Introduction to the ExactTarget Marketing Cloud as part of the Internet of Customers Tour in Melbourne

1. Derek Laney
Director Product Marketing
@derektweets!

2. community
chat
post
product
tweet
Behind every thing is a customer.
app
device
website
shopping cart

3. community
Internet of Customers has Changed Marketing
Fragmented 1:Many Untargeted
Seamless 1:1 Experiences

4. Post a picture of your
mobile home screen with
the #dashboardtoyourlife
to Twitter or Instagram to
win a GoPro!

5. A Customer Platform to Bring it Together
Your Customer
Email
Apps
Social
Web
SMS
Product
Your Company
Television
Store

6. Common View of the Customer

7. Relevance is Revenue
3.9%
REVENUE GENERATION
2.8%
1.1%
CONVERSION RATE
CONVERSION RATE
CONVERSION RATE
BLAST
DRIVEN
1 : many
PROFILE
DRIVEN
PERSONA
DRIVEN
RELEVANCE
BEHAVIOR
DRIVEN
INTERACTION
DRIVEN
1:1

8. Angela Tangas
Senior Channel Strategy Manager
@a_tangas

9. 87% of Australians look for information on
products & services online
40%
Mobile Phone
59%
55%
Product/Service
Info
Product/Service
Suppliers
Source: Sensis e-Business Report, August 2013
33%
Tablet
66%
Product/Service
Info
63%
Product/Service
Suppliers
9

10. Increased Online Purchasing = More Sales Opportunities
36%
48%
Ordered goods & services
on mobile
Ordered goods &
services on tablet
66%
17%
of SME’s have a website
are mobile optimised
10

11. Social: Build engagement and deep
customer connections
74%
58%
48%
Of social media users, use social media to research products and
services
Of social media research, results in a purchase decision
18% increase on 2012
Of social media users want tips and advice
35%
4
Social media users
read reviews/blogs
before making a
purchasing decision
9
Social media users
posted blogs/reviews
of Online SME’s use social media for
business
11

12. Playstation 4
by Sony
Connecting with gamers 1:1
Demographic, purchase, game-play data, driving offers
Connected products improve conversion rate by 50%

13. The Internet of Customers

14. The Internet of Customers

15. The Internet of Customers

16. The Internet of Customers

17. The Internet of Customers

19. Email
Mobile
Social
Web
Data &
Analytics
Marketing
Automation
The 1:1 Customer Platform
Platform

20. Email
Mobile
Social
Web
Data &
Analytics
Marketing
Automation
The 1:1 Customer Platform
Platform

21. http://www.salesforce.com/dreamforce/DF13/videos.jsp

22. Holiday
Specialists
• Move to a lifecycle model
• Small Business use data to drive relevance
• 33% increase in traffic
100% growth in enquiries YOY
7x Efficiency Improvement
TEXT “HOLIDAY <your email>” to 0428 030 701 to learn more

25. Trusted leader in Email Marketing
Highly relevant, targeted,
and beautiful-looking emails
Triggered and automated campaigns
Mission-critical operational emails
Email

26. Reach your customers
wherever they are
SMS and in-app push
notifications
Mobile-optimized emails
Mobile

27. Social

28. #1 in Social Listening
#1 in Social Publishing
#1 in Social Advertising
Social

29. Personalized, Predictive
Personalized, predictive,
1:1 web experiences
Product and content
recommendation engine
Guided selling tools
Web

30. Relevance is Revenue
3.9%
REVENUE GENERATION
2.8%
1.1%
CONVERSION RATE
CONVERSION RATE
CONVERSION RATE
BLAST
DRIVEN
1 : many
PROFILE
DRIVEN
PERSONA
DRIVEN
RELEVANCE
BEHAVIOR
DRIVEN
INTERACTION
DRIVEN
1:1

31. And the winner of the
GoPro is . . .

32. Thanks!
ExactTarget Marketing Cloud

33. Hautelook by
Nordstrom
• 2 person staff
• 4M personalized emails per day,
200 campaigns month
• Enormous amount of data from site, mobile,
email and social data