The Digital Marketing Cafe - France

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  • 2. DEAR INTERACTIVE MARKETER: Social media has revolutionized how people communicate with each other, interact with brands, and prefer to be contacted by marketers. While marketers have plenty of information about what consumers do online, there’s relatively little information that helps us understand WHY consumers behave the way they do. At ExactTarget, we recognize that creating and maintaining relationships with consumers requires more than clever writing and glossy marketing materials. To truly connect with customers, marketers need to understand both consumer behaviors and motivations. That’s why we went straight to the source. We asked consumers about their usage and attitudes towards email, Facebook, and Twitter—the channels most commonly used by consumers for online communications. In The Digital Café, we build on our global SUBSCRIBERS, FANS, & FOLLOWERS research series by sharing insights from our first-ever study of French online consumers. In this report, you’ll discover how French consumers spend their days interacting with email, Facebook, and Twitter, and what motivates them to become a subscriber, fan, or follower of brands online. Spend some time reading, sharing, and discussing The Digital Café, and let us know how the findings impact your interactive strategy. Warm regards, Jean-Philippe2 © 2012 ExactTarget |
  • 3. 77% of the French population is online, and younger consumers, aged 18-44, are much morelikely (97%) to be online than consumers over the age of 64 (31%).INTRODUCTIONThe Digital Café provides an overview of how online French consumers interact with email,Facebook, and Twitter. In this report, we’ll explore three main themes: Cross-Channel• When and how French consumers use email, Facebook, and Twitter Marketing (n.) The use of one el to• What motivates consumer interaction in each of these channels marketing chann te• How marketers can communicate more effectively across channelsPrior SUBSCRIBERS, FANS, & FOLLOWERS research conducted in the US, UK, Australia, Brazil, support or promo another channel.and Germany has focused on similar themes. In these countries, we’ve found that consumers useeach of these channels for distinct reasons. Those marketers who understand these differencesare better able to leverage the unique strengths of each and create a comprehensive, effectivecross-channel marketing strategy.FOR THE PURPOSES OF THIS REPORT, WE HAVE DEFINED THE TERMSSUBSCRIBERS, FANS, AND FOLLOWERS AS SUCH: SUBSCRIBERS FANS FOLLOWERS French online consumers with an active French online consumers who receive French online consumers with an active Facebook account who have become a at least one permission-based email per Twitter profile who “follow” at least one fan (i.e., “liked”) at least one company or day on average. company or brand on Twitter. brand on Facebook. 90% of online French consumers we polled are SUBSCRIBERS. 43% of online French consumers we polled are FANS. 4% of online French consumers we polled are FOLLOWERS. © 2012 ExactTarget | 3
  • 4. NOW TRENDING Email is the strongest channel within the French market, both in terms The emphasis on caution and the trend of increased selectivity around of adoption and usage—a trend that’s consistent across all countries connecting with brands online emphasizes the need to clearly communicate we’ve studied as part of the SUBSCRIBERS, FANS, & FOLLOWERS the value consumers will get becoming a subscriber, fan, or follower. research series. It’s also a channel used by nearly all French consumers, In doing so, you should also limit the amount of information you collect at regardless of age. registration and continually demonstrate real value to consumers. When analyzing the use of social media within the French online consumer As we dig further into the insights gleaned from this research, we’ll continue market, Facebook and Twitter usage is heavily skewed towards younger to analyze trends we see within and between channels. Email, Facebook, and age groups—a trend that’s similar to most other countries we’ve studied Twitter are very unique, yet the consumers who interact with each channel as part of the SUBSCRIBERS, FANS, & FOLLOWERS series: have similar expectations of how marketers will engage with them online. • 60% of French consumers are active Facebook users, compared to 69% of consumers in Australia and 68% in the UK. PURCHASING POWER • 71% of active Facebook users in France have “liked” a brand, compared to 79% of consumers in Australia and 66% in the UK. the direct de a purchase as st likely to have ma Consistent with our observations in the UK and Germany, approximately French consumers are mo (48%), direct mail age through email half (53%) of active Twitter users are followers. However, the number a marketing mess es as result of receiving have made purchas ). Relatively few of French consumers actively using Twitter trails these countries—only (34%), and coupon sites (31% gh newe r digital ting message throu receiving a marke 7% of