Main Title – Month 2009 1

How Smart Marketers Use Digital Media to Attract, Engage and Retain Customers

Integrated eMarketing

Joel BookPrincipal, Research & Education GroupExactTarget

@joelbook / #ExactTarget

More than 8,000 Companies Use ExactTarget

Marketing in 2010

telemarketing

<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

Marketing Media Evolution

They expect information, offers and invitations that are: Personal Relevant Timely

Customers Expect to be Treated as Individuals

Marketing has shifted from a one-way broadcast to a two-way conversation.

Facebook: 500M active users

Twitter: 190M active users

LinkedIn: 70M active users

You Tube: 300M visitors/monthSocial Media Usage (Worldwide)Source: eConsultancy, July, 2010

Social Media is Fueling the Conversation about Your Brand

Your Brand

Evangelistsare Your

Best Marketers

# 1 Business Getting

& Business Keeping

Trade Shows

Sponsored Events

Print Advertising

Direct Mail

Social Networks

Broadcast Advertising

Public Relations

Webinars

Search Engine Marketing

Word of Mouth

Online Advertising

Corporate Blogs

Website

Websites have become the “Hub” of Marketing

The Customer Life Cycle

Website Visit

Product Evaluation

Product Purchase

Product Usage

Brand Loyalty

Repurchase/Renewal

Once a person gives you permission . . . • Email aids the buying process.• Drives repeat usage.• Keeps the customer connected to your company.

Business Getting Business Keeping

Email: The Backbone of Customer Engagement

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

Marketing• Introduce new products relevant to needs and interests• Promote events (i.e. Trade Shows, Webcasts, Open Houses)• Drive leads

When and How to Use Email

Sales• Nurture leads (Deliver content that informs and educates)• Cross-sell relevant products and services• Support the selling effort of dealers / resellers

Service• Deliver timely information that reinforces product value• Keep customer informed of useful events and services• Invite feedback regarding product value and benefit

2 Companies That are Digital

Marketing Innovators

Website visitors are invited to sign up for membership in the Heavy Duty Club

Milwaukee Tools created its “Heavy Duty Club” to make it easy for customers to access product information, videos, tips from users, rebates and promotions.

Your Brand Evangelists are Your

Best Marketers!

Heavy Duty News keeps Milwaukee Tools connected with its customers

The Power of VideoSince Milwaukee Tools began including

links to video showing its tools in action, website traffic has increased 36%!

Connecting buyers with dealers is a major objective of Milwaukee Tool’s online marketing strategy.

Volvo Construction Equipment

• VCE is part of Volvo Group; Started in 1832

• Products and services are offered in more than 125 countries through proprietary or independent dealerships.

• Customers use Volvo machines for road construction, oil and gas exploration, building demolition, industrial material handling, and forestry.

VOLVO USES EMAIL TO HELP DEALERS SELL NEW EQUIPMENT

The Monthly eMail Newsletter delivers latest news on Volvo products and

services to 85,000 customers.

1. Dynamic Content – Volvo designed the email template to allow for dynamic content. Through integration with Microsoft CRM, Volvo changes articles and product news articles based on user interests.

2. Interactive Functionality – Adding video links has allowed Volvo to gather immediate feedback on product interest.

3. Analytics – The analytics from this eMail are used for to capture customer insight and interests and aid re-design.

4. Performance Metrics

– Average 12% Open Rate

– Average a 7% Click Through Rate

VIDEO IS VERY EFFECTIVE FOR

EDUCATING BUYERS

Used EquipmentVolvo Remarketing Services'

Weekly Inventory List

1. Navigation – In its new design, Volvo added a Table of Contents section with links to articles and product news updates. These links have increased website traffic 30%.

2. Content Syndication – Volvo dynamically displays used equipment based on subscriber preferences. Content syndication has reduced eMail build time by approximately 30-40% by automatically capturing content from websites.

3. Response Metrics –

– Average 21% Open Rate

– Average a 11% Click Through Rate

The Remarketing Email is for select customers who request

used equipment alerts.

Volvo Helps Dealers Promote and Sell Parts

• Email is sent to customer “on behalf” of the Volvo Construction Equipment dealer

• Promotes other Parts & Service specials

• Email communications software is integrated with e-commerce software to provide complete automation of purchase transaction emails and abandoned cart (non-completed order) emails

Email is Used to Confirm all Online Parts Orders

Volvo Construction Marketing Technology

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 Pages

Product Microsites, Webcasts / Podcasts

Marketing Database

Email and Social Media Communications

www.volvoce.com

Campaign Tracking & Lead Scoring

In 2009, Volvo’s online marketing strategy generated 285 lead conversions representing sales of $58MM *

* Does Not Include Used Machine or Parts/Service Sales, and/or Leases.

10 Tips for Effective

Digital Marketing

1. Use SEO (Search Engine Optimization) to attractprospective email subscribers to your website.

2. Use direct response text (SMS) at events to make it easy for customers to opt-in to your email program.

3. Design your websites(s) to engage the visitor. Provide multiple opportunities on site to subscribe to email.

4. Send a Welcome Email to each new subscriber. Thank them for subscribing. (Optional: Invite new subscribers to download coupon for purchase.)

5. Create a Subscriber Preference Center. Use it to identify customer needs and interests.

10 Tips for Effective Digital Marketing

6. Develop email programs that deliver information, offers and invitations that are relevant and timely.

7. Pre-Sale. Use email to provide information that aids the customer’s decision-making process.

8. Post-Sale. Use email to enhance the product usage experience. Invite customers to share their knowledge and experience (Testimonials, Video).

9. Leverage social media (YouTube, Blog, Twitter). This creates more awareness of your product and attracts website visitors.

10. Automate email communications by integrating email technology with CRM and e-commerce systems.

10 Tips for Effective Digital Marketing

ExactTarget’s New Digital Marketing Resource Guide

• Websites and Blogs• eNewsletters• Books and Whitepapers• Industry Organizations / Associations• Conferences

Stay Current!!

Main Title – Month 2009 48

Thank You!Joel BookExactTarget, Inc.Phone: 317.275.5444Email: jbook@exacttarget.comBlog: EmailMarketingbytheBook.com

@joelbook