The Triangle Offense of Digial Marketing
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How Smart Marketers Use Digital Media to Attract, Engage and Retain Customers The Triangle Offense Of Digital Direct Marketing Joel Book Principal, Marketing Research & Education Group @joelbook / #ExactTarget
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learn how social media, email marketing and mobile all work together to create engagement with customers
Transcript of The Triangle Offense of Digial Marketing
How Smart Marketers Use Digital Media to Attract, Engage and Retain Customers
The Triangle Offense Of Digital Direct Marketing
Joel BookPrincipal, Marketing Research & Education Group& Education Group& Education Group& Education Group& Education Group& Education Group& Education Group& Education Group
@joelbook / #ExactTarget
<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
“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 HamiltonHD Marketing 2010: Sharpening the Conversation
Serving customersby delivering content that is: Personal Relevant Timely
Marketing to a Segment of One
Your Brand Fans are now Your
Best Marketers
# 1 Business Getting
& Business Keeping
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
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
TEACH CONSUMERS HOW TO USE YOUR PRODUCTS
PROVIDE INFORMATION THAT MAKES USERS
SMARTER
INVITE CUSTOMERS TO SHARE THEIR
EXPERIENCE
HELP DEALERS SELL AND SERVE CUSTOMERS
SEND EMAIL “ON-BEHALF” OF
SALES & ACCOUNT MANAGERS
• Genworth Financial sends co-branded email campaigns to key strategic accounts “on-behalf” of the Broker General Agent
• These emails help strengthen the BGA’s relationship with Genworth Financial and generate leads for the BGA
SEND “CO-BRANDED”EMAIL TO HELP DEALERS/RESELLERS DRIVE LEADS
DRIVE ONLINE ORDERS WITH “DEAL OF THE DAY” SALES
EMAIL+ANALYTICSRECOVER LOST SALES!
SkyMall’sremarketing campaign increases annual sales by 30%!
• Amplifying Your Message• Fueling the Conversation• Attracting New Customers
Social Media Usage (Worldwide)Facebook: 500M active users
Twitter: 190M active users
LinkedIn: 70M active usersSource: Jake Hird, eConsultancy, July, 2010
75% of social media users say email is the best way for companies to communicate with them.
MarketingSherpa, 2010
USE EMAIL+SOCIAL MEDIA TO ATTACT NEW CUSTOMERS
INVITE SUBSCRIBERS TO
SPREAD THE WORD!
FUEL THE CONVERSATION WITH EMAIL & TWITTER
Whole Foods Leverages Twitter• 1,804,829 Followers • Tweets respond to customer questions, and invite customers to opt-in to Whole Foods’ email newsletter
Whole Foods Leverages Twitter• 1,804,829 Followers • Tweets respond to customer questions, and invite customers to opt-in to Whole Foods’ email newsletter
Why Twitter?
• 66% of Fortune 100 companies engage customers via Twitter• Twitter users are 2X more likely to engage with brands than users of other social networks
“By 2014, Smartphoneswill comprise 37% of global handset sales.”Source: Pyramid Research
34% of all US mobile subscribers used email on their phone in May 2010.Source: Pew Research Center, 2010
EMAIL + MOBILE
EMAIL DOMINATES MOBILE WEB TIME
USE EVENTS TO ATTRACT SUBSCRIBERS. USE EMAIL TO DRIVE CONVERSION.
Landing Page
USE SMS TO MAKE EMAIL OPT-IN EASY
GATHER CUSTOMER CONTACT
INFORMATION.
SAY “THANK YOU”
Redemption rates for mobile coupons are between 5-20 %.Source: Cellfire, 2010
EMAIL + MOBILE
RETAIL SALES ACCELERATOR
SELLING BY SERVINGSELLING BY SERVINGInside the Successful
Digital Marketing Strategy of ScottsMiracle-Gro
About Scotts• The Scotts Miracle-Gro Company (NYSE: SMG) was founded
in 1868 in Marysville, Ohio. • Scotts is the world's largest marketer of branded consumer
lawn and garden products, with a full range of products for professional horticulture as well.
• In the U.S., the Company's Scotts®, Miracle-Gro® and Ortho® brands are market leading in their categories, as is the consumer Roundup® brand, which is marketed by Scotts.
EXACTTARGETinACTION.com
www.
