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OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010

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This webinar will help brands understand the strategic and operational aspects of Universal Messaging:
- The Shifting Digital Messaging Landscape
- Customer Identity Fragmentation
- Publishing and Measurement Complexity
- Consumer Expectations around Permission Management
- Solutions to these Disruptions in Email-centric Marketing
- Case Studies

Published in: Business, Technology
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OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010

  1. 1. From Email to Universal Messaging:<br />Reaching the Multichannel Consumer<br />May 27, 2010<br />OTOlabs Webinar<br /> One to One Interactive, 2010. All rights reserved.<br />
  2. 2. Agenda<br />
  3. 3. Presenting Today<br />Chris Heitmann<br />Managing Director<br />OTOlabs, a One to One Interactive Company<br />cheitmann@otolabs.com<br />Paul Hedgeland<br />Director, European Operations<br />OTOlabs, a One to One Interactive Company<br />phedgeland@otolabs.com<br />TJ Crawford<br />Director, Product Management<br />OTOlabs, a One to One Interactive company<br />tcrawford@otolabs.com<br />
  4. 4. Established in 1997, One to One Interactive is the first global enterprise to assemble a complete solution for brands, agencies, and publishers executing one-to-one marketing strategies. The company employs over 150 professionals in 7 offices located in North America, Latin America, Europe, and Asia.<br />One of the 20 “Hottest Independent Digital Firms” Globally<br />AdAge, 2007<br />One of the Fastest Growing Private Companies<br />Inc Magazine, 2008<br />
  5. 5. Locations<br />London<br />Boston<br />Salt Lake City <br />Baltimore<br />Reno-Tahoe<br />Singapore<br />São Paulo <br />
  6. 6. From Email to Universal Messaging:<br />Reaching the Multichannel Consumer<br />May 27, 2010<br />The Shifting Digital Messaging Landscape<br /> One to One Interactive, 2010. All rights reserved.<br />
  7. 7. Evolving Landscape<br />1.0<br />HTML<br />Websites<br />Banners<br />E-Mail<br />1.0<br />Brand<br />
  8. 8. Evolving Landscape<br />2.0<br />1.0<br />RSS<br />Blogs<br />Wikis<br />Search<br />HTML<br />Websites<br />Banners<br />E-Mail<br />2.0<br />1.0<br />Brand<br />
  9. 9. Evolving Landscape<br />2.0<br />1.0<br />3.0<br />XML<br />Social Networks<br />Mobile<br />Semantic<br />RSS<br />Blogs<br />Wikis<br />Search<br />HTML<br />Websites<br />Banners<br />E-Mail<br />2.0<br />1.0<br />3.0<br />Brand<br />
  10. 10. Paradigm Shift Well Underway<br />A need to shift from a brand centric to consumer centric approach<br />From<br />Passive<br />Macro<br />Fixed<br />Static<br />Messages<br />Formal<br />Dictation<br />Finite<br />Staged<br />Faceless<br />Promises<br />To<br />Active<br />Micro<br />Portable<br />Live<br />Interactions<br />Informal<br />Conversation<br />Infinite<br />Improvised<br />Personalities<br />Actions<br />TO<br />
  11. 11. Permission Messaging Solutions<br />
  12. 12. Permission Marketing – Key Concepts Review<br />Permission is a privilege. It acknowledges the power of the consumer to ignore marketing, while recognizing that brands have to earn customer attention and trust. <br />Relevancy is key to maintaining and deepening one-to-one relationships by delivering meaningful value to each individual audience member.<br />Proximity increases value; the closer you get to your customers’ digital lives, the deeper the relationship will be.<br />
  13. 13. From Email to Universal Messaging:<br />Reaching the Multichannel Consumer<br />May 27, 2010<br />Four Key Disruptions<br /> One to One Interactive, 2010. All rights reserved.<br />
  14. 14. Four Key Disruptions for Email Marketers<br />Identity Fragmentation<br />Permission Management Expectations<br />Message Publishing Complexity<br />Measurement Complexity<br />
  15. 15. Identity Fragmentation<br />The number of components to a consumer's online identity is growing<br />Email addresses becoming multiple and more transient  <br />Email-only list attrition as high as 30% annually<br />Central identity becoming increasingly social network-based<br />
  16. 16. June 2009 “US Email Marketing Forecast, 2009 To 2014”<br />Forecast: US Email Marketing, 2009 To 2014<br />
  17. 17. Permission Management Expectations<br />Users expect complete control over when and how marketers reach them<br />Expectations have grown especially rapidly for the social and mobile channels<br />Interest categories and basic information management not enough.  Expectation is interest, frequency and channel controls.<br />
