fueling the conversation
DESCRIPTION
How Smart Marketers Use Email, Social, and Mobile Media to Fuel the Conversation with Customers”TRANSCRIPT
How Smart Marketers Use Digital Media to Attract,
Convert and Retain Customers
Fueling the Conversation
Joel BookPrincipal, Marketing Research & Education GroupTwitter: @joelbook / #ExactTarget
We are in the Middle of a Revolution!
<1990 1990s
Direct MailTelephone
1999 2000s 2010TVRadioPrintDisplay
IMEmailDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline Display
IMEmailDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing
Mobile EmailSMSIMEmailDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile Web
Addressable VoiceMobile EmailSMS + MMSIM EmailDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile WebBehavioralSocial Media & AdsVirtual WorldsWidgetsTwitter
The Marketing (R)evolution
“The mix of media channels has shifted from a one-way broadcast model to a set of dynamic two-way media forums.”Source: Booz Allen Hamilton
HD Marketing 2010: Sharpening the Conversation
1Relevant and Timely is the Expectation . . . not the Exception
Marketing to a Segment of One
»Delivering relevant and timely offers can increase response rates by more than 30%
Marketing to a Segment of One
Source: Fair Isaac Corporation, 2010
What are the “Power Tools”
of Engagement?
Marketers are Increasing Spending on Mobile, Email, Search, Social Marketing
28% of marketers are shifting budgets to digital channels. 54% plan to increase budgets for email marketing. 66% plan to increase investments in social media. 56% plan to increase budgets for mobile marketing. 64% of companies plan to increase budgets in SEO. 51% plan to increase budgets for paid search.
Marketing Budgets 2010: Effectiveness, Measurement and AllocationProduced by: ExactTarget and eConsultancySurvey Sample: 1,000+ Marketing Professionals, B2B and B2C
EMAIL# 1
Business Getting & Business Keeping
The Customer Life Cycle
Interest Evaluation Purchase Usage LoyaltyRe-Purchase
Once a person gives you permission . . . • Email aids the buying process• Drives repeat usage• Keeps the customer connected to the brand.
Email is The Backbone of Customer Engagement
Business Getting Business Keeping
Email is The Backbone of Customer Engagement
Marketing Goal
Marketing Goal
Email Objective
Email Objective
Life CycleStage
Life CycleStage
Attract Engage Convert Serve
• Welcome customer and offer assistance
• Identify product needs and interests
• Provide Information to aid purchase decision
• Send invitations to webinars and live events
• Offer product demonstration or trial
• Thank customer for purchase
• Promote related products/services
• Invite customer to join discussion group on website
• Provide links to product-related resources on website
• Invite feedback and reviews
• Send product news and service updates
• Send triggered alerts
Reward
• Provide incentive to renew or repurchase
• Send purchase-triggered cross-sell offer
Interest Evaluation Purchase Usage Re-Purchase Loyalty
Renew
• Ask for referral to friend or colleague
• Invite customer to contribute to blog
• Thank customer for loyalty.
The Customer Life Cycle
In 2009, more than 50% of consumers made a purchase due to email.
Source: ExactTarget“Email X-Factors, 2010”
In 2009, 82% of top marketers reported that email was their channel of choice for retention .
Source: Winterberry Group
Social Media Usage (Worldwide) Facebook: 500M active users Twitter: 190M active users LinkedIn: 70M active usersSource: Jake Hird, eConsultancy, July, 2010
“Smartphones will comprise 37% of global handset sales by 2014.”
Source: Pyramid Research
How Smart Marketers Use Digital Media
to Attract, Engage, and
Retain Customers
EMAIL +
EXACTTARGETinACTION .com
www.
EMAIL + SOCIALFUELING
THE CONVERSA
TION
75% of social media users say email is the best way for companies to communicate with them. MarketingSherpa, 2010
Source: Tim Schigel, CEO, ShareThis
Email + Social Sharing = New Customers
50% of all content shared on the Internet is shared using Email.
EMAIL + SOCIAL
USING SOCIAL
SHARING TO EXPAND
CUSTOMER DATABASE
EMAIL + SOCIAL
DRIVING
DEMAND
EXACTTARGETinACTION .com
www.