French consumers are active Twitter users, compared to 11% the direct result of ok (7%), an d Twitter (2%). t/SMS (9%), Facebo in Germany and 18% in the UK. channels such as tex rs, Twitter? For starte ail, Facebook, and Forty-two percent of French consumers describe themselves as Why such dis parity between em ails from work, ngside personal em g emails arrive alo ail (most do daily) , “cautious” when they are online—agreeing with the statement visibility. Marketin checking em So if consumers are es sent via newer “I tend to be very selective about who I communicate with and what family, and friends. message. Messag ce they’ll see your I communicate online.” They are also becoming more selective about there’s a good chan ining the same kind of visibility r, face challenges ga digita l channels, howeve rta in posts over the companies they engage with online. which prioritizes ce nk on Facebook— in messages as email. EdgeRa Twitter may result ng nature of • 65% of subscribers have become more selective about sharing others—an d the rapid streami king for your brand on umer is actively loo their email address with companies over the past year. going unse en, unless a cons • 39% of fans report becoming more selective about which r. Facebook or Twitte onal tools for interpers companies they like. opted primarily as Often, digita l channels are ad them as platforms • 49% of followers have become more selective about which nsumers to embrace can take time for co singly companies they follow. communication. It these channe ls play an increa for conducting commerce. But as olve. channel will likely ev e life, the role of the pro minent role in onlin4 © 2012 ExactTarget |
  • 5. SUBSCRIBERS, FANS, & FOLLOWERS (BY AGE)Source: ExactTarget 2012 Global Research (France), August 2012 N= 1,545 French online survey respondents, age 18+ Email Subscribers Facebook Fans Twitter Followers 18-24 25-34 35-44 45-54 55-64 65 or Older 95% 93% 90% 87%84% 85% 68% 51% 42% 37% 27% 26% 9% 6% 3% 2% 2% 1%PAST, PRESENT, & FUTUREA recent survey conducted by IFOP Group in France revealed that it appears that the use of these sites is decreasing, while the useFacebook (49%), Windows Live (40%), and Copains d’avant (37%) are of Facebook and Twitter is on the rise.the top social networking sites in France. But, recognition of Facebook Usage of social sites changes quickly and often. To ensure that you’re(95%), YouTube (92%), and Twitter (85%) has increased since 2011. targeting consumers through the most appropriate channels, regularlyWhile consumers continue to use social networks with a historical evaluate whether continued marketing investments in a specific channelpresence in France (specifically Windows Live and Copains d’avant), are likely to bring the desired return.“Observatoire des Réseaux Sociaux,”IFOP Group, November 2011, © 2012 ExactTarget | 5
  • 6. DIGITAL MORNING Understanding the mindset of consumers as they start their days—whether focused on business, social, or news—as well as the lens through which they access their first online content reveals preferences and priorities and provides valuable insight into the most effective ways to meet consumers where they are. Overall, 78% of online French consumers check email first thing in the morning. In distant second, third, and fourth places are Facebook (11%), search/portal sites (3%), and news sites (3%). Across every age group, email is the most common initial check-in of the digital day, but motivations do vary considerably with age. Older age groups give higher priority to email as they are more likely to use the channel as a primary means of digital interpersonal communication. • 86% of consumers aged 55+ start their digital days with email. • 73% of 25-34 year olds start their days with email and 15% start with Facebook. • 58% of 18-24 year olds start their days with email and 28% start with Facebook. Fifty-three percent of online French consumers own a smartphone. Still, most (79%) use their personal computers as the device of choice in the morning, followed by their mobile phones (10%), with some consumers (8%) waiting until they arrive at work or school to access online content. But, the percentage of people reaching for their smartphones is shifting. Twenty-five percent of 18–24 year olds reach for their mobile phones to perform the first digital check of the day. As consumers become increasingly reliant on mobile devices, it will be essential to optimize your brand’s emails for mobile consumers—especially when targeting younger audiences. Knowing when and how consumers start their digital days helps you understand consumers’ online habits and priorities. Incorporating these insights can help you create a messaging strategy that reaches customers when and where they are most likely to be receptive throughout the day.6 © 2012 ExactTarget |
  • 7. WHAT IS THE FIRST THINGyou check online in a typical day? Other 2% Search / Portal 3% Entertainment Site (sports, games, movies) 3% My company’s Website 1% News Site 3% Google+ 1% Twitter 1% Facebook 11% Email 78%Source: ExactTarget 2012 Global Research (France), August 2012N= 1,545 French online survey respondents, age 18+ © 2012 ExactTarget | 7
