Joel Book Principal, eMarketing Research & Education @joelbook / @ExactTarget Best-in-Class Best-in-Class How Smart Marketers Use Email, Social & Mobile Media to Fuel Customer Engagement
Joel BookPrincipal, eMarketing Research & Education
@joelbook / @ExactTarget
Best-in-ClassBest-in-ClassHow Smart Marketers Use
Email, Social & Mobile Media to Fuel Customer Engagement
Joel Book: @JoelBookExactTarget: @ExactTargetAIMS Hashtag: #AIMS2012Great examples of using digital media for live
entertainment marketing! @JoelBook
Wow! Great examples of how companies are using cross-channel marketing to engage customers! @JoelBook @ExactTarget #AIMS
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
Customers Engage Brands through Multiple Channels
The Days of the Single‐Channel Buyer are Gone.(And they’re not coming back.)
The New Normal of Marketing
“Engagement with the customer today isn’t just pouring a message down on their head and hoping they get wet.It really is understanding that you must be present in a conversation when they want to have it, not when you want to.”
Bob ThackerFormer CMO, OfficeMax
Marketing to a Segment of One
From:one-waybroadcastTo: one-to-oneengagement
• 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
Email . . .• #1 for triggering purchase.(1)• #1 for penetration of online consumers.(2)• #1 for social sharing (Referral/Recommendation).(3)
1. Source: ExactTarget Research Report: Subscribers, Fans & Followers, 20112. Source: ExactTarget Research Report: Subscribers, Fans & Followers, 20123. Source: Zuberance Research Report: Three Surpirsing Things about Brand Advocates, 2012
67% of brand advocates recommend brands, products & services.
57% use Email as their main online recommendation tool.Source: Zuberance, March 5, 2012“Three Surprising Findings about Brand Advocates”
• Increases Brand Awareness• Fuels the Conversation• Attracts New Customers
Social Media UsersFacebook: 845M Worldwide(1) / 133M U.S.(5)
Twitter: 500M Worldwide(2) / 24M U.S.(5)
LinkedIn: 100M Worldwide(3) / 44M U.S.(3)
YouTube: 2B Views/Day; Avg. View: 15 Min.(4)
Sources: (1) Facebook (2) Twitter (3) LinkedIn, (4) YouTube, (5)eMarketer.com
Social Media Facts
46% of consumers combine Social Media and Search Engines in
their buying process (GroupM)
Approximately 55% of Twitter
users are mobile users
77% of consumers said they interact with brands on Facebook primarily through reading posts and updates from the brands (Mashable)
66% of US Internet Users participate in social media (eMarketer)
34% of marketers have generated leads using Twitter,
and 20% have closed deals using Twitter (AllTwitter)
24 hours of video are uploaded to YouTube
each minute. (YouTube)
US marketers will spend $3.6B to advertise on social networking sites in 2012; $5.6B by 2014Source: eMarketer
There will be more than 25 million Twitter users in the U.S. by the end of this year (eMarketer)
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)
• Delivers Exclusive Offers• Drives Traffic• Extends Customer Service
Smartphones Fuel Mobile Email Use
107MM Americans will use smartphones in 2012. That number will grow to 133MM by 2014. Source: eMarketerAugust, 2011
89.6MM Americans use their mobile phone to access email. Up 28% YTDSource: comScore Data MineJanuary, 2012
86% of US mobile users prefer to have brands or stores send their promotions via Email vs SMS. Source: Ipsos March, 2012
Email is Preferred over SMS for Promotions Sent to Smartphones
Email is Preferred over SMS for Promotions Sent to Smartphones
Tablet PCs are a Mobile Marketing Game-Changer
Tablet PCs are a Mobile Marketing Game-Changer
The Apple iPad
55MM US Tablet Users in 2012
42MM US iPad Users in
2012
Digital Marketing InnovatorsReal Marketers Real Solutions
Real Results
Best Use of Email to Deliver Relevant
Information and Offers
Best Use of Email to Deliver Relevant
Information and Offers
Scotts’ Lawn Care Update Teaches Consumers When
and How to Use Scotts Products to Get Best Results
Scotts’ Lawn Care Update Teaches Consumers When
and How to Use Scotts Products to Get Best Results
Content is Personalized based on:• Consumer’s Grass Type• Consumer’s Zip Code (Climate Zone)• Weed and Insect Problems
Objectives• To Educate Consumers • To Drive Traffic to Channel Partners• To Create Brand Advocates
Overview• Started in Spring 2000• Subscribers: 1,500,000+• 355 unique geo-demographic versions
Scotts Uses Lawn Care Update + “Scotts Alert”
Product Use Reminders to Drive Product Purchase
Scotts Uses Lawn Care Update + “Scotts Alert”
Product Use Reminders to Drive Product Purchase
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.
