111910 dmad joel book

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+


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


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 [email protected]) 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!!

111910 dmad joel book

Business

Transcript of 111910 dmad joel book