  • 8. DIGITAL EVENING Just as studying morning online activities yields important information about the preferences and priorities of consumers as they start their digital days, examining how consumers end their days online also helps reveal how channel usage shifts throughout the day. In other countries we’ve studied as part of the SUBSCRIBERS, FANS, & FOLLOWERS research series, consumers tend to shift priorities from business to social as the day comes to a close. While this trend is consistent among youth, as a whole, French consumers are most likely to end their digital day just as they started it—with email. Considering that 78% begin their days with email and 50% end their days with email, it’s clear that email plays a prominent role in the lives of most French consumers. Still, many consumers follow the international trend and turn to social channels in the evening. Thirty-seven percent of women and 31% of men under the age of 35 report that Facebook is the last place they check online before shutting down for the day. Across all age groups and genders, the percentage of users checking Facebook in the morning doubles by the time the evening rolls around. Social media overall draws a quarter of consumers as the day wanes, and another 16% of consumers choose to look at news and entertainment sites. Even with this surge of evening social media activity, email remains the most popular digital evening channel overall. This is not to suggest that email is the only channel on which to focus your evening marketing efforts. It does, however, suggest that you’ll see the most success by keeping email at the forefront of your marketing strategy from sunrise to sunset.8 © 2012 ExactTarget |
  • 9. WHAT IS THE LAST THING Email 50%you check online in a typical day? Other 4% Search / Portal Site 5% Entertainment Site (sports, games, movies) 10% My Company’s Website 1% New Site 6% Google+ 1% Twitter 2% Facebook 22%Source: ExactTarget 2012 Global Research (France), August 2012N= 1,545 French online survey respondents, age 18+ © 2012 ExactTarget | 9
  • 10. THE EMAIL CONSUMER Email is the most prominent and most frequently used digital channel Unlike Facebook and Twitter, email is not a channel for entertainment among French online consumers. Ninety percent are subscribers and or relieving boredom. Only 20% of French consumers say they check choose to receive emails from companies. And of those subscribers, email when they are bored, compared to 49% of people that use 81% check email at least once a day. Facebook and 41% of people that use Twitter for entertainment. Across other geographies we’ve studied as part of the SUBSCRIBERS, WHAT DO FRENCH SUBSCRIBERS WANT TO RECEIVE IN FANS, & FOLLOWERS series, the inbox is viewed as a catch-all for THEIR INBOXES? The most common motivation to subscribe to communications ranging from business to personal to commercial. a brand’s email program is related to monetary incentives—52% In France, it’s no different. While 42% of consumers say they use email want to receive discounts or money-off promotions, while 40% want for work, it is more commonly used as a means for maintaining personal to receive free stuff or giveaways. Though this is certainly the most relationships. And because 90% of the online consumer population popular motivator to interact with brands via email, this channel identifies themselves as subscribers, it’s clear that marketers are acts as much more than simply as a means of delivering discounts welcomed into the inbox as well. When asked how they use email, and freebies. Look closely and you’ll see that consumers are also consumers report: motivated to subscribe because: • Connecting with personal contacts (76%) • They want to keep up-to-date with a company’s products, • Staying in touch with close friends (50%) services, or offerings (38%). • Reconnecting with old or long distance friends (35%) • They are already regular customers of a company or brand (31%). • They want to receive early notice of new products (19%). In contrast from what we’ve observed in other countries, email is used for managing personal contacts even more so than social media HOW DO YOU STAND OUT IN THE CROWD? With increased channels. This underscores the cross-functional nature of the inbox as competition in the inbox from other brands, plus a heightened level work, personal, and commercial. This is good news for marketers— of subscriber selectivity and general caution when online, it’s imperative because consumers have so many reasons to go back to the inbox, that you understand what motivates your consumers. Subscribers the likelihood of email marketing messages being seen by consumers are looking for relevant, consistent communications that match the only increases. Many consumers even check email regularly throughout expectations established at the time of opt-in. By delivering relevant the day: content that aligns with these expectations, you can separate your brand’s emails from other, less relevant messages in the inbox, and • 81% of subscribers check email daily. ultimately see higher open rates. • 62% of subscribers report checking email several times per day. • 28% of subscribers report checking email constantly throughout the day. • 26% of consumers (49% of smartphone owners) report checking email at least once per day from their smartphone.10 © 2012 ExactTarget |
