marketing to the power of one
DESCRIPTION
Modern era marketing has become a 24/7 quest to deliver offers, information, alerts and invitations to individuals that are personalized to their needs, interests, and product usage profile. And this communication must take place seamlessly across multiple channels including in-store, and online. Today's customers are hyper-connected and highly influential. Which is why "Personalization" has become the new marketing imperative. Marketing to the Power of ONE involves the effective use of customer data and cross-channel marketing automation technology to "serve" customers better by delivering a brand experience that fuels continued product usage and invites brand advocates to share their recommendations. In this presentation, Joel Book discusses the major factors that are transforming marketing and explains what this means for brands. He then outlines how smart brands are building their integrated digital marketing strategies on the four cornerstones of the Brand Website, Email Marketing, Social Media and Mobile. Included are multiple examples and case studies from B2C an d B2B brands that innovative and successful users of digital marketing.TRANSCRIPT
Joel BookPrincipal, Research & Education
ExactTarget
@JoelBook @ExactTarget
Marketing [R]evolution
2013
Mobile EmailSMS + MMSIM EmailFaxDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsSocial MediaMobile AppsLocation Based AdsSocial Media AdsQR Codes
1990s
IMEmailFaxDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline Advertising
1999
IMEmailFaxDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing
2000s
Mobile EmailSMSIMEmailFaxDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsSocial MediaMobile Web
<1989
FaxDirect MailTelephone
TVRadioPrintDisplay
In 2013, we have 4X the number of marketing communication channels we had in 1989.
Digital Marketing by the Numbers . . . Digital Marketing by the Numbers . . .
More than 1Billion people perform searches on Google
everyday
More than 1Billion people perform searches on Google
everyday 93% of US online consumers are
email subscribers93% of US online consumers are
email subscribers66% of US email subscribers
have made a purchase triggered by an offer received by email
66% of US email subscribers have made a purchase triggered
by an offer received by email43% of all emails sent are now
opened on a mobile device43% of all emails sent are now
opened on a mobile device67% of consumers are more likely to buy if the website is
mobile-friendly
67% of consumers are more likely to buy if the website is
mobile-friendly
90% of consumers trust online product reviews and recommendations
90% of consumers trust online product reviews and recommendations
22% of consumers purchase products recommended by brand
advocates
22% of consumers purchase products recommended by brand
advocates
In 2013, smartphones will overtake PCs as the most
common Web access device
In 2013, smartphones will overtake PCs as the most
common Web access device
Magazine
All Marketing is Cross-Channel
Marketing
NOW SERVING
Consumers are Demanding
Cross-Channel Integration!
49% of Customers want a Seamless Shopping Experience across all ChannelsSource: Accenture Seamless Retail Study, 2013
Social Networking Channels
Text/SMS Phone
Web/Search
Social Reviews & Educational Videos
Shopping
Mobile is Accelerating
Cross-Channel Engagement!
Marketing has become a 24/7 Quest to Deliver Personalized Offers, Alerts,Invitations and Information
@JoelBook @ExactTarget
“In the 21st century, the database has become the marketplace.”
-- Stan Rapp
NOW SERVINGSERVING
SELLING
has become the new
buy more from retailers who send them personalized emails.
buy more from retailers who personalize across channels.
buy more from retailers who personalize product recommendations online.
Source: MyBuys / the e‐tailing Group, March 2013
The Personalization Imperative!
