Fusion Marketing Quarterly #1

marketing Experience magazine 1

Marketing
experience
magazine collectable

Launch

ThE
march 2011

Live the integrated experience where old meets new to become marketing and customer service excellence –
Next edition: June 2011 – www.fusionmarketingexperience.com

2 marketing Experience magazine marketing Experience magazine 3

Marketing Experience Magazine is the quarterly

Editorial
magazine of the Fusion Marketing Experience
events, brought to you by Conversionation and the
Social Marketing Forum. The magazine is free and
globally distributed to marketing executives online,
in PDF and via eBook readers. Printed copies are
handed out at Fusion Marketing Experience events
and are available on demand.
What is the purpose of marketing? I always like
Publisher: J-P De Clerck to answer that question, quoting what Jim Sterne
Founder of Conversionation, online marketing once told me in an interview: the three objectives of
consultant, B2B marketing specialist, content marketing
evangelist and author. marketing are reducing costs, improving revenues
Twitter: @conversionation and increasing customer satisfaction.
Mail: info@conversionation.net
In a way these three goals are one and the same:
Editor in Chief: Trix Slock
Media and communication advisor, editor in chief be profitable. Satisfied customers buy more and
of dmix magazine and Connect, Contact Center bring new customers with them. Reducing costs and
Magazine. improving revenues are clearly about profit.
Twitter: @trixslock
Mail: trix.slock@telenet.be
http://trixtheblog.wordpress.com/ The main question is what all the marketing tactics,
channels and strategies we use, need in order to
Editor Northern America: Jim Ducharme be successful. The answer is simple: relevance.
Former editor of various publications, online If people find something relevant they will share,
communications specialist and community manager of
the Social Marketing Forum. praise, use or buy it. I admit: relevance can mean
Mail: jim@fusionmarketingexperience.com a lot of things. However, it is always about the
perceived value of people, regardless of their needs,
Responsible sales & marketing: Rien van den Bosch personal preferences or desires.
Content marketing, lead generation and
publishing specialist.
Mail: rien@fusionmarketingexperience.com It’s also about experiences. That can be valuable,
funny, inspiring, seducing, nice, satisfying or simply
cost-saving. They can also be bad. If they are, you
CONTRIBUTORS:
Giedrius Ivanauskas will quickly know.
Giedrius Ivanauskas, is a researcher of social media
and augmented reality. There is a reciprocal side to relevance: is it relevant
Twitter: @smcitizens to do this or that for our customers AND for us?
Jordie van Rijn
Jordie is an independent email marketing consultant In the end, whatever we do in marketing is
with his company emailMonday. You can follow him on only successful if it serves a mutual purpose of
Twitter: @jvanrijn relevance. Nurturing a lead is about offering the right
Andrew Bonar content at the right moment: relevance. Conversion
Andrew is an email deliverability consultant and founder optimization is about improving the user experience.
of EmailExpert.org Relevance.
Twitter: @andrewbonar
I can go on for hours, but it’s clear that, no matter
PRODUCTION AND DESIGN: how fragmented the marketing reality may be, it all
Trix The Company: Publisher of business journals and boils down to what people do, need, think, feel and
creative lab. Nouvelle Vague in print.
find…relevant.
Fink: Co-creative thinker and technical assistance.
The main challenge for marketers is to find out what
Print & Press: Profpress, www.profpress.be that is and how they can satisfy it and do it better.
Sponsoring opportunities Measured, data-driven and integrated.
sales@fusionmarketingexperience.com
That’s what this magazine is about. That’s what the
Reprints or other questions Fusion Marketing Experience events are about. And
info@fusionmarketingexperience.com
that’s what we will bring you in the future, with our
For more information about the magazine and upcoming new Chief Editor, Trix Slock, the creative brain behind
events please visit www.fusionmarketingexperience.com this first edition. She will be your guide through the
next ones. And they will be relevant.
Marketing Experience Magazine and the
Fusion Marketing Experience are creations of
Conversionation. Visit www.conversionation.net J-P De Clerck - @conversionation

