™CONNECT THE DOTSIntegrating Emerging Channels intoyour Direct Marketing ProgramAlex WilliamsNew Orleans, LA    April 17–2...
Google me…
Agenda • Challenges of the Current   Landscape • Customer Channel Expectations • Relevance, Context, Content
We get lots of emails
We get lots of everything!
60 Seconds Online
Channels are Multiplying…              IM               IM                    Mobile Email          Addressable Voice     ...
The Increasingly Mobile Consumer            Email Open Rates - February 2012                                              ...
Lots of consumption, few conversions
TO CUT THROUGH THEN O I S E W E N E E D TOU N D E R S T A N DW H ATMOTIVATESCONSUMERS
CRITICALCORPORATEASSETS
AS     ASSETS,   THEY NEED        TO BECULTIVATED
PROTECTED
ANDUNDERSTOOD
THEY ARE INLIMITEDSUPPLY
READERS,LISTENERS &    VIEWERS
SUBSCRIBERS,FANS &FOLLOWERS
6 FACTORS THAT DICTATE CHANNEL PREFERENCE   Content   Is this a marketing message?   Immediacy   Do I need to send or rece...
SUBSCRIBERSWANT METEXPECTATIONS
FANS WANT TO BEENTERTAINED
FOLLOWERS WANTINFO, ACCESS &INFLUENCE
58% ofMarketers SayChannelsCompetefor Budget
INTEGRATETHE PARTS
Keys to Success• Don’t Force It• Strive for Useful, Entertaining, or  Both• Let customers lead the way to new  opportuniti...
Don’t Force It
Don’t Force It
“Share This” is not SocialReal User Quotes:• “I wouldnt share this info, because its just for my own good.”• “Id share a l...
Add the Spirit of Social to your content                                  37                                           37
Mobilize the ExperienceIf your direct marketing is driving a lot of trafficfrom mobile devices, you need to accelerate you...
Photos drive engagement: B2C
Photos drive engagement: B2BEmail         Facebook   InstagramMaersk Line
QR Done RightPrint     QR           Mobile Web        Video               Using QR to code to drive to entertian and      ...
QR Done WrongPrint     QR                      Mobile Web          Using QR to code to drive to shopping on          unfri...
Q&A
Thank you!Alex WilliamsDirector, Creative & Digital StrategyTrendline Interactivealex@trendlineinteractive.comTwitterhttp:...
Emerge2012: Integrating Emerging Channels into your Direct Marketing Program
Emerge2012: Integrating Emerging Channels into your Direct Marketing Program
Emerge2012: Integrating Emerging Channels into your Direct Marketing Program
Emerge2012: Integrating Emerging Channels into your Direct Marketing Program
Emerge2012: Integrating Emerging Channels into your Direct Marketing Program
Emerge2012: Integrating Emerging Channels into your Direct Marketing Program
Emerge2012: Integrating Emerging Channels into your Direct Marketing Program
Emerge2012: Integrating Emerging Channels into your Direct Marketing Program
Emerge2012: Integrating Emerging Channels into your Direct Marketing Program
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Emerge2012: Integrating Emerging Channels into your Direct Marketing Program

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Emerge2012: Integrating Emerging Channels into your Direct Marketing Program

