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3 Past Meets Present: the history of Marketing Creative

4 the Pervasiveness of the real-tiMe Web5 Defining the Data of real-tiMe Marketing

5 traDitional Meets eMerging: the Winning Data CoMbination

7 Making Data aCtionable in the real-tiMe era

8 neW Challenges, neW oPPortunities

9 solving real-tiMe Web Challenges With the interaCtive Marketing hub

10 real-tiMe Marketing With the interaCtive Marketing hub

11 sustaining real-tiMe Marketing on the real-tiMe Web

With 600 Tweets, 34,000 Google searches, and 700 Facebook posts per second, marketersare no longer in control of their brands, thanks to the real-time web. But that doesnt meanmarketers have to accept defeat and succumb to these new challenges. Its possible (eveneasy!) to successfully embrace real-time marketing and evolve from campaign managementto conversation managementturning previous challenges into ROI opportunities. The key

simply lies in establishing data as the new marketing creative.

DATA IS THE NEW CREATIVE OF THE REAl-TImE WEB

What's Inside?

ExactTarget All rights reserved 01-10292010


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Past Meets Present: the history ofMarketing Creative

Developing out-of-the-box creative to connect customers to a brandhas been a marketers mission for more than a century. More than20 advertising agencies were well-established on New York CitysMadison Avenue in 1861, and for more than 100 years, the advertisersof this infamous street have invested time, money, and endless hoursof research trying to optimize their creative campaigns. Consider asnapshot of recent marketing trends:

Pre-1990s: Driven by o ine channels like print, broadcast, and direct mail, marketing creativewas targeted to consumers based on a rough knowledge of their demographics or interests.

Mid-1990s: Driven by online channels like desktop, PC, and portals, marketing creative wasaimed at providing content based on campaigns, interac tions, and exported data.

In the current real-time web environment, developing effective creative that will resonate with customersand increase ROI isnt as formulaic as it used to be. While traditional creative campaigns were basedon customer insights gleaned from focus groups and quantitative research, they were developed for themasses, based on common traits that the majority of a marketers audience shared. But in the era ofreal-time marketing, generic marketing messages are at best ignored, and at worst a reason forconsumers to opt-out of a brands messages forever.

Even as the consumer is moving faster, corporations are still plodding along. How long does your bank make you wait on hold for service? Why are they designing mass marketing programs months in advance, when people can get instant feedback on what to buy from their Facebook friends?

JOSH BERNOFF, AuTHOR OFEmpowErEd, THE HuFFINgTON POST BlOg, (September 2010)

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REAl-TImE mARkETINg: DATA IS THE NEW CREATIVE OF THE REAl-TImE WEB www.ExactTarget.com

REAl-TImE mARkETINg:DATA IS THE NEW CREATIVE OF THE REAl-TImE WEB
http://www.huffingtonpost.com/josh-bernoff/empowered-managing-in-rea_b_733845.htmlhttp://www.huffingtonpost.com/josh-bernoff/empowered-managing-in-rea_b_733845.html


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www.ExactTarget.comREAl-TImE mARkETINg: DATA IS THE NEW CREATIVE OF THE REAl-TImE WEB

the Pervasiveness of the real-tiMe Web

The real-time web has completely rede ned and revolutionized consumer expectations, and as a result,its completely changing the way marketers develop marketing creative and execute campaigns. Withan average of 600 Tweets, 34,000 Google searches, and 700 Facebook posts per second, consumershave access to in nite amounts of instantaneous information. Additionally, the massive growth in mobileusage among consumers has also contributed to this expectation for real-time information. According todata released from comScore, Inc. in October 2010*, the number of smartphone users accessing mobilecontent through browsers and applications now surpasses that of non-smartphone users.

So what does this new era of real-time marketingand all the statistics that accompany itmean formodern marketers? It means that their brands are already being discussed across the real-time web,

through hundreds and thousands of real-time messages a second. A marketers brand becomes thesum of those conversations, and its not enough to remain idle or stand by and watch.

Customers are discussing what a companys products can do, whether theyre worth purchasing, whereto nd the best deal, and sharing stories of customer service successesand failures. As Josh Bernoffand Ted Schadler explain in their newest book, Empowered , Were all in the information business nowThe information economy is the economy, since information surrounds every product, real or virtual.Marketers no longer have a choice about when and where they converse with their customers.They must join, manage, and facilitate conversations on the real-time web if they hope to preservetheir brands and survive this new era of real-time marketing.