Get started from Takeshi Print and save from Matt Top features with Matt1 2 3
Microsoft Onboards New Office Users with ”Get Started” Email Series
Exceptional open rate: 50% above industry average!
Exceptional use of video: 63% viewed complete training video!
Best Buy Personalizes Product Recommendations to Customer Profile
Jogos
Home Theater
Personalized product recommendations
Loyalty Program Information
Mobile
Closest Best Buy Store
Message for Best Buy Credit Card Holders
General Messages
Examples of other product themes
10 – 12 themes segmented by customer type
Message from Partners
Weekly Email CampaignEmail Volume: 20MillionEmail Versions: 18Million
Motorcycle Superstore Increased Sales 21% by Personalizing Product
Recommendations
Motorcycle Superstore Increased Sales 21% by Personalizing Product
Recommendations
DELTA FAUCET USES EMAIL TO CONNECT CONSUMERS WITH DEALERS
DELTA FAUCET USES EMAIL TO CONNECT CONSUMERS WITH DEALERS
Email is Papa John’s Primary Sales Tool
Papa Rewards“One Off” Special Promotional‐‐ Papa John’s National Email Campaigns ‐‐
Papa John’s Email Marketing Tool for Franchisees Papa John’s franchisees use this web‐based tool to create and send email promotions to their customers.
HITACHI USES EMAIL HELP IT PROFESSIONALS MAKE
SMART DECISIONS
HITACHI USES EMAIL HELP IT PROFESSIONALS MAKE
SMART DECISIONS
Hitachi Uses “Social Sharing” to Expand
Email Distribution and Generate Earned Media
Hitachi Uses “Social Sharing” to Expand
Email Distribution and Generate Earned Media
“Read the Story”
“View the Video”
“Review the Case Study”
“Register for Webinar”
“Try it Free for 30 Days”
“Forward to a Friend”
Webinar Informational
Customer Newsletter
Product Launch
Event Invites
Email is the Backbone of Hitachi Data Systems’ Global CRM Strategy
• Nurtures leads; Keeps existing customers connected to HDS• Supports relationship management efforts of HDS field sales managers• Published in 18 languages in 23 different regions around the world
Heavy Duty News keeps Milwaukee Tool
Connected to Construction Workers
John JohnstoneBusiness Manager Volvo Construction Equipment
Invites websites visitors to subscribe to a Volvo Construction Equipment e‐newsletter
Invites visitors to request information on a specific Volvo Construction Equipment machine.
Lead Management Workflow
Data cleansing
Auto-generated email for customer
Auto-generated report for Volvo
sales rep
Microsoft Dynamics CRM enables Volvo sales reps to manage leads
Information Request
VOLVO USES EMAIL TO HELP DEALERS SELL NEW EQUIPMENT
VOLVO USES EMAIL TO HELP DEALERS SELL NEW EQUIPMENT
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 increase traffic to the website where Volvo gathers 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 Open Rate: 42%– Average Click Through Rate: 17%
VOLVO USES EMAIL TO HELP DEALERS SELL USED EQUIPMENT
VOLVO USES EMAIL TO HELP DEALERS SELL USED EQUIPMENT
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% and generated thousands of leads.