  • 11. MOTIVATIONS TO SUBSCRIBETo receive discounts and money-off promotions 52%To receive “free stuff” or giveaways (e.g., free download,voucher, discount) offered in exchange for my email address 40%To keep up-to-date with a company’s products,services, or offerings 38%I shop with this company or buy this brand on a regular basis 31%For more information related to my personal interests, hobbies, etc. 23%To receive advanced notice of new products or future releases 19%To gain access to exclusive content 14%For a quick and easy way to “keep my finger on the pulse”of the brand/company 14%To receive alerts related to developments within the company,association, or organization 10%Someone recommended it to me 6%To be affiliated with the product or brand because it’s trendy or “cool” 3%To show my support for the company to others (including friends and family) 2%Source: ExactTarget 2012 Global Research (France), August 2012N= 1,386 French Subscribers, age 18+ © 2012 ExactTarget | 11
  • 12. THE FACEBOOK CONSUMER French consumers like Facebook. Penetration and usage of Facebook suited for the same kind of hard-sell marketing messages that are is significant and on the rise, especially among younger consumers. effective in email. In fact, only 13% of Facebook fans and 7% of all Across all ages, 60% of consumers are active Facebook users and French consumers report making a purchase as the direct result many are very active on the social platform: of seeing a message on Facebook. While it is likely these numbers will increase as Facebook expands its advertising products, marketers • 68% check Facebook at least once a day should focus on engaging with fans by delivering value through this • 18% check Facebook at least weekly, but less than daily channel—not simply driving direct purchases. • 18% check Facebook daily using a smartphone (33% of Facebook users who own a smartphone) HOW DO YOU ACQUIRE MORE FANS WHILE RETAINING THOSE YOU ALREADY HAVE? The most commonly cited motivation for HOW CAN BRANDS ENGAGE WITH FANS ON FACEBOOK? Forty- “liking” a brand is to receive discounts and promotions (29%). Another three percent of online consumers are Facebook fans and 71% of active 21% of consumers indicate they have “liked” a company because Facebook users have “liked” a company. The opportunity to interact they already shop with the brand on a regular basis. But as a marketer, with consumers via Facebook certainly exists—but it has to be in the it’s important to remember that “liking” a company is no longer a new right context with content that’s relevant. and exciting experience. In fact, 39% of respondents report becoming To understand the best ways to interact with fans, you must first more selective about the companies they interact with on Facebook recognize how and why consumers use the channel. Predominantly, over the past year. consumers use Facebook for interpersonal communication: As with email, in order to acquire, nurture, and improve relationships • 71% use Facebook to communicate with personal contacts. with fans, it’s important to clearly communicate the value of being a fan • 62% use Facebook to connect with old or long distance friends. up front. Work to establish expectations for communications • 56% use Facebook to stay in touch with close friends. that are consistent with the Facebook environment, and • 53% use Facebook to stay on top of their day-to-day social life. recognize and track the reasons fans are interacting with your brand. Then, consistently deliver Because interpersonal communication is the most important reason on the expectations you’ve set. people use Facebook, it’s easy to infer that this channel is not well-12 © 2012 ExactTarget |
  • 13. MOTIVATIONS TO “LIKE”To receive discounts and money-off promotions 29%To keep up-to-date with a company’s products, services,or offerings 28%To receive “free stuff” or giveaways (e.g., free download,voucher, discount) offered in exchange for my email address 28%I shop with this company or buy this brand on a regular basis 21%To gain access to exclusive content 17%To show my support for the company to others (including friends and family) 15%For more information related to my personal interests, hobbies, etc. 15%For a quick and easy way to “keep my finger on the pulse” of the brand/company 15%To receive alerts related to developments within the company, association, or organization 12%To receive advanced notice of new products or future releases 12%To be affiliated with the product or brand because it’s trendy or “cool” 9%Someone recommended it to me 8%Source: ExactTarget 2012 Global Research (France), August 2012N= 638 French Fans, age 18+ © 2012 ExactTarget | 13