But effectively engaging in conversation managementand changing ones mindset from programs todialogues is easier said than done across the real-time web. Increasing internet usage, the connectionof billions of devices, and the massive adoption of social media among consumers puts recent estimatesof monthly internet data ow at around 21 exabytes of data. While an impressive statistic, it leavesmany marketers feeling overwhelmed about how to even begin analyzing and interpreting this customerinformation.

Thats why the new era of real-time marketing isnt about print, broadcast, exported data, or interactionsalone. Its about strategically combining and using what marketers know about their customers(key data insights) in order to develop marketing creative. Datanot colors and vector lesisthe new creative of the real-time web.

If there is one universal truth about the web, its that people want it now.

TOm kRAzIT, making thE rEal-timE wEb rElEvant (April 5, 2010)

*Footnote: comScore, Inc., comScore Reports January 2010 U.S. Mobile Subscriber Market Share: Use of Social Media via Mobile Sees Considerable Gainsin Past Three Months, http://www.comscore.com/Press_Events/Press_Releases/2010/3/comScore_Reports_January_2010_U.S._Mobile_Subscriber_Mar-ket_Share (March 10, 2010)
http://www.comscore.com/Press_Events/Press_Releases/2010/3/comScore_Reports_January_2010_U.S._Mobile_Subscriber_Market_Sharehttp://www.comscore.com/Press_Events/Press_Releases/2010/3/comScore_Reports_January_2010_U.S._Mobile_Subscriber_Market_Sharehttp://www.comscore.com/Press_Events/Press_Releases/2010/3/comScore_Reports_January_2010_U.S._Mobile_Subscriber_Market_Sharehttp://www.comscore.com/Press_Events/Press_Releases/2010/3/comScore_Reports_January_2010_U.S._Mobile_Subscriber_Market_Share


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Defining the Data of real -tiMe Marketing

What hasnt changed as a result of the real-time web is a marketers goal for creative. Marketers still wantto understand and engage their customers with compelling content and design based on core customerinsights. But where those core customer insights come from must change. Focus groups and surveys thatlead to one-size- ts-all messages in the form of batch and blast emails or generic Facebook updates nolonger work. In fact, theyre driving customers away.

To engage in meaningful dialogueregardless of whether one is conversing with a friend or a businessprospectone must frst know something about the person hes talking to in order to build a healthyrelationship. Thats exactly why marketers need a combination of new and traditional datafromCRM and analytics to social and real-time web datato effectively build relationships with their

customers and maintain them across channels and over time.If marketers can capture and use this winning combination of data to impact creative elements be oretheyre even created, marketers will be able to deliver more targeted, relevant, and engaging messages

across channels, and specifc to each customers unique perspective.

traDitional Meets eMerging: the Winning Data CoMbinationThe key to a winning strategy in the era of real-time marketing is to provide customers with theright content, at the right time, through the right channel. In order to do that, marketers must usekey customer insights (a.k.a data) to impact their marketing messages. And although the concept

of using customer data to inform marketing strategies isnt new, the chaotic nature of the real-timeweb has yielded new forms of customer data that can be combined with traditional data sourcesto strategically impact creative content and design.

Lets rst examine the traditional data that many marketers already store in existing internal sources:

CRM: From well-known providers like Salesforce.com, Microsoft, Oracle, and SAP, CRM isoften the center for housing all data about customers, prospects, and their engagements withthat organization.

Web Analytics: Systems like Omniture from Adobe, Coremetrics from IBM, and Webtrendsprovide marketers with rich information about online, mobile, and social interactions that an

individual consumer is having with a brand and their online properties.

CCCM [cross channel campaign management] vendorsdespite the call to expand traditional channels continue to struggle to incorporate social insights into their

solutions. As a result, only 15% of marketers use their CCCM applications to send social media messages.

trEnds in Cross- ChannEl Campaign managEmEnt:

EmErging ChannEls outpaCE Existing solutions, FORRESTERRESEARCH, INC.(April 14, 2010)


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eCommerce Technologies: ATG, Bazzarvoice, and Certona provide marketers witheverything they need to know about an ecommerce propertyfrom product catalogs andonline purchase history to ratings and reviews.

In addition to these traditional data sources, the real-time web has created new forms of customer data that canhelp inform marketing creative:

Real-Time Web and Social Data: From Tweets and Likes to Check-ins and Clicks, real-timeweb and social data captures customer activities and actions on the web. Using informationsuch as which sites customers visit or what their social graph relationships look like can helpmarketers craft creative campaigns that are appropriate for a variety of online channels.