Doing Personalization at Scale Requires Automation
Campaign Response Tracking
Customer Engagement Strategy
Current Customers
Con
tact
ProspectiveCustomers
Offer
InformationCon
tent
Timing
Channels
Bus
. Rul
esOffline
Online
Offline
Campaign Program Development and Execution
Con
tent
Per
sona
lizat
ion
Mes
sage
Del
iver
y
Offer/Message 1• Content• Channel• Timing
Offer/Message Nth• Content• Channel• Timing
Offer/Message 2• Content• Channel• Timing
Database Updating / Lead Scoring
Product /ServiceNeeds, Interests
CampaignResponse History
Analytics and Lead Score
Product /ServicePurchase History
CustomerDemographics
CustomerContact Information
Database Management
Event Attendance History
Land
ing
Page
/ M
icro
site
Cus
tom
er D
ata
Acq
uisi
tion
Interaction and Response Tracking
@JoelBook @ExactTarget
Brand Website
• Where Buyers Engage First• Enables Access to Content• Promotes Email Subscription
Your Website is “Ground Zero” for Engagement
Trade Shows
Sponsored Events
Print Advertising
Direct Mail & Catalog
Social Media
Broadcast Advertising
Public Relations
EducationalWebinar
Search Engine Marketing
Online Advertising
Email Marketing
Word of Mouth
Consumers Rate Websites the #1 Channel for Product Evaluation, Selection and After Sale Care
75% of Companies Worldwide Integrate their Email Marketing Program with their Website
Dynamic Content PersonalizationUsing Customer Data and Business Rules to Deliver
a Personalized Online Experience
Engagement begins with registration at Scotts.com
Scotts gives website visitors “a reason” to register.
Scotts invites website visitors to subscribe to Lawn Care Update
Scotts Converts Website Visitors to Subscribers
Scotts Teaches Consumers What Scotts Products to Use, When to Use them, and How
Results• Scotts research shows Lawn Care Update subscribers use 1.5 more Scotts products than non-subscribers
Objectives• Deliver Personalized Content to Consumers • Drive Traffic to Channel Partners• Expand Scotts “Brand Advocates” Community
Overview• Started in Spring 2000• Subscribers: 1,800,000+• 355 unique geo-demographic versions
57% of Marketing Professionals say Nothing Works Better for Lead Nurturing than Email Newsletters.
Invites website visitors to subscribe to a Volvo Construction Equipment e-newsletter.
Website visitors are invited to subscribe to Volvo Construction Equipment’s eNewsletters
Volvo uses Email to help dealers sell new equipment
Volvo uses Email to help dealers sell used equipment
Volvo Construction Equipment’s digital marketing solution helps dealers to sell millions of dollars worth of new and used equipment each year.
In 2013, smartphones will overtake PCs as the most common Web access device worldwide.Source: Gartner
21% of consumers use their mobile devices to compare information about companies, products and pricing before making a purchase.44% check prices in store. Sources: McKinsey Global Institute; Chief Marketer
67% of consumers are more likely to buy a company’s product or service if their website is mobile-friendly! Source: Google/Sterling Research/SmithGeiger
Source: TripAdvisor, “Trip Barometer” conducted by StrategyOne. March 6, 2013
40% of consumers will move to a competitor’s banking site if their current bank’s site is not mobile optimizedSource: Google Mobile Banking Trends Report, 2012
More than 1 billion smartphone users will use their device for mobile banking in four years. That's nearly double the number of current mobile banking users.Source: Jupiter Research, 2013
The Backbone of Customer Engagement
93% of U.S. online consumers are email
subscribers, and receive at least one
permission-based email each day.
Email Delivers Results
Throughout the EntireCustomer Engagement Life Cycle
Business Getting Business Keeping
The Customer Life Cycle
Acquire Engage Convert Serve Grow Retain
Acquire Engage Convert Serve Grow Retain
• Target Audience: Individuals age 25-44
• In 30 days: - 449 inquiries - 201 leads
• Increased sales 10%
Acquire Engage Convert Serve Grow Retain
1. Choose Your Destination
2. Choose Your Fit
3. Choose Your River 4. Give Western River your name and email address
Email Helps Western River Expeditions Drive BookingsEmail Helps Western River
Expeditions Drive Bookings
Acquire Engage Convert Serve Grow Retain
Acquire Engage Convert Serve Grow Retain
Delta’s Email Alerts Keep Travelers Informed 43% of U.S. Online Consumers
Prefer to Receive Travel Alerts via Email{
{
Acquire Engage Convert Serve Grow Retain
Sponsored EventsPersonalized product recommendations
Loyalty Program Information
Mobile
Closest Best Buy Store
Message for Best Buy Credit Card Holders
General Messages
10 – 12 themes segmented by customer type
Message from Partners
Weekly Email CampaignEmail Volume: 20MillionEmail Versions: 18Million
Best Buy Personalizes Product Recommendations to the Customer’s Profile
Acquire Engage Convert Serve Grow Retain
Papa John’s Daily Deal Offers Drive
Online Sales Uses Email + SMS to drive responseEmail invites customers to “Share this offer” with Facebook friends, Twitter followersDrives traffic to local Papa John’s franchisees
• Increases Brand Awareness• Fuels the Conversation• Attracts New Customers
@JoelBook @ExactTarget
146.8 Million U.S. Facebook UsersSource: eMarketer
31.9 Million U.S. Twitter UsersSource: eMarketer
Accumulating Thousands of “Fans & Followers” Does Not Mean You have a Social Media
Strategy!
