Digital Direct Marketing

Direct Mail Telephone

TV Radio Print Display

IM Email Direct Mail Telephone

TV Radio Print Display Website Search Online Display

IM Email Direct Mail Telephone

TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing

Mobile Email SMS IM Email Direct Mail Telephone

TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Wikis Social Networks Mobile Web

Addressable Voice Mobile Email SMS + MMS IM Email Direct Mail Telephone

TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter

Marketing Media Evolution

Marketing has shifted from a one-way broadcast to a two-way conversation.

They  expect    informa1on,  offers    and  invita1ons  that  are:     Personal     Relevant     Timely    

Customers  are  Demanding  

Trade Shows

Sponsored Events

Print Advertising

Direct Mail

Social Networks

Broadcast Advertising

Public Relations

Webinars

Search Engine Marketing

Word of Mouth

Online Advertising

Corporate Blogs

Website

The  Customer  Life  Cycle  

Website Visit

Product Evaluation

Product Purchase

Product Usage

Brand Loyalty

Repurchase/Renewal

Business  GeBng   Business  Keeping  

Email:  The  Backbone  of  Customer  Engagement  

BEST BUY STAYS CONNECTED AFTER

THE SALE

•  Genworth  Financial  sends  co-­‐branded  email  campaigns  to  agents  “on-­‐behalf”  of  the  Broker  General  Agent  (BGA)  

•  These  emails  strengthen  the  BGA’s  rela1onship  with  agents  and  aPract  new  business.  

SEND “CO-BRANDED”EMAIL TO HELP DEALERS DRIVE LEADS

As  of  11/10  

75% of social media users say email is the best way for companies to communicate with them.

MarketingSherpa, 2010

The  Power  of  Video  Since  Milwaukee  Tools  began  including  links  to  video  showing  its  tools  in  ac1on,  

website  traffic  has  increased  36%!  

Milwaukee  Tools  Launched    METToolTV  on  YouTube  in  November  2008  

•   62  Videos  Uploaded  •   217,  412  Videos  Viewed  

DREAMFIELD’S INVITES CUSTOMERS TO

SPREAD THE WORD!

Whole  Foods  Leverages  TwiPer  •   1,804,829  Followers    •   Tweets  respond  to  customer  ques1ons,  and  invite  customers  to  opt-­‐in  to  Whole  Foods’  email  newslePer  

Whole  Foods  Chicago  Uses  TwiPer  Too!  •   5,473  Followers  for  @WholeFoodsCHI  •   Tweets  highlight  in-­‐store  events,  promote  special  offers,  and  answer  customer  ques1ons  

Regarding  TwiPer  .  .  .    •   66%  of  Fortune  100  companies  engage  customers  via  TwiPer  •   TwiPer  users  are  2X  more  likely  to  engage  with  brands  than  users  of  other  social  networks  

34%  of  all  US  mobile  subscribers  used  email  on  their  phone  in  May  2010.  Source:  Pew  Research  Center,  2010  

EMAIL DOMINATES MOBILE WEB TIME

Redemp1on  rates  for  mobile  coupons  are  between  5-­‐20  %.  

Source:  Cellfire,  2010  

EMAIL + MOBILE RETAIL SALES ACCELERATO

R

PIER 1 USES SMS TO ADD NEW EMAIL SUBSCRIBERS

Belk Uses Facebook and Email to Invite Sign-up for Mobile Alerts

35

Ally Bank Invites Customers to Text for

Latest Rates

EXACTTARGETinACTION .com

www.

Content  is  Personalized  based  on:  •   Consumer’s  Grass  Type  •   Consumer’s  Zip  Code  (Climate  Zone)  •   Weed  and  Insect  Problems  

ScoPs  Uses  Lawn  Care  Update.  .  .      •   To  Educate  Consumers    •   To  Drive  Traffic  to  Channel  Partners  • To  Create  Brand  Advocates  

Facts  •   Started  in  Spring  2000  •   Subscribers:  1,500,000+  

EXACTTARGETinACTION .com

www.

The  Anatomy  of  Lawn  Care  Update  •   355  total  unique  lawn/region  combos  

•   165  regions  the  US  •   8  grass  types  or  blends  

•   Regionalized  Vps,  advice,  special  offers  

•   Links  to  arVcles,  blog,  videos,  and  “Sco[s  Insider”  discussion  groups  

Blogs  at  ScoPs.com  •  Wri[en  by  Ashton  Ritchie  and  

other  industry  experts    •  Reinforces  recommendaVons  

made  in  Lawn  Care  Update  

EXACTTARGETinACTION .com

www.

Forums  at  ScoPs.com  •  Most  popular  (despite  

decreasing  popularity  within  the  US  Internet  PopulaVon)  

•  Enables  interacVon  with  Sco[s  consumer  service  lawn  consultants  

Thx 4 ur interest in Scotts Lawn Care Update monthly email. Reply BAT [space] ur email address (ex:BAT mlb@mlb.com) 2 complete sign-up. H help Std rates apply

LAWN CARE UPDATE PRODUCES RESULTS

Lawn  Care  Update  Subscribers  .  .  .       Apply  16%  more  ScoPs  fer1lizer  per  year  than  those  who  don’t  subscribe.     Are  twice  as  likely  to  apply  the  recommended  ScoPs  product.  

