Fueling The Conversation

transcript

How Smart Marketers Use Digital Media to Attract,

Convert and Retain Customers

Fueling the Conversation

Joel BookPrincipal, Marketing Research & Education GroupTwitter: @joelbook / #ExactTarget

We are in the Middle of a Revolution!

<1990 1990s

Direct MailTelephone

1999 2000s 2010TVRadioPrintDisplay

IMEmailDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline Display

IMEmailDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing

Mobile EmailSMSIMEmailDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile Web

Addressable VoiceMobile EmailSMS + MMSIM EmailDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile WebBehavioralSocial Media & AdsVirtual WorldsWidgetsTwitter

The Marketing (R)evolution

“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

1Relevant and Timely is the Expectation . . . not the Exception

Marketing to a Segment of One

»Delivering relevant and timely offers can increase response rates by more than 30%

Marketing to a Segment of One

Source: Fair Isaac Corporation, 2010

What are the “Power Tools”

of Engagement?

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 AllocationProduced by: ExactTarget and eConsultancySurvey Sample: 1,000+ Marketing Professionals, B2B and B2C

EMAIL# 1

Business Getting & Business Keeping

The Customer Life Cycle

Interest Evaluation Purchase Usage LoyaltyRe-Purchase

Once a person gives you permission . . . • Email aids the buying process• Drives repeat usage• Keeps the customer connected to the brand.

Email is The Backbone of Customer Engagement

Business Getting Business Keeping

Email is The Backbone of Customer Engagement

Marketing Goal

Email Objective

Life CycleStage

Attract Engage Convert Serve

• Welcome customer and offer assistance

• Identify product needs and interests

• Provide Information to aid purchase decision

• Send invitations to webinars and live events

• Offer product demonstration or trial

• Thank customer for purchase

• Promote related products/services

• Invite customer to join discussion group on website

• Provide links to product-related resources on website

• Invite feedback and reviews

• Send product news and service updates

• Send triggered alerts

Reward

• Provide incentive to renew or repurchase

• Send purchase-triggered cross-sell offer

Interest Evaluation Purchase Usage Re-Purchase Loyalty

• Ask for referral to friend or colleague

• Invite customer to contribute to blog

• Thank customer for loyalty.

The Customer Life Cycle

In 2009, more than 50% of consumers made a purchase due to email.

Source: ExactTarget“Email X-Factors, 2010”

In 2009, 82% of top marketers reported that email was their channel of choice for retention .

Source: Winterberry Group

Social Media Usage (Worldwide) Facebook: 500M active users Twitter: 190M active users LinkedIn: 70M active usersSource: Jake Hird, eConsultancy, July, 2010

“Smartphones will comprise 37% of global handset sales by 2014.”

Source: Pyramid Research

How Smart Marketers Use Digital Media

to Attract, Engage, and

Retain Customers

EMAIL +

EXACTTARGETinACTION .com

EMAIL + SOCIALFUELING

THE CONVERSA

75% of social media users say email is the best way for companies to communicate with them. MarketingSherpa, 2010

Source: Tim Schigel, CEO, ShareThis

Email + Social Sharing = New Customers

50% of all content shared on the Internet is shared using Email.

EMAIL + SOCIAL

USING SOCIAL

SHARING TO EXPAND

CUSTOMER DATABASE

EMAIL + SOCIAL

DRIVING

DEMAND

EXACTTARGETinACTION .com

EMAIL + SOCIALFUELING THE

CONVERSATION WITH TWITTER

Whole Foods Leverages Twitter• 1,750,000 Followers on @wholefoods• 294 Stores on Twitter using CoTweet• Tweets promote in-store events and invite customers to opt-in to Whole Foods’ email newsletter

Regarding Twitter . . . • 66% of Fortune 100 companies engage customers via Twitter• Twitter users twice as likely to engage with brands than other social network users

EMAIL + MOBILEDIRECTRESPO

EMAIL + SMS

SUBSCRIBER

ACQUISITION

EMAIL + SMS

SUBSCRIBER

ACQUISITION

Thx 4 ur interest in Scotts Lawn Care Update monthly email. Reply BAT [space] ur email address (ex:BAT mlb@mlb.com) 2 complete sign-up. H help Std rates apply

