the digital marketing kingdom - uk

DEAR READER:Social media is revolutionising the way people communicate with each other, the ways they communicate with brands and the way they expect those brands to communicate with them. As marketers, we’re constantly trying to discover the next big thing that will give us an advantage in the competitive marketplace. At the same time, experts continue to emphasise the importance of delivering the right messages, to the right audience, through the right channels, at the right time.

While marketers have loads of information about what consumers do online, there is relatively little information that helps us understand why consumers do the things they do.

At ExactTarget, we recognise that creating a real consumer-brand relationship requires more than just a clever tagline and some posh marketing materials. To truly connect with customers, we need to understand how they behave across both traditional and emerging channels—as well as what motivates them to do so. That’s why we went straight to the source and asked consumers (not marketers) about their usage and attitudes toward Email, Facebook and Twitter—the channels most commonly used by consumers for online communication.

In this report, The Digital Kingdom, we’re excited to share insights gleaned from our first-ever study of consumers in the United Kingdom. In the pages that follow, we’ll provide a broad summary of how UK consumers view their online brand relationships and what motivates them to subscribe, “Like” and/or Follow a brand. In the coming months, we’ll delve into purchasing and referral behaviours in the UK, and which channels are best for influencing consumers’ buying decisions.

I invite you to spend some time reviewing and digesting this exciting new report. Share it amongst your colleagues, discuss how the findings may impact your cross-channel strategy and let us know what you think! Your feedback is always welcome at [email protected].

Cheers,

Nigel Arthur Managing Director, EMEA, ExactTarget

2 © 2011 ExactTarget | www.ExactTarget.com/sff

3© 2011 ExactTarget | www.ExactTarget.com/sff

INTRODUCTION

“You must understand where, why and how your customers are spending their time in order to develop marketing communication strategies that are truly effective.”

As a marketer, you understand that your customers communicate through a variety of channels, ranging from telephone and email to text messaging and social networks. However, it’s not enough to merely recognise the variety of marketing channels available. You must understand where, why and how your customers are spending their time in order to develop marketing communication strategies that are truly effective.

Consumers believe the old axiom that “the customer is always right.” Given that fact, we believe it’s best to go straight to the source and ask what consumers want from marketers. SUBSCRIBERS, FANS & FOLLOWERS is an ongoing research series that sets aside theories and assumptions about consumer preferences and online behavior, focusing instead on solid data collected through a combination of focus groups and online surveys.1 The commentary in these reports draws on the experience of real consumers as they interact with brands through Email, Facebook and Twitter.

Throughout this report, we will refer to consumers who engage with brands through these channels as SUBSCRIBERS, FANS and FOLLOWERS.

Do UK consumers place the most value on being a SUBSCRIBER, FAN or FOLLOWER? What motivates them to subscribe, “Like” or Follow a brand? Are British and American consumers terribly different when it comes to their marketing communication preferences?

This report will reveal insight from our research, including:

• WhenandhowUKconsumersuseEmail,FacebookandTwitter

• What motivates UK consumers to interact through each of these channels

• HowUKmarketerscanmoreeffectivelyutilisethesechannelstoreach their target audience

By understanding the “how” and “why” behind UK consumers’ online behaviour, marketers gain two important benefits: 1) An understanding of the vastly different roles that Email, Facebook and Twitter fill in the communication landscape, both now and in the future, and 2) Insight into what consumers expect from marketers as they engage with brands across these popular online channels.

SUBSCRIBERS: UK consumers who have provided their email address to at least one company, for the purpose of receiving permission-based emails.

FANS: UK consumers with a Facebook account who have “Liked” at least one company or brand on Facebook.2

FOLLOWERS: UK consumers with a Twitter account who Follow at least one company or brand on Twitter.

1 Methodology information is available at http://www.exacttarget.com/subscribers-fans-followers/research-methodology.aspx. 2 Facebook changed its terminology from “Become a Fan” to “Like” after we started our U.S.-based research in 2010. We stuck with the term “Fans” because “Likers” sounds a bit daft.


UK sUbsCRIbERs, fANs & fOllOwERs (by Age)

In recent years, some have suggested that the rise of social media would drive a reduction in SUBSCRIBERS, but we have actually found the opposite to be true.

