Integrated eMarketing How Smart Marketers Use Digital Media to Attract, Engage and Retain Customers Joel Book Principal, Research & Education Group ExactTarget @joelbook / #ExactTargetMain Title – Month 2009 1
Addressable VoiceMarketing Media Evolution Mobile Email SMS Mobile Email SMS + MMS IM IM IM IM Email Email Email Email Direct Mail Direct Mail Direct Mail Direct Mail Direct Mail Telephone Telephone Telephone Telephone Telephone <1990 1990s 1999 2000s 2010 TV TV TV TV TV Radio Radio Radio Radio Radio Print Print Print Print Print Display Display Display Display Display Website Website Website Website Search Search Search Search Online Display Online Display Online Display Online Display Paid Search Paid Search Paid Search Landing Pages Landing Pages Landing Pages Microsites Microsites Microsites Online Video Online Video Online Video Affiliate Marketing Webinars Affiliate Marketing Webinars Affiliate Marketing Webinars Blogs Blogs RSS RSS Podcasts Podcasts Wikis Wikis Social Networks Social Networks Mobile Web Behavioral Mobile Web Social Media & Ads Virtual Worlds Widgets Twitter
Customers Expect to be Treated as IndividualsThey expectinformation, offersand invitations thatare: Personal Relevant Timely
Marketing hasshifted from aone-waybroadcast to atwo-wayconversation.
Social Media is Fueling the Conversation about Your Brand Facebook: 500M active users Twitter: 190M active users LinkedIn: 70M active users You Tube: 300M visitors/month Social Media Usage (Worldwide) Source: eConsultancy, July, 2010
Websites have become the “Hub” of Marketing Word of Mouth Search Engine Sponsored Marketing Events Webinars Direct Mail Public Relations Website Trade Shows Online Print Advertising Advertising Corporate Broadcast Blogs Advertising Social Networks
Email: The Backbone of Customer Engagement The Customer Life Cycle Website Product Product Product Repurchase/ Brand Visit Evaluation Purchase Usage Renewal Loyalty Business Getting Business Keeping Once a person gives you permission . . . • Email aids the buying process. • Drives repeat usage. • Keeps the customer connected to your company.
In 2009, morethan 50% ofconsumers madea purchase due toemail.Source: ExactTarget“Email X-Factors, 2010”
In 2009, 82% oftop marketersreported thatemail was theirchannel of choicefor retention .Source: Winterberry Group
When and How to Use EmailMarketing• Introduce new products relevant to needs and interests• Promote events (i.e. Trade Shows, Webcasts, Open Houses)• Drive leadsSales• Nurture leads (Deliver content that informs and educates)• Cross-sell relevant products and services• Support the selling effort of dealers / resellersService• Deliver timely information that reinforces product value• Keep customer informed of useful events and services• Invite feedback regarding product value and benefit
2 CompaniesThat are Digital Marketing Innovators
Website visitors are invitedto sign up for membership inthe Heavy Duty Club
Milwaukee Tools created its“Heavy Duty Club” to makeit easy for customers toaccess product information,videos, tips from users,rebates and promotions.
Your BrandEvangelists are Your Best Marketers!
Heavy Duty News keepsMilwaukee Toolsconnected with itscustomers
The Power of Video Since Milwaukee Tools began includinglinks to video showing its tools in action, website traffic has increased 36%!
Connecting buyers withdealers is a major objectiveof Milwaukee Tool’s onlinemarketing strategy.
Volvo Construction Equipment• VCE is part of Volvo Group; Started in 1832• Products and services are offered in more than 125 countries through proprietary or independent dealerships.• Customers use Volvo machines for road construction, oil and gas exploration, building demolition, industrial material handling, and forestry.
VOLVO USES EMAIL TO HELPDEALERS SELL NEW EQUIPMENT
The Monthly eMail Newsletter delivers latest news on Volvo products and services to 85,000 customers.1. Dynamic Content – Volvo designed the email template to allow for dynamic content. Through integration with Microsoft CRM, Volvo changes articles and product news articles based on user interests.2. Interactive Functionality – Adding video links has allowed Volvo to gather immediate feedback on product interest.3. Analytics – The analytics from this eMail are used for to capture customer insight and interests and aid re- design.4. Performance Metrics – Average 12% Open Rate – Average a 7% Click Through Rate
Used EquipmentVolvo Remarketing Services Weekly Inventory List
The Remarketing Email is for select customers who request used equipment alerts.1. Navigation – In its new design, Volvo added a Table of Contents section with links to articles and product news updates. These links have increased website traffic 30%.2. Content Syndication – Volvo dynamically displays used equipment based on subscriber preferences. Content syndication has reduced eMail build time by approximately 30-40% by automatically capturing content from websites.3. Response Metrics – – Average 21% Open Rate – Average a 11% Click Through Rate
Email is Used to Confirm all Online Parts Orders• Email is sent to customer “on behalf” of the Volvo Construction Equipment dealer• Promotes other Parts & Service specials• Email communications software is integrated with e-commerce software to provide complete automation of purchase transaction emails and abandoned cart (non- completed order) emails
Volvo Construction Marketing Technology• All email planned and executed through integration of email and CRM• Leads get to Volvo sales reps www.volvoce.com more quickly Landing Pages, Registration Pages• Eliminates manual lead entry Product Microsites, Webcasts / Podcasts Total Integration• Ability to measure Campaign Tracking & Lead Scoring of Customer Data campaign effectiveness Email and Social Media Communications Marketing Database
In 2009, Volvo’s online marketing strategy generated 285 lead conversions representing sales of $58MM ** Does Not Include Used Machine or Parts/Service Sales, and/or Leases.
10 Tips for Effective Digital Marketing1. Use SEO (Search Engine Optimization) to attract prospective email subscribers to your website.2. Use direct response text (SMS) at events to make it easy for customers to opt-in to your email program.3. Design your websites(s) to engage the visitor. Provide multiple opportunities on site to subscribe to email.4. Send a Welcome Email to each new subscriber. Thank them for subscribing. (Optional: Invite new subscribers to download coupon for purchase.)5. Create a Subscriber Preference Center. Use it to identify customer needs and interests.
10 Tips for Effective Digital Marketing6. Develop email programs that deliver information, offers and invitations that are relevant and timely.7. Pre-Sale. Use email to provide information that aids the customer’s decision-making process.8. Post-Sale. Use email to enhance the product usage experience. Invite customers to share their knowledge and experience (Testimonials, Video).9. Leverage social media (YouTube, Blog, Twitter). This creates more awareness of your product and attracts website visitors.10. Automate email communications by integrating email technology with CRM and e-commerce systems.
ExactTarget’s New Digital Marketing Resource Guide Stay Current!! • Websites and Blogs • eNewsletters • Books and Whitepapers • Industry Organizations / Associations • Conferences
Thank You! Joel Book ExactTarget, Inc. Phone: 317.275.5444 Email: email@example.com Blog: EmailMarketingbytheBook.com @joelbookMain Title – Month 2009 48