Redemption rates for mobile coupons are between 5 and 20 %.Source: Cellfire, 2010

EMAIL + MOBILE

RETAIL SALES

ACCELERATOR

30% of retailers have developed mobile e-commerce websites.Source: Digby, 2010

EMAIL + ANALYTICS

DRIVING RETAIL SALES

EMAIL + ANALYTICSLIFE CYCLE MARKETING

EMAIL + ANALYTICSBEHAVIOR-TRIGGERED

OFFERS

EMAIL + ANALYTICS

DATA-DRIVEN OFFERS

EMAIL + ANALYTICSDRIVING TRAFFIC

EMAIL + ANALYTICSDRIVING

REORDER

EMAIL + ANALYTICS

POWERING ONLINE

RETAILING

Strategy:• Use behavioral modeling to

personalize offers relevant to consumer profile and past purchase(s)

Results:− Open Rate: Up 18%− Response Rate: Up 44%− Sales from Email: Up 33%

EMAIL + ANALYTICS

PERSONALIZED

RECOMMENDATIONS

EMAIL + ANALYTICS

PERSONALIZED

RECOMMENDATIONS

69% of e-commerce purchase transactions are abandoned before checkout completion.

Source: SeeWhy, January 2010

For online retailers, an automated remarketing strategy is a smart investment.

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

EMAIL+ ANALYTICS

SHOPPING CART

RECOVERY

EMAIL+ ANALYTICS

SHOPPING CART

RECOVERYSkyMall’sremarketing process increases annual sales by 30%!

EMAIL+ ANALYTICS

TRIGGERED

REMARKETING

CSN’s remarketing process captures more than $250K each year!

EMAIL+ C R MAUTOMATING INTERACTION

EMAIL + CRM

$51MM IN ‘09 NEW EQUIPMENT SALES!

Total Integration of

Customer Data

• All email planned and executed through integration of email and CRM

• Leads get to Volvo sales reps more quickly

• Eliminates manual lead entry• Ability to measure

campaign effectiveness

Landing Pages, Registration PagesProduct Microsites, Webcasts / Podcasts

Marketing Database

Email Communications

www.volvoce.com

Tracking and Analytics

Technology Solution for BtoB Marketing*

(*) Volvo Construction Equipment

EMAIL + CRM

HELPING DEALERS

MOVE IRON

Webinar Invite Product News Newsletter Product Launch Event Invite

EMAIL+ CRMLEAD

NURTURING &

CUSTOMER RETENTION

EMAIL + CRM

RESELLEREDUCATION

EMAIL + VIDEOENHAN

CED EDUCATI

EMAIL + VIDEO

DRIVING

DEMAND

Marketing is a 24 x 7

Conversation

The Digital Marketing Ecosystem

Customer

Website/Blog/Landing Page/

eCommerce Site/POS

Social Networking (Twitter Follower)

Social Networking (Facebook Fan)

Social Sharing (Email) Subscriber)

Prospective Customers

Mobile (Information/Invitation/Offer)

Email(Information/Invitation/Offer)

Marketer-Initiated Communication

Customer-Initiated Communication

Marketing Database

Social Media Offer (Information/Invitation/Offer)

DirectResponse

Source: Joel Book, ExactTarget

Are You Equipped to

Fuel the Conversation

ExactTarget’s New Digital Marketing Resource Guide

• Websites and Blogs• eNewsletters• Books and Whitepapers• Industry Organizations / Associations• Conferences

Stay Current!!

• 6-part research series into Email, Facebook & Twitter usage of 1,500+ consumers

• Report #1: “Digital Morning”

• Visit www.exacttarget.com/sff or text SFF and your email address to 38767 to download

SUBSCRIBERS, FANS & FOLLOWERS

Joel BookExactTarget, Inc.Phone: 317.275.5444Email: jbook@exacttarget.comBlog: EmailMarketingbytheBook.comTwitter: @joelbook

Fueling The Conversation

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