102709 Advanced Strategiesfor1to1 Marketing

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Keynote presentation deliveed at the October 27th meeting of the BMA of Kansas City

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102709 Advanced Strategiesfor1to1 Marketing

  1. 1. ADVANCED STRATEGIES 1to1 MARKETING for JOEL BOOK director, eMarketing education @joelbook
  2. 2. A B O U T E X A C T T A R G E T LEADING PROVIDER OF ON-DEMAND SOFTWARE, SERVICES & INTEGRATED SOLUTIONS FOR EMAIL MARKETING & EMERGING ONE-TO-ONE MEDIA OVER FOUNDED IN 500+ 7,000+ 2B+ $70M 2000 EMPLOYEES CLIENTS MONTHLY EMAIL VOLUME PRIVATE EQUITY FUNDING MAY 09 www. EXACTTARGETinACTION .com
  3. 3. ExactTarget Reseller Partners in Kansas City • Digital Evolution Group • Meers Advertising • Barkley/REI • Plattform Advertising • Nickolson Kovak • Widdick Marketing
  4. 4. We are in the Middle of a Media Revolution
  5. 5. “50 million U.S. Internet users are active users of social networks.” Source: USC, “The Digital Future”
  6. 6. “More consumers adopting mobile for direct response.” Source: USC, “The Digital Future”
  7. 7. Media is “The New Creative.” Message distribution is now as important as creative execution.
  8. 8. Creating brand advocates is now just as important as creating brand awareness.
  9. 9. Marketing is now about “conversations.”
  10. 10. A conversation that consumers conduct 24/7 in digital forums, on blogs, in social networks, via mobile phones, through email and in person.
  11. 11. How are You Participating?
  12. 12. MORE MEDIA DOLLARS ARE SHIFTING TO EMAIL
  13. 13. “Those who buy products marketed through email spend 138% more than non- readers of email.” Source: Forrester Research “E-Mail Marketing Comes of Age.”
  14. 14. 50% OF ALL CONTENT SHARED IS SHARED USING EMAIL Source: Tim Schigel, ShareThis
  15. 15. EMAIL IS NOW MUCH MORE THAN NEWSLETTERS www. EXACTTARGETinACTION 15 .com
  16. 16. EMAIL PLUS www. EXACTTARGETinACTION .com
  17. 17. EMAIL + C R M PERSONAL RESPONSE www. EXACTTARGETinACTION .com
  18. 18. EMAIL + CRM RESELLER EDUCATION www. EXACTTARGETinACTION .com
  19. 19. EMAIL + CRM SALES SUPPORT FOR DEALERS
  20. 20. EMAIL + CRM LEAD NURTURING www. EXACTTARGETinACTION .com
  21. 21. How EMC Uses Email to Aid the Buying Process
  22. 22. About EMC Corporation • Fortune 500 company with over $13 billion in annual revenues • World’s leading developer and provider of information infrastructure technology and solutions that enable organizations of all sizes to transform the way they compete and create value from their information © 2009 ExactTarget, All Rights Reserved © 2007 ExactTarget, All Rights Reserved
  23. 23. Email Marketing at EMC • More than 100 users – including Corporate and Field Marketing Teams in 3 regions use email to deliver relevant information to EMC customers and prospects around the world. • EMC’s email system is integrated with EMC’s Global Marketing Database to streamline subscriber segmentation, email execution and response tracking. © 2009 ExactTarget, All Rights Reserved © 2007 ExactTarget, All Rights Reserved
  24. 24. My EMC InSight 2 EMC uses My EMC Insight to nurture prospects by: −Providing relevant information that aids the decision-making process of the IT buyer −Promoting seminars, webcasts, and other live events that show how customers are using EMC technology © 2009 ExactTarget, All Rights Reserved © 2007 ExactTarget, All Rights Reserved
  25. 25. Content Relevance Begins with Data Capture On the EMC.com subscription page When downloading content Over the phone Online event registration At events Third party websites © 2007 ExactTarget, All Rights Reserved