  1. 1. ™CONNECT THE DOTSIntegrating Emerging Channels intoyour Direct Marketing ProgramAlex WilliamsNew Orleans, LA April 17–20, 2012 #cgxemerge
  2. 2. Google me…
  3. 3. Agenda • Challenges of the Current Landscape • Customer Channel Expectations • Relevance, Context, Content
  4. 4. We get lots of emails
  5. 5. We get lots of everything!
  6. 6. 60 Seconds Online
  7. 7. Channels are Multiplying… IM IM Mobile Email Addressable Voice SMS Mobile Email Email Email IM SMS + MMS Direct Mail Direct Mail Email IMDirect Mail Email Telephone Telephone Direct Mail Direct MailTelephone Telephone Telephone <1990 1990s 1999 2000s TV 2012TV TV TV TV RadioRadio Print Radio Radio Radio DisplayPrint Print Print Print WebsiteDisplay Display Display Display Search Website Website Website Online Display Search Search Search Paid Search Landing Pages Online Display Online Display Online Display Microsites Paid Search Paid Search Online Video Landing Pages Landing Pages Affiliate Marketing Microsites Microsites Webinars Blogs Online Video Online Video RSS Webinars Affiliate Marketing Podcasts Affiliate Marketing Webinars Contextual Blogs Wikis RSS Mobile Web Behavioral Podcasts Facebook Contextual Twitter Wikis YouTube Mobile Web Augmented Reality Widgets MySpace Flickr Location-Based (e.g., Foursquare) Google+ Pinterest
  8. 8. The Increasingly Mobile Consumer Email Open Rates - February 2012 Desktop Mobile WebmailSource Mobile up 4% from January ‘12
  9. 9. Lots of consumption, few conversions
  10. 10. TO CUT THROUGH THEN O I S E W E N E E D TOU N D E R S T A N DW H ATMOTIVATESCONSUMERS
  11. 11. CRITICALCORPORATEASSETS
  12. 12. AS ASSETS, THEY NEED TO BECULTIVATED
  13. 13. PROTECTED
  14. 14. ANDUNDERSTOOD
  15. 15. THEY ARE INLIMITEDSUPPLY
  16. 16. READERS,LISTENERS & VIEWERS
  17. 17. SUBSCRIBERS,FANS &FOLLOWERS
  18. 18. 6 FACTORS THAT DICTATE CHANNEL PREFERENCE Content Is this a marketing message? Immediacy Do I need to send or receive this message right away? Accessibility Will I need to reference this message later? Privacy Do I want the world to know about this message? Formality Do I need to convey a level of professionalism with this message? Initiation How did the conversation originate?
  19. 19. SUBSCRIBERSWANT METEXPECTATIONS
  20. 20. FANS WANT TO BEENTERTAINED
  21. 21. FOLLOWERS WANTINFO, ACCESS &INFLUENCE
  22. 22. 58% ofMarketers SayChannelsCompetefor Budget
  23. 23. INTEGRATETHE PARTS
  24. 24. Keys to Success• Don’t Force It• Strive for Useful, Entertaining, or Both• Let customers lead the way to new opportunities• All roads don’t have to lead home
  25. 25. Don’t Force It
  26. 26. Don’t Force It
  27. 27. “Share This” is not SocialReal User Quotes:• “I wouldnt share this info, because its just for my own good.”• “Id share a link with a friend if I found something they would be interested in.”• “I wouldnt use social bookmarking, [this is] not interesting information for others. Only if my friend was actually looking for this information would I share it I think.”• “Never noticed the social networking tools. Dont expect to find news on my Facebook. Now that you say it I know theyre on other sites, but I never pay attention to them” NNGROUP.COM: College Students on the Web 12/10
  28. 28. Add the Spirit of Social to your content 37 37
  29. 29. Mobilize the ExperienceIf your direct marketing is driving a lot of trafficfrom mobile devices, you need to accelerate yourmobile efforts. Let the data create the urgency.
  30. 30. Photos drive engagement: B2C
  31. 31. Photos drive engagement: B2BEmail Facebook InstagramMaersk Line
  32. 32. QR Done RightPrint QR Mobile Web Video Using QR to code to drive to entertian and educate through video.
  33. 33. QR Done WrongPrint QR Mobile Web Using QR to code to drive to shopping on unfriendly mobile experience.
  34. 34. Q&A
  35. 35. Thank you!Alex WilliamsDirector, Creative & Digital StrategyTrendline Interactivealex@trendlineinteractive.comTwitterhttp://www.twitter.com/alexcwilliamsLinkedInhttp://www.linkedin.com/in/emailmarketingstrategy

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