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. Performance Metrics –– 75% Email Open Rate– 11% Click Through Rate– 20% increase in speed of equipment sales
The Remarketing Email is for select customers who request
used equipment alerts.
Volvo Construction Equipment’s e‐marketing solution helps dealers sell thousands of new and used machines each year.
Best Use of Email + Social Media to Attract and Engage Customers
Best Use of Email + Social Media to Attract and Engage Customers
SCOTTS INVITES FACEBOOK FANS TO
BECOME SUBSCRIBERS.
SCOTTS INVITES FACEBOOK FANS TO
BECOME SUBSCRIBERS.( And 50% Convert! )( And 50% Convert! )
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
ANDRETTI AUTOSPORT INVITES FACEBOOK FANS TO SUBSCRIBE TO FAN ALERTS
ANDRETTI AUTOSPORT INVITES FACEBOOK FANS TO SUBSCRIBE TO FAN ALERTS
Meet & Greet Promotion
Merchandise Promotion
Race Tune‐In Reminder
Fan Alert Promotion
TWITTER KEEPS FANS CONNECTED
AND ENGAGED
TWITTER KEEPS FANS CONNECTED
AND ENGAGED
Best Use of Mobile to Attract Email Subscribers
and Serve Customers
Best Use of Mobile to Attract Email Subscribers
and Serve Customers
Belk Uses Mobile to Drive Traffic to Belk Stores
Mobile Opt‐in Invitation on Belk Newspaper Insert
Mobile Opt‐in Invitation on Belk Customer Email
Mobile Opt‐in Invitation on Belk
Facebook Page
53
Ally Bank Uses Mobile Connect™ to Drive
Leads from Print Ads
Goals• Drive email list growth among trade show
attendees through SMS• Enable trade show attendees to meet
privately with Siemens reps
Solution• Invite attendees to use SMS to opt‐in for the
Siemens Daily Schedule, sign up for Siemens email newsletter, and schedule a meeting
• SMS reminder sent 15 minutes before scheduled meeting time at Siemens booth
Results• Booked meetings with 20 of 25 C‐Level
executives in attendance• “Most Innovative Booth” of conference
Siemens Uses Mobile Connect™
to Engage Trade Show Attendees
Siemens Uses Mobile Connect™
to Engage Trade Show Attendees
88769
Schedule [email protected]
Pei Wei Makes it Easy for Guests to Opt-in to the Promotion using SMS
Over 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 [email protected]
"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 Were Sent to all Email SubscribersCampaign Results• The campaign generated nearly
18,000 new email subscribers in just two weeks, making this Pei Wei’s most successful email list growth effort to date.
• Increased Pei Wei’s email list by 4 percent. It now exceeds 500,000.
• SMS accounted for 1/3 of new email subscribers.
• Coupon redemption rates exceeded 20 percent!
Fenway ParkHome of the Boston Red Sox
The Official Lawn Care Company of Major League Baseball
“Many of the challenges I face at the park I have waiting for me on my lawn at home.”David MellorDirector of GroundsFenway Park, Boston, MA
SCOTTS SALUTES MLB GROUNDSKEEPERS; INVITES FANS TO BECOME EMAIL SUBSCRIBERS
SCOTTS SALUTES MLB GROUNDSKEEPERS; INVITES FANS TO BECOME EMAIL SUBSCRIBERS
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
“This is the largest program partnership that we have ever done. The program helped drive double-digit growth for the category.” – Sr. Executive, Lowes
7 Truths of Interactive Marketing
1. All marketing is becoming Direct Marketing.2. Engaging and serving customers requires skillful use of multiple channels.
3. Email is “The Backbone” of Customer Engagement.4. Your website is “The Hub” for email subscriber acquisition, lead generation, providing useful content.
5. SEO and Social Media are best tactics for attracting website visitors and potential email subscribers.
6. If the information or offers you deliver are irrelevant, so are you.
7. Mobile (in all its forms) is quickly changing the way brands interact with consumers.
Thanks!Thanks!Joel BookExactTarget, Inc.
[email protected]@JoelBookhttp://www.linkedin.com/in/joelbook