Downloaded 51 times
Uploaded byKyle Lacy
Seven Steps to Winning Your Digital Audience
The document compares different communication channels for their key attributes and usage rates. It finds that SMS has the highest daily usage rates of any channel at 58-87% and remains critical for mobile strategies. It also notes that many feature phone owners do not plan to upgrade to smartphones, highlighting the ongoing importance of SMS. Additionally, it shares that consumers are more loyal to retailers than any other industry and prefer email for promotional messages over other channels.
More Related Content
Similar to Seven Steps to Winning Your Digital Audience
Seven Steps to Winning Your Digital Audience
- 18. PUSH EMAIL FACEBOOK TWITTER SMS PUSH • Familiarity • Connection • Influence • Engagement • Immediacy • Manageability • Self-Expression • Brevity • Retention • Action • Trust & Privacy • Entertainment • Accessibility • Portability • Interaction • Relevancy • Discovery • Interaction • Intimacy • Re-activation • Exclusivity • Control • Versatility • Intimacy • Disruption
- 27. 87% use daily 78% use daily 66%use daily 58% use daily 50% use daily
- 29. SMS IS ACRITICAL CHANNEL IN MOBILE STRATEGY • 70% of feature phone owners don’t plan to buy a smartphone as their next device (Feb 2012) – They plan to sign up for two more years of service on their regular handsets • 78% of smartphone users SMS daily. • 33% of smartphone users SMS constantly throughout the day.
- 66. 80% of consumers are more loyal to retail than any other industry Forrester Research
- 95. 77% Prefer… Email for Promotional Msg ExactTarget SFF #14: The 2012 Channel Preference Survey
Editor's Notes
- #8 How many people watch mad men?Typical of a generation but a type of marketer at the time
- #9 How many people watch mad men?Typical of a generation but a type of marketer at the time
- #10 How many people watch mad men?Typical of a generation but a type of marketer at the time
- #19 JEFF
- #28 JEFF Let’s take a look at the activities consumers are doing on their phones: - Talking on the phone, of course78% use text messaging daily66% use email dailyFollowed by internet and Facebook Also to note: 15% are using Twitter daily RESULT: Consumers are using the smartphone as an integrated mobile experience, searching for content, communicating and doing it across channels. Starbucks has now processed more than 26 million mobile payments since January, - 1 in 4 transactions done via mobile.
- #57 Take any major sports team or major brand… Tom’s Shoes, Charity Water. There is no question where you achieve the ripple in the pond effect of “viral marketing”.. Somebody who has liked your company has shared your content OH HEY here is a company… I have no idea what they do.. I’m going to Like their page.. Spend copious amounts of time surfing. We like on Facebook… what we like in the real world. Facebook liking is a trailing indicator of a relationship not a leading indicator of a relationship
- #59 Increasing communication between customers: The ability to share information between people is faster and easier than ever before. Social media, email and texting have all made a major change the way we communicate with each other. Consumers are now using these channels to find out what products and brands their friends and family are purchasing and what they think about these items. 24% of American adults say they've posted comments about a purchase they've made & 62% of people read online reviews before making a purchase. In addition posting something on your Facebook wall or tweet a message about a product you want to purchase will immediately provide the consumer with hundreds of opinions and recommendations.
