OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010

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One to One Interactive, 2010. All rights reserved. One to One Interactive, 2010. All rights reserved.

From Email to Universal Messaging:Reaching the Multichannel Consumer

May 27, 2010

OTOlabs Webinar

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One to One Interactive, 2010. All rights reserved.

Agenda

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Presenting Today

Paul Hedgeland Director, European OperationsOTOlabs, a One to One Interactive [email protected]

TJ CrawfordDirector, Product ManagementOTOlabs, a One to One Interactive [email protected]

Chris HeitmannManaging DirectorOTOlabs, a One to One Interactive [email protected]

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Established in 1997, One to One Interactive is the first global enterprise to assemble a complete solution for brands, agencies, and publishers executing one-to-one marketing strategies. The company employs over 150 professionals in 7 offices located in North America, Latin America, Europe, and Asia.

One of the 20 “Hottest Independent Digital Firms” GloballyAdAge, 2007

One of the Fastest Growing Private CompaniesInc Magazine, 2008

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Locations

BostonBaltimore

Salt Lake City Reno-Tahoe

London

Singapore

São Paulo

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May 27, 2010

The Shifting Digital Messaging Landscape

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1.0

1.0HTML

WebsitesBannersE-Mail

Brand

Evolving Landscape

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2.0

2.0

RSSBlogsWikis

Search

1.0

1.0HTML


Brand

Evolving Landscape

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3.0

3.0

XMLSocial Networks

MobileSemantic

2.0

2.0

RSSBlogsWikis

Search

1.0

1.0HTML


Brand

Evolving Landscape

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A need to shift from a brand centric to consumer centric approach

From

PassiveMacroFixedStatic

MessagesFormal

DictationFinite

StagedFacelessPromises

To

ActiveMicro

PortableLive

InteractionsInformal

ConversationInfinite

ImprovisedPersonalities

Actions

TO

Paradigm Shift Well Underway

11www.onetooneinteractive.com

Permission Messaging Solutions

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Permission Marketing – Key Concepts Review

• Permission is a privilege. It acknowledges the power of the consumer to ignore marketing, while recognizing that brands have to earn customer attention and trust.

• Relevancy is key to maintaining and deepening one-to-one relationships by delivering meaningful value to each individual audience member.

• Proximity increases value; the closer you get to your customers’ digital lives, the deeper the relationship will be.

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May 27, 2010

Four Key Disruptions

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Four Key Disruptions for Email Marketers

1. Identity Fragmentation

2. Permission Management Expectations

3. Message Publishing Complexity

4. Measurement Complexity

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Identity Fragmentation

• The number of components to a consumer's online identity is growing

• Email addresses becoming multiple and more transient

• Email-only list attrition as high as 30% annually

• Central identity becoming increasingly social network-based

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Forecast: US Email Marketing, 2009 To 2014June 2009 “US Email Marketing Forecast, 2009 To 2014”

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Permission Management Expectations

• Users expect complete control over when and how marketers reach them

• Expectations have grown especially rapidly for the social and mobile channels

• Interest categories and basic information management not enough. Expectation is interest, frequency and channel controls.

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Message Publishing Complexity

• Information from the brand is more atomized at its source and more disaggregated in it's distribution

• The type of messaging and content delivery mechanisms available vary greatly by channel and modality

• Consumers prefer and respond better to Things Vs. Ads

• Cross-channel behavioral data needs to drive messaging business rules

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Measurement Complexity

• Difficult to bring together diverse measurements in order compare results across channels and modalities in order to measure campaign ROI and overall subscriber value

• Measurement of content interaction is significantly more complex than current email metrics

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Disruptions Summary

• Right Message, Right Time, Right Place now more complicated than ever.

• Must cost effectively publish to and measure many channels consistent with consumers’ permission expectations.

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May 27, 2010

Roadmap to Universal Messaging

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Universal Messaging Road MapId

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Universal Contact ManagementIdentity Fragmentation

• As a consumer's online identity becomes more fragmented we can no longer assume their email address is their main or preferred identity– Mobile – Social– Widget / Toolbar gadget– Desktop application

• Universal Contact Management is the organization and control of a consumers contact record

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Universal Contact Management

• All communication preferences should be able to be stored in a universal contact management system

• All a consumers communication preferences should be easily segmented for you to execute against

• A consumers complete messaging history needs to visible to the universal contact management system– Frequency– Reach– Response rate

Identity Fragmentation

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Multi-Channel Preference Center

• Permission management is key to your success• Consumer expectations for sophisticated yet easy to

use permission management tools has grown over the last 2 years

• All publishing permissions should be kept in one place, your universal contact management system and should be updated live from your multi channel preference center automatically suppressing opt-outs for each channel


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• Simply put a multi-channel preference center is a branded control panel allowing your consumers to configure multiple channel and communication preferences

• It should be linked directly to your universal contact management system

• All messages to all channels should have a link to it as your preferred method for opting out.


