emerge2012: integrating emerging channels into your direct marketing program
TRANSCRIPT
CONNECT THE DOTS Integrating Emerging Channels into
your Direct Marketing Program
Alex Williams
New Orleans, LA April 17–20, 2012
™
#cgxemerge
Google me…
Agenda
• Challenges of the Current
Landscape
• Customer Channel Expectations
• Relevance, Context, Content
We get lots of emails
We get lots of everything!
60 Seconds Online
<1990 1990s
Direct Mail Telephone
1999 2000s 2012 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 Contextual Wikis Mobile Web MySpace
TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Contextual Wikis Mobile Web Behavioral Facebook Twitter YouTube Augmented Reality Widgets Flickr Location-Based (e.g., Foursquare) Google+ Pinterest
Addressable Voice Mobile Email SMS + MMS IM Email Direct Mail Telephone
Channels are Multiplying…
The Increasingly Mobile Consumer
Email Open Rates - February 2012
Desktop
Mobile
Webmail
Source
Mobile up 4% from January ‘12
Lots of consumption, few conversions
TO CUT THROUGH THE
NOISE WE NEED TO
U N D E R S T A N D
W H A T
MOTIVATES CONSUMERS
CRITICAL CORPORATE
A S S E T S
AS
ASSETS,
THEY NEED TO BE
CULTIVATED
PROTECTED
AND
UNDERSTOOD
THEY ARE IN
LIMITED
SUPPLY
READERS,
LISTENERS &
VIEWERS
SUBSCRIBERS,
FANS &
FOLLOWERS
6 FACTORS THAT DICTATE CHANNEL PREFERENCE
Content Is this a marketing message?
Immediacy Do I need to send or receive this message right away?
Accessibility Will I need to reference this message later?
Privacy Do I want the world to know about this message?
Formality Do I need to convey a level of professionalism with this message?
Initiation How did the conversation originate?
SUBSCRIBERS
WANT MET
EXPECTATIONS
FANS WANT TO BE
ENTERTAINED
FOLLOWERS WANT
INFO, ACCESS &
INFLUENCE
58% of
Marketers Say
Channels
Compete
for Budget
INTEGRATE THE PARTS
Keys to Success
• Don’t Force It
• Strive for Useful, Entertaining, or
Both
• Let customers lead the way to new
opportunities
• All roads don’t have to lead home
Don’t Force It
Don’t Force It
“Share This” is not Social
Real User Quotes:
• “I wouldn't share this info, because it's just for my own good.”
• “I'd share a link with a friend if I found something they would be
interested in.”
• “I wouldn't use social bookmarking, [this is] not interesting information
for others. Only if my friend was actually looking for this information
would I share it I think.”
• “Never noticed the social networking tools. Don't expect to find news on
my Facebook. Now that you say it I know they're on other sites, but I
never pay attention to them”
NNGROUP.COM: College Students on the Web 12/10
Add the Spirit of Social to your content
37 37
If your direct marketing is driving a lot of traffic
from mobile devices, you need to accelerate your
mobile efforts. Let the data create the urgency.
Mobilize the Experience
Photos drive engagement: B2C
Photos drive engagement: B2B Email Facebook Instagram
Maersk Line
QR Done Right
Print QR Mobile Web Video
Using QR to code to drive to entertian and
educate through video.
QR Done Wrong
Print QR Mobile Web
Using QR to code to drive to shopping on
unfriendly mobile experience.
Q&A
Thank you!
Alex Williams Director, Creative & Digital Strategy Trendline Interactive [email protected] Twitter http://www.twitter.com/alexcwilliams LinkedIn http://www.linkedin.com/in/emailmarketingstrategy