To Monetize Social Media, Brands Must Develop a plan to Convert Fans & Followers to
Email Subscribers!
Gave Facebook members a chance to register to win an iPad by “liking” eBags on Facebook.
eBags “Bag an iPad” Sweepstakes
eBags used SocialPages™ to create a series of Facebook Ads targeting their ideal audience and directed consumers to a tab on their Facebook page devoted to the promotion.
The data eBags acquired automatically populated an email that invited the customer to subscribe to eBags’ email campaigns and start receiving special offers exclusively for email subscribers.
eBags “Bag an iPad” Sweepstakes
eBags’ Welcome Email provided a 20% Off “eBagsInsider Exclusive” offer for new subscribers.
eBags “Bag an iPad” Sweepstakes
ResultsOver the course of the 30 day contest eBags added:
• 46,000 new Facebook fans• 28,000 new subscribers
eBags “Bag an iPad” Sweepstakes
• Delivers Exclusive Offers• Keep Members Engaged• Extends Customer Service
@JoelBook @ExactTarget
By the end of 2013, 1.4 billion smartphones will be in use worldwide, up 44% over 2012.
[ 798MM Android, 294MM Apple iOS, 45MM Windows ]Source: ABI Research
The Number of U.S. Smartphone Users will grow to 137.5 million in 2013.
Source: eMarketer
Mobile is Fueling Expanded Use of Email
43% of All Emails Sent are Now Opened and Read on a Mobile Device.
Source: Return Path
When Hitachi Data Systems’ email newsletter is viewed on a mobile device, the font size is increased automatically.
Using Responsive Design, CareerBuilder experienced a 15% increase in open-rate on smartphones and a 21% increase in click-through!
Android iPhone BlackBerry
MobileConnect™
Mobile is Fueling New Capabilities for
Direct Response
The State of Mobile Content Marketinghttp://www.slideshare.net/ExactTarget
90% of Tablet and Smartphone Users Send and Respond to SMS/Text Messages
Pei Wei Uses Mobile to Drive Store Traffic
and Attract New Email Subscribers
Over a 14 day period, Pei Wei guests were invited to text and receive a buy-one, get-one free coupon via email for its new Caramel Chicken entree.
80565
Caramel [email protected]
Landing Page for Caramel Chicken BOGO Offer Sign-up and Email Subscription
Bar-Coded Email Coupons Drive
Consumers to StoresCampaign Results:• Generated 18,000 new
email subscribers.
• Produced coupon redemption rates of 20%!
Vegas.com uses SMS/Text to drive visitor traffic to its mobile site where they promote exclusive last-minute travel deals
Results:• 70% increase in revenue per
site visit• 250% increase in revenue from
mobile devices
• Billboard ad at Los Angeles (LAX) airport
• Invites travelers to use SMS/Text to opt-in to Vegas.com Deals program
Vegas.com Invites Travelers to Receive Exclusive Deals via SMS/Text Messages
Traveler Opts in to Offer Receives Confirmation Goes to m.vegas.com
Visitors to m.vegas.com are invited to become email subscribers
MobileConnect™
Mobile is Enabling Better
Customer Service
Orange County Transit Authority Uses Mobile
Alerts to Serve Commuters
Alaska Air Uses Text Alerts to Keep Passengers Informed about Flight Departure and Arrival Times
Scotts Alerts let Consumers
Know When the Time is
Right to Use its Products
Marketing has become a 24/7 Quest to Deliver Personalized Offers, Alerts,Invitations and Information
We’re Here to Help.