EMAIL + SOCIALFUELING THE
CONVERSATION WITH TWITTER
Whole Foods Leverages Twitter• 1,750,000 Followers on @wholefoods• 294 Stores on Twitter using CoTweet• Tweets promote in-store events and invite customers to opt-in to Whole Foods’ email newsletter
Regarding Twitter . . . • 66% of Fortune 100 companies engage customers via Twitter• Twitter users twice as likely to engage with brands than other social network users
EMAIL + MOBILEDIRECTRESPO
NSE
EMAIL + SMS
SUBSCRIBER
ACQUISITION
EMAIL + SMS
SUBSCRIBER
ACQUISITION
Thx 4 ur interest in Scotts Lawn Care Update monthly email. Reply BAT [space] ur email address (ex:BAT [email protected]) 2 complete sign-up. H help Std rates apply
Redemption rates for mobile coupons are between 5 and 20 %.Source: Cellfire, 2010
EMAIL + MOBILE
RETAIL SALES
ACCELERATOR
30% of retailers have developed mobile e-commerce websites.Source: Digby, 2010
EMAIL + ANALYTICS
DRIVING RETAIL SALES
EMAIL + ANALYTICSLIFE CYCLE MARKETING
EMAIL + ANALYTICSBEHAVIOR-TRIGGERED
OFFERS
EMAIL + ANALYTICS
DATA-DRIVEN OFFERS
EMAIL + ANALYTICSDRIVING TRAFFIC
© 2007 ExactTarget, All Rights Reserved
EMAIL + ANALYTICSDRIVING
REORDER
EMAIL + ANALYTICS
POWERING ONLINE
RETAILING
Strategy:• Use behavioral modeling to
personalize offers relevant to consumer profile and past purchase(s)
Results:− Open Rate: Up 18%− Response Rate: Up 44%− Sales from Email: Up 33%
EMAIL + ANALYTICS
PERSONALIZED
RECOMMENDATIONS
EMAIL + ANALYTICS
PERSONALIZED
RECOMMENDATIONS
69% of e-commerce purchase transactions are abandoned before checkout completion.
Source: SeeWhy, January 2010
For online retailers, an automated remarketing strategy is a smart investment.
“Real-time remarketing to website abandoners yields up to 50% conversion of those that had abandoned.”Source: MIT
EMAIL+ ANALYTICS
SHOPPING CART
RECOVERY
EMAIL+ ANALYTICS
SHOPPING CART
RECOVERYSkyMall’sremarketing process increases annual sales by 30%!
EMAIL+ ANALYTICS
TRIGGERED
REMARKETING
CSN’s remarketing process captures more than $250K each year!
EMAIL+ C R MAUTOMATING INTERACTION
EMAIL + CRM
$51MM IN ‘09 NEW EQUIPMENT SALES!
Total Integration of
Customer Data
• All email planned and executed through integration of email and CRM
• Leads get to Volvo sales reps more quickly
• Eliminates manual lead entry• Ability to measure
campaign effectiveness
Landing Pages, Registration PagesProduct Microsites, Webcasts / Podcasts
Marketing Database
Email Communications
www.volvoce.com
Tracking and Analytics
Technology Solution for BtoB Marketing*
(*) Volvo Construction Equipment
EMAIL + CRM
HELPING DEALERS
MOVE IRON
Webinar Invite Product News Newsletter Product Launch Event Invite
EMAIL+ CRMLEAD
NURTURING &
CUSTOMER RETENTION
EMAIL + CRM
RESELLEREDUCATION
EMAIL + VIDEOENHAN
CED EDUCATI
ON
EMAIL + VIDEO
DRIVING
DEMAND
Marketing is a 24 x 7
Conversation
The Digital Marketing Ecosystem
Customer
SEO
Website/Blog/Landing Page/
eCommerce Site/POS
Social Networking (Twitter Follower)
Social Networking (Facebook Fan)
Social Sharing (Email) Subscriber)
Prospective Customers
Mobile (Information/Invitation/Offer)
Email(Information/Invitation/Offer)
Marketer-Initiated Communication
Customer-Initiated Communication
Marketing Database
Social Media Offer (Information/Invitation/Offer)
DirectResponse
Source: Joel Book, ExactTarget
Are You Equipped to
Fuel the Conversation
?
ExactTarget’s New Digital Marketing Resource Guide
• Websites and Blogs• eNewsletters• Books and Whitepapers• Industry Organizations / Associations• Conferences
Stay Current!!
• 6-part research series into Email, Facebook & Twitter usage of 1,500+ consumers
• Report #1: “Digital Morning”
• Visit www.exacttarget.com/sff or text SFF and your email address to 38767 to download
SUBSCRIBERS, FANS & FOLLOWERS
Joel BookExactTarget, Inc.Phone: 317.275.5444Email: [email protected]: EmailMarketingbytheBook.comTwitter: @joelbook