Joel BookPrincipal, eMarketing Research & EducationExactTarget, Inc.

Marketing to the Power of ONE

Marketing to the Power of ONE

How the Digital Revolution is Changing the Way Customers 

Engage with Brands

Digital Media [R]evolution

2012

Mobile EmailSMS + MMSIM EmailFaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile WebLocation Based AdsSocial Media AdsVirtual WorldsLocation Based SvcsQR Codes

1990s

IMEmailFaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline Advertising

1999

IMEmailFaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing

2000s

Mobile EmailSMSIMEmailFaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile Web

<1990

FaxDirect MailTelephone

TVRadioPrintDisplay

Marketing has become Real Time and Real Personal

From: InterruptionTo: Engagement

Magazine

All Marketing is Cross‐Channel Marketing

Channels Applications

Email Email Marketing

Event

Website

Print Advertising

Social Media

Dealer/Agent

Broadcast

Mobile

Mobile Messaging

CRM

E-Commerce

Call Center

Billing

Webinar

Warranty

Product /ServiceNeeds, Interests

CampaignResponse History

Analytics and Lead Score

Product Purchase History

CustomerDemographics

Customer Email Address

Physical Address

Customer Data

Event Attendance History

Data is “The New Black” of Digital Marketing

Campaign Response Tracking

Product /ServiceNeeds, Interests

CampaignResponse History

Analytics and Lead Score

Product Purchase History

CustomerDemographics

Customer Email Address

Physical Address

Database Management

Segmentation Campaign Planning

ProspectiveCustomers

Iden

tify

Customers with Specific Needs

Offer

InformationSele

ct

Timing

Channels

Det

erm

ine

Offline

Online

Offline

Campaign Program Development and Execution

Prog

ram

Dev

elop

men

t

Con

tent

Per

sona

lizat

ion

Segment A• Offer/ Message• Channel• Timing

Segment C• Offer/ Message• Channel• Timing

Segment B

• Offer/ Message• Channel• Timing

Cross‐Channel Technology Accelerates Engagement

Database Updating / Lead Scoring

Land

ing

Page

/ M

icro

site

Cus

tom

er D

ata

Acq

uisi

tion

Customer / Prospect Interaction

Event Attendance History

Cross-Channel Marketing Innovators

Real Marketers Real Solutions

Real Results

Scotts Miracle‐Gro – ExactTarget Client Since 2000

iPhone AppScotts Retailers

Lawn Care Update

Blogs

Facebook Twitter PageWebsite

Scotts Alerts

Scotts Alert: Now is the perfect time to apply Scotts Turf Builder WinterGuard Fall Lawn Fertilizer to your lawn. Reply STOP to end alerts. Other charges apply.

iPhone App

Papa John’s Stores

Text Offers

National Email Local Email

Facebook Twitter PageWebsite

Papa John’s – ExactTarget Client Since 2007

Volvo Construction – ExactTarget Client Since 2009

MagazineVolvo Construction Dealers

Trade Shows

Monthly Email Newsletter

Weekly Remarketing Email

Twitter YouTubeWebsite

Lowe’s– ExactTarget Client Since 2011

iPhone AppLowe’s Stores Magalog

EmailMagazine

Facebook VideoWebsite

• Aids the Buying Process• Improves Service• Maximizes Retention

The Customer Life Cycle

Email: The Backbone of Customer Engagement

Business Getting

Product Awareness

Product Evaluation

Product Purchase

AcquireAcquire EngageEngage ConvertConvert

Product Usage

Brand Advocate

Business Keeping

Repurchase/Renewal

ServeServe GrowGrow RetainRetain

• 93% of U.S. online consumers are email subscribers, receiving at least one permission‐based email per day (1)

• 59% of B2B marketers say email is their most effective channel for generating revenue (2)

1. Source: ExactTarget Research Report: Subscribers, Fans & Followers, 20112. Source: Crain’s BtoB Magazine, March 2012

77% Prefer Email for Permission-Based Promotional Messages

• Increases Brand Awareness• Fuels the Conversation• Attracts New Customers

Facebook:  900M Worldwide(1) / 133M U.S.(5)