Lawn Care Update
Content is Personalized based on:• Consumer’s Grass Type• Consumer’s Zip Code (Climate Zone)• Weed and Insect Problems
Scotts Uses Lawn Care Update. . .• To Educate Consumers • To Drive Traffic to Channel Partners• To Cross-Sell other Scotts Products• To Create Brand Advocates
Facts• Started in Spring 2000• Subscribers: 1,500,000+
EXACTTARGETinACTION.com
www.
Lawn Care UpdateThe Anatomy of Lawn Care Update• 355 total unique lawn/region combos
• 165 regions the US• 8 grass types or blends
• Regionalized tips, advice, special offers
• Links to articles, blog, videos, and “Scotts Insider” discussion groups
EMAIL + CALL CENTER = BETTER CUSTOMER SERVICE
3. Scotts sent Lawn Care Update with information on GrubEx® to customers who could be affected.
Scotts1. Last season, Scotts observed an increase in calls regarding Grub infestation in Northeast and Midwest
2. As report volume increased, Scotts decided to alert its customers.
Blogs at Scotts.com• Written by Ashton Ritchie and
other industry experts • Reinforces recommendations
made in Lawn Care Update
SCOTTS USES EMAIL TO PROMOTE ITS BLOG
EXACTTARGETinACTION.com
www.
DISCUSSION FORUMS KEEP CUSTOMERS
ENGAGED
Forums at Scotts.com• Most popular (despite
decreasing popularity within the US Internet Population)
• Enables interaction with Scotts consumer service lawn consultants
SCOTTS USES EMAIL TO FUEL THE CONVERSATION IN
SOCIAL MEDIA
MONETIZE SOCIALINVITE YOUR FANS TO
BECOME SUBSCRIBERS.
TEXT ALERTS DRIVE PRODUCT USE
EXACTTARGETinACTION.com
www.
Scotts Text Alerts
Scotts Reminders On Your Mobile Phone!
Scotts Text AlertsText the word “Turf”
to 63747 now!
Lawn Care Update for iPhone
•Mobile Version of Scotts.com• 90% of Scotts mobile visits are from iPhone users• Attractive to a younger audience of smartphone users• Enables Scotts to stay engaged with the “on the go” consumer
SCOTTS MAKES INFORMATION
ACCESS EASIER
SCOTTS USES DIRECT RESPONSE TEXT TO MAKE OPT-IN EASY
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
Marketing Automation in Action
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.
End-User Email
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
Dynamic Content template to allow for dynamic content. Through
EMAIL + VIDEODRIVES WEBSITE TRAFFIC.
INCREASES RESPONSE.
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.
–of Contents section with links to articles and
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
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
Tracking and Analytics
Lead Management Workflow
Volvo CE leadsExternal leadsCustomer dataMarketing data
Data cleansing
Dynamic eMail
Auto-generated salesman
reports
Data cleansing
Lead Tracking and ScoringAll Volvo CE marketing leads are associated with eMailcampaign that generated the lead.
Al leads are “scored” based on level of “engagement” (i.e. email open, links clicked, videos viewed, brochure downloads, event registration, etc.)
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.
Digital Marketing Building Blocks
Automating and Managing the Conversation
ExactTarget Interactive Marketing Hub™
ExactTarget Interactive Marketing Hub™
Automating and Managing the Conversation
A 6-part research series that provides useful insights into how adults use Email, Facebook & Twitter. Based on interviews with 1,500+ consumers.
Whether you’re a savvy designer, a marketer, or an executive, our new Design Toolkit has everything you need to improve your interactive design.
In this three-part kit, we’ll help you master three important facets of interactive design:1. Design Philosophy. Seven Design Principles
That Will Drive Customer Engagement
2. Taking Design Beyond Email. 5 Easy Ways to Improve Conversions Across All Interactive Channels
3. Designing for Today. Eight Tips on Designing for Outlook 2007 and 2010
Go to the RESOURCES section of www.exacttarget.com or https://3sixty.exacttarget.com
ExactTarget’s New Design Toolkit
ExactTarget’s New Digital Marketing Resource Guide
• Websites and Blogs• eNewsletters• Books and Whitepapers• Industry Organizations / Associations• Conferences
Stay Current!!
Thank You!Joel BookExactTarget, Inc.Phone: 317.275.5444Email: [email protected]: EmailMarketingbytheBook.comTwitter: @joelbook
