CRM & Multi-Channel Marketing Theatre: Tying It All Together: Multi-channel marketing success

OVERVIEW

Nick EvansAccount Directornevans@exacttarget.com@nevans110

Agenda•Introduction

•Subscribers Fans and Followers: UK consumers’ attitudes to brands on email, Facebook and Twitter

•Multi-Channel Marketing Challenges and Solutions

•Key Takeaways

•Q&A

<1990<1990 1990s1990s

EventsDirect MailTelephone

19991999 2000s2000s 20122012TVRadioPrintDisplay

IMEmailEventsDirect MailTelephone

TVRadioPrintDisplayCable TVWebsiteSearchOnline Display

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing

Mobile EmailSMSIMEmailEventsDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsContextualWikisSocial NetworksMobile Web

Apps/Push NotificationsGroup TextingSocial DMVoice MarketingMobile EmailSMS + MMSIM EmailEventsDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogs/ RSSPodcastsContextual WikisSocial NetworksMobile WebBehavioral Social Media & AdsVirtual WorldsWidgetsTwitterMobile AppsGeolocationVirtual Events

THE MARKETING (R)EVOLUTIONIMEmailEventsDirect MailTelephone

www.exacttarget.com/sff

93% ARE SUBSCRIBERS

45+% ARE FANS

7+% ARE FOLLOWERS

1.3%

0.45%

MULTICHANNEL CHALLENGES

CHALLENGE: No Common View of the Customer

<1990<1990 1990s1990s

EventsDirect MailTelephone

19991999 2000s2000s 20122012TVRadioPrintDisplay

IMEmailEventsDirect MailTelephone

TVRadioPrintDisplayCable TVWebsiteSearchOnline Display

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing

Mobile EmailSMSIMEmailEventsDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsContextualWikisSocial NetworksMobile Web

Apps/Push NotificationsGroup TextingSocial DMVoice MarketingMobile EmailSMS + MMSIM EmailEventsDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogs/ RSSPodcastsContextual WikisSocial NetworksMobile WebBehavioral Social Media & AdsVirtual WorldsWidgetsTwitterMobile AppsGeolocationVirtual Events

THE MARKETING (R)EVOLUTIONIMEmailEventsDirect MailTelephone

SOLUTION: Multichannel Visibility for Cross Channel Content

CHALLENGE: Disconnected Online and Offline Experiences

SOLUTION: Intelligent Integrations

CHALLENGE: Relevance at Scale

SOLUTION: Intelligent Automation

Automation = £$€

CHALLENGE: The Social Floodgates

SOLUTION: Empower Your Customers

Eyjafjallajökull

SOLUTION: Proactive Communication

• Icelandair used CoTweet to communicate with customers during volcanic eruption

• Multi-Channel strategy during volcanic crisis included:• Comprehensive, frequent updates updates via

Twitter• News landing page publicised through Twitter• Conscious decision to send less email

communication• Refrain from utilising other social networks

SOLUTION: Proactive Communication

#AshTag

McDonald’s Fail

KEY TAKEAWAYS

SFFs ARE SFFs ARE CORPORATE CORPORATE ASSETSASSETS

SFFs ARE SFFs ARE CORPORATE CORPORATE ASSETSASSETS

RELATIONSHIPS MUST BE RELATIONSHIPS MUST BE NURTUREDNURTURED

SFFs ARE THE HEART OF SFFs ARE THE HEART OF SOCIAL MEDIASOCIAL MEDIA

SFFs ARE THE HEART OF SFFs ARE THE HEART OF SOCIAL MEDIASOCIAL MEDIA

SFFs ARE EASILY DISTRACTEDSFFs ARE EASILY DISTRACTEDSFFs ARE EASILY DISTRACTEDSFFs ARE EASILY DISTRACTED

SO…SO…ENGAGEMENTENGAGEMENTMATTERSMATTERS