interactive marketing innovators
DESCRIPTION
Keynote presentation at ExactTarget 3sixty Live user group meeting in ChicagoTRANSCRIPT
How Smart Marketers are Using Digital Media to Attract, Engage, & Serve Customers
Presented by Joel Book, ExactTargetJune 16, 2011
LIVE / Chicago
I’m at #3sixtyLiveinChi. @JoelBookof @ExactTargetis sharing examples of smart interactive marketing.
Joel BookExactTarget
Join the Conversation!
Event: #3SixtyLiveinChiJoel Book: @joelbookExactTarget: @ExactTarget
More Than 4,000 Companies Use ExactTarget
Joel BookMarketing Services Manager
May 17, 1976
I wonder how marketing will be different in 2011?
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1999 2000s 2011TVRadioPrintDisplay
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TVRadioPrintDisplayWebsiteSearchOnline Display
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TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing
Mobile EmailSMSIMEmailFaxDirect MailTelephone
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Mobile EmailSMS + MMSIM EmailFaxDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile WebBehavioralSocial Media AdsVirtual WorldsAppsQR Codes
Media [R]evolution
In 2011, 72% of marketers and agencies will increase spending on digital marketing.
More Budget for Digital Marketing
Source: The DMA“Digital Marketing Practices in the U.S. and Canada: Navigating the Digital Labyrinth”Research conducted by Ipsos Reid Marketing, and the Canadian Marketing Association (CMA)February, 2011
• Aids the Buying Process• Improves Service• Maximizes Retention
ENOUGH!!
How Online Consumers Begin Their Day
58% of Online Consumers Begin the Day With Email.
Full report available at www.exacttarget.com/sff
Source: ExactTargetSUBSCRIBERS, FANS, & FOLLOWERS Report #1, Digital Morning
“Those who buy products marketed through email spend 138% more than non-readers of email.” Source: Forrester Research“E-Mail Marketing Comes of Age.”
93% of internet users turn to email to share content.Source: “Content is the Fuel of the Social Web”AOL and Nielsen Online, April 2011
The Customer Life Cycle
Product Awareness
Product Evaluation
Product Purchase
Product Usage
Brand Loyalty
Repurchase/Renewal
Once a person gives you permission . . . • Email aids the buying process.• Email drives repeat usage.• Email keeps customers connected to your company.
Business Getting Business Keeping
Email Enables Brands to Optimize Customer LTV
• Amplifies Your Message• Fuels the Conversation• Attracts New Customers
Social Media UsersFacebook: 620M Worldwide(1) / 116.8M U.S.(2)
Twitter: 190M Worldwide(1) / 16.4M U.S.(2)
LinkedIn: 100M Worldwide(3) / 49.0M U.S.(3)
YouTube: 2B Views/Day; Avg. View: 15 Min.(4)
Sources: (1) eConsultancy, (2) eMarketer, (3) LinkedIn, (4) YouTube
Social Media has Revolutionized the Way Brands are Defined
Social Networks Pack Plenty of Influence
US marketers will spend $3.08 billion to advertise on social networking sites in 2011.Source: eMarketer, Jan. 2011
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
Smartphones Accelerate Mobile Marketing
Source: The Huffington Post(Based on IDC Report) February 8, 2011
Smartphones such as the iPhone from Apple are now outselling personal computers!
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
EMAIL DOMINATES SMARTPHONE USE
WILL TABLETS BE A BtoBMARKETING GAME-CHANGER?
The New iPad 2 from Apple
24 million tablet computers will be sold in the U.S. in 2011.Source: eMarketer, Dec., 2010
"[The iPad] enables our sales employees to do a much better job of engaging in a really different way than we've done before."
