eec 2013: segmentation strategies across channels

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We are currently undergoing a radical shift in the delivery of information. As the recipients of today strive for more and more information, they demand to have it THEIR way, as in THEIR media. They require branded content and context; they seek to define the delivery media of their choice; and they want both privacy protection and the benefits of data driven marketing. Learn how to strategically use segmentation strategies to engage and empower your subscribers across channels.

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Page 1: EEC 2013: Segmentation Strategies Across Channels
Page 2: EEC 2013: Segmentation Strategies Across Channels

Meet  the  Presenters  

•  Nate  Romance  –  ExactTarget  •  Jai  Williams  –  Strongmail  

•  Dave  Hendricks  –  Live  Intent  •  Dwight  Sholes  –  Travel  Impressions/American  Express  VacaFons  

Page 3: EEC 2013: Segmentation Strategies Across Channels

Session  Format  

4  mini  debates  on  cross  channel  topics  One  ‘Pro’  and  one  ‘Con’  Argument  per  topic  

Page 4: EEC 2013: Segmentation Strategies Across Channels

Debate  Topic  #1  

Leveraging  Facebook  Connect  as  opt-­‐in  an  effecFve  process  for  list  growth  and  engagement  across  channels  

Page 5: EEC 2013: Segmentation Strategies Across Channels

Pro  Facebook  Connect  

•  A  way  to  extend  acquisiFon  cross-­‐channel  •  Allows  ease  of  access  into  the  social  realm  

•  Saves  Fme  

•  Allows  for  user  interacFon  from  a  larger  source    

Page 6: EEC 2013: Segmentation Strategies Across Channels

Pro  Facebook  Connect  

•  Facilitates  creaFng  brand  advocates  /  Word  of  mouth  markeFng  

•  Unique  value  proposiFon  -­‐  it's  free  •  Cuts  down  on  formaliFes  

•  Yields  access  to  acFonable  "rich"  data  

Page 7: EEC 2013: Segmentation Strategies Across Channels

Con  Facebook  Connect  

Page 8: EEC 2013: Segmentation Strategies Across Channels

Con  Facebook  Connect  

•  “Subscribers  Rule”    •  Facebook  Connect  acquired  users  ARE  NOT  SUBSCRIBERS,  they  are  ‘users’  and  are  subject  to  facebook’s  Pla_orm  TOS  

•  The  restricFve  policies  related  to  Facebook  pla_orm  can  be  found  at  h`ps://developers.facebook.com/policy/  

•  You  are  building  your  biggest  compeFtor  

Page 9: EEC 2013: Segmentation Strategies Across Channels

Con  Facebook  Connect  

•  Explicit  consent  from  your  subscribers  creates  value  

•  Facebook  Connect  reduces  signup/sign  on  fricFon  

•  Low  FricFon  =  low  engagement  •  Pla_orms  can  change  their  TOS  at  will  (see:  Twi`er)  

•  “..or  any  other  acFon  as  we  in  our  sole  discreFon  deem  appropriate.”  

Page 10: EEC 2013: Segmentation Strategies Across Channels

Debate  Topic  #2  

The  tablet  is  a  unique  experience  and  should  be  treated  as  a  separate  channel  from  mobile  or  desktop  experience  

Page 11: EEC 2013: Segmentation Strategies Across Channels

Pro  Tablet  as  a  DisFnct  Channel  

•  There  are  three  disFnct  experiences  now  in  email  –  should  you  treat  them  differently?    – Legacy  (web  mail  like  MS  IE  and  FFOX)  – Lean  Forward  (iPhone  and  PhAndroid  “Galaxy”)  – Lean  Back  (iPad  and  Kindle  Fire)  

Page 12: EEC 2013: Segmentation Strategies Across Channels

OPENS  BY  BROWSER/DEVICE  

Page 13: EEC 2013: Segmentation Strategies Across Channels

*based on 1 billion opens BROWSER BY AGE & CTR

Page 14: EEC 2013: Segmentation Strategies Across Channels

Con  Tablet  as  a  Unique  Channel  

•  When  is  tablet  the  ‘first  screen’?  •  How  does  the  tablet  experience  incorporate  context?  