Colophon


ROI and social media
not an oxymoron Europe shows the highest
growth in social networking
Calculating the ROI of marketing activities is a priority for reach across regions
many marketing managers. Return on Marketing Investment
(ROMI) is a way to forecast the return of future marketing Social networking sites grew worldwide in 2010, fueled by
expenditures. ROMI is also used to analyze and improve the growth in Europe, North America, and Latin America. By the
return of running campaigns and marketing plans. end of the year, social networking monthly penetration in
Europe reached 84.4 percent of all European internet users,
On this basis decisions are made for future marketing representing a 10.9 percentage point gain – the highest of any
activities, conclusions are drawn about past activities, and global region. Social networking accounted for 22.8 percent
adjustments made to current actions. ROMI looks at financial of all page views in Europe in 2010, and approximately four
results and forecasts, and is also used for analyzing intangible out of every ten internet sessions included a visit to a social
or non-monetary marketing activities. networking site.
Source: ComScore 2010 Europe Digital Year in Review
ROMI is a model with which we can calculate the incremental
(future) revenue and profit for each (additional) euro or
dollar spent on marketing in percentages. One of the major
stumbling blocks is the translation of all these different
marketing objectives into financial data. Implementing ROMI
also results in resistance from some marketers. A holistic
The time spent online in Europe
vision of marketing and a “common language” are essential
to succeed. Europeans spend the equivalent of one day a month online
(24:20 hours) with the Netherlands (31:39 hours) and United
Using ROI is new to many marketers and it’s the role of Kingdom (30:38 hours) far exceeding this trend. Consumers
management to convince them that adopting it in the end in Italy (16:02 hours) and Austria (13:11 hours), spend nearly
will benefit both them and their actions. One of the benefits half as much time online as users in Holland and the UK.
is that it enables marketers to get their marketing programs Austria’s low engagement is not surprising as it has the lowest
approved faster. Implementing ROMI should not be an excuse penetration of Social Networking sites among all countries in
to cut down on brand-related spending and avoid high-risk Europe.
marketing investments. It is a matter of balance. Source: ComScore 2010 Europe Digital Year in Review

The need to answer the “why”
One of the domains where there has been a lot of discussion The need for common business metrics in marketing
regarding ROI, is social media marketing. Olivier Blanchard,
speaker at the first Fusion Marketing Experience, ends that in Econsultancy’s ‘SEO Trends: Issues and Opportunities’ report shows that the measurement and evaluation of the long-term effects
his book ‘Social Media ROI’, a topic he has been “defending” of search engine optimization (SEO) improvements is the main challenge for marketers and agencies (62% of respondents). And it
since the very beginning. is certainly not the only analytics challenge. The second priority (57% of respondents) is the coordination and integration of SEO and
business metrics. These challenges and priorities are also found in other forms of interactive and even offline marketing, including
And it was very important that someone did. If executives email marketing and social media marketing. Since more marketers are asked for the ROI of their marketing activities, it has become
don’t know the ROI of a social media program they will look a must to communicate in a common language regarding metrics. The rise of the multi-channel consumer is also a cause for the rising
at other marketing programs with a proven ROI. The people need for a closed loop of data, metrics, CRM and various forms of interactive marketing. A single view on the customer is essential,
that decide on social media budgets want to know “why” and as is a clear view on marketing ROI. Not surprising that 50% of the participants in the survey indicated that generating SEO metrics,
the answer is not “because everyone does it”. If you can’t which are significant for others in the company, is a priority as well.
define what ROI is, translate social media in P&L statements, Source: Econsultancy“SEO Trends: Issues and Opportunities”
percentages, business goals and metrics that can be used in
the overall marketing strategy, you can’t sell social media to
management.

But most of all, your social media marketing is doomed to
ultimately fail. With Olivier’s book, there are no more excuses.
Marketing facts
About the author
J-P De Clerck is a 360 degrees interactive marketing consultant and serial blogger, specialized in the cross-fertilization of online
channels and interactions. His areas of expertise include email marketing, social media marketing, search engine marketing,
and figures
“The Digital Landscape continues to evolve. The rise of social networking, fragmentation of channels
and growing digital and mobile media consumption affects businesses. The marketer's toolkit to
content marketing, web analytics and conversion optimization. He manages several blogs and online communities regarding various
interactive marketing and media topics. Find him on Twitter on @conversionation. discover new and unique opportunities to engage with the consumer”.


