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
8. 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
34. 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.
35. THE CONNECTING
THREAD
THE FAN-CENTRIC www.
presents
www.
FANMAILMARKETING
35
.com
EXACTTARGETinACTION
.com
37. 2. HONOR THEIR
PREFERENCES
COMMUNICATION
CONTENT
FREQUENCY
CHANNEL
THE FAN-CENTRIC www.
presents
www.
FANMAILMARKETING
37
.com
EXACTTARGETinACTION
.com
38. 3. DELIVER TIMELY,
RELEVANT CONTENT THAT
IMPROVES THEIR LIVES
THE FAN-CENTRIC www.
presents
www.
FANMAILMARKETING
38
.com
EXACTTARGETinACTION
.com
43. 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
44. • 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