According to our research, 93% of UK online consumers are SUBSCRIBERS, 45% are FANS and 7% are FOLLOWERS. It is important to note, however, that consumers typically don’t choose just one channel. 96% of UK consumers who “Like” companies on Facebook subscribe to brand emails as well. 97% of consumers who Follow brands on Twitter subscribe to email. 86% of people who Follow brands on Twitter are FANS of at least one company on Facebook.

• Onlineconsumersaged25-34arethemostlikelytobeSUBSCRIBERS(97%), likely because this group uses email in the workplace and at home, for business and personal reasons.

• While teens are the least likely to be SUBSCRIBERS (86%), thischannel is still the most common way for teens to request proactive communications from brands.

• Consumersaged18-24arethemost likelytobeFacebookFANS—87% of consumers in this age group are active on Facebook.

• Thoseinthe18-24agegrouparemostlikelytobeFOLLOWERSaswell (54%), despite the fact the 25-34 age group has more active Twitter users.

Our findings are consistent with reports that younger consumers (particularly those aged 18-24) are the most likely to engage with brands on Facebook and Twitter. However, through our focus groups we learned that age is not the only factor influencing channel preference. It’s just as important to consider whypeoplegoonline in thefirst place when trying to determine how they want to engage with brands.

Some people use the Internet primarily to communicate with friends and family—these people tend to prioritise interpersonal communication over seeking information from brands online. Others use the Internet primarily for work and their engagement with brands tends to be work-related. Still others consider the Internet an ideal forum for shopping. These consumers span all age groups and, not surprisingly, they tend to be the most aggressive about seeking information from companies online.

GETTING sOCIAl IN THE UK

Email Subscribers

Facebook Fans

Twitter Followers

15-1786%

92%

97%

94%

95%

91%

88%

46%

56%

50%

38%

31%

18-24

25-34

35-44

45-54

55-64

65 or older

64%

N=1,405 UK survey respondents (without Twitter oversample)


Two distinct and opposing forces seem to be influencing UK online behaviour: the need to stay in touch and the desire to protect one’s privacy. On one hand, many UK consumers report feeling a compulsive need to check their online accounts:

• 34% of UK consumers say they check email compulsively

• 27% of UK consumers (40% of active Facebook users) say they check Facebook compulsively

• 7% of UK consumers ( 37% of active Twitter users) say they check Twitter compulsively

In contrast, a small minority of UK consumers (5%) are not SUBSCRIBERS, FANS or FOLLOWERS (although they may use email, Facebook and Twitter for other purposes). This minority tends to describe themselves as incredibly cautious about their online activities. They’re highly selective about which sites they visit and whom they communicate with online, and they’re quite concerned about privacy.

Selectivity isn’t limited to this group, however. When asked about their activity over the past year:

• 53% of SUBSCRIBERS say they have become more selective about giving out their email address

• 53% of FANS say they have become more selective about “Liking” companies on Facebook

• 42% of FOLLOWERS say they have become more selective about Following companies on Twitter

Clearly, UK consumers are feeling the need for increased discretion when it comes to engaging with brands online—regardless of channel. Online marketing can be intrusive, dull and bothersome—so consumers are exercising control over which brands have access to their limited attention. The best way to gain entry to a consumer’s trusted inner circle is to rise above the competition by understanding your customers’ pain point and delivering content that meets their expectations.

A lAND Of sTARTs AND sTOps

When your customers awake in the morning, are they reaching for their mobile to check email? Firing up their laptop to post a status update on Facebook? Greeting the world with a Tweet?

What your customers do first thing in the morning reveals not only their priorities and motivations (whether business, social or news-focused) but also provides an indication of how and when to communicate with them.

According to our research, an overwhelming 73% of UK consumers check email first thing in the morning (as compared to 58% of US consumers). Following at a significant distance are Facebook (14%) and news sites (5%). Of course this doesn’t mean that consumers are ignoring Facebook, Twitter and other sites altogether—email is simply their first priority.

Younger consumers are more likely than the general population to choose Facebook over email as their first online stop of the day. For young consumers aged 15-17, Facebook is actually the most popular place to start their day (53%), followed by email (27%). Consumers aged 18-24 choose email just slightly more often (44%) than Facebook (36%).

For most consumers (74%), a personal computer is the device of choice in the morning, followed by mobile phones (13%). Only a small minority (7%) wait until they arrive at work or school to access online content. Younger consumers are more inclined to reach for their mobile phones in the morning than older age groups, but personal computers remain the most favored device across the age spectrum.

Understanding where your customers start their day will help you identify how and when they are likely to be most receptive to your marketing messages. It can also give you insight into the proper tone and content for these communications.

