TRENDS IN DIGITAL MARKETING

JOEL BOOKDirector, eMarketing Education

WE ARE IN THE MIDDLE OF A MEDIA 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 EVOLUTION OF MEDIA

“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 HamiltonHD Marketing 2010: Sharpening the Conversation

“50 million U.S. Internet users are active users of social networks.”

Source: USC, “The Digital Future”

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

Source: Pyramid Research

WHAT DOES THIS MEAN FOR

MARKETERS?

CREATING BRAND

ADVOCATES IS NOW JUST AS IMPORTANT AS CREATING

BRAND AWARENESS.

“Service is the new currency of selling. And email is the #1 tool for serving customers.” - Joseph Jaffe

“Those who buy products marketed through email spend 138% more than non-readers of email.”

Source: Forrester Research“E-Mail Marketing Comes of Age.”

EXACTTARGETinACTION.com

www.

*Simulation of mobile coupon

MARKETERS 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

HOW DO BRANDS USE EMAIL TO

STAY CONNECTED?

EMAIL PLUS• Email + CRM• Email + Social• Email + Mobile• Email + Analytics• Email + POS

EXACTTARGETinACTION.com

www.

JOEL BOOKExactTarget, Inc.Phone: 317.275.5444Email: Jbook@exacttarget.comBlog: EmailMarketingbytheBook.comTwitter: @joelbook

THANK YOU