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Beyond just email: Your interactive relationship marketing opportunity How Relationship Marketers Can Take Advantage Of Growth In Mobile, Social And Display Media
Shar VanBoskirk VP, Principal Analyst Forrester Research
February 16, 2012
#MKTGwebcast’
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© 2011 Forrester Research, Inc. Reproduction Prohibited 3 Guillaume Paumier / Wikimedia Commons, CC-by-3.0
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Digital disruption is better, stronger, faster
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This is about disrupting your competitive advantage
Information is abundant and
accessible
It is cheaper to launch products and build brands
The groundswell changes category perceptions
Ideas and execution stay with individuals not brands
Differentiating ideas expire quickly and are easy to duplicate
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Marketers want to be customer-obsessed
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Theme
Marketers need interactive tools to become customer obsessed.
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What should you know about the future of interactive marketing?
How can email help you launch emerging media programs?
How should relationship marketers (you!) get started with emerging media?
Agenda
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What should you know about the future of interactive marketing?
How can email help you launch emerging media programs?
How should relationship marketers (you!) get started with emerging media?
Agenda
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Interactive marketing overall will near $77 billion by 2016
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Interactive channels will increase in effectiveness
Source: December 2010 US Interactive Marketing Executive Online Survey
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Email connects everything in the mix
Email marketing spend will grow at a 10% CAGR between now and 2016.
Source: Forrester's Email Marketing Forecast, 2011 To 2016 (US)
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In fact, how to integrate email with other channels is marketers’ greatest challenges
Forrester’s email marketing client reference survey, Q4 2011
What are the biggest email marketing challenges you expect to face in the next two years?
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Today, most marketers manage their interactive programs in silos
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What should you know about the future of interactive marketing?
How can email help you launch emerging media programs?
How should relationship marketers (you!) get started with emerging media?
Agenda
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Let email teach you how to build new interactive programs
Collect customer data through all possible sources (e.g. preference centers, email behavior, surveys)
Match business need with user goal
Tailor content, offer, to user profiles
Sequence messages to build off of each other toward an overall objective
Measure beyond the click through
Key email marketing lessons learned:
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EMI Music began collecting user preferences beyond email
In-store album sales were way down due to buying preferences shifting to digital downloads
New music buying behavior also rendering mass-marketing ineffective
Undertook an 18 month effort to populate individual consumer profiles with media, shopping, online, music and social preferences and behaviors
Now, this data is housed in a single database and used to target 100 different marketing campaigns
Digital sales driven from these 1:1 campaigns has made up for the decline in in-store sales
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Coach uses email, Facebook, and direct mail to deliver high fashion, exclusively
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Turbo Tax uses keyword ads to target certain users, then triggers an appropriate email response
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Dollar Thrifty uses multiple channels to influence customers at all of their decision points
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Marketers try too hard to boost in-channel activity
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But the most advanced marketers measure how channels influence each other
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What should you know about the future of interactive marketing?
How can email help you launch emerging media programs?
How should relationship marketers (you!) get started with emerging
media?
Agenda
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1) Shift to a customer-focused orientation
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2) Prioritize multi-channel automation and data support
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3) Begin applying email’s lessons to emerging media
Mobile
Social
Display
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Create mobile-friendly message versions
•Link to text-only formats
•Smaller message size
•Short subject lines and calls to action
•Allow for “finger clicks”
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Use context and location to create relevance
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Launch multi-channel campaigns alongside emails
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Link to social in your emails
Promote sharing at the top of the email and with a call to action
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Use social content within emails
The tone is conversational and focused on content instead of straight product promotion.
Products are still part of the story, but aren’t presented in a promotional context.
DwellStudio comes across as a group of individuals, not a faceless entity
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Expand your email database to collect user data and cookies across channels
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MetLife targets display ads based on customer profiles
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Summary and recommendations
Interactive marketing is necessary for staying in front of digital disruption
Marketers are spending on interactive marketing – But most programs are managed in silos
Email provides relationship marketers the foundation to build emerging media strategies
Start trialing mobile, social and display relationship marketing now – Shift perspective
– Prioritize multi-channel automation and data support
– Execute easy mobile, social and display campaigns
Start developing metrics that gauge the correlation of channels on each other
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Questions?
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Thank you!
Shar VanBoskirk
[email protected] 617-510-9135