DIGITAl MORNING

“My first job when I get on the Internet is to log into Hotmail and sift through the messages that came through overnight, then I check Facebook.” – Matt (Male, age 25)



At the time of publication (November 2011), Facebook was in the process of phasing out the majority of its email notifications. As time goes on, it will be interesting to monitor the effect this has on popularity of email vs. Facebook as the day’s first online destination.

Has email’s morning popularity been partially attributable to its delivery of Facebook notifications? Whereas Facebook has no ability to display the contents of your Inbox, email notifications once gave notice as to whether there was a need to check Facebook. Will consumers now reorganise their morning priorities to compensate for the lack of Facebook notices in their inbox? Time will tell how this change impacts consumers’ morning priorities and habits.

1%Twitter

1%My company’s

website

1%Portal site

(e.g. Yahoo, MSN)

1%Other

2%Entertainment site (e.g. sports, games, movies)

2%Search engine

5%News site

What is the FirST thing you check online in a typical day?

14%Facebook 73%

Email

DOEs fACEbOOK DRIvE EMAIl UsAGE?



Modern media tends to portray email as a bit stodgy and business-oriented, in contrast to casual, social channels like Facebook and Twitter. However, this is certainly not the case in the UK, where email serves as more of a catch-all.

• 82% of UK online consumers check email at least once a day, including more than 90% of all consumers over age 35

• 63% view email as a channel for personal contacts—equivalent to the number that use Facebook for personal contacts

• 44% use email as a means of connecting with old friends and those who live far away

• Only 39% of UK consumers report using email for work purposes, although this increases to 58% among working adults

With the minority of UK consumers using email for work purposes, it’s not surprising that we see less use of email during the workday (36%) than before and after work/school (60%) or during weekends and holidays (56%).

However, in stark contrast with Facebook and Twitter, the majority of UK consumers don’t see email as a means of alleviating boredom. Rather, email serves a more utilitarian purpose (whether business, social or commercial) and once that purpose is achieved, consumers move to other channels such as social networks, commerce or news sites.

EMAIl: A CHANNEl fOR All

According to our research, 93% of UK consumers are SUBSCRIBERS—meaning they subscribe to permission-based email from at least one company or brand. Of course, convincing consumers to subscribe to your brand is a bit more complex. What motivates UK consumers to share their email address with a company? What do they want out of their relationship with a brand?

The top three reasons given by survey respondents:

• Toreceivediscountsormoney-offpromotions (52%)

• Toreceivefreestufforgiveaways(44%)

• Becausetheyshopwithorbuyfromthecompany regularly (39%)

Essentially UK consumers provide their email address in exchange for deals or to expand their relationship with brands they already know and trust. In return, they expect those brands to deliver something of value in the form of exclusive content, early notification or deals. These expectations remain relatively consistent across all age groups—although older consumers can be more cynical about the likelihood that brands will follow through by delivering real value and they are more likely to express disdain for excessive email and spam.

ANATOMY Of A sUbsCRIbER

“I must admit I am a bit wary of signing up to any more companies as I hate getting inundated with emails daily and sometimes twice daily.” – Claudia (Female, age 41)

To receive discounts and money-off promotions

I shop with this company or buy this brand on a regular basis

To recieve advance notice of new products or future releases

To gain access to exclusive content

To receive “free stuff” or giveaways (e.g., free download, voucher, discount) offered in exchange for my email

To keep up-to-date with a company’s products, services or offerings

For more information related to my personal interests, hobbies, etc.

To receive alerts related to developments within the company, association or organisation

Someone recommended it to me

For a quick and easy way to keep my finger on the pulse of the brand/company

To show my support for the company to others (including friends and family)

To be affiliated with the product or brand because it’s trendy or “cool”

52%

44%

39%

34%

27%

32%

12%

25%

11%

11%

6%

4%

MOTIvATIONs TO sUbsCRIbEWhat drove you to give your email address to a company, association or organisation?




fACEbOOK: THE plACE TO bEFacebook is overwhelmingly seen as a channel for personal social

interactions, with limited usefulness in the context of business purposes.

