112211 The Renaissance Of Direct Marketing Joel Book

Joel BookPrincipal, Marketing Research & EducationTwitter: @joelbook / #ExactTarget

The Renaissance of Direct MarketingThe Renaissance of Direct Marketing

How Smart Companies Leverage Digital Media to Attract, Engage and Retain Customers More Effectively

Media [R]evolution

2011

Mobile EmailSMS + MMSIM EmailFaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile WebLocation Based AdsSocial Media AdsVirtual WorldsLocation Based SvcsQR Codes

1990s

IMEmailFaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline Display

1999

IMEmailFaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing

2000s

Mobile EmailSMSIMEmailFaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile Web

<1990

FaxDirect MailTelephone

TVRadioPrintDisplay

Marketing to The Power of ONE

From:one-waybroadcastTo: one-to-oneinteraction

It’s All About Customer Engagement

“To effectively cultivate meaningful relationships with their customers, companies will have to connect with them in ways their customers perceive as valuable. This entails engaging with customers throughout the entire customer lifecycle.”From Stretched to StrengthenedIBM Institute for Business Value Global CMO StudyIbm.com/cmostudy2011

Customer Retention Remains #1 Marketing Priority

The Customer Life Cycle

Engaging with customers throughout the life cycle . . . • Drives initial and repeat purchase.• Keeps customers connected and informed.• Improves retention. Fuels brand advocacy.

Life Cycle Engagement Drives Customer Retention

Business Getting

Product Inquiry

Product Evaluation

Product Purchase

AcquireAcquire EngageEngage ConvertConvert

Product Usage

Brand Advocate

Business Keeping

Repurchase/Renewal

ServeServe GrowGrow RetainRetain

Cross‐Channel Engagement is a Must

Managing the Customer Conversation Requires Integration of Outbound & Inbound Channels

Marketing Goal

Marketing Goal

Customer Interaction

Life CycleStage

Life CycleStage

• Thank customer for inquiry

• Invite email subscription

• Send Welcome Email; Link to Preference Center

• Invite customer to identify product needs, interests

• Deliver relevant information

• Provide links to website content to aid purchase decision

• Send invitations to webinars and live events

• Invite product trial

• Thank customer for purchase

• Promote related products/services

• Reinforce the value they will receive from product or service

• Invite customer to opt-in for product updates & service reminders

• Send personalized product news and service updates

• Send triggered offers and service alerts

• Provide links to product-related resources on website

• Send renewal-triggered cross-sell /upsell offer

• Provide incentive to renew or repurchase

Product Inquiry

Product Evaluation

Product Purchase

ProductUsage

Repurchase/Renewal

BrandAdvocate

• Ask for referral to friend or colleague

• Invite customer to contribute content for blog or newsletter

• Reward customer for loyalty.


Life Cycle Customer Engagement Strategy

AcquireAcquire EngageEngage ConvertConvert ServeServe

ChannelsChannels

• SEO• PPC• Print / Broadcast• Social Media• Mobile (SMS)• Website(s)

• Email• Website(s)• Webinar / Seminar• CSR• Field Sales / Agent

• Email• Direct Mail• Field Sales / Agent

• Email• Mobile (SMS)• CSR• Direct Mail• Social Media• Website(s)

• Email• Direct Mail• Website(s)• Field Sales / Agent

• Email• Website(s)• Social Media• Field Sales / Agent

RetainRetainGrowGrow

• Aids the Buying Process• Improves Service• Maximizes Retention


Brand Loyalty

Business Getting Business Keeping

Product Inquiry

Product Evaluation

Product Purchase

Product Usage

Repurchase/Renewal

Email Aids Purchase, Improves Customer Retention

“56% of US consumers say the message that caused them to purchase was delivered by email.” Source: ExactTargetResearch Report: Subscribers, Fans & Followers, 2011