Customer care the financial impact
of (not) listening
‘Social media
monitoring
is first and foremost
a matter of business
to customers online intelligence’

Everyone is telling marketers how important social media monitoring
is. Often, businesses monitor what is being said about them from a pure
reputation management perspective. However, social media monitoring is
about much more and is not only meant to smoothen our fears of a bad
reputation.
posted a complaint or negative review about a be done, even without social media. And they
Social media monitoring is first and foremost a retailer during the holiday shopping season at know it starts by listening to customers.
matter of business intelligence. Identifying trends the end of 2010, were contacted by the retailer
helps to improve overall marketing activities, pro- concerned in the complaint. What the study also proves (again):
actively listening and engaging helps lowering � Of the 68% who were contacted, 34%
customer service costs and rapidly solving deleted their original negative review. � Listening to what your (prospective)
�
problems, integrating social media conversation customers say on social media makes
Another 33% posted a positive review
data enables you to create relevant cross- a lot of sense and has a significant
after being contacted.
channel interactions. impact on the bottom-line if you also
� 18% of the unhappy customers respond.
Let’s take a look at the reputation perspective who were contacted, became loyal
customers and purchased more.
�
however and especially at the financial impact
of listening to customer complaints and most of Happy and unhappy customers have
all…responding to them. Other interesting data: an important influence on your brand
reputation.
� For half of the consumers, excellent
customer service and/or prior positive
Don’t only listen: act and respond! � Above all, the survey provides another
experiences, influenced their decision
to buy from a specific online retailer. reason to invest in social media
Just as in web analytics, simply measuring monitoring and a solid cross-channel
� After a positive online shopping
delivers no insights and results in no customer service (complaints are rarely
improvements if not properly followed up, social experience, 21% had recommended handled fully via social media), to focus
media monitoring alone is not enough. You need the retailer to friends and 13% had more on a consistent and excellent
to act upon what you read, see and monitor. posted a positive review on social customer experience and to approach
media.
A survey by RightNow and Harris Interactive ‘After a positive � 85% of the consumers said they are
people via digital media.

provides some interesting data that show the
impact on your bottom-line. online shopping prepared to pay between 5 and 25%
more than the normal price in exchange
Word-of-mouth has been around for a long time,
but the impact has increased enormously through

“The survey found that consumers who had a
experience, 21% for excellent customer service. social media, both positively and negatively. A
satisfied customer tells more people than ever
bad experience with a retailer, can be converted
into real ‘brand advocates’ through social media,
of consumers Where it concerns turning unhappy customers to
happy customers and even ‘brand advocates’,
before. So does an unhappy one.

depending on the actions of the retailer. recommend a the study is not really surprising. All professional Remember that the voice of your customers can
be a strong force in reaching and acquiring new
The Retail Consumer Report indicated that 68%
of the questioned American consumers who had retailer to friends’ customer service employees and salesmen,
who understand their job, know how this should customers. As long as you care.

About the author
interactive marketing and media topics. Find him on Twitter on @conversionation.

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a story should evoke Discover the Passion
real emotions Behind SDL Tridion 2011
What is your opinion about the on-going discussions
over content creation vs. “curation”?

“While both are valuable tactics, to become a real
leader in your field, you need to create. The most
valued people will always be those that come up with
new strategies, ideas, tactics & tools. The people that Joost de Valk is a blogging,
help you find these new things have a role, and they SEO, WordPress and content marketing
could make a very decent living through that role, but expert. He has written over 20 plugins for
they’re far more easily replaced. Take the roots of the WordPress which, combined, have had more
Christian church: Jesus created the story that Paul
than 3 million downloads. Joost regularly
spread. They both had an impact, but I think nobody
would argue Jesus was the bigger one of the two. shares his knowledge and experience via his
Also, creation in itself is mostly ‘curation’, as creation globally popular blog at Yoast.com. We asked
is the reorganization of existing, though sometimes Joost, one of the featured speakers at the first
deprecated ideas and making them relevant in a new edition of the Fusion Marketing Experience
context. There are very few really new ideas, if any at
event, about the role of content, blogging and
all”.
SEO.
What are your favourite content strategies?

“My most valued content strategy is still the “long form”
or “give it all away“ tutorial. Basically I have given most
of what I know away on my blog and keep getting more
back. I’ve done this for clients too with amazing results.
The only thing that becomes hard is to find ways to give
more away so you can get more back”.

Where do marketers still fail in terms of SEO and
content strategy most often?

“They’re telling a story they want to tell, instead of a
story that resonates with their customers. A story should
touch on their daily lives. It should either evoke real
emotion or offer real help.As is often said, advertising is
the cost of being boring. Good SEO can come cheap, if
your product rocks and your story is solid”

What SEO/Content strategy trends are you following
at the moment?

