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Joel Book Principal. Marketing Insights
Joel Book
Principal. Marketing Insights
Joel Book
Principal, Marketing Insights
Salesforce ExactTarget Marketing Cloud
@joelbook
Welcome!
In 2014, 98% of marketers have increased or maintained their spending on digital marketing.
The Shift to Digital Marketing
Source: Accenture Interactive - Turbulence for the CMO - Charting a path for the
seamless customer experience, 2013
66% of global CMOs are devoting 25% or more of their budget to digital marketing.
The Shift to Digital Marketing
Google/Shopper Sciences, The Zero Moment of Truth, 2012
The average shopper needs 10.4 sources of information to make a purchase decision.
{In 2010, it was 5.3}
82% of online shoppers use the Internet to research products from multi-channel retailers.Source: UPS, comScore and the e-tailing group
“Pulse of the Online Shopper" June 2014
of US online shoppers are willing to share personal preferences to receive more relevant offers.Source: Harris Interactive, January 2014
of consumers rely on social networks to guide their purchase decision.Source: SproutSocial, 2014
of consumers trust the opinions and reviews posted online by other consumers.Source: Nielsen: “Global Trust in Advertising
and Brand Messages” – September 2013
of US consumers are email subscribers.Source: ExactTarget Marketing Cloud – 2012 Channel
Preference Report
Although Today’s Consumers are Multi-Channel,
they Prefer Email.
MOBILEThe Power Tool of the
Connected Consumer
Shopping
Consumers are Mobile First
World-wide, mobile phone users (5.2B) almost equal TV viewers (5.5B)Source: Mary Meeker - Internet Trends 2014
72% of US mobile phone users are smartphone owners. Source: ComScore 2014
Mobile Search has grown 400% in the past year!
Source: Google - “Our Mobile Planet” Report, 2014
Source: Return Path, 2014
Mobile is Changing TV Advertising
of the US TV audience
when watching TV.
explore related
content or tied to
the content or advertising
(aka “Meshing”)
Source: Millward Brown Digital - “AdReaction 2014 – Marketing
in a Multiscreen World”
Marketing & PR has become a 24/7 Job to Engage, Influence and Serve Consumers Through Online and Offline Channels
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Consumers expect personal, relevant and timely . . . - Offers - Information - Service
By 2019, CMOs predict:
Digital marketing will account for more than 75% of the marketing budget.
Mobile will account for more than 50% of the marketing budget.
Campaigns will unfold in real time, depending on the individual needs and intents of each customer across every device and channel.
Source: Accenture Interactive - 2014 CMO Insights
Delivering a Personalized Customer ExperienceRequires Data and Advanced Technology
Marketing, Selling & Customer Service Functions are Converging!
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-Twitter CEO Dick Costolo(1/8/14)
“CRM and advertising are coming together in one-to-one marketing.”
Brands Must Integrate the Customer’s Shopping, Buying and Usage Experiences
The Customer Life Cycle
Business Getting Business Keeping
54% of consumers would consider ending their loyalty relationship with a brand if they were not given tailor-made, relevant content & offers.Source: CMO Council
The Stakes are High
Journey Management
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Customer Experience
is the key to delivering a great
Behind every is a customer. purchase
device
tweet
browse
app
post
service call
comment
entry
click
Source: McKinsey & Company, 2013
Customer Journeys span all stages of the Customer
Experience, from buying the product to actually using it
Increases revenue by up to 15%
Improves customer satisfaction 20%
Lowers the cost to serve by up to 20%
Source: McKinsey & Company, 2013
Journey Management Drives Results
The Collaboration
Since 1999, our friends at Architecture for Humanity have
helped vulnerable communities around the world with
professional design and management services.
We’re saluting their 15th anniversary with two frames
inspired by streamlined angles and built-to-last materials,
featuring premium Japanese titanium paired with our
signature acetate (for an extra durable composition).
