Keynote: Email -- Where It Fits In The Evolving World of Multi-Channel Marketing

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MediaPost Summit

December 2012

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What I do

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Let’s start with the facts

• Each day 20% of Google searches have never been searched before

• 1 in 5 couples meet online; 3 in 5 gay couples meet online; 1 in 5 divorces are blamed on Facebook

• Social gamers will buy $6 billion in virtual goods by 2013; as basis for comparison, moviegoers will only buy $2.5 billion in real goods

• 90% of consumers trust peer recommendations while only 14% trust advertisements

• Generations Y and Z consider email passé and some universities have even stopped distributing email accounts – B.Y.O.E.

Erik Qualman, author of Socialnomics

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There is something happening here but not everyone knows what it is.

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Sir. The peasants are revolting

Yeah. They stink on ice

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Their

misperceptions

are our

opportunities

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We know something for certainCustomers have taken control of the conversation

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A common responseBrands want to be the cool kids

Erik Qualman, author of Socialnomics

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EngagementBrands want to be people too

Build a Relationship

Construct a Dialogue

Exclusive Offers

Personalize Content

Innovate #SMW12

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Trust usBrands wanted to lead customers on complex journeys with important moments of truth

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True engagement has risksAs it requires repeatable, measurable and scalable execution

“Do you even know I am a customer?”

“It’s an integrated campaign.

We have a website and an

email blast”

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Because once you’ve made out with a woman you can’t ask her what her name is

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Cue emailEmail has an ability many channels do not – the ability create valuable, personalized touches – at scale

82% of

individuals are

comfortable

sharing personal

data via email

Experian / YouGov 2011 Survey of 1998 consumers in the UK

The high numbers of respondents

open to receiving communication

from brands via email shows how

powerful email marketing can be.

Brands are more likely to have

information shared with others if

email marketing is used.

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The great debateSocial media champions vs. CRM practitioners

CRM Social

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Our POV

Big Ideas

Creativity

Data

Analytics

Marketing Platforms

CRM

Engagemen

t & Strategy

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The Big Idea – IBM Watson

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Trigger Driven Demand Lead GenerationEmail as a proxy for a F2F touch during solution selling

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A shift in attitudes towards data privacy

• The “Cash for Information” - 94% of young professionals whom will share

information in exchange for monetary benefits

• While 52% agreed that a cash reward was the most preferred exchange

benefit, “Affluents” (those earning over $150k) were more interested in receiving

exclusive deals/discounts on products & services (51%).

72% of US consumers will share data in exchange for value

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Dynamic email derived from subscriber data

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Highly relevant emails led to a 62% conversion rate

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Platform – A Huggies mom’s journey

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Enable the personal narrativeBrands meet needs when customers have them

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SAP communities An opportunity for us to understand exactly how to speak a B2B language

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Informed DG Email as extension of the social conversation

Using findings derived from

our knowledge of SAP

conversations with existing

customers, we established a

roadmap to transition a global

brand campaign to regional

platforms

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A digital dialogueActive listening across channels

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Luckiest Loser & Crack the CaseOur email pillars at the core of a social media campaign

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It’s quite simpleWe are trying to make people feel like this