102709 Advanced Strategiesfor1to1 Marketing

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

www.

FOUNDED IN

2000 500+EMPLOYEES

$70MPRIVATE EQUITY FUNDING MAY 09

7,000+CLIENTS

OVER

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

EMAIL

“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

EMAIL

Source: Tim Schigel, ShareThis

15

EMAIL IS NOW MUCH MORE THAN

NEWSLETTERS


www.

EMAIL PLUS


www.

E M A I L + C R M

PERSONALRESPONSE


www.

EMAIL + CRMRESELLEREDUCATION


www.

EMAIL + CRMSALES SUPPORT

FOR DEALERS

EMAIL + CRM

LEADNURTURING


www.

How EMC Uses Email to Aid the Buying Process

© 2007 ExactTarget, All Rights Reserved© 2009 ExactTarget, All Rights Reserved

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

© 2007 ExactTarget, All Rights Reserved

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

2.

3.

My EMC Insight

1


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

E L

Ongoing Engagement Scorecard

EMAIL + ANALYTICS

INTELLIGENTMESSAGING


www.


www.

EMAIL + ANALYTICS

PERSONALIZED RECOMMENDATIONS

EMAIL + ANALYTICS

LIVE OFFERS


www.

EMAIL + SOCIAL

ACTIONAMPLIFIED


www.

EMAIL + SOCIAL

USING SOCIAL FORWARD TO EXPAND CUSTOMER DATABASE


www.

EMAIL + SOCIAL

CUSTOMER EDUCATION


www.

EMAIL + SOCIAL

DRIVING DEMAND


www.

How DreamfieldsChanged CPG

Marketing

© ExactTarget, All Rights Reserved

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


www.

EMAIL + POS

TRIGGERED OFFERS

EMAIL + POS

BUILDINGLOYALTY

EMAIL + SMS

MOBILEIMMEDIACY


www.

EMAIL + SMS

CUSTOMER EDUCATION


www.

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


www.

THE FAN-CENTRIC presents FANMAILMARKETING

.com

www.

59

EMAILTHE CONNECTING

THREAD


www.

THE FAN-CENTRIC presents FANMAILMARKETING

.com

www.

http://pages.exacttarget.com/in_action


www.

61EXACTTARGETinACTION.com

www.

Joel BookExactTarget, Inc.

Phone: 317.275.5444Email: [email protected]

Blog: EmailMarketingbytheBook.comTwitter: @joelbook

Date post:	12-Sep-2014
Category:	Documents
View:	3 times
Download:	0 times

102709 Advanced Strategiesfor1to1 Marketing

Documents