Marketing  to the Power of ONEHow the Digital Revolution is Changing the Way Customers     Engage with BrandsJoel BookPrin...
Digital Media [R]evolution                                Mobile Email                                                    ...
Marketing has become Real Time and Real PersonalFrom:InterruptionTo:Engagement
All Marketing is Cross‐Channel Marketing                              Magazine
Data is “The New Black” of Digital Marketing   Channels                              Applications     Email           Cust...
Cross‐Channel Technology Accelerates Engagement   Database            Segmentation                                    Camp...
Cross-Channel  Marketing  InnovatorsReal MarketersReal Solutions Real Results
Scotts Miracle‐Gro – ExactTarget Client Since 2000                                Website              Facebook           ...
Papa John’s – ExactTarget Client Since 2007                                   Website                 Facebook            ...
Volvo Construction – ExactTarget Client Since 2009                                       Website                 Twitter  ...
Lowe’s– ExactTarget Client Since 2011                           Website          Facebook                           Video ...
• Aids the Buying Process• Improves Service• Maximizes Retention
Email: The Backbone of Customer Engagement                                            The Customer Life Cycle             ...
77% Prefer Email for Permission-Based       Promotional Messages
• Increases Brand Awareness• Fuels the Conversation• Attracts New Customers
Facebook:  900M Worldwide / 133M U.S.                            (1)                   (5)          Twitter:              ...
The Rise of “Social Nicheworks”                         “The savviest brands                          will begin to build ...
Giving Customers a Voice is a Powerful Tactic                          Ally Bank created “Ally Idea Share”                ...
Scotts new “Snap Perks” campaign rewards Facebook Fans for sharing their experience using Scotts new Snap fertilizer sprea...
75%To monetize social media, convert the     of social media users say email is“Fans way for companies to communicate best...
Scotts Invites Facebook                           Fans to Subscribe to                            Lawn Care Update        ...
Each Week, Crocs                                               Converts 500+                                           Fac...
• Delivers Exclusive Offers• Drives Traffic• Extends Customer Service
Mobile Device Usage Growth is StaggeringSource: eMarketerAugust, 2011
Matt de GanonVP Mobile Product and OperationsUSA Today
Pei Wei Uses SMS to     Drive Email Opt-in for        Special OffersOver a 14 day period, guests were invited to text and ...
Bar-Coded Email   Coupons DriveConsumers to StoresCampaign Results• Generated more than   18,000 new email   subscribers i...
Ally Alerts Take Customer Service                  to a Whole New LevelAlly Bank invites customers to set up alerts and be...
Belk Uses Mobile to AlertCustomers About SpecialSales and Promotions                 Belk Facebook Page                   ...
Papa John’s Uses Mobile  to Accelerate SalesPapa John’s iPhone App   Papa John’s SMS Direct  for Online Ordering        Or...
Tablet PCs Have Changed how    Customers Access Content 55MM US Tablet Users                 42MM US                iPad U...
Tablets Fuel Mobile CRM"[The iPad] enables our sales employees to do a much better job of engaging in a really different w...
Next Generation Interactive Marketing
Thanks!Joel BookExactTarget, Inc.  jbook@exacttarget.com  EmailMarketingbytheBook.com  @JoelBook  http://www.linkedin.com/...
Marketing to the Power of ONE!
Marketing to the Power of ONE!
Marketing to the Power of ONE!
Marketing to the Power of ONE!
Marketing to the Power of ONE!
Marketing to the Power of ONE!
Marketing to the Power of ONE!
Marketing to the Power of ONE!
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Marketing to the Power of ONE!

  1. 1. Marketing to the Power of ONEHow the Digital Revolution is Changing the Way Customers  Engage with BrandsJoel BookPrincipal, eMarketing Research & EducationExactTarget, Inc.
  2. 2. Digital 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 2012 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 Advertising Online Advertising Online Advertising Online Advertising 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 Location Based Ads Mobile Web Social Media Ads Virtual Worlds Location Based Svcs QR Codes
  3. 3. Marketing has become Real Time and Real PersonalFrom:InterruptionTo:Engagement
  4. 4. All Marketing is Cross‐Channel Marketing Magazine
  5. 5. Data is “The New Black” of Digital Marketing Channels Applications Email Customer Data Email Marketing Customer Event Mobile Messaging Email Address Physical Address Website Customer CRM Demographics Product /Service E-CommercePrint Advertising Needs, Interests Product Broadcast Purchase History Call Center Event Attendance Mobile History Billing Analytics and Lead Score Webinar Social Media Campaign Response History Dealer/Agent Warranty
  6. 6. Cross‐Channel Technology Accelerates Engagement Database Segmentation Campaign Program Customer / Prospect Management Campaign Planning Development and Execution Interaction Prospective Customer SegmentOffline A Identify Email Address Customers • Offer/ MessagePhysical Address • Channel Customer Data Acquisition Customers with Content Personalization Landing Page / Microsite Customer Specific Needs • Timing Program Development DemographicsProduct /Service Segment BNeeds, Interests Offer Select • Offer/ Message Product • ChannelPurchase History Information • Timing OnlineEvent Attendance Offline History Segment C Determine Analytics Timing • Offer/ Message and Lead Score • Channel Campaign • TimingResponse History Channels Campaign Response Tracking Database Updating / Lead Scoring