• Overall, 68% of UK consumers are active Facebook users, including 87% of consumers in the 18-24 age bracket

• 51% of UK consumers check Facebook at least once a day

• 39% of UK consumers (58% of active Facebook users) say Facebook is the best way for them to stay in touch with friends online

• 43% of UK consumers (64% of active Facebook users) use Facebook to reconnect with old friends and those who live far away

• 43% of UK consumers (63% of active Facebook users) use Facebook for personal contacts

• 37% of UK consumers (54% of active Facebook users) use Facebook to alleviate boredom

• Only8% of UK consumers, (11% of active Facebook users) report using Facebook for business

Consistent with its social purpose, survey respondents report checking

Facebook mostly during weekends and holidays (68%) and before/after

work or school (60%). Only 32% check Facebook during the workday—

one of those times when it likely fulfills its purpose as a banisher

of boredom.

In addition to the 68% of UK consumers who are active on Facebook,

another 8% created a Facebook account in the past but no longer use

it. This leaves less than a quarter of all UK consumers who have never

been on Facebook.

“Facebook’s the best to use. It’s what everyone uses and all my friends have it. Plus it has so many other features like games and stuff so it’s not boring.” – Gary (Male, age 26)


To receive advance notice of new products or future releases



To receive “free stuff” or giveaways








49%

48%

26%

26%

22%

23%

17%

21%

13%

13%

12%

9%

MOTIvATIONs TO “lIKE” What drove you to “Like” a company, association or organisation on Facebook?

11

45% of UK consumers (66% of active Facebook users) are FANS—meaning they have “Liked” at least one company or brand on Facebook. What motivates UK consumers to connect with brands on Facebook?

According to survey respondents, the top drivers are:

• To receive discounts or money-offpromotions (49%)

• Toreceivefreestufforgiveaways(48%)

• Tomonitornewproductsorfuturereleases(26%)

• Toreceiveupdatesonproductsandservices(26%)

Interestingly, the top two responses are identical for email and Facebook. It seems that, although Facebook is generally a social channel, consumers are also looking for value. In fact, deals and freebies are by far the strongest driver of “Likes,” as demonstrated by the significant drop-off in responses after these top two answers.

Also note that the companies consumers “Like” on Facebook are less likely to be those they shop with on a regular basis—which calls into question the sincerity of their fandom. Discounts and promotions may not be the best way to interact with consumers on Facebook—a better tactic may be to encourage email subscriptions on your Facebook page, creating clear boundaries between those who want a meaningful cross-channel relationship and those who just want a deal.

ANATOMY Of A fAN

N=627 active UK Facebook users who say they have “Liked at least one brand

© 2011 ExactTarget | www.ExactTarget.com/sff

Keep

out(thanKs)

Among UK consumers, Twitter is viewed not as a place to interact socially with friends, but rather as a place to pass the time or get inside information. Twitter’s adoption rate is much lower than that of Facebook, which contributes to it generally not being seen as a viable channel for connecting with friends.

• Overall,18% of UK consumers are active Twitter users, including 33% of consumers aged 25-34

• 13% of UK consumers check Twitter at least once per day—3% of these people do not have their own Twitter account

• Of active Twitter users (people that have a created a Twitter account andstill use Twitter), 58% check Twitter at least once a day and 16% check it “constantly throughout the day”

• 51% of active Twitter users (9% of UK consumers) use Twitter to alleviate boredom

• 46% of active Twitter users (8% of UK consumers) view Twitter as a place to receive “insider information”

• 24% of active Twitter users (4% of UK consumers) report using Twitter for business

As Twitter is largely considered a place to gather information, it follows that a significant percentage of survey respondents report checking Twitter during the workday (41%). However, Twitter is not all about productivity—among those who use Twitter at work, 34% admit their usage is not for business purposes. These may well be the 51% who use Twitter to battle boredom.


TwITTER: fOR THOsE IN THE KNOw

“I like to think of Twitter as my connection to the people I wish I’d gone to school with, whereas Facebook is how I’m connected with the people I was unfortunate to go to school with. Of course this is a generalisation.” – David M. (Male, age 26)

According to our research, 7% of UK consumers (34% of active Twitter users) are FOLLOWERS—meaning they Follow at least one company or brand on Twitter.

Survey respondents tell us the top reasons for Following a brand on Twitter are:

• Toreceiveinformationrelatedtopersonal interests or hobbies (42%)

• Toreceiveadvancenoticeaboutnewproducts or future releases of a product (41%)

• Togainaccesstoexclusive content (36%)

• Toreceivediscountsandmoney-offpromotions (31%)

Unlike email and Facebook, where consumers are predominantly motivated by discounts and freebies, Twitter is clearly viewed as an important place to gather information. Twitter may also be viewed as a place to create social circles of new friends based on niche interests, rather than a way to maintain existing connections. Of course some consumers do use Twitter for money-off promotions, but there is always a segment of the population looking for deals wherever they can find them.