Despite the fact that marketers have had access to traditional data beginning as early as the mid-1990s,theyve often struggled to take full advantage of itnot to mention the dif culty theyve had using newforms of social and real-time web data. According to Trends in Cross-Channel Campaign Management:Emerging Channels Outpace Existing Solutions , a research article published by Forrester Research,marketers dont wish to switch between tools to plan and manage programs. Thats why a single toolthat can integrate both traditional and emerging data into one messaging platform is so important.

Seamless real-time integrations will not only eliminate the challenges of multiple providers anddisjointed databasesit will provide marketers with one view of their customers (and all oftheir customer data and insights). When this single view of all customers is further enhanced withthe emerging forms of social and real-time web data, things like segmenting audiences, automating

programs, and micro-targeting messages become easy.

Marketers consider integration rst. Ease of integration with other data sources and systems was the top factor for 56% of respondents when selecting their cross-channel campaign management solutions.

trEnds in Cross-ChannEl Campaign managEmEnt: EmErging ChannEls outpaCE Existing solutions, FORRESTER RESEARCH INC.(April 14, 2010)


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Almost half of respondents selected coordination of communication across channels (49%) and personalizing messages based on consumer behavior (48%) as their top two challengesChannel complexities make it dif cult for current applications to operate on a program rather than channel level, which in turn limits how marketers scale their marketing programs.

trEnds in Cross- ChannEl Campaign managEmEnt: EmErging ChannEls outpaCE Existing solutions, FORRESTERRESEARCH INC.(April 14, 2010)

Making Data aCtionable in the real-tiMe eraWhile many marketers are just discovering the power of social and real-time web data, the conceptof using customer data to deliver real-time, targeted communications isnt new. Marketers areconstantly bombarded with promises of robust, actionable solutions to meet their real-timemarketing needs. But making data actionable especially the emerging forms of data highlightedon page sixisnt as easy as it sounds.

According to a recent study conducted by eConsultancy*, 98% of marketers use at least threechannels to deliver multichannel messages to their customers, but more than half still store thedata they gather from each channel in separate, siloed locations. In the same study, only 35%report that they collect data from different sources and store it in a single database. And when

asked about the challenges of multichannel marketing, 71% cited maintaining high-quality dataas a major challenge.

Why does collecting the right combination of data to effectively market on the real-time webremain a challenge for the large majority of marketers? The very tools that have promised best-of-breed solutions are simply insufficient. For example, campaign management solutionsremain too formulaic, and fail to allow marketers to truly understand and engage a specific type ofcustomer. These and other static solutions of the past simply dont accommodate the speed andcomplexity of the ever-changing, real-time web.

In addition to insufficient tools, marketers are also still struggling to change their mindsets from

campaign management to conversation management. Marketers must remember that thereal-time web is a place of conversations and dialogues, and fine-tuning conversationalskills with real-time customer data is simply imperative in the era of real-time marketing.

*Footnote: Richard Lees, Companies Arent Making the Most of Multichannel Marketing Data, eConsultancy,http://econsultancy.com/uk/blog/6683-companies-aren-t-making-the-most-of-multichannel-marketing-data.
http://econsultancy.com/uk/blog/6683-companies-aren-t-making-the-most-of-multichannel-marketing-datahttp://econsultancy.com/uk/blog/6683-companies-aren-t-making-the-most-of-multichannel-marketing-data


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neW Challenges, neW oPPortunitiesIn the same eConsultancy study*, just over half of respondents reported using intelligence from previouscampaign performance to impact future campaign creative, and the rest of marketers reported that theyreguided by gut feelings when it comes to executing campaignsnot exactly an empirical formula for marketingsuccess. And with the real-time web being so impactful on brands reputations and bottom lines, its imperativethat marketers dont leave their campaigns creative to chance.

As interactive marketers in our own right, ExactTarget understands the challenges that many of our marketingcolleagues in the industry now face. From fragmentation and silos to budget competition and overwhelmingamounts of data, weve decided its time to take these challenges and turn them into opportunities. Thats whyweve created an entirely new way of communicating with todays modern consumer, based on real-time data

insights garnered from the real-time web. Because we believe that marketers must rst understandwho

theyre talking to in order to develop effective creative campaigns, were convinced that real-time data is the new creative. And thats exactly why weve created the ExactTarget Interactive Marketing Hub.