Michael Hedges, CIO, Medtronic Wall Street Journal, Dec. 8, 2010
Best Use of Digital Media for Consumer Packaged
Goods Marketing
At Scotts, it’s all about You!• All website content -
articles, forums, videos, and product information -is regionalized
• Online preference center drives email content (soon text)
• One CMS is used to personalize web and email content
Scotts.com Home Page
Content is Personalized based on:• Consumer’s Grass Type• Consumer’s Zip Code (Climate Zone)• Weed and Insect Problems
Scotts Uses Lawn Care Update. . .• To Educate Consumers • To Drive Traffic to Channel Partners• To Create Brand Advocates
Lawn Care Update• Started in Spring 2000• Subscribers: 1,500,000+• 355 total unique geo-demographic versions
WHAT MAKES LAWN CARE UPDATE SO EFFECTIVE?
• Relevant Information• Exclusive offers• Links to Product Usage Tutorials• Personalized Recommendations• Social Sharing (Forward to a Friend)
• It works! Lawn Care Update subscribers apply 1.1 more applications per year than non-subscribers
SCOTTS INVITES CONSUMERS TO OPT-IN FOR
PRODUCT APPLICATION TEXT ALERTS
SCOTTS SALUTES MLB GROUNDSKEEPERS; INVITES FANS TO BECOME EMAIL SUBSCRIBERS
Thx 4 ur interest in Scotts Lawn Care monthly email. Reply LAWN [space] email address (ex:[email protected]) 2 complete signup. H help Std rates apply
SCOTTS INVITES FACEBOOK FANS TO
BECOME SUBSCRIBERS.( And 50% Convert! )
• Introduced in June, 2004• Only great tasting low
carbohydrate pasta on market
• Appeals to diabetics, low carb dieters, and people seeking higher fiber
• Costs about double the retail of regular pasta
DREAMFIELD’S USES EMAIL+ SOCIAL TO FUEL
WORD OF MOUTH MARKETING
Dreamfields Email Subscribers• Consumers: 600,000+• Healthcare Professionals: 25,000+
DREAMFIELD’S IS THE FASTEST GROWING PASTA
BRAND IN THE COUNTRY
Dreamfields Provides Tools for Talking to Patients
Technical product materials To address skepticism and invite
questions
Product sample to taste, share, use box for demoPatient Education Pamphlets
Explain “how it works” in patient’s language
Recipe Flyer with coupon Provide tangible purchase incentive
and reminder for patient
Healthcare Professionals are Key Influencers
Best Use of Digital Media for Retail Marketing
JOHNSTON & MURPHY PERSONALIZES OFFERS FOR
INDIVIDUAL CUSTOMERS
Objective: Increase Response Using Gender-Based Content & Segmentation
Success Factors
Increased Open Rates:
18%• Sent only to first time
purchasers• Customers that have
purchased previously skip to next stage of lifecycle
Lifecycle Series – Welcome Email for 1st Time Buyers
Objective: Cross-sell products using predictive modeling
Success Factors
Increased Sales by:
33%• Offers based on
behavioral modeling• Relevant to customer age
and gender
Lifecycle Series – Repurchase Email
Predictive Modeling email targets customers who’s behavior is predicted, based on all customer analysis.This email has 2 targeted offers:
• Primary – high-end, expensive hand made shoe.
• Secondary – product accessories, such as shirts and colon.
Predictive Modeling Example
Objective: Reengage customer with time sensitive offer
Success Factors
Increased CTR by:
44%• Short redemption period to
create urgency• Promo code changes daily to
reduce possible internet fraud
Lifecycle Series – Reactivation Email
EMAIL IS THE BACKBONE OF MIKE’S DIRECT MARKETING
STRATEGY
WELCOME TO MIKE’S EXPRESS CARWASH Founded 1948 in Fort Wayne, IN and
headquartered in Indianapolis 37 locations in Indiana and Ohio; Breaking ground
for the 38th location in March Mike’s Carwash is the 4th largest carwash chain in
the country and employs 600 people Mike’s uses the most technologically advanced,
state-of-the-art equipment available -- 65% of which is manufactured by Mike’s
Family-owned for more than 60 years
2009 “TALK TO MIKE’S” CAMPAIGN NETTED
38,000 EMAIL SUBSCRIBERS
Mike’s 2010 “Social Commerce” Campaign Attracted 10,000+ New Customers!• Enabled Mike’s to add new email subscribers• Enabled Mike’s to promote its online retailing website
+
KKBWSTD
62% of consumers who redeemed Grouponsat MikesCarwash.com have become Mike’s Carwash email subscribers!
