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CRM & Multi-Channel Marketing Theatre: Tying It All Together: Multi-channel marketing success

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CRM & Multi-Channel Marketing Theatre: Tying It All Together: Multi-channel marketing success

  1. 1. OVERVIEW Nick Evans Agenda Account Director •Introduction nevans@exacttarget.com •Subscribers Fans and Followers: UK @nevans110 consumers’ attitudes to brands on email, Facebook and Twitter •Multi-Channel Marketing Challenges and Solutions •Key Takeaways •Q&A
  2. 2. Apps/Push NotificationsTHE MARKETING (R)EVOLUTION Mobile Email SMS Group Texting Social DM Voice Marketing Mobile Email IM IM IM SMS + MMS Email Email Email IM Events Events Events Events Email Direct Mail Direct Mail Direct Mail Direct Mail Events Direct Mail Telephone Telephone Telephone Telephone Telephone <1990 1990s 1999 2000s 2012 TV TV TV TV TV Radio Radio Radio Radio Radio Print Print Print Print Print Display Display Display Display Display Website Cable TV Website Website Search Website Search Search Online Display Search Online Display Online Display Paid Search Online Display Paid Search Paid Search Landing Pages Microsites Landing Pages Landing Pages Online Video Microsites Microsites Affiliate Marketing Online Video Online Video Webinars Webinars Affiliate Marketing Blogs/ RSS Affiliate Marketing Webinars Podcasts Blogs Contextual Wikis RSS Social Networks Podcasts Mobile Web Contextual Behavioral Wikis Social Media & Ads Social Networks Virtual Worlds Mobile Web Widgets Twitter Mobile Apps
  3. 3. www.exacttarget.com/sff
  4. 4. 93% ARE SUBSCRIBERS
  5. 5. 45+% ARE FANS
  6. 6. 7+% ARE FOLLOWERS
  7. 7. 1.3%
  8. 8. 0.45%
  9. 9. MULTICHANNEL CHALLENGES
  10. 10. CHALLENGE: No Common View of the Customer
  11. 11. Apps/Push NotificationsTHE MARKETING (R)EVOLUTION Mobile Email SMS Group Texting Social DM Voice Marketing Mobile Email IM IM IM SMS + MMS Email Email Email IM Events Events Events Events Email Direct Mail Direct Mail Direct Mail Direct Mail Events Direct Mail Telephone Telephone Telephone Telephone Telephone <1990 1990s 1999 2000s 2012 TV TV TV TV TV Radio Radio Radio Radio Radio Print Print Print Print Print Display Display Display Display Display Website Cable TV Website Website Search Website Search Search Online Display Search Online Display Online Display Paid Search Online Display Paid Search Paid Search Landing Pages Microsites Landing Pages Landing Pages Online Video Microsites Microsites Affiliate Marketing Online Video Online Video Webinars Webinars Affiliate Marketing Blogs/ RSS Affiliate Marketing Webinars Podcasts Blogs Contextual Wikis RSS Social Networks Podcasts Mobile Web Contextual Behavioral Wikis Social Media & Ads Social Networks Virtual Worlds Mobile Web Widgets Twitter Mobile Apps
  12. 12. SOLUTION: Multichannel Visibility for Cross Channel Content
  13. 13. CHALLENGE: Disconnected Online and Offline Experiences
  14. 14. SOLUTION: Intelligent Integrations
  15. 15. CHALLENGE: Relevance at Scale
  16. 16. SOLUTION: Intelligent Automation
  17. 17. Automation = £$€
  18. 18. CHALLENGE: The Social Floodgates
  19. 19. SOLUTION: Empower Your Customers
  20. 20. Eyjafjallajökull
  21. 21. SOLUTION: Proactive Communication• Icelandair used CoTweet to communicate with customers during volcanic eruption• Multi-Channel strategy during volcanic crisis included: • Comprehensive, frequent updates updates via Twitter • News landing page publicised through Twitter • Conscious decision to send less email communication • Refrain from utilising other social networks
  22. 22. SOLUTION: Proactive Communication #AshTag
  23. 23. McDonald’s Fail
  24. 24. KEY TAKEAWAYS
  25. 25. SFFs ARECORPORATEASSETS
  26. 26. RELATIONSHIPS MUST BE
  27. 27. SFFs ARE THE HEART OF SOCIAL MEDIA
  28. 28. SFFs ARE EASILY DISTRACTED
  29. 29. SO…ENGAGEMENTMATTERS

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