Online shoppers prefer emailfor hearing about sales or other promotions

Email is Most Preferred for Receiving Promotions

More People are Subscribing to Email

• Increases Brand Awareness• Fuels the Conversation• Attracts New Customers

Social Media UsersFacebook: 750M Worldwide(1) / 225M U.S.(1)

Twitter: 150M Worldwide(2) / 20M U.S.(2)

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

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)

83% of US Online Adults participate in social media (Forrester)

Thirty-four percent 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 $3.08 billion to advertise on social networking sites in 2011.Source: eMarketer, Jan. 2011

There will be nearly 21 million Twitter users in the U.S. by the end of this year (eMarketer)

© 2009 Online Marketing Connect

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, 2010)

• Delivers Exclusive Offers• Drives Traffic• Extends Customer Service

EMAIL DOMINATES SMARTPHONE USEEMAIL DOMINATES SMARTPHONE USE

Smartphones and iPads Have Accelerated Interaction

Source: eMarketerDecember, 2010

24 million tablet computers will be sold in the U.S. in 2011.More than 19 million will be iPads

65.8 million people in the U.S. now own smartphones. Of these, 35.3% use apps.Source: comScore MobiLens2011 U.S. Mobile Subscriber Market ShareMarch , 2011

iPads are Latest Weapon in Medical SalesMedtronic orders 4,500 iPads

"[The iPad] enables our sales employees to do a much better job of engaging in a really different way than we've done before," said Michael Hedges, Medtronic CIO.Wall Street Journal, Dec. 8, 2010

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

BEST BUY Stays Connected with Customers Long After Purchase

BEST BUY Stays Connected with Customers Long After Purchase

Real‐Time TriggeredBehavior DrivenPersona DrivenProfile DrivenBlast Driven

1.1%Conversion Rate

2.8%Conversion Rate

3.9%Conversion Rate

>10%Conversion Rate

Relevance and Timing are Keys to Success

Email Communications Driven by Customer Behavior Produce Best Results

Best Buy Does 1to1 Marketing on a Large Scale

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

Best Buy Weekly Email CampaignEmail Volume: 20MillionEmail Versions: 18Million


Brand Advocate

Engaging with customers throughout the life cycle . . . • Drives initial and repeat purchase.• Keeps customers connected and informed.• Improves retention. Fuels brand advocacy.

Business Getting Business Keeping

Product Inquiry

Product Evaluation

Product Purchase

Product Usage

Repurchase/Renewal

Life Cycle Engagement Drives Customer Retention

AcquireAcquire EngageEngage ConvertConvert ServeServe RetainRetainGrowGrow

Microsoft Office 2010Lifecycle CRM Program Fundamentalsthree key elements

welcome email series

based on tenure

integrated targeting

create a table in two steps

retargeting

use sparklines in charts

apply conditional formatting

month 1(T+0 – T+29)

month 2(T+30 – T+59)

month 3(T+60 – T+89)

month 4(T+90 –T+119)

month 5(T+120 – T+149)

get started from Takeshi print and save from Matt top features with Matt

Microsoft Office 2010Get Started Welcome Series


retargeting



Microsoft Office 2010 Encouraging Ongoing Usage integrated targeting month by month

based on tenure

Month 1(T+0 – T+29)

Month 2(T+30 – T+59)

Month 3(T+60 – T+89)

Month 4(T+90 –T+119)

Month 5(T+120 – T+149)



Microsoft Office 2010Email and Ads Go To Excel Landing Page customer receives “Excel a table in two steps”


retargeting



Microsoft Office 2010Encouraging Ongoing Usage integrated targeting month by month

based on tenure

Month 1(T+0 – T+29)

Month 2(T+30 – T+59)

Month 3(T+60 – T+89)

Month 4(T+90 –T+119)

Month 5(T+120 – T+149)



Microsoft Office 2010Building on Excelcustomers who engage get email to try Sparklines

Microsoft Office Lifecycle CRM Program Results

The more targeted the email, the better the engagement!