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• The preference center allows you to manage complex message publishing, what to send where e.g.– Newsletters - Email– Offers - SMS/Twitter– Videos - Desktop Applications– Daily updates - Widget network

• For the marketeer this means personalized communications, targeted to suit your contacts digital lives.


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Universal Message Publishing and Distribution

• The universal messaging solution you use should have support for all messaging types; creation, delivery and measurement– Video– Sound– RSS/Twitter feeds– HTML Email– SMS – inbound and outbound– Widgets / Desktop


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• The system should make it easy to group lists of users based on preferences selected in the multi channel preference center - one contact, multiple channels to publish content

• Support for automated content publishing across all channels– RSS / Twitter– Triggered emails– Desktop / widget alerts– iPhone application updates– Semantic web


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• Publish to all channels or just publish to one– Create a single message and send it to all channels– Create a specific message type and just send it to the channel you

define• Apply universal tracking methodology to all messages

– A single system for all your tracking and measuring needs– A single reporting system


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Universal Message Measurement

• At a glance campaign success metric• A good universal messaging system will allow

results across disparate channels to be normalized on key metrics– Targeted, Delivered– Click, Open rate– Campaign ROI, Subscriber Value

• Support for channel specific metrics• Consumer level contact history should be stored


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Universal Message Measurement

• Integrate with other systems and file types for further data analysis– Google Analytics– Omniture– Excel– CSV


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What Does Universal Messaging Mean for Email

• Research[1] shows that email continues to be a vital tool in the digital marketer’s armoury.

• Digital marketing budget spend has increased from 14% in 2009 to 17% (projected) in 2010

• The biggest challenge for email marketers today is increasing open and click rates.

* Email MarketingIndustry Census 2010

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What Does Universal Messaging Mean for Email

• Personalized universal messaging can be employed to combat email database attrition and dramatically lower re-acquisition costs

• Use email to build awareness of your universal messaging channels and drive the uptake of these channels

• Become more relevant as a brand to your consumers• Deliver your messages to the best media to properly promote

your brand and drive results• Build stronger relationships with your consumers

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May 27, 2010

Case Studies

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Universal Messaging

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Universal Messaging

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Contact Information

Registration

PreferenceInformation

Registration

Profile & Subscriptions

Account Management

Email Confirmation

MNBCA

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Contact Information

Registration


Registration


Account Management

Email Notificationto MNBCA Admin

MNBCA Admin

Approval Process

MNBCA Admin

Approved/DeclineEmail to Contact

MNBCA Admin

Email Confirmation

MNBCA

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Contact Information

Registration


Registration


Account Management

Email Notificationto MNBCA Admin

MNBCA Admin

Approval Process

MNBCA Admin

Approved/DeclineEmail to Contact

MNBCA Admin

MNBCA OfficerLogin

MNBCA

Compose Message, Photos &

Voice Script

MNBCA

Email Confirmation

MNBCA

Complex Preference Logic Matches Area &

Interest

MessageMaker

Email, SMS, Voice, Fax Messages Sent to

Contacts

MessageMaker

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Email

EmailAttachment

Fax

SMS

Voice

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Universal Messaging

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Contact Information

&Delivery

Preferences

Sales/Regulatory

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IGT AdminLogin

IGT Compliance

Compose Message, & Fax Cover Sheet

Information

IGT Compliance

Complex Preference Logic Matching

MessageMaker

Contact Information

&Delivery

Preferences

Sales/Regulatory

Email Message

MessageMaker

Phone & Postal Export

MessageMaker

Fax Message

MessageMaker

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Email Message

MessageMaker

IGT AdminLogin

IGT Compliance

Compose Message, & Fax Cover Sheet

Information

IGT Compliance

Complex Preference Logic Matching

MessageMaker

Contact Information

&Delivery

Preferences

Sales/Regulatory

Reporting

IGT Audit

Phone & Postal Export

MessageMaker

IGT AdminLogin

IGT Audit

Fax Message

MessageMaker

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May 27, 2010

Questions and Answers

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May 27, 2010

• Thank You For Attending!

• A recording of this webinar will be made available.

• Follow us on Twitter: @OTOlabs

• For more information please contact:[email protected]

OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010

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Transcript of OTOlabs - From Email to Universal Messaging - Webinar, May 27 2010