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Page 1: Cross Promotion using Email, Social & Mobile
Page 2: Cross Promotion using Email, Social & Mobile

B R O N T O S U M M I T 2 0 1 1

Cross Promotion using Email, Social & MobileBuild a solid foundation for a successful cross channel strategy

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Consumer Behavior

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The “New” Consumer

Increased OptionsHigher ExpectationsTechnology SavvyMultiple ChannelUse Simultaneously More Sophisticated About Marketing

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Multi-Channel Marketing

…you’ll have to do better!Marketers that continue to treat channels as independent silos will suffer from declines in response rates and weakened customer relationships.

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Permission

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Where to ask for email address?

47% of IR 500’s hide the opt in box at the bottom of the page on the website

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Optimize Email Sign Up Collection PointsBe VisibleExplain BenefitsSet ExpectationsOffer IncentiveCollect Additional Data

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Pop-Ups Making a Comeback

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Don’t Forget Those Transactional Emails

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Drive Email Sign-Ups on Facebook

Studies have shown that people who are on youremail list and engage with you via social media are 50% more likely to purchase.

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Take Advantage of Twitter

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Use SMS to drive email acquisition

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QR Codes Can Link to Sign Up Forms

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Where to Ask for the “Like”?

78% IR 500’s are including social links in emails…but, very few actually provide benefits as to why you should join their social networks.

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Advertise on Your Site

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Mention After Checkout

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Emails That “Sell” the Like

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Contests

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Where to Ask for the Mobile Number?

Email open rates are 60% higher for people who

have also provided their mobile number– Retailer's Mobile Commerce Forum

Only 37% of marketers are integrating mobile with their cross-platform media strategies– Chief Marketer

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Collect Mobile Permission on the Site

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Don’t Forget the Email Preferences Page

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Are there opportunities at checkout?

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Use Email Channel to Drive Mobile

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Cross Channel Promotion

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Portray a Consistent Brand Identity

LayoutColorTypefacePhotographyPersonaCohesive Campaign

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Build a Cross Channel Foundation: EmailPersonalized & Lifecycle Email Messages: Welcome Message Birthday Message Abandon Cart Message Product Review Message Post-Purchase Thank You Message Re-Order Reminders New Product Announcements Incentive/Coupon Messages

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Drive Activity and Interaction: SMS

Highly Personal & Extremely Time Sensitive: Invitation only Flash Sale Order & Shipping Confirmation Updates on Order/Shipping Processing Abandon Cart Reminders Text to Sign Up for Emails Specials & Timely Promotions Geo-location Services that text sales alerts when shoppers

are near stores

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Shopper Engagement & Loyalty: Social

Collection of User Generated Content: Contest Games Picture/Video Sharing Surveys Polls/Quizzes Informational Tips Make sharing easy!

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Cross Channel Marketing is Tough

…and here’s why:Each channel is within an organization siloData is difficult to pull together and coordinateConsumers use each channel in different and unpredictable ways.

68% of U.S.-based e-business managers say their company desires to deliver a consistent, non-fragmented, cross channel customer experience, but only 29% have the ability to do so. (Forrester)

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Let’s Get Started

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Cross Channel Marketing Example

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Cross Channel Marketing Example

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Takeaways:

Relevance is Key Which communication channel is used?

Build Channel Bridges and Gain Permission Site, Email, Social Mobile, etc.

Execute Smart Cross Channel Strategies Branding Cohesive Campaigns Align Internal Goals

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[email protected]: @EmilyKeye

Thank You!


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