50%Above average email open rate

9x Open Rate

22x CTR

Above average email click‐through

63%Viewed entire instructional video

Expedia’s PreTrip Email Series

• Begins on purchase date and concludes on date of travel

• Provides travel itinerary and check‐in procedure

• Includes links to resources such as hotels, car rental, restaurants

EXPEDIA USES EMAIL TO MAKE TRAVELING

EASIER

EXPEDIA USES EMAIL TO MAKE TRAVELING

EASIER

Motorcycle Superstore Increased Sales 21% by Personalizing Product

Recommendations

Motorcycle Superstore Increased Sales 21% by Personalizing Product

Recommendations

SkyMall’striggered remarketing email campaign recaptures 3‐5% of abandoned cart sales and increases sales by 30%

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• Educate Consumers • Drive Traffic to Channel Partners• Create Brand Advocates

Overview• Started in Spring 2000• Subscribers: 1,500,000+• 355 unique geo-demographic versions

Scotts’ Invites Website Visitors to Subscribe

Scotts invites website visitors to subscribe its monthly newsletter.

Scotts Uses Lawn Care Update to Invite Customers to Opt-in for “Scotts Alert”

Product Use Reminders

Scotts Uses Lawn Care Update to Invite Customers to Opt-in for “Scotts Alert”

Product Use Reminders

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.

Universal Music Group Uses

Facebook to Attract Email Subscribers

Universal Music Group Uses

Facebook to Attract Email Subscribers

Universal Music GroupWinner of the 2011 ExactTarget

Cross‐Channel Marketing Campaign of the 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! )

Papa John’s Uses Social Media +

Email to Fuel Sales

Papa John’s Uses Social Media +

Email to Fuel Sales

Each Week, Crocs Converts 2000+

Facebook Fans to Crocs Email Subscribers!

Each Week, Crocs Converts 2000+

Facebook Fans to Crocs Email Subscribers!

Crocs’ Uses ExactTarget’ s Social Pages to Convert New Facebook Fans to Email Subscribers

Example of Crocs’ “Deal of the Week” EmailPersonalized to Subscriber Preferences

Gordmans Invites New Facebook Fans to become

Gordmans Email Subscribers

Gordmans Invites New Facebook Fans to become

Gordmans Email Subscribers

And says “Thank You” with a 20% Off Coupon

And says “Thank You” with a 20% Off Coupon

WHOLE FOODS FUELS THE CONVERSATION

USING EMAIL & TWITTER

WHOLE FOODS FUELS THE CONVERSATION

USING EMAIL & TWITTER

Local Whole Foods Stores Use CoTweet to:• Promote in‐store events• Promote special offers• Target tweets to customer preferences like wine, cheese, and organic products• Respond to customer questions, and invite customers to opt‐in to Whole Foods’ email newsletter

“[CoTweet] allows us to find the conversations we want to be a part of and take action quickly. This year, we have had almost 7K conversations with consumers through CoTweet .”

Eric RineboldAlly Financial Global Marketing

(*) In October 2011, Ally Bank won a Forrester Groundswell Award for its innovative use of real‐time online content creation and social media to engage consumers.

Ally Bank Uses CoTweet to Engage Consumers

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

Pier 1 Imports Invites Shoppers

to text “Join” to “59609” and

become Pier 1 Email Subscribers

Pier 1 Imports Invites Shoppers

to text “Join” to “59609” and

become Pier 1 Email Subscribers

Belk Uses Email, Mobile, Social Media and Print to Engage Consumers

Belk Newspaper Insert Belk Customer Email

Belk Facebook Page

Pei Wei Asian Diner Uses Text to Grow its Email Subscriber List

• Pei Wei Asian Diner invites guests to join the restaurant’s email list via text and receive a buy‐one, get‐one free coupon.

• The campaign generated nearly 20,000 new email subscribers in just two weeks.

• Coupon redemption rates exceeded 20 percent, making this the restaurant’s most successful new email list growth effort to date.