  18. 18. Message Publishing Complexity<br />Information from the brand is more atomized at its source and more disaggregated in it's distribution<br />The type of messaging and content delivery mechanisms available vary greatly by channel and modality<br />Consumers prefer and respond better to Things Vs. Ads<br />Cross-channel behavioral data needs to drive messaging business rules <br />
  19. 19. Measurement Complexity<br />Difficult to bring together diverse measurements in order compare results across channels and modalities in order to measure campaign ROI and overall subscriber value<br />Measurement of content interaction is significantly more complex than current email metrics<br />
  20. 20. Disruptions Summary<br />Right Message, Right Time, Right Place now more complicated than ever.<br />Must cost effectively publish to and measure many channels consistent with consumers’ permission expectations.<br />
  21. 21. From Email to Universal Messaging:<br />Reaching the Multichannel Consumer<br />May 27, 2010<br />Roadmap to Universal Messaging<br /> One to One Interactive, 2010. All rights reserved.<br />
  22. 22. Universal Messaging Road Map<br />Identity <br />Fragmentation<br />1<br />
  23. 23. Universal Messaging Road Map<br />Identity <br />Fragmentation<br />2<br />Permission ManagementExpectations<br />1<br />
  24. 24. Universal Messaging Road Map<br />Identity <br />Fragmentation<br />3<br />2<br />Permission ManagementExpectations<br />Message Publishing Complexity<br />1<br />
  25. 25. Universal Messaging Road Map<br />4<br />Identity <br />Fragmentation<br />Measurement Complexity<br />3<br />2<br />Permission ManagementExpectations<br />Message Publishing Complexity<br />1<br />
  26. 26. Universal Contact Management<br />Identity Fragmentation<br />As a consumer's online identity becomes more fragmented we can no longer assume their email address is their main or preferred identity<br />Mobile <br />Social<br />Widget / Toolbar gadget<br />Desktop application<br />Universal Contact Management is the organization and control of a consumers contact record<br />
  27. 27. Universal Contact Management<br />Identity Fragmentation<br />All communication preferences should be able to be stored in a universal contact management system<br />All a consumers communication preferences should be easily segmented for you to execute against<br />A consumers complete messaging history needs to visible to the universal contact management system<br />Frequency<br />Reach<br />Response rate<br />
  28. 28. Multi-Channel Preference Center<br />Permission Management Expectations<br />Permission management is key to your success<br />Consumer expectations for sophisticated yet easy to use permission management tools has grown over the last 2 years<br />All publishing permissions should be kept in one place, your universal contact management system and should be updated live from your multi channel preference centerautomatically suppressing opt-outs for each channel<br />
  29. 29. Multi-Channel Preference Center<br />Permission Management Expectations<br />Simply put a multi-channel preference centeris a branded control panel allowing your consumers to configure multiple channel and communication preferences<br />It should be linked directly to your universal contact management system<br />All messages to all channels should have a link to it as your preferred method for opting out.<br />
  30. 30. Multi-Channel Preference Center<br />Permission Management Expectations<br />The preference center allows you to manage complex message publishing, what to send where e.g.<br />Newsletters - Email<br />Offers - SMS/Twitter<br />Videos - Desktop Applications<br />Daily updates - Widget network<br />For the marketeer this means personalized communications, targeted to suit your contacts digital lives.<br />
  31. 31. Universal Message Publishing and Distribution<br />Message Publishing Complexity<br />The universal messaging solution you use should have support for all messaging types; creation, delivery and measurement<br />Video<br />Sound<br />RSS/Twitter feeds<br />HTML Email<br />SMS – inbound and outbound<br />Widgets / Desktop<br />
  32. 32. Universal Message Publishing and Distribution<br />Message Publishing Complexity<br />The system should make it easy to group lists of users based on preferences selected in the multi channel preference center- one contact, multiple channels to publish content<br />Support for automated content publishing across all channels<br />RSS / Twitter<br />Triggered emails<br />Desktop / widget alerts<br />iPhone application updates<br />Semantic web<br />
  33. 33. Universal Message Publishing and Distribution<br />Message Publishing Complexity<br />Publish to all channels or just publish to one<br />Create a single message and send it to all channels<br />Create a specific message type and just send it to the channel you define<br />Apply universal tracking methodology to all messages<br />A single system for all your tracking and measuring needs<br />A single reporting system<br />
