing, ExactTarget (@rjtaylor

* Jeff Cunning, Product Marketing Manager, ExactTarget (OMS MIAMI)

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

  1. 1. from “Sorta” to PortableFIVE Action Steps Towards portability R. J. TalyorDirector, Product MarketingExactTarget@rjtalyor<br />
  2. 2. WE LIVE IN<br />STRANGE<br />TIMES<br />
  3. 3. KINGDOMS <br />ARE CRUMBLING<br />
  4. 4. FANS ARE NOW<br />REVOLUTIONARIES<br />
  5. 5.
  6. 6. Smell like a man, man. <br />
  7. 7. FOOD WANTS <br />US TO WATCH MORE<br />TELEVISION<br />
  8. 8. TELEVISION<br />WANTS US TO WATCH MORE<br />INTERNET<br />
  9. 9. Addressable Voice<br />Mobile Email<br />SMS + MMS<br />IM <br />Email<br />Direct Mail<br />Telephone<br />MARKETING (R)EVOLUTION<br />Mobile Email<br />SMS<br />IM<br />Email<br />Direct Mail<br />Telephone<br />IM<br />Email<br />Direct Mail<br />Telephone<br />IM<br />Email<br />Direct Mail<br />Telephone<br />Direct Mail<br />Telephone<br /><1990<br />1990s<br />1999<br />2000s<br />2010<br />TV<br />Radio<br />Print<br />Display<br />TV<br />Radio<br />Print<br />Display<br />Website<br />Search<br />Online Display<br />TV<br />Radio<br />Print<br />Display<br />Website<br />Search<br />Online Display<br />Paid Search<br />Landing Pages<br />Microsites<br />Online Video<br />Webinars<br />Affiliate Marketing<br />TV<br />Radio<br />Print<br />Display<br />Website<br />Search<br />Online Display<br />Paid Search<br />Landing Pages<br />Microsites<br />Online Video<br />Affiliate Marketing<br />Webinars<br />Blogs<br />RSS<br />Podcasts<br />Wikis<br />Social Networks<br />Mobile Web<br />TV<br />Radio<br />Print<br />Display<br />Website<br />Search<br />Online Display<br />Paid Search<br />Landing Pages<br />Microsites<br />Online Video<br />Affiliate Marketing<br />Webinars<br />Blogs<br />RSS<br />Podcasts<br />Wikis<br />Social Networks<br />Mobile Web<br />Behavioral<br />Social Media & Ads<br />Virtual Worlds<br />Widgets<br />Twitter<br />
  10. 10. Step 1: Relax. We’re all in the same boat<br />
  11. 11. MOBILE AND SOCIAL LEAD GROWTH<br />
  12. 12.
  13. 13. STEP 2: KNOW YOUR MARKET<br />
  14. 14.
  15. 15. <ul><li> 93% of online consumers are subscribers
  16. 16. 38% of online consumers are fans;
  17. 17. 5% of online consumers are followers</li></ul>WHO’S OUT THERE?<br />
  18. 18.
  19. 19. 80% of respondents believe marketers should reimburse them for the cost of commercial text messages.<br />
  20. 20.
  21. 21.
  22. 22. Step 3: Take Action<br />(TEST!)<br />
  23. 23. EMAIL IS PORTABLE <br /><ul><li>Inbound text program to receive follow-up from industry presentation
  24. 24. 62% audience participation in inbound text program (Text Capture)
  25. 25. Participants received one-time email that included coupon and additional resources (see right) </li></li></ul><li>
  26. 26. EMAIL + SOCIAL<br />THE SOCIAL FORWARD<br />EXACTTARGETinACTION<br />www.<br />.com<br />
  27. 27. MOBILE POLLS & ALERTS<br />
  28. 28. MOBILE CUSTOMER SERVICE<br />CALLS<br />TEXTS<br />
  29. 29. YES, SOCIAL IS PORTABLE TOO<br />
  30. 30. STEP 4:DEFINE A STRATEGY<br />
  31. 31. Value: What’s in it for the individual? SUBSCRIBERS RULE!<br />Relevancy: What content can you provide that’s “worth it?” <br /><ul><li>Urgency?
  32. 32. Portability?</li></ul>Frequency: How often do individuals want to interact?<br />ROI: How will the program be measured? <br /><ul><li>Value to individual, conversions, retention, additional bookings, incremental visits, cost savings, etc.</li></ul>DEFINE A PORTABILITY STRATEGY <br />
  33. 33. 29<br />THE CONNECTING<br />THREAD<br />EXACTTARGETinACTION<br />www.<br />.com<br />
  34. 34. 30<br />1. SERVE INDIVIDUALS<br />EXACTTARGETinACTION<br />www.<br />.com<br />
  35. 35. 31<br />2. HONOR THEIR PREFERENCES<br />COMMUNICATION<br />CONTENT<br />FREQUENCY<br />CHANNEL<br />EXACTTARGETinACTION<br />www.<br />.com<br />
  36. 36. 32<br />3. DELIVER TIMELY, RELEVANT CONTENT THAT IMPROVES THEIR LIVES <br />EXACTTARGETinACTION<br />www.<br />.com<br />
  37. 37. STEP 5:PUT IT ALL TOGETHER<br />
  38. 38. EXACTTARGET INTERACTIVE MARKETING HUB<br />
  39. 39. EXACTTARGET INTERACTIVE MARKETING HUB<br />
  40. 40. POWER ALL TYPES OF INTERACTIVE MESSAGING<br />
  41. 41. Relax! <br />Know Your Market<br />Take Action (Test!)<br />Define Your Strategy<br />Put It All Together<br />FROM “SORTA” TO “PORTABLE” <br />
  42. 42. SUBSCRIBERS, FANS & FOLLOWERS<br /><ul><li>6-part research series into Email, Facebook & Twitter usage of 1,500+ consumers
  43. 43. Report #1: “Digital Morning”
  44. 44. Visit www.exacttarget.com/sff or text SFF & your email address to 38767 to download</li></li></ul><li>R. J. Talyor<br />Director, Product Marketing<br />Exacttarget<br />Rtalyor@exacttarget.com<br />@rjtalyor<br />

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