ANATOMY Of A fOllOwER


To receive advance notice of new products or future releases







To receive “free stuff” or giveaways (e.g., free download, coupon discount)




42%

42%

41%

36%

36%

35%

28%

15%

11%

MOTIvATIONs TO fOllOw What drove you to Follow a company, association or organisation on Twitter?


33%

32%

31%

N=106 active UK Twitter users who say they have Followed at least one brand


Before turning in for a good night’s sleep, where do your customers go for their final online stop of the day? One last check of Facebook? A final look at the inbox? As with the first activity of the morning, your customers’ last activity before bedtime provides valuable insight into their priorities and motivations.

Our research shows that email remains the most popular choice at night, although less so than in the morning (47% of UK consumers vs. 73% in the morning). Facebook is another popular stop on the way to dreamland (25%), followed by news and entertainment sites (a combined 15%).

Consumers’ choice of device is nearly identical in the morning and evening. 73% of consumers conduct their evening activities on a personal computer (compared to 74% in the morning), while mobile phones are the device of choice for 11% (down from 13% in the morning).

While there is clearly an increase in leisure and social activity at night, the continued dominance of email demonstrates its prominence in the lives of UK consumers. Marketers looking to capitalise on this social mindset may want to focus on channels like Facebook for their evening messages—although clearly email is important throughout the day for a large number of UK consumers.

DIGITAl EvENING


“At night I am a lot more active on the Internet, as I can use it of my own free will (unlike at work). I spend time researching, shopping, socialising, etc.” – Tali (Female, age 26)

25%Facebook

3%Twitter

2%Portal site(e.g., Yahoo,

MSN)

1%My company’s

website2%

Other

7%Entertainment site

(e.g., sports, games, movies)

5%Search engine

8%News site

47%Email

What is the LAST thing you check online in a typical day?



Email maintains the most loyal users in the UK both in terms of consumer reach and frequency of use. However, Facebook and Twitter are

still important in their own right, as 46% of consumers are either FANS or FOLLOWERS—and 2% of consumers will engage with brands

through Facebook or Twitter, but not through email!

While each individual channel brings a significant audience in terms of sheer numbers, marketers gain the most advantage by playing to

the strengths of each—since consumers choose different channels for different reasons.

CONClUsION


“Don’t just repeat what’s been posted on your other sites; offer exclusive Facebook content! Respond to comments—this is a SOCIAL network, not just an advertising platform.” – Simon (Male, age 19)

Tips forEMAIl

Be mindful of the fact that email is an amalgam of business, personal and commercial messages. Consumers have broader expectations when it comes to email because they view it as more of a multi-purpose tool than Facebook or Twitter. However, many expect something of value in exchange for allowing you access to this high-priority channel. Additionally, consumers are inherently cautious about engaging through email, as most have had bad experiences with spammers—so gaining permission is critical before engaging consumers through email.

Tips forfACEbOOK

The focus here is on friends and family. Marketers who choose to engage in this realm should keep their messaging consistent with the light, social tone that consumers expect on Facebook. Posts and updates on Facebook can be more frequent than emails—as long as they’re interesting, funny or useful. As with email, consumers are looking for something of value in exchange for their “Like,” so discounts and freebies will be appreciated. Also consider using Facebook to encourage people to become SUBSCRIBERS—giving you the most potential for targeted communications.

Tips forTwITTER

Marketers engaging through Twitter should be conscious of consumer expectations with regard to content and frequency. Your FOLLOWERS will likely not object to frequent Tweets, as long as you consistently deliver interesting content—and insider information. Twitter is all about opinion and insight, so companies should use this opportunity to drive conversation, rather than just pushing products. A friendly, relaxed tone is also important, as it suits the channel and helps consumers connect to the lighter side of your business.


report #1: DIgItAL MORNINg

When your customers wake up in the morning, are they reaching for their smartphones to check Facebook or logging onto laptops to read email? Chances are you probably don’t know—but ExactTarget research suggests you should!

report #2: EMAIL X-FACtORS

Email isn’t new, but it remains a critical foundation for your marketing strategy. The fact is, email drives more conversations than any other channel. In this report, we’ll reveal email’s “x-factors”—the characteristics that set email apart from other marketing channels.

report #3: thE SOCIAL PROFILE

Despite marketers’ best efforts to categorise them, the truth is that no two customers are alike. Our research uncovers 12 distinct consumer personas and how their unique traits influence their brand interactions.

report #4: tWIttER X-FACtORS

You know your customers are using Twitter. But did you know they’re talking about your brand? These daily users are the most influential online consumers, and their conversations spill over into every other part of the internet. Twitter X-Factors exposes how Twitter can greatly impact your brand’s bottom line by revealing its x-factors.

