How to Get Customers to
Connect with Your Business
Using Email, Social and
Mobile Marketing
Presented by
Jamie Turner
CEO
...
Pompeii
Successus the weaver loves a barmaid
named Iris who does not care about him.
And the more he begs, the less she cares.
In the end, we’re all just humans
Social and Mobile Get a
Lot of Attention, But
Email is Still a Marketer’s
Best Secret Weapon.
That Said, Success in
Email is About More
Than Just Segmenting
and Split Testing.
Instead, it’s About Leveraging
Triggers and Trust.
Verbal Triggers
• Free
• Now
• You
• Save
• Money
• Easy
• Guarantee
• Health
• Results
• New
• Love
• Discovery
• Proven
...
Verbal Triggers
• Free
• Now
• You
• Save
• Money
• Easy
• Guarantee
• Health
• Results
• New
• Love
• Discovery
• Proven
...
Hidden Triggers
High StatedValue
High UnstatedValue
Low StatedValue
Low UnstatedValue
Hidden Triggers
High StatedValue
High UnstatedValue
Low StatedValue
Low UnstatedValue
Hidden Triggers
High StatedValue
High UnstatedValue
Non-Essentials
(e.g., Free car wash at an auto dealership)
Low StatedV...
Hidden Triggers
High StatedValue
High UnstatedValue
Category Value
(e.g.,“Quality and value”)
Non-Essentials
(e.g., Free c...
Hidden Triggers
High StatedValue
High UnstatedValue
Prime Mover
(e.g., Ease of obtaining financing)
Category Value
(e.g.,“Q...
Hidden Triggers
High StatedValue
High UnstatedValue
Prime Mover
(e.g., Ease of obtaining financing)
Category Value
(e.g.,“Q...
Leveraging Triggers via New Media
We Used to Take Pictures This Way...
Now, We Take Pictures This Way....
We Used to Take Notes This Way...
Now, We Take Notes This Way....
We Used to Surf the Web This Way...
Now, We Surf the Web This Way...
We Used to Read Newspapers This Way...
Now, We Read Newspapers This Way....
We Used to Listen to Music This Way...
Now, We Listen to Music This Way....
We Used to Play Games This Way...
Now, We Play Games This Way....
We Used to Watch Video This Way...
Now, We Watch Video This Way....
We Used to Navigate This Way...
Now, We Navigate This Way....
We Used to Get Discounts This Way...
Now, We Get Discounts This Way....
We Used to Shop This Way...
Now, We Shop This Way....
We Use to Re-Fill Prescriptions This Way...
Now, We Re-Fill Prescriptions This Way....
So, the Way We Communicate
Has Changed. But There’s One
Thing That Will Never Change...
Humans Are Attracted to
People and Brands They Have
an Emotional Connection to.
Consumer Behavior Secret #1: People
Don’t Always Know Why They Trust Brands
Consumer Behavior Secret #2: People Buy
Emotionally and Rationalize Logically
Consumer Behavior Secret #2: People Buy
Emotionally and Rationalize Logically
Consumer Behavior Secret #3: Females
and Males Process Information Differently
Female Brain
Consumer Behavior Secret #3: Females
and Males Process Information Differently
Male BrainFemale Brain
Consumer Behavior Secret #3: Females
and Males Process Information Differently
Building Trust in the 20th Century
Building Trust in the 21st Century
Website
Email Marketing
YouTube Videos
Speeches
Events
Blog Postings
Online Seminars
and Webinars
eBooks
Twitter
Pinterest...
Why the Future of Digital Marketing is
Still Email
Email (4.16%) Social (0.48%) Mobile (0.25%)
Source: Forrester, Nielsen
Email Converts Better Than Social/Mobile
0
1
2
3
4
5
Email (4.16%) Social (0.48%) Mobile (0.25%)
Source: Forrester, Nielsen
Email Converts Better Than Social/Mobile
Email Converts Better Than Social/Mobile
Source: Monetate
Action Steps for
You
Let’s Connect
Follow me here:
60SecondMarketer.com/blog
@AskJamieTurner
Contact me:
Jamie.Turner@60SecondCommunications.co...
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Keynote Jamie Turner Copernica Summit Afternoon

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Keynote Jamie Turner Copernica Summit Afternoon