65

Ally Bank Invites Customers to Text for Latest Money

Market Rates

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

Best Use of Email + CRM to Nurture Leads and Fuel

New and Repeat Sales

Best Use of Email + CRM to Nurture Leads and Fuel

New and Repeat Sales

Webinar Invite Product News

Customer Newsletter

Product Launch

Event Invitation

Email is the Backbone of Hitachi Data Systems’ Global E-communications Strategy

Hitachi Data Systems uses email to:• Nurture leads; Keep existing customers connected to HDS• Support sales and service efforts of HDS field sales managers

Sean MattsonDirector, Global Web MarketingHitachi Data SystemsSanta Clara, California

• Provide email communications capability to hundreds of Hitachi Data Systems Field Marketing Managers around the globe.

• Provide continuity in email design, corporate branding, and messaging.

• Use email to support the selling efforts of Hitachi Data Systems Field Sales Managers.

The Mission

Online Marketing & Campaign Management Platform

Tracking and Analytics

Landing Pages, Registration Pages

“Thank You” Pages, Webcasts / Podcasts

Marketing Database

E‐communications

www.HDS.com

ClosedLoopTotal Integration of Customer Data

HITACHI USES EMAIL HELP IT PROFESSIONALS MAKE

SMART DECISIONS

HITACHI USES EMAIL HELP IT PROFESSIONALS MAKE

SMART DECISIONS

Hitachi Promotes Content Sharing via Social MediaHitachi makes it easy for subscribers to share e‐news articles, respond to offers and access content on the Hitachi Data Systems’ website.

“Read the Story”

“View the Video”

“Review the Case Study”

“Register for Webinar”

“Try it Free for 30 Days”

“Forward to a Friend”

WebTech Webinar Series• 35 webinars per year• Up to 200 attendees per event

HITACHI USES EMAIL TO DRIVE ATTENDANCE FOR ITS

WebTech WEBINAR SERIES

HITACHI USES EMAIL TO DRIVE ATTENDANCE FOR ITS

WebTech WEBINAR SERIES

HITACHI USES EMAIL TO PROMOTE ITS EVENTS

HITACHI USES EMAIL TO PROMOTE ITS EVENTS

Hitachi Data Systems’ E-communications Solution

• Deployed in 30 regions globally• More than 4 Million emails sent per year in 18 languages• Total compliance with HDS branding and messaging standards • Enables access approved email templates that can be easily customized• 24X7 Help Desk provides program consulting using ExactTarget training

materials and tutorials• All interaction – including email receipt, open, click through – tracked in

Oracle CRM On Demand

Customers Engage through Multiple Channels

The Days of the Single‐Channel Consumer are Gone and they’re not coming back.

Direct Marketing Requires Cross Channel Engagement

Source: Forrester Research ‐ April 2009 “Campaign Management Needs A Reboot”

Interactive Marketing Hub™ from ExactTarget

Campaign Response Tracking

Product /ServiceNeeds, Interests

CampaignResponse History

Analytics and Lead Score

Products Purchased

CustomerDemographics

Customers & Prospects

Database Management

Segmentation Campaign Planning

ProspectiveCustomers

Iden

tify

Customers with Specific Needs

Offer

InformationSele

ct

Timing

Channels

Det

erm

ine

Offline

Online

Offline

Campaign Program Development and Execution

Prog

ram

Dev

elop

men

t

Con

tent

Per

sona

lizat

ion

Segment A• Offer/ Message• Channel• Timing

Segment C• Offer/ Message• Channel• Timing

Segment B

• Offer/ Message• Channel• Timing

Cross‐Channel Marketing Workflow

Database Updating / Lead Scoring

Land

ing

Page

/ M

icro

site

Cus

tom

er D

ata

Acq

uisi

tion

Customer / Prospect Interaction

Obrigado!Obrigado!Joel BookExactTarget, Inc.

[email protected]@JoelBookhttp://www.linkedin.com/in/joelbook

112211 The Renaissance Of Direct Marketing Joel Book

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