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 …

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