How Smart Marketers are Using DigitalMedia to Attract, Engage, & Serve Customers LIVE / Chicago Presented by Joel Book, ExactTarget June 16, 2011
Join the Conversation!I’m at #3sixtyLiveinChi. @JoelBook of @ExactTargetis sharing examples of smart interactive marketing. Joel Book ExactTarget Event: #3SixtyLiveinChi Joel Book: @joelbook ExactTarget: @ExactTarget
I wonder how marketing will be different in 2011? Joel BookMarketing Services Manager May 17, 1976
Media [R]evolution Mobile Email SMS Mobile Email SMS + MMS IM IM IM IM Email Email Email Email Fax Fax Fax Fax Fax Direct Mail Direct Mail Direct Mail Direct Mail Direct Mail Telephone Telephone Telephone Telephone Telephone <1990 1990s 1999 2000s 2011 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 Apps QR Codes
More Budget for Digital MarketingIn 2011, 72% of marketers and agencies will increase spending on digital marketing. Source: The DMA “Digital Marketing Practices in the U.S. and Canada: Navigating the Digital Labyrinth” Research conducted by Ipsos Reid Marketing, and the Canadian Marketing Association (CMA) February, 2011
• Aids the Buying Process• Improves Service• Maximizes Retention
How Online Consumers Begin Their Day58% of OnlineConsumers Beginthe Day With Email.Source: ExactTargetSUBSCRIBERS, FANS, & FOLLOWERSReport #1, Digital Morning Full report available at www.exacttarget.com/sff
“Those who buyproductsmarketed throughemail spend 138%more than non-readers of email.”Source: Forrester Research“E-Mail Marketing Comes of Age.”
93% of internet users turn toemail to share content.Source: “Content is the Fuel of the Social Web”AOL and Nielsen Online, April 2011
Email Enables Brands to Optimize Customer LTV The Customer Life Cycle Product Product Product Product Repurchase/ BrandAwareness Evaluation Purchase Usage Renewal Loyalty Business Getting Business Keeping Once a person gives you permission . . .• Email aids the buying process.• Email drives repeat usage.• Email keeps customers connected to your company.
• Amplifies Your Message• Fuels the Conversation• Attracts New Customers
Social Media Users Facebook: 620M Worldwide / 116.8M U.S. (1) (2) Twitter: 190M Worldwide / 16.4M U.S. (1) (2) LinkedIn: 100M Worldwide / 49.0M U.S. (3) (3) YouTube: 2B Views/Day; Avg. View: 15 Min. (4)Sources: (1) eConsultancy, (2) eMarketer, (3) LinkedIn, (4) YouTube
Social Media has Revolutionized the Way Brands are Defined
Social Networks Pack Plenty of Influence US marketers will spend $3.08 billion to advertise on social networking sites in 2011. Source: eMarketer, Jan. 2011
75% of social media users say email isthe best way for companies tocommunicate with them. MarketingSherpa, 2010
• Delivers Exclusive Offers• Drives Traffic• Extends Customer Service
Smartphones Accelerate Mobile Marketing Smartphones such as the iPhone from Apple are now outselling personal computers! Source: The Huffington Post (Based on IDC Report) February 8, 2011 65.8 million people in the U.S. now own smartphones. Of these, 35.3% use apps. Source: comScore MobiLens 2011 U.S. Mobile Subscriber Market Share March , 2011
WILL TABLETS BE A BtoB MARKETING GAME-CHANGER?24 million tablet computers will besold in the U.S. in 2011.Source: eMarketer, Dec., 2010 The New iPad 2 from Apple
"[The iPad] enablesour sales employees todo a much better jobof engaging in a reallydifferent way thanweve done before."Michael Hedges, CIO, MedtronicWall Street Journal, Dec. 8, 2010
Best Use of Digital Mediafor Consumer Packaged Goods Marketing
At Scotts, it’s all about You! • All website content - articles, forums, videos, and product information - is regionalized • Online preference center drives email content (soon text) • One CMS is used to personalize web and email contentScotts.com Home Page
Lawn Care Update• Started in Spring 2000• Subscribers: 1,500,000+• 355 total unique geo-demographic versionsScotts Uses Lawn Care Update. . .• To Educate Consumers• To Drive Traffic to Channel Partners• To Create Brand AdvocatesContent is Personalized based on:• Consumer’s Grass Type• Consumer’s Zip Code (Climate Zone)• Weed and Insect Problems
WHAT MAKES LAWN CARE UPDATE SO EFFECTIVE?• Relevant Information• Exclusive offers• Links to Product Usage Tutorials• Personalized Recommendations• Social Sharing (Forward to a Friend)• It works! Lawn Care Updatesubscribers apply 1.1 more applicationsper year than non-subscribers
SCOTTS INVITESCONSUMERS TO OPT-IN FOR PRODUCT APPLICATION TEXT ALERTS
SCOTTS SALUTES MLB GROUNDSKEEPERS;INVITES FANS TO BECOME EMAIL SUBSCRIBERS Thx 4 ur interest in Scotts Lawn Care monthly email. Reply LAWN [space] email address (ex:LAWN firstname.lastname@example.org) 2 complete signup. H help Std rates apply
• 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
DREAMFIELD’S USES EMAIL+ SOCIAL TO FUEL WORD OF MOUTH MARKETINGDreamfields Email Subscribers• Consumers: 600,000+• Healthcare Professionals: 25,000+ DREAMFIELD’S IS THEFASTEST GROWING PASTA BRAND IN THE COUNTRY
Healthcare Professionals are Key Influencers Dreamfields Provides 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
Best Use of Digital Media for Retail Marketing
JOHNSTON & MURPHYPERSONALIZES OFFERS FOR INDIVIDUAL CUSTOMERS
Lifecycle Series – Welcome Email for 1st Time BuyersObjective: Increase Response Using Gender-Based Content & Segmentation Increased Open Rates: 18% Success Factors • Sent only to first time purchasers • Customers that have purchased previously skip to next stage of lifecycle
Lifecycle Series – Repurchase EmailObjective: Cross-sell products using predictive modeling Increased Sales by: 33% Success Factors • Offers based on behavioral modeling • Relevant to customer age and gender
Predictive Modeling Example Predictive Modeling email targets customers who’s behavior is predicted, based on all customer analysis. This email has 2 targeted offers: • Primary – high-end, expensive hand made shoe. • Secondary – product accessories, such as shirts and colon.