“Taking it from the more philosophical below straight ‘Marketers tell a story
down to the trenches: I’ve recently been dabbling a
lot in Google Shopping Search for some clients and they want to tell, Turning prospects into lifetime customers
am very interested in how more and more companies
seem to be using reviews and review data effectively instead of a story
in their tactics. Having people rank & rate products and
stories and using their own words while doing so allows that resonates with
• Brand Management • Targeting & Profiling
us to understand what they like and dislike and in which
words we should talk about the products or services we their customers’
want to sell them”. Joost de Valk, Content Marketing Expert • Cross Web Content Management • Operational Efficiency
• Cross-channel Engagement • Enterprise Readiness
About the author
Giedrius Ivanauskas, is a researcher of social media and augmented reality. He shares his experience and insight about social
media at The Social Media Today blog and on his own site, Social Media Citizens. Find him on Twitter @smcitizens. www.sdl.com/wcm

12 marketing Experience magazine 13

With the rise of new communication channels and the fragmentation of the media landscape, the According to the “Europe Digital Year In Review 2010” report by comScore, last year the use of email
attention of the (prospective) customer is becoming more spread out. The increased control of among 15-34-year-olds dropped by 11%. It is only among older generations that the use of email has
people over their own buying journey is a further argument for a seamlessly integrated marketing risen: by 6% to be exact
strategy. The target groups that we would like to reach and which we would like to find us
demonstrate increasingly more complex and fragmented behaviour, specifically in their shopping

The use of
behaviour.

email marketing
Seven content sources per purchase cycle

Michael Gale of Forrester wrote on his blog that our target groups consult an average of seven content sources and

is rising even in the days of social media
look at five or more content types throughout their buying journey. Gale specifically directed his post at technology
marketers, but much of what he said applies to marketers in general.

Gale justly remarks that the complexity in the buying journey, in this case predominantly B2B, goes much further than
just the content sources and types called-up by prospects during their “buying journey”.

There is after all a rising mixture of formats in a much more integrated way than before. Think for instance about the If you take a look at the rise of social networking among
cross-fertilization of various marketing channels and tactics and about how the buyers jump from one channel and these demographic groups, on the other hand, you see
format to the other. that in the 15-34-year-olds age group social networking
increased by 32% and among older generations even by
38%. In other words: social networking becomes more
popular and - literally - “more mature”.
A non-linear and heterogeneous marketing mix ecosystem
Another report, by Econsultancy, the ‘Email Marketing
Therefore a holistic and integrated approach where the communication revolves around the prospect and customer Industry Census 2011, shows that the percentage of
is essential. Add to that a selective integration of various content needs in specific online objectives and actions, businesses spending over £50,000 on email marketing
and it is clear that, as described by Gale, the marketing mix ecosystem is not linear and homogeneous. The author between 2010 and this year increased from 18% to
points out that, in order to succeed in the other P’s, companies should first know how to manage the most important 25%. Even the percentage of respondents sending over
250,000 emails per month increased: from 27% to 37%.
dynamics of the marketing mix in this fragmented and multi dimensional situation. Otherwise you won’t know the
The conclusion is clear again: we send more email.
effect of a price adjustment for example.
It’s about integration and people
Determining the marketing mix is therefore no longer possible based on what we used to do. What is the first step
in a different approach? Start with the customer. It is once again a plea for an integrated cross-channel interaction Isn’t this a contradiction? comScore shows that the use of
strategy whereby a clear link should exist between defining multi-step communication processes, lead nurturing social networking booms while that of email seems to slow
stages, content marketing programs and measurement processes, whereby the customer is king and the centre of among consumers on the one hand and email marketing
our marketing universe. budgets are increasing on the other. Are marketers
stupid? Absolutely not! First and foremost, the figures are
often incorrectly interpreted, leading to numerous reports
predicting the death of email marketing (and many other

the marketing mix is
channels).

The use of email is changing. Among other reasons
because of the integration of email into cross-channel

more important than
strategies to which social media marketing indeed
belongs as well.

ever before
We also often overlook the fact that media consumption is
constantly changing. The use of communication channels
is also evolving over the course of people’s lives. It is
obvious that a 16-year young will use less email less and
spend more time on social networks. When he moves
out of the house and starts a career, his email use will
inevitably increase.

Marketers would certainly not be willing to invest in email
marketing if it didn’t pay. Email marketing is and - as the
report of Econsultancy yet again shows - remains an
excellent tool for achieving various marketing objectives.
It’s unfortunate that companies continue to lag behind in
terms of social media, however.

About the author Look to your customers, use what works and is appreciated
and integrate it intelligently.
interactive marketing and media topics. Find him on Twitter on @conversionation.