Monthly  Email  for  End-­‐Users  

The  Monthly  eMail  NewslePer  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  integraVon  with  Microsoc  CRM,  Volvo  changes  arVcles  and  product  news  arVcles  based  on  user  interests.  

2.   Interac1ve  Func1onality  –  Adding  video  links  has  allowed  Volvo  to  gather  immediate  feedback  on  product  interest.  

3.   Analy1cs  –  The  analyVcs  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  

Used  Equipment  Volvo  RemarkeVng  Services'  

Weekly  Inventory  List  

1.   Naviga1on  –  In  its  new  design,  Volvo  added  a  Table  of  Contents  secVon  with  links  to  arVcles  and  product  news  updates.    These  links  have  increased  website  traffic  30%.  

2.   Content  Syndica1on  –  Volvo  dynamically  displays  used  equipment  based  on  subscriber  preferences.  Content  syndicaVon  has  reduced  eMail  build  Vme  by  approximately  30-­‐40%  by  automaVcally  capturing  content  from  websites.    

3.   Response  Metrics  –    

–  Average  21%  Open  Rate  –  Average  a  11%  Click  Through  Rate  

The  Remarke1ng  Email  is  for  select  customers  who  request  

used  equipment  alerts.  

Volvo  Construc1on  Marke1ng  Technology  

Total  Integra1on  of  Customer  Data  

•  All  email  planned  and  executed  through  integra1on  of  email  and  CRM  

•  Leads  get  to  Volvo  sales  reps  more  quickly    

•  Eliminates  manual  lead  entry  

•  Ability  to  measure    

 campaign  effecVveness  

Landing  Pages,  Registra1on  Pages  

Product  Microsites,    Webcasts  /  Podcasts  

Marke1ng  Database  

Email  and  Social  Media  Communica1ons  

www.volvoce.com  

Campaign  Tracking  &  Lead  Scoring    

360° View

Customer Information

Sales (New/Used)

Warranty Data

Credit Status

MarCom History

eCommerce

Surveys

Social Media

Lead Score

Analytics

VCE  maintains  all  customer  data  in  one  central  database.  

•   Enables  “one  view”  of  the  customer.  •   Allows  faster  communicaVon  with  customers  •   Provides  be[er  measurement  of  campaign  ROI  

Volvo CE leads External leads Customer data Marketing data

Data cleansing

Dynamic eMail

Auto-generated salesman

reports

*  Does  Not  Include  Used  Machine  or  Parts/Service  Sales,  and/or  Leases.  

10 Tips for Effective

Digital Marketing

1.  Design your websites(s) to engage visitors. Provide multiple opportunities on site to subscribe to email.

2.  Use SEO (Search Engine Optimization) to attract prospective email subscribers to your website.

3.  Use direct response text (SMS) at events to make it easy for customers to opt-in to your email program.

4.  Send a Welcome Email to each new subscriber. Thank them for subscribing. (Optional: Invite new subscribers to download coupon for purchase.)

5.  Create a Subscriber Preference Center. Use it to identify customer needs and interests.

10 Tips for Effective Digital Marketing

6.  Develop email programs that deliver information, offers and invitations that “serve” the customer.

7.  Pre-Sale. Use email to provide information that aids the customer’s decision-making process.

8.  Post-Sale. Use email to enhance the product usage experience. Invite customers to share their knowledge and experience (Testimonials, Video).

9.  Leverage social media (YouTube, Blog, Twitter). This creates more awareness of your product and attracts website visitors.

10.  Automate email communications by integrating email technology with CRM and e-commerce systems.

10 Tips for Effective Digital Marketing

How 1,500 adults use Email, Facebook & Twitter.

How  to  get  the  6  part  report:  

•   Text  the  word  “research”  followed  by  your  email  address  to  38767  •   Go  to  www.ExactTarget.com/SFF  

Whether  you’re  a  savvy  designer,  a  marketer,  or  an  execu1ve,  our  new  Design  Toolkit  has  everything  you  need  to  improve  your  interac1ve  design.    

In  this  three-­‐part  kit,  we’ll  help  you  master  three  important  facets  of  interacVve  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  Interac=ve  Channels  

3.   Designing  for  Today.  Eight  Tips  on  Designing  for  Outlook  2007  and  2010  

Go  to  the  RESOURCES  sec1on  of  www.exacParget.com  or  hPps://3sixty.exacParget.com  

ExactTarget’s  New  Digital  Marke1ng  Resource  Guide  

•   Websites  and  Blogs  •   eNewslePers  •   Books  and  Whitepapers  •   Industry  Organiza1ons  /  Associa1ons  •   Conferences  

Stay  Current!!