102709 Advanced Strategiesfor1to1 Marketing

transcript

J O E L B O O Kdirector, eMarketing education

@joelbook

for 1to1 MARKETING

ADVANCED STRATEGIES

A B O U T E X A C T T A R G E TLEADING PROVIDER OF ON-DEMAND SOFTWARE, SERVICES & INTEGRATED

SOLUTIONS FOR EMAIL MARKETING & EMERGING ONE-TO-ONE MEDIA

EXACTTARGETinACTION.com

FOUNDED IN

2000 500+EMPLOYEES

$70MPRIVATE EQUITY FUNDING MAY 09

7,000+CLIENTS

2B+MONTHLYEMAIL VOLUME

• Digital Evolution Group

• Meers Advertising

• Barkley/REI

• Plattform Advertising

• Nickolson Kovak

• Widdick Marketing

ExactTarget Reseller Partners in Kansas City

We are in the Middle of a

Media Revolution

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

“More consumers adopting mobile for direct response.”Source: USC, “The Digital Future”

Media is “The New Creative.”Message distribution is now as

important as creative execution.

Creating brand advocates is now just as

important as creating brand

awareness.

Marketing is now about “conversations.”

A conversation that consumers conduct 24/7 in digital forums, on blogs,

in social networks, via mobile phones, through

email and in person.

How are You Participating?

MORE MEDIA DOLLARS ARE SHIFTING TO

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

50% OF ALL CONTENT SHARED IS SHARED USING

Source: Tim Schigel, ShareThis

EMAIL IS NOW MUCH MORE THAN

NEWSLETTERS

EMAIL PLUS

E M A I L + C R M

PERSONALRESPONSE

EMAIL + CRMRESELLEREDUCATION

EMAIL + CRMSALES SUPPORT

FOR DEALERS

EMAIL + CRM

LEADNURTURING

How EMC Uses Email to Aid the Buying Process

About EMC Corporation• Fortune 500 company with over

$13 billion in annual revenues

• World’s leading developer and provider of information infrastructure technology and solutions that enable organizations of all sizes to transform the way they compete and create value from their information

Email Marketing at EMC• More than 100 users – including Corporate and Field

Marketing Teams in 3 regions use email to deliver relevant information to EMC customers and prospects around the world.

• EMC’s email system is integrated with EMC’s Global Marketing Database to streamline subscriber segmentation, email execution and response tracking.

My EMC InSight EMC2 uses My EMC Insight tonurture prospects by:

−Providing relevant information that aids the decision-making process of the IT buyer

−Promoting seminars, webcasts, and other live events that show how customers are using EMC technology

On the EMC.com subscription page When downloading content

Online event registration

Over the phone

Third party websitesAt events

Content Relevance Begins with Data Capture

My EMC Insight

EMC invites email subscribers to identify their geo location and topics of interest.Data is transferred to the EMC Global Marketing DatabaseSubscriber-supplied data is used to dynamically personalize email content

“83% of consumers want more control of what email content they receive.”Source: MarketingSherpa

Subscription Center

How EMC Delivers Personalized Content9 Solutions of Interest

• BURA • Information Security• Business Continuity • Content Management • Oracle• Microsoft • SAP • Storage

• Virtualization

3 Buying Process StagesEarly: prospect researching a solution• High level overviews• Analyst whitepapers

Middle: prospect evaluating vendors• Customer case studies • In-depth technical notes

Late: prospect ready to buy product or a solution• Product spec sheets• Technical whitepapers

Three Stages X 9 Tracks = 27 Different Pieces of Content for Each Issue.