Twitter:  500M Worldwide(2) /   24M U.S.(5)

LinkedIn: 100M Worldwide(3) /   44M U.S.(3)

Pinterist: 10M Visitors / Month (6)

YouTube: 2B Views/Day; Avg. View: 15 Min.(4)

Sources: (1) Facebook (2) Twitter (3) LinkedIn, (4) YouTube, (5)eMarketer.com, (6) InsideView

The Rise of “Social Nicheworks”

“The savviest brands will begin to build small, highly engaged communities where they can learn more about what their audiences want, need, and desire.”Source: We Are Social12 Provocations on The Future of SocialApril, 2012

Giving Customers a Voice is a Powerful Tactic 

"We put our customers at the center of everything we do --whether it is product development, the services we offer or the ways we engage with consumers, like Twitter, Facebook and our blog." Sanjay GuptaChief Marketing OfficerAlly Financial

Ally Bank created “Ally Idea Share” so consumers can share ideas on how Ally can create a better banking experience

Scotts new “Snap Perks” campaign rewards Facebook Fans for sharing their experience using Scotts new Snap fertilizer spreader. 

19,000 Likes in less than two weeks6,000 have posted comments

To monetize social media, convert “Fans and Followers” to email subscribers!

75% of social media users say email is the best way for companies to communicate with them. (MarketingSherpa)

Scotts Invites Facebook Fans to Subscribe to

Lawn Care Update

( And 50% Convert! )

Lawn Care Update subscription invitation

Each Week, Crocs Converts 500+

Facebook Fans to Crocs Email Subscribers!

Each Week, Crocs Converts 500+

Facebook Fans to Crocs Email Subscribers!

Crocs Invites Facebook Fans to become Crocs Email Subscribers

Crocs Email Subscription Center

Crocs’ “Deal of the Week” EmailPersonalized to Subscriber Preferences

• Delivers Exclusive Offers• Drives Traffic• Extends Customer Service

Mobile Device Usage Growth is Staggering

Source: eMarketerAugust, 2011

Matt de GanonVP Mobile Product and OperationsUSA Today

Pei Wei Uses SMS to Drive Email Opt-in for

Special OffersOver a 14 day period, guests were invited to text and receive a buy‐one, get‐one free coupon via email for its new Caramel Chicken entree. 

80565

Caramel JoelBook@ATT.net

"We wanted to take advantage of email’s reach and redemption to help promote and launch a new limited time offering. Using mobile allowed guests easily opt-in to our email program." Jason MillerPei Wei Asian Diner

Bar-Coded Email Coupons Drive

Consumers to StoresCampaign Results• Generated more than 

18,000 new email subscribers in just two weeks.

• Increased Pei Wei’s email subscriber list by 4%. (The Pei Wei subscriber database exceeds 500,000)

• Produced coupon redemption rates of 20%! 

• No SMS alerts today

• Long term competitive necessity

Ally Bank invites customers to set up alerts and be notified about account balances, deposits, and opportunities to earn higher interest 

Ally Alerts Take Customer Service to a Whole New Level

Belk Uses Mobile to Alert Customers About Special Sales and Promotions

Belk Newspaper Insert Belk Customer Email

Belk Facebook Page

Papa John’s Uses Mobile to Accelerate Sales

Papa John’s iPhone App for Online Ordering

Papa John’s SMS Direct Order Solution

Tablet PCs Have Changed how Customers Access Content

Tablet PCs Have Changed how Customers Access Content

The Apple iPad

55MM US Tablet Users

42MM US iPad Users in 

2012

Tablets Fuel Mobile CRM"[The iPad] enables our sales employees to do a much better job of engaging in a really different way than we've done before." 

Michael Hedges,  CIO, Medtronic

Next Generation Interactive Marketing

Thanks!Thanks!Joel BookExactTarget, Inc.

jbook@exacttarget.comEmailMarketingbytheBook.com@JoelBookhttp://www.linkedin.com/in/joelbook