The Offer
Warby Parker will donate $15 for every pair of Warby
Parker x Architecture for Humanity collaboration
frames purchased from April 7, 2014 to September 6,
2014, with a minimum contribution of $15,000 to
Architecture for Humanity.
Charles BestFounder & CEO DonorsChoose.org
To Date, DonorsChoose.org Contributors have “Crowdfunded”
More than 450,000 School Projects
In 2013, DonorsChoose.org Teamed with Warby Parker
Each buyer of a special limited edition of
Warby Parker sunglasses received a $30
gift card to benefit the school of the
buyer’s choice.
DonorsChoose.org and Warby Parker
promoted their “crowdfunding
collaboration” through email delivered to their
subscribers.
125 schools received
donations!
Warby Parker Email DonorsChoose.org Email
AmEx launched OPEN Forum in 2007 as an online resource and social
networking hub for small-business owners and entrepreneurs searching for
practical information and tips to grow and manage their businesses.
The mission
• Establish OPEN Forum as a “community with content at its core”
• Provide tools for small businesses to connect and collaborate
• Share and obtain insight from industry experts and business owners
OPEN Forum provides multiple ways for users to share content
OPEN Forum balances content from experts with content contributed by entrepreneurs
OPEN Forum users are encouraged to follow other entrepreneurs
OPEN Forum encourages community members to ask other members questions
User Generated Content (UGC) is selected by editors to maximize engagement
AMEX invites new visitors to OPEN Forum to become OPEN Forum email subscribers
“Roughly 85 – 90% of
our traffic comes from
organic means. Not
advertising.”
Scott Roen
VP of Digital Marketing
American Express
OPEN Forum articles are focused on topics of interest and value to members
OPEN Forum’s weekly newsletter enables AMEX to stay connected to members
OPEN Forum users are encouraged to follow other entrepreneurs
AMEX Uses Email to Stay Connected with OPEN Forum
Members
OPEN Forum Fuels Content Sharing & Attracts New Members
Earned traffic generated through OPEN Forum content sharing saves marketing dollars
OPEN Forum members post their own questions and comments and use social media to share content and invite other small business owners to join
• The American Express OPEN Forum has become the #1 “content hub”
for small business owners. The site has more than 1 million unique
visitors each month.
• OPEN Forum influences perceptions of the American Express brand.
By surveying members, American Express can track the relationship
between OPEN Forum and customer perceptions of American Express
for being an accessible brand.
• AMEX used OPEN Forum to launch “Small Business Saturday.”
This one-day event encourages consumers to support local
small businesses in their community.
Engaging and Influencing Today’s Consumer is Hard Work
“Content is King”
Bill Gates, 1996
Expert Content More Effective than User Reviews, Branded Content
PR Journalism“The stories that are being read through news releases are written by great writers who are now comprised of roughly 40% ex-journalists.”
“Now PR folks are talking directly to the same people they were talking to before . . . just through a more direct medium.”
Brian Cohen
Co-founder, Launch.it
January 2014
By 2018, 58% of the US population will access the Internet via a connected TV. Source: eMarketer, June 2014
January 2014
The “Linchpin” of 1:1 Marketing
@JoelBook
January 2014
January 2014
NOW SERVING
1SERVING
SELLING
has become the new
@JoelBook
The 1to1 Marketing Paradigm
Understand the needs and expectations of individual customers
and use that insight to personalize and optimize every interaction across
online and offline channels.
The 1to1 Marketing Paradigm
Understand the needs and expectations of individual customers
and use that insight to personalize and optimize every interaction across
online and offline channels.
The 1to1 Marketing Paradigm
Understand the needs and expectations of individual customers
and use that insight to personalize and optimize every interaction across
online and offline channels.
Understand the needs and expectations of individual customers
and use that insight to personalize and optimize every interaction across
online and offline channels.
The 1to1 Marketing Paradigm
Joel BookPrincipal, Marketing Insights
Salesforce ExactTarget Marketing Cloud
@JoelBook
Thanks!
www.linkedin.com/in/joelbook/