•  MulF-­‐screening  on  a  tablet  

Page 15: EEC 2013: Segmentation Strategies Across Channels

Con  Tablet  as  a  Unique  Channel  

Page 16: EEC 2013: Segmentation Strategies Across Channels

Debate  Topic  #3  

•  Over  the  last  4  years,  the  industry  has  seen  an  introducFon  to  pla_orms  that  make  an  a`empt  to  connect  and  bridge  the  conversaFon  between  adverFsers  and  tweeters  (or  posters)  

Page 17: EEC 2013: Segmentation Strategies Across Channels

Pro  Sponsored  Tweets/Posts  

•  Provides  quick,  value-­‐added  snippets  or  product  updates  

•  Daily  Deals  /  Coupons  •  Gives  added  level  of  public  visibility  •  Drives  Brand  Awareness  •  Cross-­‐channel  markeFng  

Page 18: EEC 2013: Segmentation Strategies Across Channels

Pro  Sponsored  Tweets/Posts  

•  Are  cognizant  of  brand  reputaFon  •  Transparent  and  offer  full  disclosure  •  Go  beyond  the  simple  product  pitch  

•  ConversaFonal  •  All  things  in  moderaFon  /  less  is  more  

Page 19: EEC 2013: Segmentation Strategies Across Channels

Con  Sponsored  Tweets/Posts  

•  Social  media  is  about  engagement  •  AuthenFcity  drives  engagement  

•  AuthenFcity  is  in  the  eye  of  the  beholder  •  How  your  audience  will  react  is  not  formulaic  or  always  predictable  

•  Risk:    sponsorship  as  just  another  way  to  flog  offers  

Page 20: EEC 2013: Segmentation Strategies Across Channels

Con  Sponsored  Tweets/Posts  

One  of  our  most  Engaging  posts  of  2012:    14,580  fans  reached  

Page 21: EEC 2013: Segmentation Strategies Across Channels

Debate  Topic  #4  

360  by  2020:  A  360  View  of  your  customers  will  be  achievable  by  the  year  2020.    

Page 22: EEC 2013: Segmentation Strategies Across Channels

Pro  360  

•  Seven  years  is  a  long  Fme  •  We  all  buy  into  the  vision  

•  M&A  acFvity  is  moving  us  in  this  direcFon  

•  Progress  being  made  on  acquisiFon  and  analysis  

•  Mobile  is  cross-­‐channel  

Page 23: EEC 2013: Segmentation Strategies Across Channels
Page 24: EEC 2013: Segmentation Strategies Across Channels

Pro  360  by  2020  

Page 25: EEC 2013: Segmentation Strategies Across Channels

Con  360  by  2020  

•  Not  a  technology  problem  •  Obstacles:    Fme,  money,  legacy  systems  

•  Gartner  Report,  2012:  – 1%  of  companies  integraFng  social  media  &  CRM,  increase  to  25%  by  2017  

•  With  unlimited  budgets,  no  legacy  systems,  and  infinitely  flexible  staff  and  work  processes,  change  could  happen  overnight  

Page 26: EEC 2013: Segmentation Strategies Across Channels

Con  360  by  2020  

Page 27: EEC 2013: Segmentation Strategies Across Channels

© 2012 Forrester Research, Inc. Reproduction Prohibited

25%

24%

17%

35%

38%

40%

13%

28%

25%

33%

18%

29%

46%

13%

29%

33%

46%

4%

13%

33%

38%

13%

10%

10%

20%

20%

30%

30%

40%

50%

60%

Controlling marketing project budgets that are dependent on IT collaboration

Lack of knowledge of how to move beyond a single channel approach (email, mobile, social media, etc.)

Responding to customers in real-time

Managing campaign execution across multiple marketing technologies (email, ad serving, mobile marketing, social,

Proving results to the executive team to garner support and budget

Staffing marketing programs sufficiently

Automating repetitive marketing processes

Maintaining customer data quality across campaigns and/or channels

Coordination with internal groups or external agencies

Understanding customer interactions across channels (online, mobile, social, offline)

Organizing to allow for cooperation

“What are the top three greatest challenges you experience with your current cross channel marketing programs?”

[Responses included in top three challenges]

Level 4

Level 1

All respondents

Base: 211 cross-channel marketing professionals at companies with $100-million or more in annual revenue Source: A commissioned study conducted by Forrester Consulting on behalf of ExactTarget

Page 28: EEC 2013: Segmentation Strategies Across Channels

Thank  You!