  • 14. Infuencer (Noun): A person who has the ability to sway the opinions or behaviors or others. THE TWITTER CONSUMER While commanding a small number of users (7%) and followers (4%), Twitter users are more apt to use the channel as a source of information Twitter’s online impact is more substantial than meets the eye. Users or entertainment. are highly influential and almost 30% find Twitter addictive, saying they CONSUMERS USE TWITTER TO: “check it compulsively.” Plus, 16% of consumers see tweets at least once per month and 9% read them daily—making Twitter a much more • Receive “insider information” (48%) interesting and impactful channel for boosting brand engagement. • Alleviate boredom (41%) • Stay on top of day-to-day social happenings (36%) WITH FEWER USERS, HOW DOES TWITTER REACH SO MANY PEOPLE? Twitter users are influencers. Often, they’re Because consumers approach Twitter differently than they do email and people who see it as their mission to connect other people with Facebook, so should you. Monetary incentives work well as motivation interesting, informative, and entertaining online content. The most active to engage via other channels, but it’s not likely to inspire users to take Twitter users tend to be online content creators who blog, rate products, action on Twitter. leave comments on websites, and make recommendations to friends and family. And after interacting with brands, they’re even more likely TWITTER USERS “FOLLOW” BRANDS TO: to exercise this influence: • Keep up-to-date with a company’s products, services, • 46% of followers are more likely to buy after “following” or offerings (47%) a brand. • Gain access to exclusive content (32%) • 43% of followers are more likely to recommend a company • Keep a finger on the “pulse of the company” (32%) to friends or family after “following” a brand. Users are looking for exclusive content they can share with others While the direct impact of Twitter on sales may be relatively small, in the form of blogs, reviews, and other content that allows them to Twitter’s true impact is more likely to be seen through the influence build influence with their own followers. Feed this need by providing your followers have across the Internet—through blogs, product your followers with valuable information, breaking news, and exclusive reviews, and user generated content, in addition to through their tweets content. But don’t neglect your hard-sell marketing goals—look for and re-tweets. cross-channel opportunities. Remember that online consumers overlap considerably from channel-to-channel. While consumers may not be How can you best engage your followers? Consumers approach Twitter looking for your coupons on Twitter, those same messages may be very differently than they do email or Facebook. Rather than using it welcomed within the inbox. to connect with friends and family or to receive money-off promotions,14 © 2012 ExactTarget |
  • 15. MOTIVATIONS TO FOLLOWTo keep up-to-date with a company’sproducts, services, or offerings 47%For a quick and easy way to “keep my fingeron the pulse” of the brand/company 32%To gain access to exclusive content 32%For more information related to my personal interests, hobbies, etc. 31%To receive alerts related to developments within the company,association, or organization 29%I shop with this company or buy this brand on a regular basis 29%To receive advanced notice of new products or future releases 26%To receive discounts and money-off promotions 24%To receive “free stuff” or giveaways (e.g., free download,voucher, discount) offered in exchange for my email address 19%To be affiliated with the product or brand because it’s trendy or “cool” 13%To show my support for the company to others (including friends and family) 11%Someone recommended it to me 11%Source: ExactTarget 2012 Global Research (France), August 2012N= 72 French Followers age 18+ © 2012 ExactTarget | 15
  • 16. INSPIRING ENGAGEMENT ACROSS ALL CHANNELS Email, Facebook, and Twitter are unique channels that have the potential This does not mean that Facebook is off limits. It does, however, to inspire consumer engagement to drive business success. But you mean that you should approach consumers in a way that is consistent have to take the right approach with each interaction, remembering with the overall tone of Facebook. Post fun and engaging content that that each channel is unique. No matter the approach you choose to is consistent with Facebook’s social environment. take, permission, value, and integrity are vital for effective marketing Facebook is not a place for the “hard sell,” but does provide the messages across all channels. opportunity to demonstrate value and deepen your relationship with TIPS FOR INTERACTION ON EMAIL: The inbox is the gathering loyal consumers. If your goal is to increase conversion and ROI, place for all things personal and professional—and email is the consider cross-channel opportunities. Drive Facebook fans to become foundation of a strong direct-to-consumer messaging program. Though email subscribers as well so you