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One to One Interactive, 2010. All rights reserved. One to One Interactive, 2010. All rights reserved.
From Email to Universal Messaging:Reaching the Multichannel Consumer
May 27, 2010
OTOlabs Webinar
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One to One Interactive, 2010. All rights reserved.
Agenda
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One to One Interactive, 2010. All rights reserved.
Presenting Today
Paul Hedgeland Director, European OperationsOTOlabs, a One to One Interactive [email protected]
TJ CrawfordDirector, Product ManagementOTOlabs, a One to One Interactive [email protected]
Chris HeitmannManaging DirectorOTOlabs, a One to One Interactive [email protected]
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One to One Interactive, 2010. All rights reserved.
Established in 1997, One to One Interactive is the first global enterprise to assemble a complete solution for brands, agencies, and publishers executing one-to-one marketing strategies. The company employs over 150 professionals in 7 offices located in North America, Latin America, Europe, and Asia.
One of the 20 “Hottest Independent Digital Firms” GloballyAdAge, 2007
One of the Fastest Growing Private CompaniesInc Magazine, 2008
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Locations
BostonBaltimore
Salt Lake City Reno-Tahoe
London
Singapore
São Paulo
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From Email to Universal Messaging:Reaching the Multichannel Consumer
May 27, 2010
The Shifting Digital Messaging Landscape
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1.0
1.0HTML
WebsitesBannersE-Mail
Brand
Evolving Landscape
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One to One Interactive, 2010. All rights reserved.
2.0
2.0
RSSBlogsWikis
Search
1.0
1.0HTML
WebsitesBannersE-Mail
Brand
Evolving Landscape
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One to One Interactive, 2010. All rights reserved.
3.0
3.0
XMLSocial Networks
MobileSemantic
2.0
2.0
RSSBlogsWikis
Search
1.0
1.0HTML
WebsitesBannersE-Mail
Brand
Evolving Landscape
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One to One Interactive, 2010. All rights reserved.
A need to shift from a brand centric to consumer centric approach
From
PassiveMacroFixedStatic
MessagesFormal
DictationFinite
StagedFacelessPromises
To
ActiveMicro
PortableLive
InteractionsInformal
ConversationInfinite
ImprovisedPersonalities
Actions
TO
Paradigm Shift Well Underway
11www.onetooneinteractive.com
Permission Messaging Solutions
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One to One Interactive, 2010. All rights reserved.
Permission Marketing – Key Concepts Review
• Permission is a privilege. It acknowledges the power of the consumer to ignore marketing, while recognizing that brands have to earn customer attention and trust.
• Relevancy is key to maintaining and deepening one-to-one relationships by delivering meaningful value to each individual audience member.
• Proximity increases value; the closer you get to your customers’ digital lives, the deeper the relationship will be.
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One to One Interactive, 2010. All rights reserved. One to One Interactive, 2010. All rights reserved.
From Email to Universal Messaging:Reaching the Multichannel Consumer
May 27, 2010
Four Key Disruptions
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Four Key Disruptions for Email Marketers
1. Identity Fragmentation
2. Permission Management Expectations
3. Message Publishing Complexity
4. Measurement Complexity
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Identity Fragmentation
• The number of components to a consumer's online identity is growing
• Email addresses becoming multiple and more transient
• Email-only list attrition as high as 30% annually
• Central identity becoming increasingly social network-based
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Forecast: US Email Marketing, 2009 To 2014June 2009 “US Email Marketing Forecast, 2009 To 2014”
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Permission Management Expectations
• Users expect complete control over when and how marketers reach them
• Expectations have grown especially rapidly for the social and mobile channels
• Interest categories and basic information management not enough. Expectation is interest, frequency and channel controls.
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Message Publishing Complexity
• Information from the brand is more atomized at its source and more disaggregated in it's distribution
• The type of messaging and content delivery mechanisms available vary greatly by channel and modality
• Consumers prefer and respond better to Things Vs. Ads
• Cross-channel behavioral data needs to drive messaging business rules
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Measurement Complexity
• Difficult to bring together diverse measurements in order compare results across channels and modalities in order to measure campaign ROI and overall subscriber value
• Measurement of content interaction is significantly more complex than current email metrics
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Disruptions Summary
• Right Message, Right Time, Right Place now more complicated than ever.
• Must cost effectively publish to and measure many channels consistent with consumers’ permission expectations.
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From Email to Universal Messaging:Reaching the Multichannel Consumer
May 27, 2010
Roadmap to Universal Messaging
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Universal Messaging Road MapId
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Universal Messaging Road MapId
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Perm
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One to One Interactive, 2010. All rights reserved.
Universal Messaging Road MapId
entit
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Mes
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Com
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One to One Interactive, 2010. All rights reserved.
Universal Messaging Road MapId
entit
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Mes
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Pub
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Com
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Measurement Complexity
Perm
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4
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Universal Contact ManagementIdentity Fragmentation
• As a consumer's online identity becomes more fragmented we can no longer assume their email address is their main or preferred identity– Mobile – Social– Widget / Toolbar gadget– Desktop application
• Universal Contact Management is the organization and control of a consumers contact record
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Universal Contact Management
• All communication preferences should be able to be stored in a universal contact management system
• All a consumers communication preferences should be easily segmented for you to execute against
• A consumers complete messaging history needs to visible to the universal contact management system– Frequency– Reach– Response rate
Identity Fragmentation
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Multi-Channel Preference Center
• Permission management is key to your success• Consumer expectations for sophisticated yet easy to
use permission management tools has grown over the last 2 years
• All publishing permissions should be kept in one place, your universal contact management system and should be updated live from your multi channel preference center automatically suppressing opt-outs for each channel
Permission Management Expectations
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Multi-Channel Preference Center
• Simply put a multi-channel preference center is a branded control panel allowing your consumers to configure multiple channel and communication preferences
• It should be linked directly to your universal contact management system
• All messages to all channels should have a link to it as your preferred method for opting out.
