The document discusses the evolution of marketing from traditional to digital channels, highlighting a significant shift towards email, social media, and mobile marketing. It emphasizes the importance of engaging customers through personalized communication, utilizing integrated technology, and leveraging social media to drive business growth. Furthermore, it presents steps for marketers to design effective websites, utilize email for engagement, and implement data-driven strategies for customer conversion.

2. Brandon Lake RESMARK SYSTEMS Founder Joel Book EXACT TARGET Principal, Market Research & Education Group Chip Broyles RESMARK SYSTEMS Client Success Manager

3. We are in the Middle of a Media Revolution

4. The Marketing (R)evolution <1990 1990s Direct Mail Telephone 1999 2000s 2010 TV Radio Print Display IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing Mobile Email SMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Wikis Social Networks Mobile Web Addressable Voice Mobile Email SMS + MMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter

5. “ The mix of media channels has shifted from a one-way broadcast model to a set of dynamic two-way media forums.” Source: Booz Allen Hamilton HD Marketing 2010: Sharpening the Conversation

6. Marketers are Increasing Spending on Mobile, Email, Search, Social Marketing 28% of marketers are shifting budgets to digital channels. 54% plan to increase budgets for email marketing. 66% plan to increase investments in social media. 56% plan to increase budgets for mobile marketing. 64% of companies plan to increase budgets in SEO. 51% plan to increase budgets for paid search. Marketing Budgets 2010: Effectiveness, Measurement and Allocation Produced by: ExactTarget and eConsultancy Survey Sample: 1,000+ Marketing Professionals, B2B and B2C

7. What’s Driving the Shift to Digital Marketing?

8. “ Those who buy products marketed through email spend 138% more than non-readers of email.” Source: Forrester Research “ E-Mail Marketing Comes of Age.”

9. The Customer Life Cycle Interest Evaluation Purchase Usage Loyalty Re-Purchase Once a person gives you permission . . . Email aids the buying process Drives repeat usage Keeps the customer connected to the brand. Email: The Backbone of Customer Engagement.

10. 50 million U.S. Internet users are active users of social networks. Source: USC, “The Digital Future”

11. 40% of online consumers made a purchase as a result of advertising on social media 1 75% of daily social media users say email is the best way for companies to communicate with them 2 66% of Fortune 100 engage via Twitter 3 1 The Razorfish Consumer Experience Report, 2008 2 MarketingSherpa, 2010 3 CoTweet, 2010 THE SOCIAL MEDIA OPPORTUNITY

12. What Does This Mean for Marketers?

13. How Smart Marketers Use Digital Media to Drive Business Growth.

14. Design Your Website to Attract and Engage Visitors 5 Steps to Convert Leads and Keep Customers Engaged

15. Websites are the “Hub” of Marketing Trade Shows Sponsored Events Print Advertising Direct Mail Social Networks Broadcast Advertising Public Relations Webinars Search Engine Marketing Word of Mouth Online Advertising Corporate Blogs Website

16. Use Search to Attract Potential Customers 87% of commercial website traffic comes from organic search . Source: Forrester Research Interest The Customer Life Cycle Evaluation Purchase Usage Re-Purchase Loyalty Lead Generation Online Advertising Print Advertising Marketing Events Acquisition Tactics Social Networks Search (Paid and Organic)

17. Design Website For Engagement Offering something of value to gather contact information

18. Results

19. Results

20. FREE DVD & Catalog

21. Digital “Insiders” Guide

23. Gather Contact Info to Enable Engagement

24. Design Your Website to Attract and Engage Visitors Identify the Customer’s Needs and Interests 5 Steps to Convert Leads and Keep Customers Engaged

25. Who? Where? What? How Many? When? Identify Needs and Interests

26. Respond Personally & Automatically Simple, Personal Follow-up Email Initiate Dialog

27. Based on Average results for top –performing emails sent by Western River Expeditions Content Relevancy Maximizes Opens and Clicks

28. Content Relevancy Maximizes Conversion

29. Design Your Website to Attract and Engage Visitors Identify the Customer’s Needs and Interests Use Email to Deliver Pre and Post Trip Communication 5 Steps to Convert Leads and Keep Customers Engaged

30. Technology Enables You to Drive & Convert Leads Data Acquisition / Database Updating Product Purchase History Campaign Response History Communication History Product Satisfaction Score Product Needs and Interests Current & Prospective Customers Database Management Segmentation and Program Planning Prospective Buyers Identify Customers with Specific Needs Offer Information Select Timing Channels Determine Offline Online Offline Direct Marketing Planning and Production Creative Development Customization / Personalization Segment A Offer/ Message Channel Timing Segment C Offer/ Message Channel Timing Segment B Offer/ Message Channel Timing Data Capture / Inquiry Fulfillment Program Performance Reporting Execution, Response Tracking and Reporting

31. Technology Makes it Easier to Deliver Timely Offers Email Plan: Triggered by Event (i.e. booking, departure date, return date Timed to Drive Action (i.e. purchase travel insurance, refer a friend) Maintains connection with customer and drives repeat booking Example: World Travel (Formerly National Leisure Group) Target Audience: Couples and Families who Book Cruises depart Book Trip return Welcome Home book Excursion Offer Insurance Offer Checklist Customer Satisfaction Time Between Travel and Rebooking Offer Build Up To Rebook Window (Direct Mail Pieces) Yes Restart Trip Campaign No Return To Only Nurture Campaign Preview Like Trip Offers Trip Offers Referral Promo Offer

32. Example: Western River Expeditions

33. Create emails with personalized content

34. Set Rules to Automate Emails

35. Design Your Website to Attract and Engage Visitors Identify the Customer’s Needs and Interests Use Email to Deliver Pre and Post Trip Communication Leverage Social Media to Fuel the Conversation 5 Steps to Convert Leads and Keep Customers Engaged

36. 50% OF ALL CONTENT SHARED IS SHARED USING EMAIL Source: Tim Schigel, ShareThis

38. Creating brand advocates is now just as important as creating brand awareness.

39. “ BRAND FANS” ARE NOW YOUR BEST MARKETERS

40. Design Your Website to Attract and Engage Visitors Identify the Customer’s Needs and Interests Use Email to Deliver Pre and Post Trip Communication Leverage Social Media to Fuel the Conversation Re-Engage People Who Visit but Don’t Book 5 Steps to Convert Leads and Keep Customers Engaged

41. “ Real-time remarketing to website abandoners yields up to 50% conversion of those that had abandoned.” Source: SeeWhy

42. Marketing is a 24x7 Conversation!

43. Are You Equipped to Manage the Conversation?

44. Integrated Technology is Critical for Success

45. Integrated Technology is Critical for Success

46. How RESMARK SYSTEMS Can Help You.

47. More engaged customers Increased sales Source: USC, “The Digital Future”

48. Brandon Lake RESMARK SYSTEMS Founder Joel Book EXACT TARGET Principal, Market Research & Education Group Chip Broyles RESMARK SYSTEMS Client Success Manager Thank You!

49. ResmarkSystems.com 888.RESMARK Request a live demo online!