*Footnote: Richard Lees, Companies Arent Making the Most of Multichannel Marketing Data, eConsultancy,http://econsultancy.com/uk/blog/6683-companies-aren-t-making-the-most-of-multichannel-marketing-data.

Today, too many marketers still plan future programs based on a combination of gut instinct and past behavior.Progressive marketers are focused on using a highly-disciplined approach to measure- ment as the founda- tion for optimizing future communication plans.

trEnds in Cross- ChannEl Campaign managEmEnt: EmErging ChannEls outpaCE Existing solutions ,FORRESTER RESEARCHINC.,(April 14, 2010)
http://econsultancy.com/uk/blog/6683-companies-aren-t-making-the-most-of-multichannel-marketing-datahttp://econsultancy.com/uk/blog/6683-companies-aren-t-making-the-most-of-multichannel-marketing-data


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solving real-tiMe Web Challenges With

the interaCtive Marketing hubConsumers are already in control of brands, shaping the conversation with every blog post or updatethey write. Its time for marketers to not only join the conversation, but to amplify and sustain real-time dialogue with their customers. And having access to timely and relevant insight and interactionsis the only way marketers will be able to successfully engage on todays real-time web.

Because the worn-out ways of campaign management no longer work, we created theInteractive Marketing Hub so marketers could gain a single view of whats happeningacross all interactive channels, in real time. The Interactive Marketing Hub allowsmarketers to act on real data, engage in real conversations, and make real connections across the real-time web. And while colors, patterns, and attractivecreative still matter, they must be informed by the specific customer insights thatonly the Interactive Marketing Hub can gather. This dataorganized and analyzedthrough a single dashboardis the key to real engagement on the real-time web.

Most marketing organizations struggle to manage the burgeoning complexity associated with brands,regions, and channels and the resulting issues around brand consistency, program ownership, and speed- to-market. Few marketing applications are set up to support marketing organizations with these distributed challenges.

how tEChnology supports distributEd markEting organizations,FORRESTER RESEARCH INC.(January 20, 2010)


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real-tiMe Marketing With the interaCtive Marketing hubThe Interactive Marketing Hub allows marketers to practice effective conversation managementnotgeneric transactional messagingwhere simultaneous Twitter, Facebook, and email conversations buildupon one another to provide a complete view of individual customers. Those real-time data pointsamong millions of othersare easily analyzed across enterprises.

And because timeliness is the difference between good customer service and public relationsnightmares, weve built our Interactive Marketing Hub upon the Fuel Platform, which currentlypowers more than three billion messages a month, stores more than 100 terabytes of data, andoperates seamlessly with a 99.99% average system up-time.

With data as a marketers new creative, the Interactive Marketing Hub makes it easy to effectivelyengage with customers across Email, Mobile, Social, and Sitesbut not with a universal, one-size- ts-all message. The combination of real-time web, social, and traditional customer data allowsmarketers to deliver the right messages with appropriate creative elements, resulting in marketingcommunications that not only resonate, but stand out from the competition.


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sustaining real-tiMe Marketing on the real-tiMe Web According to Josh Bernoff and Ted Schadler, marketers are no longer in control of their brand messages,thanks to the real-time web. With your established processes and departmental boundaries, you movetoo slowly. But that doesnt mean marketers have to accept these organizational challenges. Its possibleto successfully embrace real-time marketing and evolve from campaign management to conversationmanagement. The key simply lies in establishing data as the new creative.

ExactTarget created the Interactive Marketing Hub in response to the challenges of the real-time web, with the guiding theme of data is the new creative. As a result, its now possible formarketers to overcome their process and boundary limitations, siloed channels, and disjointeddata sources. By centralizing millions of customer data points and insights in a single location,

marketers will finally gain back some of the control they long ago ceded to the consumer. Not onlywill marketers be able to effectively understand their data, understand their customers, and delivermicro-targeted creative through the right channel, theyll leave their competitors in the dust of thereal-time web.

READy TO gET REAl?

I youre ready to fnd out how y ou can use Real [data], Real [fast], in Real [time], visit www.exacttarget.com/hub . Now thats what we call Real [ smart marketing].
http://www.exacttarget.com/hubhttp://www.exacttarget.com/hubhttp://www.exacttarget.com/hub


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www.ExactTarget.com
http://www.exacttarget.com/http://www.exacttarget.com/

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