Towards a holistic digital
marketing the RACE framework
We recharge your
The Fusion Marketing Experience looks at marketing from an integrated perspective and with
a strong focus on interactive marketing. Dr. Dave Chaffey, a well-known author and founder of
SmartInsights.com, has such an integrated perspective and even developed a framework for
digital marketers.
online identity!
What is your message to businesses wishing to
improve their marketing?
“To succeed today, as has always been the case, you
need to obsess about how customers and prospects
experience your brand. Digital channels and the analysis
tools we have available today, allow us to get closer to the
customer than ever before, even at a distance. Successful
brands create experiences and the digital experiences
you create have to be amazing to cut-through. Average
isn’t good enough.”

How do you see email marketing, web analytics,
SEO and all other tactics evolving in a multi-
channel world?

“Companies who get the most from their digital marketing
today know how the different parts of the jigsaw fit
together. They don’t run the different digital channels like
SEO, Email, Display and Affiliate Marketing separately.
Instead, they have an integrated content and media
strategy which creates an engaging, irresistible brand that
people want to get involved with”.

“To help give marketers a framework to help create a plan
or review their approaches, I’ve developed the Smart
Insights RACE framework that can be used to develop
a holistic roadmap for their digital marketing. RACE
stands for Reach, Act, Convert and Engage. It is a digital
marketing strategy planning tool whereby we depart from
a situation analysis, pass to an objective setting, next a
strategic phase and finally the tactical part whereby all
digital channels come into play”.
“The first edition of my Internet, Marketing, Strategy and
Planning book from 2000 already contained a template for
creating what we then called an Internet Marketing Plan.
Today, marketers are even more hungry for guidance,
given the importance of digital media. RACE is an answer
to that and I welcome everyone to comment on it or help
improve it on www.smartinsights.com

'The digital experiences you create Some of our clients
www.zebweb.be | www.stubru.be | www.hellosap.be | www.huisvanalijn.be
have to be amazing to cut-through. www.tempo-team.be | www.primo.be | www.conimbo.com
Average isn’t good enough'
Dr. Dave Chaffey, Smartinsights.com
Contact details:
ONE Agency | www.one-agency.be | info@one-agency.be | Tel. 09 216 81 11


Dela Quist , founder and CEO of Alchemy Worx is an Reach and frequency
alternative voice in the email marketing industry. In this interview, Dela, one of the keynote
speakers at the first ‘Fusion Marketing Experience’ event presents an interesting view on
email marketing, frequency and branding.
are what works in
Alchemy Worx recently did research on the link one hundred thousand, you can’t beat me. Reach
advertising
between branding and email. The results were and frequency are what works in advertising – it
surprising. “Over the years one of the things I noticed has always worked. So, the more people who see
was that if you have a customer who receives twenty your commercial and the more times they see it, the
emails from you, that customer will spend more than more will buy your product”.
one who gets five. If I said to you, I have a customer
with a list of 200.000 people and they sell a product
and they currently send one email a month. Which What did your analysis of email and
will make them more money? Segmenting that list branding show? ‘If only consumer
so that each person gets a different email or just “Unfortunately not enough marketers look at all behaviour was
sending everyone two emails? Well, you will get revenue from all sources around email activity. We
important, you could
more money by sending everyone the same email don’t ask if this person is buying in the store every
never launch a new
product in this world’
twice in a month.” week or perhaps searching Google, or are they
doing something else to reach me? And we don’t
So sending more mails to a list is better put those together. So, what we did was look at Dela Quist, Amazing Worx
than sending segmented mails? one of our clients who was able to supply us with
“That’s right. Now, let me qualify this straight revenue data from all sources. And we looked at the
away. There is a limit, it’s not true all the time. people who were not on their list and their purchase
inbox just like an emergency nurse. It may be a split
Let me give you two examples. One person does behaviour. We plotted a line not by hour, but by
second decision, but you are using your highest
no segmentation and sends two emails. Another every three to six hours or so for people not on the
cognitive functions and that is why the branding is
person does segmentation and sends two emails. list and we plotted purchases by people who were
so powerful.”
Then the segmentation will be the difference. on the list, but didn’t open the email. In the two days
Frequency and reach are the most important factors after the email went in to the inbox, there was a big
How far do companies have to go in letting
in email marketing. The more people you have on spike in sales from people who received the email,
the customer control the frequency ?
the list and the more emails you send, the more but didn’t open it”.
“It’s not that I don’t believe people should have a
money you will make. And because of that, one of choice. But if only consumer behaviour was important,
the weirdest things about email is how little people So, even though we don’t open every email,
you could never launch a new product in this world.
spend in trying to acquire email addresses”. if the email is in the inbox, we process it?
The desire to be targeted and segmented isn’t driven
“We talk as if all emails are the same. We are
by wanting to be nice. It’s driven by wanting to save
Because all the money goes to segmentation completely generalizing. An email could be from
money. It’s driven by a desire to maximize your
etc… your boss stating that if you don’t reply by five
budget. Keep sending until the numbers tell you that
o’clock you’re fired, or it could be from your mother
“ Absolutely and it’s just missing the obvious thing! you’ve reached the tipping point.”
saying your aunt is very sick, or it could be that
If I have a list of one million and you have a list of winning lottery phishing scam. You triage your