have the greatest potential for a more consumers may prioritize messages differently based on the sender anticipated, personalized, and targeted customer experience. (i.e., responding differently to messages from family vs. brands), they TIPS FOR INTERACTING ON TWITTER: You may have a small generally expect to receive email from brands with whom they engage. number of French Twitter followers, but that does not decrease the value As French consumers become more selective with whom they share their of the channel. It simply impacts the ways in which you should engage information, building and protecting trust through permission-based with your followers. marketing becomes more critical than ever. To establish and maintain When using Twitter, remember above all to consider your audience. long-term subscriber relationships, you must demonstrate value, and Consumers want to be heard—especially those who use Twitter and then deliver on that promise while protecting consumers’ information. “follow” your brand. Fuel your followers’ desire to be a source of Above all, remember that consumers MUST give you their permission. information by providing them with interesting, engaging dialogue that If you use email addresses without the permission of the consumer, allows them to play this critical “influencer” role among their own Twitter you cannot expect your marketing messages to be well-received. following. Engage them by providing an intimate view of your brand and empower them to share their perspective with the rest of the world. TIPS FOR INTERACTING ON FACEBOOK: Facebook is first and foremost meant for socializing. And while “liking” brands is popular Twitter isn’t likely to drive a large number of direct conversions— among French consumers, they may not necessarily expect to hear but your followers have potential to be your most powerful brand from brands after becoming a fan. advocates. Use this channel to enable mutually beneficial, cross- channel content sharing.16 © 2012 ExactTarget |
  • 17. As French consumers becomemore selective with whom theyshare their information, building andprotecting trust through permission-basedmarketing becomes more critical than ever. © 2012 ExactTarget | 17
  • 18. CONCLUSION Email consistently dominates the French online consumer market, both in terms of reach and frequency of use. While consumers still look to email primarily as a way to communicate with personal contacts, this draw keeps them coming back to the inbox, increasing visibility of all emails—including your marketing messages. Still, Facebook and Twitter offer unique opportunities for cross- channel consumer engagement and brand advocacy. Maximize each social interaction, communicate with consumers in a way that is consistent with their motivations to “like” or “follow” your brand. When creating a cross-channel marketing strategy, remember that the same general marketing principles apply across all channels when it comes to relevant, engaging content. Consumers do not expect to see vast differences in communication from one channel to the next. Each message should reinforce your overall brand proposition while aligning to the unique culture of the channel—email is personal and transactional, Facebook is personal and social, while Twitter is for information gathering. When developing your cross-channel marketing strategies, remember that consumers do not silo their interactions with brands to a single channel— so why would you? By playing to channel strengths and ensuring that your communications unify your brand across channels, you can avoid recycling the same content, thereby building deeper, more meaningful relationships with your customers and prospects. Source: ExactTarget 2012 Global Research (France), August 201218 © 2012 ExactTarget | N= 1,545 French online survey respondents, age 18+
  • 19. FRENCH SUBSCRIBERS, FANS, & FOLLOWERS OVERLAP 3% Subscribers, Fans, & Followers1% Subscribers & Followers 3% Fans Only51% Subscribers Only 35% Subscribers & Fans7% None 0% Fans & Followers 0% Followers Only © 2012 ExactTarget | 19
  • 20. CONNECTING ACROSSINTERACTIVEMARKETING ExactTarget can help. Your consumers have a megaphone on the real-time web. With thousands of tweets, emails, Facebook posts, ratings,CHANNELS reviews, and Google searches made every second, they’re discussing your organization—and it doesn’t take long for your brand to become the sum of those conversations. You need a better way to connect with your customers. That’s why we’veIS TOUGH developed the Interactive Marketing Hub®, a suite of interactive marketing applications in a new category of software that transcends organizational size and industry to solve the root challenges we all face as interactive marketers. We help you bridge the divide between siloed marketing communications and a successful cross-channel strategy. Ready to connect with your consumers like never before? Contact us today at +49 89 20 70 40 155 or learn more at www.ExactTarget.comThis document may not be copied without the prior written consent of ExactTarget. © 2012 ExactTarget.