  1. 1. How to Get Customers to Connect with Your Business Using Email, Social and Mobile Marketing Presented by Jamie Turner CEO 60 Second Marketer and 60 Second Communications
  2. 2. Pompeii
  3. 3. Successus the weaver loves a barmaid named Iris who does not care about him. And the more he begs, the less she cares.
  4. 4. In the end, we’re all just humans
  5. 5. Social and Mobile Get a Lot of Attention, But Email is Still a Marketer’s Best Secret Weapon.
  6. 6. That Said, Success in Email is About More Than Just Segmenting and Split Testing.
  7. 7. Instead, it’s About Leveraging Triggers and Trust.
  8. 8. Verbal Triggers • Free • Now • You • Save • Money • Easy • Guarantee • Health • Results • New • Love • Discovery • Proven • Safety
  9. 9. Verbal Triggers • Free • Now • You • Save • Money • Easy • Guarantee • Health • Results • New • Love • Discovery • Proven • Safety
  10. 10. Hidden Triggers High StatedValue High UnstatedValue Low StatedValue Low UnstatedValue
  11. 11. Hidden Triggers High StatedValue High UnstatedValue Low StatedValue Low UnstatedValue
  12. 12. Hidden Triggers High StatedValue High UnstatedValue Non-Essentials (e.g., Free car wash at an auto dealership) Low StatedValue Low UnstatedValue
  13. 13. Hidden Triggers High StatedValue High UnstatedValue Category Value (e.g.,“Quality and value”) Non-Essentials (e.g., Free car wash at an auto dealership) Low StatedValue Low UnstatedValue
  14. 14. Hidden Triggers High StatedValue High UnstatedValue Prime Mover (e.g., Ease of obtaining financing) Category Value (e.g.,“Quality and value”) Non-Essentials (e.g., Free car wash at an auto dealership) Low StatedValue Low UnstatedValue
  15. 15. Hidden Triggers High StatedValue High UnstatedValue Prime Mover (e.g., Ease of obtaining financing) Category Value (e.g.,“Quality and value”) Non-Essentials (e.g., Free car wash at an auto dealership) Hidden Trigger (e.g.,“I find the salesperson attractive”) Low StatedValue Low UnstatedValue
  16. 16. Leveraging Triggers via New Media
  17. 17. We Used to Take Pictures This Way...
  18. 18. Now, We Take Pictures This Way....
  19. 19. We Used to Take Notes This Way...
  20. 20. Now, We Take Notes This Way....
  21. 21. We Used to Surf the Web This Way...
  22. 22. Now, We Surf the Web This Way...
  23. 23. We Used to Read Newspapers This Way...
  24. 24. Now, We Read Newspapers This Way....
  25. 25. We Used to Listen to Music This Way...
  26. 26. Now, We Listen to Music This Way....
  27. 27. We Used to Play Games This Way...
  28. 28. Now, We Play Games This Way....
  29. 29. We Used to Watch Video This Way...
  30. 30. Now, We Watch Video This Way....
  31. 31. We Used to Navigate This Way...
  32. 32. Now, We Navigate This Way....
  33. 33. We Used to Get Discounts This Way...
  34. 34. Now, We Get Discounts This Way....
  35. 35. We Used to Shop This Way...
  36. 36. Now, We Shop This Way....
  37. 37. We Use to Re-Fill Prescriptions This Way...
  38. 38. Now, We Re-Fill Prescriptions This Way....
  39. 39. So, the Way We Communicate Has Changed. But There’s One Thing That Will Never Change...
  40. 40. Humans Are Attracted to People and Brands They Have an Emotional Connection to.
  41. 41. Consumer Behavior Secret #1: People Don’t Always Know Why They Trust Brands
  42. 42. Consumer Behavior Secret #2: People Buy Emotionally and Rationalize Logically
  43. 43. Consumer Behavior Secret #2: People Buy Emotionally and Rationalize Logically
  44. 44. Consumer Behavior Secret #3: Females and Males Process Information Differently
  45. 45. Female Brain Consumer Behavior Secret #3: Females and Males Process Information Differently
  46. 46. Male BrainFemale Brain Consumer Behavior Secret #3: Females and Males Process Information Differently
  47. 47. Building Trust in the 20th Century
  48. 48. Building Trust in the 21st Century
  49. 49. Website Email Marketing YouTube Videos Speeches Events Blog Postings Online Seminars and Webinars eBooks Twitter Pinterest Blog White Papers Building Trust in the 21st Century YOU
  50. 50. Why the Future of Digital Marketing is Still Email
  51. 51. Email (4.16%) Social (0.48%) Mobile (0.25%) Source: Forrester, Nielsen Email Converts Better Than Social/Mobile
  52. 52. 0 1 2 3 4 5 Email (4.16%) Social (0.48%) Mobile (0.25%) Source: Forrester, Nielsen Email Converts Better Than Social/Mobile
  53. 53. Email Converts Better Than Social/Mobile Source: Monetate
  54. 54. Action Steps for You
  55. 55. Let’s Connect Follow me here: 60SecondMarketer.com/blog @AskJamieTurner Contact me: Jamie.Turner@60SecondCommunications.com 001-678-313-3472

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