About the author
Andrew Bonar is an email deliverability consultant and founder of EmailExpert.org. Find Andrew on Twitter: @andrewbonar.


What is your perspective on what eCRM I remember being asked at the end of my presentation
really is? at Webtrends Engage in London, on how a financial
services institution might tackle comments via Twitter.
My aim is to demonstrate that the ‘e’ in eCRM is My rule of thumb was:

�
engagement, not just email – eCRM should take in
social, mobile, digital and direct communications – Publicly acknowledge that comment
A degree in Astrophysics wouldn’t normally lead one to a career in digital marketing, but on Twitter – this not only shows your
whatever it takes to connect with the customer on
that unlikely path is the one which Gianfranco Cuzziol has walked. Gianfranco is fascinated their journey with a brand. commitment to the channel but also heads
with the cross-channel journey of the consumer and works with clients to help them leverage off those members of the public who use
points of impact along that journey. He recently joined the EHS 4 D Group as Head of eCRM, social to vent their frustration partly because
they think that no one is listening. So it’s
where he looks after the development of their eCRM vision, strategy and delivery. We asked also great as a PR tool
How much of the social experience is art and
Fusion Marketing Experience keynote speaker Gianfranco about his views on eCRM and social
�
how much is science?
evolutions. If the customer wants to take it further, then
Well as I am a techie at heart and I’m going to email takes the conversation out of the
lean towards science. There is definitely an art to public arena and shows a certain level of
conversation and being social, but ultimately I think sensitivity that possibly isn’t what Twitter is
that it’s the numbers behind the scene that are the for.

�
most important. Don’t get me wrong, I’m all for the
big creative idea that can be communicated across a Next comes a phone call and even possibly

‘e-CRM should take series of integrated channels, but the clever bit from face-to-face depending on the situation, and
my perspective is the insight we can gain by looking at the real human touch comes through.

in social, mobile, digital how that translates to action!
So they are all effective in their own ways and for
different reasons.
and direct communications
– whatever it takes to How do you define “relationship” in the
context of marketing?
What would you advise to a starting marketer
connect with the customer In my view, for ‘relationship’ read ‘connection’. In looking to go cross-channel?

on their journey with a brand’ fact, one definition of relationship is ‘a state of
connectedness between people’. Of course in
every day life we want to imply some emotional
Know where your audience is! You can’t decide in
advance which channels you are going to use. There
Gianfranco Cuzziol, EHS 4 D Group connectedness in that relationship. Well that to me is is no set solution. There is no such thing as best
where the stretch often goes too far. practice. You define your own best practice, for your
brand your customer and your business model
Being connected could very well be at a transactional
level where I tell what the latest deals are on my
website, you show an interest and buy.
What do you think will surprise marketers in
Of course that connectedness can grow and become the coming 3-5 years?
much more. You might decide to give me feedback on
my products or services, and even be an advocate Although we talk about it now, I think marketers will
whether by traditional word-of-mouth or via some still remain surprised about how difficult it will still be
social channel. to attribute return to different channels. Unless we
start thinking about it now and how we can take the
data from various channels to create a unified view
of customer interactions, marketers will still remain
What channels do you think are the most surprised when they are asked by the CFO: “show
effective for CRM? Phone, email or social? me the money”

They all have a part to play depending on many
factors. Whether it’s B2C or B2B and at what point in
the ‘relationship’ we are.