- #66 Satisfy the CustomerThe easiest, and possibly the most affordable, way to build customer loyalty is to satisfy the customer. Begin by implementing the most basic customer service rule: treat the customer the way you want to be treated when shopping. Ideas: Back in stock emails, customer survey emails
- #67 From this chart we can prove that retailers have a more loyal client base than any other industry. This is great news… it means that once you develop a loyal consumer they are yours for a long time. This doesn’t mean however, that you can just ignore them. You must continue to engage with them and speak to them with relevance and consistency.This chart is part of a Forrester Research Survey to determine how loyal consumers are to different industries. Below is a synopsis of the report methodology:We surveyed more than 4,500 US consumers to find out about the strength of their relationships with companies across 12 industries. Our analysis looked at three areas of loyalty: 1. The willingness to make another purchase 2.The reluctance to switch 3. The likelihood to recommend the provider
- #69 Satisfy the CustomerThe easiest, and possibly the most affordable, way to build customer loyalty is to satisfy the customer. Begin by implementing the most basic customer service rule: treat the customer the way you want to be treated when shopping. Ideas: Back in stock emails, customer survey emails
- #70 Satisfy the CustomerThe easiest, and possibly the most affordable, way to build customer loyalty is to satisfy the customer. Begin by implementing the most basic customer service rule: treat the customer the way you want to be treated when shopping. Ideas: Back in stock emails, customer survey emails
- #81 Below is a solution to the common challenge of Manage The Customer Information Explosion and provides actionable solutions from ExactTarget.Solution: These days retailers must accept that consumers will continue to gain information from channels that are not part of their traditional marketing programs. Below are some suggestions on how retailers can upgrade their initiatives and be more relevant to today’s consumer.Give them the information: The truth is that consumers will find the information they are looking for whether your brand provides it to them or not. If they can’t find what they are looking for in your store they will go somewhere else. Don’t miss out on the opportunity to gain their trust and provide them with what they are looking for. This could be in the form of product reviews, product knowledge or even giving the customer access to competitive pricing information right from your store.Be Easy to find:Make sure that your potential customers can find you on all channels (beyond Google). Embrace channels like Facebook, Twitter and Pinterest by not only having an account, but actually keeping the content updated and fresh as well as developing a dialog with customers. Listen: Provide customers with a clear and easy way to communicate with you. Implement a ratings and reviews program on your website, where customers can leave feedback on their favorite products. Monitor social media channels consistently in order to provide timely answers when customers voice their thoughts on Twitter or Facebook.Be responsive: Listening alone isn’t enough; you must also respond to your consumers in a timely manner. A delayed response can negatively affect your brand image and result in disgruntled customers. Your response doesn’t need to be a public display. Sending a personal email, tweet or Facebook post addressing the comment will suffice. Responsiveness can help ensure customer satisfaction and ultimately customer loyalty.
- #83 Challenge #3: Leveraging technology and dataThe digital era definitely gives retail marketers the opportunity to speak more directly with customers and really connect with them on the 1:1 level. The use of data & technology plays a big part in this very personalized relationship.Once you have people coming into your stores and coming back for more it is time to start collecting information from them….Sound simple, yeah right! Sorting through all of the data you have collected and keeping up on the latest technology trends is a very daunting task for most retailers. Even the most sophisticated retailers are still not where they would like to be with their data usage.
- #85 Below is a solution to the common challenge of Increase Traffic and Conversion and provides actionable solutions from ExactTarget.Solution: Target the right customers, make sure you understand your demographic and the channel where the interact with your brand.Preference centers,registration forms, and Landing Pages are ideal opportunities to collect incremental data that will improve automated segmentation. Ask customersto rate their interest in 10 topics. That allows subsequent, dynamically generated emails to always lead with one of the topics they are most interested in and feature that topic in the subject line - open rates and click rates should then improve. Detailed and accurate data on the individuals in a marketer’s database makes email automation both possible and effective. Each additional data field in an email list gives one more way to slice and dice the target.With ExactTarget’s Interactive Marketing Hub, you can manage crosschannel marketing and communicate using the right medium to “send the right message to the right person at the right timevia the right digital channel”. Automate these sends across mediums in a single campaign using a single interface.
- #96 Recent study. Email continues to be highly viable as a promotional vehicle for brands. Especially in offers and discounts. If you would like to get messages from friends and family > social media. Which makes complete sense. Notice that SMS is also moving up the list.
- #107 How many people watch mad men?Typical of a generation but a type of marketer at the time
- #117 How many people watch mad men?Typical of a generation but a type of marketer at the time
- #125 Jason Miller at Pei Wei does a great job of innovating when it comes to mobile and social marketing. In October, he ran a cross-channel voting program for the “Diner Selects” initiativeAllowed consumers to vote in-store, online and on social networksHe saw a unique pattern of votes for text voters vs. social votersThe real-time-ness of the votes prompted more votes
- #128 Landing page for Caramel Chicken BOBO Offer sign-up and Email Subscription
- #129 Email sign-up form
- #130 Email sign-up form