  26. 26. My EMC Insight Subscription Center EMC invites email subscribers to identify their geo location and topics of interest. Data is transferred to the EMC Global Marketing Database Subscriber-supplied data is used to dynamically personalize email content “83% of consumers want more control of what email content they receive.” Source: MarketingSherpa © 2009 ExactTarget, All Rights Reserved
  27. 27. My EMC Insight How EMC Delivers Personalized Content 3 Buying Process Stages 9 Solutions of Interest Early: prospect researching a solution • BURA • High level overviews • Information Security • Analyst whitepapers • Business Continuity Middle: prospect evaluating vendors • Content Management • Customer case studies • Oracle • In-depth technical notes • Microsoft Late: prospect ready to buy product or • SAP a solution • Storage • Product spec sheets • Technical whitepapers • Virtualization Three Stages X 9 Tracks = 27 Different Pieces of Content for Each Issue. © 2009 ExactTarget, All Rights Reserved
  28. 28. My EMC Insight Segmentation Strategy Registered Subscribers Content Viewing and Market Downloading Behavior Indicates Buying Stage First Early: prospect researching a solution Defined Inferred Subscriber • High level overviews Interests Interests Country • Analyst whitepapers Middle: prospect evaluating vendors • Customer case studies Output File • In-depth technical notes For Email Late: prospect ready to buy Send Insight product or a solution • Product spec sheets • Technical whitepapers © 2009 ExactTarget, All Rights Reserved
  29. 29. My EMC Insight 1. ‘Your Topics’ (Dynamic Content ) − Changes by country, user – 2. defined interests, and buying stage 1 2. Feature Article (Static Content) − Features events, products, and content that the whole subscriber base receives 3. 3. Other Articles (Dynamic Content) − Changes by country, user interest and intensity of interest − Creative expands to allow up to 9 dynamic offers © 2009 ExactTarget, All Rights Reserved
  30. 30. Dialogue Approach in Action Ongoing Engagement Scorecard User performs Google search and goes to Lead Generation - User EMC.com interaction meets threshold to trigger a call EMC Guided - Registered User - Invited to see a Ongoing Dialogue - User gets webcast and participate in a blog on topics of regular newsletter on their interest chosen topics – Drives user more activities E L © 2009 ExactTarget, All Rights Reserved
  31. 31. EMAIL + ANALYTICS INTELLIGENT MESSAGING www. EXACTTARGETinACTION .com
  32. 32. EMAIL + ANALYTICS PERSONALIZED RECOMMENDATIONS www. EXACTTARGETinACTION .com
  33. 33. EMAIL + ANALYTICS LIVE OFFERS www. EXACTTARGETinACTION .com
  34. 34. EMAIL + SOCIAL ACTION AMPLIFIED www. EXACTTARGETinACTION .com
  35. 35. EMAIL + SOCIAL USING SOCIAL FORWARD TO EXPAND CUSTOMER DATABASE www. EXACTTARGETinACTION .com
  36. 36. EMAIL + SOCIAL CUSTOMER EDUCATION www. EXACTTARGETinACTION .com
  37. 37. EMAIL + SOCIAL DRIVING DEMAND www. EXACTTARGETinACTION .com
  38. 38. How Dreamfields Changed CPG Marketing
  39. 39. Dreamfields Pasta • Introduced in June, 2004 • Only great tasting low carbohydrate pasta on market • Appeals to diabetics, low carb dieters, and people seeking higher fiber • Costs about double the retail of regular pasta © ExactTarget, All Rights Reserved