  34. 34. Universal Message Measurement<br />Measurement Complexity<br />At a glance campaign success metric<br />A good universal messaging system will allow results across disparate channels to be normalized on key metrics<br />Targeted, Delivered<br />Click, Open rate<br />Campaign ROI, Subscriber Value<br />Support for channel specific metrics<br />Consumer level contact history should be stored<br />
  35. 35. Universal Message Measurement<br />Measurement Complexity<br />Integrate with other systems and file types for further data analysis<br />Google Analytics<br />Omniture<br />Excel<br />CSV<br />
  36. 36. What Does Universal Messaging Mean for Email<br />Research[1] shows that email continues to be a vital tool in the digital marketer’s armoury. <br />Digital marketing budget spend has increased from 14% in 2009 to 17% (projected) in 2010<br />The biggest challenge for email marketers today is increasing open and click rates. <br />* Email MarketingIndustry Census 2010<br />
  37. 37. What Does Universal Messaging Mean for Email<br />Personalized universal messaging can be employed to combat email database attrition and dramatically lower re-acquisition costs<br />Use email to build awareness of youruniversal messaging channels and drive the uptake of these channels<br />Become more relevant as a brand to your consumers<br />Deliver your messages to the best media to properly promote your brand and drive results<br />Build stronger relationships with your consumers<br />
  38. 38. From Email to Universal Messaging:<br />Reaching the Multichannel Consumer<br />May 27, 2010<br />Case Studies<br /> One to One Interactive, 2010. All rights reserved.<br />
  39. 39. Universal Messaging<br />
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  45. 45. Universal Messaging<br />
  46. 46. Registration <br />MNBCA<br />Contact <br />Information<br />Preference<br />Information<br />Email Confirmation<br />Registration <br />Account Management <br />Profile & Subscriptions<br />
  47. 47. Registration <br />MNBCA Admin<br />MNBCA Admin<br />MNBCA Admin<br />MNBCA<br />Contact <br />Information<br />Preference<br />Information<br />Email Notification<br />to MNBCA Admin<br />Approval Process<br />Approved/Decline<br />Email to Contact<br />Email Confirmation<br />Registration <br />Account Management <br />Profile & Subscriptions<br />
  48. 48. Registration <br />MNBCA Admin<br />MNBCA Admin<br />MNBCA Admin<br />MNBCA<br />MNBCA<br />MNBCA<br />MessageMaker<br />MessageMaker<br />Contact <br />Information<br />Preference<br />Information<br />Email Notification<br />to MNBCA Admin<br />Approval Process<br />MNBCA Officer<br />Login<br />Compose Message, Photos & Voice Script<br />Complex Preference Logic Matches Area & Interest<br />Approved/Decline<br />Email to Contact<br />Email Confirmation<br />Email, SMS, Voice, Fax Messages Sent to Contacts<br />Registration <br />Account Management <br />Profile & Subscriptions<br />
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  52. 52. Email<br />Fax<br />Voice<br />EmailAttachment<br />SMS<br />
  53. 53.
  54. 54. Universal Messaging<br />
  55. 55. Sales/Regulatory<br />Contact Information&DeliveryPreferences<br />
  56. 56. IGT Compliance <br />IGT Compliance<br />MessageMaker<br />Sales/Regulatory<br />MessageMaker<br />MessageMaker<br />MessageMaker<br />Contact Information&DeliveryPreferences<br />IGT Admin<br />Login<br />Compose Message, & Fax Cover Sheet Information<br />Complex Preference Logic Matching<br />Email Message<br />Phone & Postal Export<br />Fax Message<br />
  57. 57. MessageMaker<br />IGT Compliance <br />IGT Compliance<br />MessageMaker<br />Sales/Regulatory<br />IGT Audit<br />MessageMaker<br />IGT Audit<br />MessageMaker<br />Contact Information&DeliveryPreferences<br />IGT Admin<br />Login<br />Compose Message, & Fax Cover Sheet Information<br />Complex Preference Logic Matching<br />Reporting<br />IGT Admin<br />Login<br />Email Message<br />Phone & Postal Export<br />Fax Message<br />
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  65. 65. From Email to Universal Messaging:<br />Reaching the Multichannel Consumer<br />May 27, 2010<br />Questions and Answers<br /> One to One Interactive, 2010. All rights reserved.<br />
  66. 66. From Email to Universal Messaging:<br />Reaching the Multichannel Consumer<br />May 27, 2010<br /><ul><li> Thank You For Attending!
  67. 67. A recording of this webinar will be made available.
  68. 68. Follow us on Twitter: </li></ul>@OTOlabs<br /><ul><li> For more information please contact:</li></ul>info@onetooneinteractive.com<br /> One to One Interactive, 2010. All rights reserved.<br />

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