Lifecycle Series – Reactivation EmailObjective: Reengage customer with time sensitive offer Increased CTR by: 44% Success Factors • Short redemption period to create urgency • Promo code changes daily to reduce possible internet fraud
EMAIL IS THE BACKBONE OFMIKE’S DIRECT MARKETING STRATEGY
WELCOME TO MIKE’S EXPRESS CARWASH Founded 1948 in Fort Wayne, IN and headquartered in Indianapolis 37 locations in Indiana and Ohio; Breaking ground for the 38th location in March Mike’s Carwash is the 4th largest carwash chain in the country and employs 600 people Mike’s uses the most technologically advanced, state-of-the-art equipment available -- 65% of which is manufactured by Mike’s Family-owned for more than 60 years
2009 “TALK TO MIKE’S” CAMPAIGN NETTED 38,000 EMAIL SUBSCRIBERS
+Mike’s 2010 “SocialCommerce” CampaignAttracted 10,000+ NewCustomers!• Enabled Mike’s to add newemail subscribers• Enabled Mike’s to promote itsonline retailing website
+How the program worked KKBWSTD email@example.com firstname.lastname@example.org
+62% ofconsumers whoredeemed Grouponsat MikesCarwash.com KKBWSTD email@example.com become Mike’s firstname.lastname@example.orgCarwash emailsubscribers!6,000 new subscribers!
MIKE’S USES EMAIL TO DRIVE ONLINE SALES 150% Increase in Online Sales Using Email! 2008 vs. 2010Mike’s Christmas HolidayEmail Promotion to Drive Online Sales
Best Use of Digital Media to Support Franchisees and Dealers
GYMBOREE USES EMAIL TO STAY CONNECTED WITH MOMS & DADS Elisabeth Rohm reads for Jumpstart’s ReadCarmel12524 N. Gray Road for the Record at Gymboree Play & Music in Los AngelesCarmel ,Indiana 46033 Map and Driving Directions(317) email@example.com
“We use our email newsletter to encourage Momsand Dads to visit our blog, “Gymbo Buzz.”Our blog provides direct access to informationabout Gymboree Play & Music classes, includingvideos and comments from parents. This enablesMoms and Dads to see the benefits of our classeson child development.”Kathleen McFerrinGymboree Play & MusicRegional Field Consultant
WHOLE FOODS FUELS THE CONVERSATIONUSING EMAIL & TWITTER
Whole Foods Leverages Twitter• 1,942,499 Followers• Versions for wine, cheese, organicproducts• Tweets respond to customer questions,and invite customers to opt-in to WholeFoods’ email newsletter
Regarding Twitter . . .Whole Foods Chicago Uses Twitter to:• 66% of Fortune 100 companies engage Highlight in-store eventscustomers special offers• Promote via Twitter• Answer users are 3X more likely to engage Twitter customer questionswith brands than users of other socialnetworks
Best Use of Digital Mediafor Business to Business Marketing
Volvo ConstructionEquipment’s e-marketingstrategy has helps dealers sellmillions of dollars of new andused equipment each year.
VOLVO USES EMAIL TO HELPDEALERS SELL NEW EQUIPMENT
VOLVO USES EMAIL TO HELPDEALERS SELL USED EQUIPMENT
VIDEO IS VERYEFFECTIVE FOR LEAD GENERATION CTA #1 CTA #2
Lead Management Workflow Data cleansing Information Request Microsoft Dynamics CRM enables Volvo sales reps to manage leads Auto-generated report for Volvo sales rep Auto-generated email for customer
Milwaukee Tools created itsown social network, the“Heavy Duty Club,” toprovide members access toproduct information,videos, tips from users,rebates and promotions.
Heavy Duty Newskeeps MilwaukeeElectric Toolconnected with itscustomers
“Heavy Duty Club” members are passionate aboutMilwaukee Tools .
The Power of Video Since Milwaukee Tools began includinglinks to video showing its tools in action, website traffic has increased 36%!
Connecting buyers withlocal retailers is a majorobjective of MilwaukeeTool’s online marketingstrategy.
Digital Dialogue has Replaced Mass Messaging Marketing has shifted from aOne Size one-way Fits All broadcast to a real-time digital dialogue.
Multi-Channel Synergy is a Must Managing the Customer ConversationRequires Integration of Outbound & Inbound Channels
Optimal Model for Managing Customer EngagementSource: Forrester Research - April 2009 “Campaign Management Needs A Reboot”
Don’t Miss Our Family Reunion!• 3 Days of Interactive Marketing Insight and Inspiration• 55+ breakout sessions• 10 educational tracks• Pre-Conference Industry Certification Courses• World-renowned keynote speakers including Jimmy Wales, Founder of Wikipedia• And a special concert by Katy Perry!
Thank You!Joel BookExactTarget, Inc. firstname.lastname@example.org EmailMarketingbytheBook.com @JoelBook http://www.linkedin.com/in/joelbook