My EMC Insight

Segmentation Strategy

Market First

Registered Subscribers

DefinedInterests

Inferred Interests

SubscriberCountry

Output FileFor Email

My EMC Insight

Send Insight

Content Viewing and Downloading Behavior Indicates Buying Stage

Early: prospect researching a solution• High level overviews• Analyst whitepapersMiddle: prospect evaluating vendors• Customer case studies • In-depth technical notesLate: prospect ready to buy product or a solution• Product spec sheets• Technical whitepapers

1. ‘Your Topics’ (Dynamic Content )− Changes by country, user –

defined interests, and buying stage

2. Feature Article (Static Content)− Features events, products, and

content that the whole subscriber base receives

3. Other Articles (Dynamic Content)− Changes by country, user

interest and intensity of interest− Creative expands to allow up to

9 dynamic offers

My EMC Insight

Dialogue Approach in ActionUser performs Google search and goes to EMC.com

EMC Guided - Registered User - Invited to see a webcast and participate in a blog on topics of interest

Lead Generation - User interaction meets threshold to trigger a call

Ongoing Dialogue - User gets regular newsletter on their chosen topics – Drives user more activities

Ongoing Engagement Scorecard

EMAIL + ANALYTICS

INTELLIGENTMESSAGING

EMAIL + ANALYTICS

PERSONALIZED RECOMMENDATIONS

EMAIL + ANALYTICS

LIVE OFFERS

EMAIL + SOCIAL

ACTIONAMPLIFIED

EMAIL + SOCIAL

USING SOCIAL FORWARD TO EXPAND CUSTOMER DATABASE

EMAIL + SOCIAL

CUSTOMER EDUCATION

EMAIL + SOCIAL

DRIVING DEMAND

How DreamfieldsChanged CPG

Marketing

Dreamfields Pasta• 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 Marketing Challenges• Attract diabetics and low carb dieters; Encourage trial

• Engage and educate consumers on product benefits

• Build a community of passionate customers that share brand

• Stretch limited budget to augment traditional advertising

• Engage and educate healthcare professionals

• Discover what works best and expand

Brand Fan Development Model

ATTRACT

ENGAGE

CONVERT

EMPOWER

SUPPORT

Dreamfields Multi-Channel StrategyChannels:

• Website• Email• Social Networks

•Twitter • Facebook

• You Tube

Activities (*):Manage 3 websites, 50+ landing

pages, and an E-commerce siteExecute online advertising to

attract consumers to the Dreamfields website

Send branding emails 12 times per year, and automated emails daily.

Conduct consumer and professional word of mouth programs.(*) All marketing activities are planned

an executed by HyperDrive Interactive

Using Email to Educate ConsumersDreamfields uses SEO, PPC and Word of Mouth to attract consumers to www.trydreamfields.comConsumers are invited to register for Dreamfields’ email newsletter and receive a $1 coupon as a “Thank You”In less than two years, Dreamfields has built an email subscriber database of more than 400,000 consumers, and 18,000 healthcare professionals

Email + Social Media to Drive “Word of Mouth”

Engagement Emails Drive Sharing

Dreamfields Professional Influencer Program

Winning Patient Recommendations through Email and WOM Marketing

Pro Invitation Landing Page

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

Patient Education Pamphlet and Flyer

Key Metric FY 2005 FY 2009

Web Visits 19,800 728,000Page Views 98,000 2,389,957Search Engine Traffic 1,340 176,300Consumer Permissions 0 317,710Professional Influencers 0 20,790Direct Online Sales 3,700 lbs. 323,000 lbs.Total Volume < 3,000,000 lbs. >8,318,000 lbs.Profitability No Yes

Confidential DataDo Not Copy

Interactive Marketing Results

As of October 14th, Sales of Dreamfields Pasta are up 13% YTD

EMAIL + POSCUSTOMER LOYALTY

EMAIL + POS

TRIGGERED OFFERS

EMAIL + POS

BUILDINGLOYALTY

EMAIL + SMS

MOBILEIMMEDIACY

EMAIL + SMS

CUSTOMER EDUCATION

Text the word “Turf” to 63747 now!

EMAIL + SMS

SUBSCRIBER ACQUISITION

Marketing is about the

Conversation

“ B R A N D F A N S ” A R E N O W

YOUR BEST MARKETERS

THE FAN-CENTRIC presents FANMAILMARKETING

EMAILTHE CONNECTING

THREAD

THE FAN-CENTRIC presents FANMAILMARKETING

http://pages.exacttarget.com/in_action

61EXACTTARGETinACTION.com

Joel BookExactTarget, Inc.

Phone: 317.275.5444Email: jbook@exacttarget.com

Blog: EmailMarketingbytheBook.comTwitter: @joelbook

102709 Advanced Strategiesfor1to1 Marketing

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