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

    • from “Sorta” to PortableFIVE Action Steps Towards portability R. J. TalyorDirector, Product MarketingExactTarget@rjtalyor
    • WE LIVE IN
      STRANGE
      TIMES
    • KINGDOMS
      ARE CRUMBLING
    • FANS ARE NOW
      REVOLUTIONARIES
    • Smell like a man, man.
    • FOOD WANTS
      US TO WATCH MORE
      TELEVISION
    • TELEVISION
      WANTS US TO WATCH MORE
      INTERNET
    • 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
    • Step 1: Relax. We’re all in the same boat
    • MOBILE AND SOCIAL LEAD GROWTH
    • STEP 2: KNOW YOUR MARKET
      • 93% of online consumers are subscribers
      • 38% of online consumers are fans;
      • 5% of online consumers are followers
      WHO’S OUT THERE?
    • 80% of respondents believe marketers should reimburse them for the cost of commercial text messages.
    • Step 3: Take Action
      (TEST!)
    • EMAIL IS PORTABLE
      • 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)
    • EMAIL + SOCIAL
      THE SOCIAL FORWARD
      EXACTTARGETinACTION
      www.
      .com
    • MOBILE POLLS & ALERTS
    • MOBILE CUSTOMER SERVICE
      CALLS
      TEXTS
    • YES, SOCIAL IS PORTABLE TOO
    • STEP 4:DEFINE A STRATEGY
    • Value: What’s in it for the individual? SUBSCRIBERS RULE!
      Relevancy: What 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.
      DEFINE A PORTABILITY STRATEGY
    • 29
      THE CONNECTING
      THREAD
      EXACTTARGETinACTION
      www.
      .com
    • 30
      1. SERVE INDIVIDUALS
      EXACTTARGETinACTION
      www.
      .com
    • 31
      2. HONOR THEIR PREFERENCES
      COMMUNICATION
      CONTENT
      FREQUENCY
      CHANNEL
      EXACTTARGETinACTION
      www.
      .com
    • 32
      3. DELIVER TIMELY, RELEVANT CONTENT THAT IMPROVES THEIR LIVES
      EXACTTARGETinACTION
      www.
      .com
    • STEP 5:PUT IT ALL TOGETHER
    • EXACTTARGET INTERACTIVE MARKETING HUB
    • EXACTTARGET INTERACTIVE MARKETING HUB
    • POWER ALL TYPES OF INTERACTIVE MESSAGING
    • Relax!
      Know Your Market
      Take Action (Test!)
      Define Your Strategy
      Put It All Together
      FROM “SORTA” TO “PORTABLE”
    • SUBSCRIBERS, FANS & FOLLOWERS
      • 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
    • R. J. Talyor
      Director, Product Marketing
      Exacttarget
      Rtalyor@exacttarget.com
      @rjtalyor