AbOUT THE sUbsCRIbERs, fANs & fOllOwERs sERIEs

Launched in 2010, SUBSCRIBERS, FANS & FOLLOWERS sets aside theories, assumptions and widely-held beliefs to deliver new insights and actionable advice about consumers’ cross-channel preferences and behaviours. These unique reports draw on the experiences of real consumers as they interact with brands through Email, Facebook and Twitter, collected through extensive research, focus groups and online surveys.

The SUBSCRIBERS, FANS & FOLLOWERS series has been cited by publications worldwide, and was recently named a 2011 Society for New Communication Research Award winner in the “Social Marketing” category.

“Subscriber, Fans & Followers sets the record straight on the realities of social driven interaction between companies and their customers. It’s important, easy-to-understand, impactful research. It’s the best collection of social insights produced to date.” -Jay Baer, Co-Author of THE NOW REVOLUTION &

Social Media Strategy Consultant


report #5: FACEBOOk X-FACtORS

70% of consumers who “Like” brands on Facebook don’t believe they’re giving that brand permission to market to them. How can you effectively spread the message about your brand in a channel that’s still unsure about marketers? Facebook X-Factors exposes Facebook’s five unique characteristics so you can develop an ROI-boosting strategy specific to this channel.

report #6: COLLABORAtIvE FUtURE

Despite common assumptions that email, Facebook and Twitter are in direct competition with one another, consumers communicate freely across these channels. Why shouldn’t you? In The Collaborative Future, we expose the truth about channel competition so you can develop a strategy that combines the powerful strengths of these channels—rather than isolating them.

report #7: SOCIAL MythBUStINg

Uncover the truth and discover what’s really happening in the world of social media! In Social Mythbusting, we revisit the data from our first six SUBSCRIBERS, FANS & FOLLOWERS research reports in order to deny, debunk and deliver the answers you need to build a strategy based on the truth—not just assumptions.

report #8: thE SOCIAL BREAk-UP

Every day, consumers interact with brands through Email, Facebook, and Twitter...but the relationships don’t always last. The Social Break-Up explores consumers’ motivations and actions as they end their online brand relationships, and provides valuable tips for keeping the romance alive after the social “honeymoon” is over.

report #9: MOBILE DEPENDENCE DAy

There’s no doubt about it—smartphones are powerful, they’re addictive and they’re having a dramatic impact on consumers’ online behaviour. In Mobile Dependence Day, we explore the growth of the mobile market, consumers’ increasing dependence on smartphones, and the impact of smartphones on Email, Facebook and Twitter.

report #10: thE MEANINg OF “LIkE”

Since the beginning of time, scholars and philosophers have searched for the meaning of life. And for over a year now, marketers have been trying to unlock the meaning of “Like.” The truth is, a Facebook “Like” is deceptively simple... and infinitely complex.

AS FEAtURED IN


Nearly half of all marketers say that understanding consumers’ interactions across channels is one of their greatest challenges. That’s why we built the Interactive Marketing HubTM from the ground up—to help you plan, create and execute real-time interactive marketing based on a single view of each customer.

With the Hub, you can:

• Integrate email, mobile, Twitter and Facebookcampaigns from a single platform

• Automate dynamic cross-channel communications andintegrations

• Viewandactonconsumerengagementinrealtime

• Planandcoordinateallmarketingactivities fromaunifiedglobal calendar

The ExactTarget Interactive Marketing Hub provides a modern approach to real-time cross-channel campaign management, creating deeper relationships with today’s connected customers.

This document may not be copied without the prior written consent of ExactTarget. © 2011 ExactTarget.

ConneCting ACross interACtive ChAnnels is tough. We CAn help.

Let us show you how! Download the guide at www.exacttarget.com/hubbrochure.

the digital marketing kingdom - uk

Documents

active twitter users

active facebook users

online brand relationships

motivates uk consumers

companys products

receive discounts

online surveys

news sites