About the author
Jordie van Rijn is an independent email marketing consultant with his company emailMonday. He specializes in email marketing and
event-driven campaigns. He works with A-list brands like AEGON, Unilever, Roche, Heineken, and many more. He is the co-founder
of Emailtestbox, a dynamic email optimization tool and is the editor of emailvendorselection.com. Follow him on Twitter:@jvanrijn


Consistency and coordination
across all channels are
becoming essential
Selligent is an innovator in conversion marketing and integrated interactive CRM and marketing solutions
with Selligent Interactive Marketing as their flagship product. Their focus is on providing tools for
companies facing the challenges of transforming into customer-driven and cross-channel organizations.
We talked with Mieke De Ketelaere, Director Product Marketing and Technology Alliances.

What exactly does Selligent Interactive approach. Marketers must leverage automation to ensure
Marketing do? they optimize all the touch points with customers! We can’t
have a direct personal relationship with every customer all
“It provides marketers with a product which allows them to the time, but an advanced automation solution can provide
manage all interactions with a single solution, combining personalized, relevant and timely information that people
direct mail, email, outbound calling, mobile messaging are demanding today. It keeps the dialogue going and the
and inbound into a single platform, personalized according interactions on the customer’s terms”.
to each consumer’s channel preferences and individual
profile. Responses are centrally stored, allowing central Can you give us some perspective regarding
analysis and triggering of automated follow-up campaigns”. how fast these new digital communication
channels have grown?
What’s changed in regards to customer
interaction and communication? “Consider that it took radio 50 years to reach 50 million
people. TV did that in just over half the time. Now think about
“While Copernicus rightly put the sun at the centre of our this: The Internet did that in five and Twitter managed it in
universe, we believe the centre of your marketing universe just two years. The growth is exponential and consumers
should be your customer. Your dialogue with that customer are quick to adopt any new channel which makes their lives
must revolve around how he wishes to interact with you easier and enriches them. They don’t even think about their
and not how you wish to interact with him. This requires a being any lag time for companies to catch up and establish
paradigm shift in how marketers do business today”. a presence on these channels. You’re either there or you
are not there and if you are not there, they will find some
“Today’s customers are cross-channel. They seamlessly other brand that is.”.
leap from one information channel to the next and use
these channels to journey from one interaction to the next. Exactly what does an efficient, modern
They don’t feel it’s at all unreasonable to expect marketers interaction strategy require?
to provide multiple channels and be on those channels for
them”. “I’m glad you asked! Let me answer that by listing the ‘To succeed with
What do you believe consumers really want
components point by point:
- An integrated email marketing approach the cross-channel and
from brands and marketers in today’s multi- - A ‘closed loop’ of data and interactions
empowered customer,
you must have an
channel reality? - Personal, triggered, segmented, targeted and
automated scenario driven dialogues
“Consumers now have control on the communication
and information gathering processes and social and
- A cross-channel and multi-device vision
- Integrated and customer-centric processes” integrated cross-channel
new media offer them additional interaction possibilities.
Today’s consumer wants you to engage with them in highly What do marketers and brands need to think about
approach’
personalized interactions. To reach them, they want you to right now in order not to be left behind?
Mieke De Ketelaere, Selligent
be relevant, personal and valuable -- they don’t want an
overload of messages. They reserve the choice as to when “Business increasingly will need integrated marketing
and how to interact.”. solutions, enabling them to have a single view on
the customer and have relevant dialogues with them
That being the case, what do marketers need to throughout the whole customer experience. Consistency
do to succeed today? and coordination across all channels are becoming
essential. These shifting priorities and views are not only
“To succeed with the cross-channel and empowered necessary to optimize the way we communicate, but
customer, you must have an integrated cross-channel a must in a world where the customer is empowered, in
control and cross-channel”.


Rethinking
Trey Pennington is a marketing pro, business connector, and storyteller with a passion
to help people uncover their hidden treasures and put them to work. He uses social
media to connect with audiences around the globe. HubSpot ranks his Facebook
profile as one of the most influential in the world and his Twitter profile in the top

marketing
0.01%. Trey helped start ten Social Media Clubs in the US, UK, and Australia and
routinely speaks to groups about using social media to make connections and have
conversations that lead to commerce. We asked Trey, one of the keynote speakers
at the Fusion Marketing Experience, about his views on the role of social media from
the overall business and marketing perspective.