Permission Management Expectations
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One to One Interactive, 2010. All rights reserved.
Multi-Channel Preference Center
• The preference center allows you to manage complex message publishing, what to send where e.g.– Newsletters - Email– Offers - SMS/Twitter– Videos - Desktop Applications– Daily updates - Widget network
• For the marketeer this means personalized communications, targeted to suit your contacts digital lives.
Permission Management Expectations
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Universal Message Publishing and Distribution
• The universal messaging solution you use should have support for all messaging types; creation, delivery and measurement– Video– Sound– RSS/Twitter feeds– HTML Email– SMS – inbound and outbound– Widgets / Desktop
Message Publishing Complexity
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One to One Interactive, 2010. All rights reserved.
Universal Message Publishing and Distribution
• The system should make it easy to group lists of users based on preferences selected in the multi channel preference center - one contact, multiple channels to publish content
• Support for automated content publishing across all channels– RSS / Twitter– Triggered emails– Desktop / widget alerts– iPhone application updates– Semantic web
Message Publishing Complexity
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One to One Interactive, 2010. All rights reserved.
Universal Message Publishing and Distribution
• Publish to all channels or just publish to one– Create a single message and send it to all channels– Create a specific message type and just send it to the channel you
define• Apply universal tracking methodology to all messages
– A single system for all your tracking and measuring needs– A single reporting system
Message Publishing Complexity
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Universal Message Measurement
• At a glance campaign success metric• A good universal messaging system will allow
results across disparate channels to be normalized on key metrics– Targeted, Delivered– Click, Open rate– Campaign ROI, Subscriber Value
• Support for channel specific metrics• Consumer level contact history should be stored
Measurement Complexity
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Universal Message Measurement
• Integrate with other systems and file types for further data analysis– Google Analytics– Omniture– Excel– CSV
Measurement Complexity
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What Does Universal Messaging Mean for Email
• Research[1] shows that email continues to be a vital tool in the digital marketer’s armoury.
• Digital marketing budget spend has increased from 14% in 2009 to 17% (projected) in 2010
• The biggest challenge for email marketers today is increasing open and click rates.
* Email MarketingIndustry Census 2010
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What Does Universal Messaging Mean for Email
• Personalized universal messaging can be employed to combat email database attrition and dramatically lower re-acquisition costs
• Use email to build awareness of your universal messaging channels and drive the uptake of these channels
• Become more relevant as a brand to your consumers• Deliver your messages to the best media to properly promote
your brand and drive results• Build stronger relationships with your consumers
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From Email to Universal Messaging:Reaching the Multichannel Consumer
May 27, 2010
Case Studies
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Universal Messaging
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Universal Messaging
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Contact Information
Registration
PreferenceInformation
Registration
Profile & Subscriptions
Account Management
Email Confirmation
MNBCA
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One to One Interactive, 2010. All rights reserved.
Contact Information
Registration
PreferenceInformation
Registration
Profile & Subscriptions
Account Management
Email Notificationto MNBCA Admin
MNBCA Admin
Approval Process
MNBCA Admin
Approved/DeclineEmail to Contact
MNBCA Admin
Email Confirmation
MNBCA
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One to One Interactive, 2010. All rights reserved.
Contact Information
Registration
PreferenceInformation
Registration
Profile & Subscriptions
Account Management
Email Notificationto MNBCA Admin
MNBCA Admin
Approval Process
MNBCA Admin
Approved/DeclineEmail to Contact
MNBCA Admin
MNBCA OfficerLogin
MNBCA
Compose Message, Photos &
Voice Script
MNBCA
Email Confirmation
MNBCA
Complex Preference Logic Matches Area &
Interest
MessageMaker
Email, SMS, Voice, Fax Messages Sent to
Contacts
MessageMaker
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EmailAttachment
Fax
SMS
Voice
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Universal Messaging
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One to One Interactive, 2010. All rights reserved.
Contact Information
&Delivery
Preferences
Sales/Regulatory
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One to One Interactive, 2010. All rights reserved.
IGT AdminLogin
IGT Compliance
Compose Message, & Fax Cover Sheet
Information
IGT Compliance
Complex Preference Logic Matching
MessageMaker
Contact Information
&Delivery
Preferences
Sales/Regulatory
Email Message
MessageMaker
Phone & Postal Export
MessageMaker
Fax Message
MessageMaker
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One to One Interactive, 2010. All rights reserved.
Email Message
MessageMaker
IGT AdminLogin
IGT Compliance
Compose Message, & Fax Cover Sheet
Information
IGT Compliance
Complex Preference Logic Matching
MessageMaker
Contact Information
&Delivery
Preferences
Sales/Regulatory
Reporting
IGT Audit
Phone & Postal Export
MessageMaker
IGT AdminLogin
IGT Audit
Fax Message
MessageMaker
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One to One Interactive, 2010. All rights reserved.
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One to One Interactive, 2010. All rights reserved.
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From Email to Universal Messaging:Reaching the Multichannel Consumer
May 27, 2010
Questions and Answers
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From Email to Universal Messaging:Reaching the Multichannel Consumer
May 27, 2010
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