  7. 7. Cross-Channel Marketing InnovatorsReal MarketersReal Solutions Real Results
  8. 8. Scotts Miracle‐Gro – ExactTarget Client Since 2000 Website Facebook Twitter Page Blogs Lawn Care  Scotts Alert: Now is the perfect time to apply Scotts Turf Builder Update WinterGuard Fall Lawn Fertilizer to your lawn. Reply STOP to end alerts. Other charges apply. iPhone App Scotts Alerts Scotts Retailers
  9. 9. Papa John’s – ExactTarget Client Since 2007 Website Facebook Twitter PageNational Email Local Email iPhone App Text Offers Papa John’s Stores
  10. 10. Volvo Construction – ExactTarget Client Since 2009 Website Twitter YouTubeMonthly Email  Weekly  Newsletter Remarketing Email Trade Shows Magazine Volvo Construction Dealers
  11. 11. Lowe’s– ExactTarget Client Since 2011 Website Facebook Video MagazineEmail iPhone App Magalog Lowe’s Stores
  12. 12. • Aids the Buying Process• Improves Service• Maximizes Retention
  13. 13. Email: The Backbone of Customer Engagement The Customer Life Cycle Business Getting Business Keeping Product Product Product Product Repurchase/ Brand Awareness Evaluation Purchase Usage Renewal Advocate Acquire Engage Convert Serve Grow Retain • 93% of U.S. online consumers are email subscribers,  receiving at least one permission‐based email per day (1) • 59% of B2B marketers say email is their most effective  channel for generating revenue (2)1. Source: ExactTarget Research Report: Subscribers, Fans & Followers, 20112. Source: Crain’s BtoB Magazine, March 2012
  14. 14. 77% Prefer Email for Permission-Based Promotional Messages
  15. 15. • Increases Brand Awareness• Fuels the Conversation• Attracts New Customers
  16. 16. Facebook:  900M Worldwide / 133M U.S. (1)  (5) Twitter:  500M Worldwide /   24M U.S. (2)  (5) LinkedIn: 100M Worldwide /   44M U.S. (3)  (3) Pinterist: 10M Visitors / Month  (6) YouTube: 2B Views/Day; Avg. View: 15 Min. (4)Sources: (1) Facebook (2) Twitter (3) LinkedIn, (4) YouTube, (5)eMarketer.com, (6) InsideView
  17. 17. The Rise of “Social Nicheworks” “The savviest brands  will begin to build small,  highly engaged  communities where  they can learn more  about what their  audiences want, need,  and desire.” Source: We Are Social 12 Provocations on The Future of Social April, 2012
  18. 18. Giving Customers a Voice is a Powerful Tactic  Ally Bank created “Ally Idea Share”  so consumers can share ideas on  how Ally can create a better banking  experience "We put our customers at the center of everything we do -- whether it is product development, the services we offer or the ways we engage with consumers, like Twitter, Facebook and our blog." Sanjay Gupta Chief Marketing Officer Ally Financial
  19. 19. Scotts new “Snap Perks” campaign rewards Facebook Fans for sharing their experience using Scotts new Snap fertilizer spreader.  19,000 Likes in less  than two weeks 6,000 have posted  comments
  20. 20. 75%To monetize social media, convert the of social media users say email is“Fans way for companies to communicate best and Followers” to email subscribers! with them. (MarketingSherpa)
  21. 21. Scotts Invites Facebook Fans to Subscribe to Lawn Care Update ( And 50% Convert! )Lawn Care Update subscription invitation
  22. 22. Each Week, Crocs Converts 500+ Facebook Fans to Crocs Email Subscribers! Crocs Email Subscription CenterCrocs Invites Facebook Fansto become Crocs EmailSubscribers Crocs’ “Deal of the Week” Email Personalized to Subscriber Preferences
  23. 23. • Delivers Exclusive Offers• Drives Traffic• Extends Customer Service
  24. 24. Mobile Device Usage Growth is StaggeringSource: eMarketerAugust, 2011
  25. 25. Matt de GanonVP Mobile Product and OperationsUSA Today
  26. 26. Pei Wei Uses SMS to Drive Email Opt-in for Special OffersOver a 14 day period, guests were invited to text and receive a buy‐one, get‐one free coupon via email for its new Caramel Chicken entree. "We wanted to takeadvantage of email’s 80565reach andredemption to helppromote and launch Caramel JoelBook@ATT.neta new limited timeoffering. Usingmobile allowedguests easily opt-into our emailprogram."Jason MillerPei Wei Asian Diner
  27. 27. Bar-Coded Email Coupons DriveConsumers to StoresCampaign Results• Generated more than  18,000 new email  subscribers in just two  weeks.• Increased Pei Wei’s email  subscriber list by 4%. (The  Pei Wei subscriber database  exceeds 500,000)• Produced coupon  redemption rates of 20%! 
  28. 28. Ally Alerts Take Customer Service to a Whole New LevelAlly Bank invites customers to set up alerts and be notified about account balances, deposits, and opportunities to earn higher interest  • No SMS alerts today • Long term competitive necessity
  29. 29. Belk Uses Mobile to AlertCustomers About SpecialSales and Promotions Belk Facebook Page Belk Newspaper Insert Belk Customer Email
  30. 30. Papa John’s Uses Mobile to Accelerate SalesPapa John’s iPhone App Papa John’s SMS Direct for Online Ordering Order Solution
  31. 31. Tablet PCs Have Changed how Customers Access Content 55MM US Tablet Users 42MM US  iPad Users in  2012 The Apple iPad
  32. 32. Tablets Fuel Mobile CRM"[The iPad] enables our sales employees to do a much better job of engaging in a really different way than weve done before."  Michael Hedges,  CIO, Medtronic
  33. 33. Next Generation Interactive Marketing
  34. 34. Thanks!Joel BookExactTarget, Inc. jbook@exacttarget.com EmailMarketingbytheBook.com @JoelBook http://www.linkedin.com/in/joelbook

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