the copernic an shift
What is your key message at the Fusion “The tide seems to be changing. Now each
Marketing Experience? established discipline seems to be embracing
social media and experimenting with it to
“The explosive growth of social media see how it supports business objectives. I’m
affords the commercial world unprecedented hesitant to label the experiments as “right” or
opportunity. The opportunity is not where “wrong,” however, I do suggest those who see
people expect it, though. Many are looking at social media as a free broadcast medium will
increasing ROI and profits through efficiency. tend to have less fulfilling experiences with it!”
The real opportunity is more fundamental and
we’ll explore it’s unexpected source”. Do you think social media integration is
becoming a quality standard of a successful
Why do many marketers still fail to integrate company?
social media successfully into their
broader marketing strategies? What are “The opportunity is even more fundamental
they getting wrong and what they should than integration. Rethinking marketing, starting
do to get it right? with re-examining the purpose of a business, is
where success begins. The shift is Copernican
“Much of commercial communications comes in its impact. Five hundred years ago the world
from established professional disciplines like was shocked to discover Earth was not the
public relations, advertising, or marketing. center of the universe. Today marketers are
Those branches of communication developed awakening to the realization the company is
over long periods of time, have generations not the center of the commercial universe.
of experienced practitioners, and have Fortunately the soulful wail, ‘but we’ll lose
developed substantial, documented bodies of control of the message,’ is rarely heard today.
knowledge to support their ongoing practice. Three years ago, ‘controlling the message’ was
Social media popped onto the scene from a a serious concern. Politicians still say over and
different source—it bubbled up from kids. over again, ‘If we can only get our message
The grown ups saw social media as kids’ out.’ I predict within one or two more election
stuff. Instead of embracing social media and cycles, those relics will be replaced with
applying disciplined thinking to incorporating people who embrace the necessity of getting
the new media into marketing programs, the the message in. The real quality standard then
professionals let social media evangelist will be redrawing the map of the universe and
develop independent strategies for each placing the corporation in its proper relation to
emerging platform”. everything else”.

Trey Pennington


What are your favourite social media You currently write a lot about influence,
campaigns? mainly on social media? How would you
define an influencer? Do we overrate it?
“Interesting category of thought—social media
campaigns. It could be just me, but I don’t tend “Over 3,000 years ago King Solomon
to think of social media in units of campaigns. bemoaned the incessant publishing of books.
Social media isn’t something with a beginning He’d probably think the modern man has
and an end; it’s life. One company who has gone plumb insane writing unending volumes
impressed me with their philosophical embrace on topics such as influence. My own writing
of social media is Coca-Cola.” on the topic is merely an effort to highlight
the absurdity of reducing such a complex,
“Coca-Cola was willing to make a colossal multifaceted concept as influence to a two
break with their past when they discovered
two fans had created an immensely popular
digit or elementary ranking. People search
for an absolute and once-and-for-all measure
Emailtestbox is designed to get the most out of your e-mail campaigns.
Facebook Fan Page for their beloved, well-
protected trademark. Instead of launching a
of influence, yet influence is relative and
dynamic”.
Our tool makes it easy to test and determine the optimal content and
bevy of expensive attorneys to take over or
shut-down the Page, Coca-Cola invited the
presentation of your e-mailing in real-time!
“It seems to me companies would be better
Page creators to Atlanta and treated them like off to focus on users first and then equip real
royalty. Coca-Cola made sure they addressed users with ample social objects so the users
all of the creators’ questions and then equipped could tell their own stories in their own words.
them to continue their work of advocacy”. It’s much simpler for companies to identify
users than influentials. All they have to do is
“Chris Brown took a somewhat similar
approach when Kevin and Jill totally violated
look at their sales records”.
www.emailtestbox.com
his copyright for the song Forever. Kevin “Marketing to influencers is definitely overrated.
and Jill played the recording at a public Taking care of users should trump the elusive
performance (a violation of copyright), made a search for influencers. Users are the one who
new recording of the song (another violation of have a reason to get excited about a brand’s
copyright), and then published that bootlegged products and services. Influencers just tend to
recording on YouTube (yet another, separately be more excited about themselves”.
punishable violation of copyright). Instead of
forcing YouTube to remove the illegal work,
Chris Brown did nothing. As a result, the
song experienced a remarkable resurgence,
eventually making it to Billboard’s Hot 100 for
the entire decade”.
“Neither example was a “campaign.” Rather
both were an visible demonstration of a whole
new way of looking at things”.

Everything you will ever need to know
about selecting or evaluating your
email service provider
About the author
Giedrius Ivanauskas, is a researcher of social media and augmented reality. He shares his experience and insight about social
media at The Social Media Today blog and on his own site, Social Media Citizens. Find him on Twitter @smcitizens. goto: www.emailvendorselection.com

Fusion Marketing Quarterly #1

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Fusion Marketing Quarterly #1