+
6,000 new subscribers!
MIKE’S USES EMAIL TO DRIVE ONLINE
SALES
Mike’s Christmas Holiday Email Promotion to Drive
Online Sales
150%Increase in
Online Sales Using Email!2008 vs. 2010
Best Use of Digital Media to Support Franchisees
and Dealers
Carmel12524 N. Gray RoadCarmel ,Indiana 46033(317) [email protected]
Map and Driving Directions
GYMBOREE USES EMAIL TO STAY CONNECTED WITH
MOMS & DADS
Elisabeth Rohm reads for Jumpstart’s Read for the Record at Gymboree Play & Music in Los Angeles
Gymboree Monthly Email Gymboree Blog: “Gymbo Buzz”
“We use our email newsletter to encourage Moms and Dads to visit our blog, “Gymbo Buzz.”
Our blog provides direct access to information about Gymboree Play & Music classes, including videos and comments from parents. This enables Moms and Dads to see the benefits of our classes on child development.”
Kathleen McFerrinGymboree Play & MusicRegional Field Consultant
WHOLE FOODS FUELS THE CONVERSATION
USING EMAIL & TWITTER
Whole Foods Leverages Twitter• 1,942,499 Followers • Versions for wine, cheese, organic products• Tweets respond to customer questions, and invite customers to opt-in to Whole Foods’ email newsletter
Whole Foods Chicago Uses Twitter to:• Highlight in-store events• Promote special offers• Answer customer questions
Regarding Twitter . . . • 66% of Fortune 100 companies engage customers via Twitter• Twitter users are 3X more likely to engage with brands than users of other social networks
Best Use of Digital Media for Business to Business
Marketing
Volvo Construction Equipment’s e-marketing strategy has helps dealers sell millions of dollars of new and used equipment each year.
VOLVO USES EMAIL TO HELP DEALERS SELL NEW EQUIPMENT
VOLVO USES EMAIL TO HELP DEALERS SELL USED EQUIPMENT
VIDEO IS VERY EFFECTIVE FOR LEAD
GENERATION
CTA #1
CTA #2
Lead Management Workflow
Data cleansing
Auto-generated email for customer
Auto-generated report for Volvo
sales rep
Microsoft Dynamics CRM enables Volvo sales reps to manage leads
Information Request
Milwaukee Tools created its own social network, the “Heavy Duty Club,” to provide members access to product information, videos, tips from users, rebates and promotions.
Heavy Duty News keeps Milwaukee Electric Tool connected with its customers
“Heavy Duty Club” members are
passionate about Milwaukee Tools .
The Power of VideoSince Milwaukee Tools began including
links to video showing its tools in action, website traffic has increased 36%!
Connecting buyers with local retailers is a major objective of Milwaukee Tool’s online marketing strategy.
Marketing has shifted from a one-way broadcast to a real-time digital dialogue.
One Size Fits All
Digital Dialogue has Replaced Mass Messaging
Multi-Channel Synergy is a Must
Managing the Customer Conversation Requires Integration of Outbound & Inbound Channels
Optimal Model for Managing Customer Engagement
Source: Forrester Research - April 2009 “Campaign Management Needs A Reboot”
A Single Platform for Interactive Marketing
Don’t Miss Our Family Reunion!
• 3 Days of Interactive Marketing Insight and Inspiration• 55+ breakout sessions• 10 educational tracks• Pre-Conference Industry Certification Courses• World-renowned keynote speakers including Jimmy Wales, Founder of Wikipedia• And a special concert by Katy Perry!