  40. 40. Dreamfield’s Marketing Challenges • Attract diabetics and low carb dieters; Encourage trial • Engage and educate consumers on product benefits • Build a community of passionate customers that share brand • Stretch limited budget to augment traditional advertising • Engage and educate healthcare professionals • Discover what works best and expand © ExactTarget, All Rights Reserved
  41. 41. Brand Fan Development Model SUPPORT EMPOWER CONVERT ENGAGE ATTRACT © ExactTarget, All Rights Reserved
  42. 42. Dreamfields Multi-Channel Strategy Channels: Activities (*): • Website Manage 3 websites, 50+ landing • Email pages, and an E-commerce site • Social Networks Execute online advertising to •Twitter attract consumers to the • Facebook Dreamfields website • You Tube Send branding emails 12 times per year, and automated emails daily. Conduct consumer and professional word of mouth (*) All marketing activities are planned programs. an executed by HyperDrive Interactive © ExactTarget, All Rights Reserved
  43. 43. Using Email to Educate Consumers Dreamfields uses SEO, PPC and Word of Mouth to attract consumers to www.trydreamfields.com Consumers are invited to register for Dreamfields’ email newsletter and receive a $1 coupon as a “Thank You” In less than two years, Dreamfields has built an email subscriber database of more than 400,000 consumers, and 18,000 healthcare professionals © ExactTarget, All Rights Reserved
  44. 44. Email + Social Media to Drive “Word of Mouth” © ExactTarget, All Rights Reserved
  45. 45. Engagement Emails Drive Sharing © ExactTarget, All Rights Reserved
  46. 46. Dreamfields Professional Influencer Program Winning Patient Recommendations through Email and WOM Marketing © ExactTarget, All Rights Reserved
  47. 47. Pro Invitation Landing Page © ExactTarget, All Rights Reserved
  48. 48. Tools for Talking to Patients • Technical product materials −To address skepticism and invite questions • Product sample to taste, share, use box for demo • Patient Education Pamphlets −Explain “how it works” in patient’s language • Recipe Flyer with coupon −Provide tangible purchase incentive and reminder for patient © ExactTarget, All Rights Reserved
  49. 49. Patient Education Pamphlet and Flyer © ExactTarget, All Rights Reserved
  50. 50. Interactive Marketing Results Key Metric FY 2005 FY 2009 Web Visits 19,800 728,000 Page Views 98,000 2,389,957 Search Engine Traffic 1,340 176,300 Consumer Permissions 0 317,710 Confidential Data Professional Influencers 0 Do Not Copy 20,790 Direct Online Sales 3,700 lbs. 323,000 lbs. Total Volume < 3,000,000 lbs. >8,318,000 lbs. Profitability No Yes As of October 14th, Sales of Dreamfields Pasta are up 13% YTD © ExactTarget, All Rights Reserved
  51. 51. EMAIL + POS CUSTOMER LOYALTY www. EXACTTARGETinACTION .com
  52. 52. EMAIL + POS TRIGGERED OFFERS
  53. 53. EMAIL + POS BUILDING LOYALTY
  54. 54. EMAIL + SMS MOBILE IMMEDIACY www. EXACTTARGETinACTION .com
  55. 55. EMAIL + SMS CUSTOMER EDUCATION Text the word “Turf” to  63747 now! www. EXACTTARGETinACTION .com
  56. 56. EMAIL + SMS SUBSCRIBER ACQUISITION
  57. 57. Marketing is about the Conversation
  58. 58. “BRAND FANS” ARE NOW YOUR BEST MARKETERS www. EXACTTARGETinACTION .com
  59. 59. EMAIL THE CONNECTING THREAD THE FAN-CENTRIC www. presents www. FANMAILMARKETING 59 .com EXACTTARGETinACTION .com
  60. 60. http://pages.exacttarget.com/in_action THE FAN-CENTRIC www. presents www. FANMAILMARKETING .com EXACTTARGETinACTION .com
  61. 61. Joel Book ExactTarget, Inc. Phone: 317.275.5444 Email: jbook@exacttarget.com Blog: EmailMarketingbytheBook.com Twitter: @joelbook www. EXACTTARGETinACTION .com 61

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