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Today’s customers are always on, and always interacting. They’ve embraced cloud, social, mobile, and connected products, and they expect the companies with whom they do business to communicate with them when, where, and how they prefer. That's why now is the time to take your digital marketing campaigns to the next level. The first step is acquiring new subscribers—so you can continue the conversation, begin building new relationships, and maximize your return on marketing investment. Register for future webinars in the The Future is Now Webinar Series: pages.exacttarget.com/thefutureisnow
Citation preview
Love at First Site:Charming Customers
Into Loving Your Brand
August 21, 2014
#ETWEBINARS
Today’s Presenters
Matthew HutchisonSr. Director, Product Marketing
ExactTarget Journey Management
Sean MorrisonSr. Marketing Consultant
ExactTarget Marketing Cloud
@gethutch@smorrison0
#ETWEBINARS
Topics We’ll Cover
Charmed Customers Journey ManagersAudience Developers
What best practices are used to acquire new members?
How do they deliver a consistent, engaging experience?
Who are they, and what motivates them to join?
The journey of
a thousand miles begins
with a single step.
− Lao-Tse
Like Tweet Follow
SubscribeComment
Share Pin
A Journey of a thousand interactions…
The KISS Army runs on new recruits. I am the Uncle Sam ofrock and roll.
− Gene Simmons
to deliver great content.
YOU WANT ME
To buy what I’m selling.
I WANT YOU
17%
83%
ConnectedStores Connected
Call Center
ConnectedAssociates
ConnectedProducts
ConnectedCommunities
THE CONNECTED CUSTOMER
Engagement
Website
Search
Social
Other Sites
App
unknown known connected
Customer Service
Media/ Promotions
Retail
ConnectedDevices
It’s all about the journey
Of customer interactions happen during a multi-event, multi-channel journey.Source: McKinsey Research: Customer Journey Transformation, September 2013
>50%
Significant Business impact
Journey-led transformations deliver impact across many key business metrics.
More revenue, happier customers, at a lower cost.
Source: McKinsey Research: Customer Journey Transformation, September 2013
Improve Customer Satisfaction
20%
Fuel Revenue Growth
10-15%
Lower Cost to Serve
15-20%
Engage Employees
20-30%
1. Don’t Acquire in a Vaccuum2. Think Cross-Channel3. Every Interaction is an Opportunity4. Measure and Test
4 Key Themes:
WantvsNeed
3
2
1
#ETWEBINARS
• Add ad hoc profile data through polls in email and on-site
• Encourage customers to update their preferences in every email
Profile Updates
#ETWEBINARS
1. Don’t Acquire in a Vaccuum2. Think Cross-Channel3. Every Interaction is an Opportunity4. Measure and Test
4 Key Themes:
Social Integration• Automated shopping via your
Twitter stream
• Create value in creating linkages
Social Integration• Badges are earned for
shopping and saving. No check-in required.
• Friends’ badges, purchases and savings are displayed (linked via Facebook)
Social Networks
Hawaii-based Outrigger Hotels and Resorts offers superior service and deluxe ocean-front accommodations at hotels and resorts throughout the Pacific Rim
Identify high-value customer segments based on bookings history and recent email engagement
Using ExactTarget Active Audiences lookalike, Outrigger drove conversion of new email subscribers
Acquired new members at 2x the likely opt-in rate, beating CPA goal by 89%
Outrigger Resorts Attracts New Email Subscribers with Active Audiences
The U.S. Chamber of Commerce is the world’s largest business organization representing the interests of more than 3 million businesses of all sizes, sectors, and regions.
Using ExactTarget Active Audiences, the US Chamber of Commerce identified a set of customer segments and enabled dynamic targeting on Facebook or Twitter
Reduced the CPC goal by 53%
U.S. Chamber of Commerce Efficiently Drove Online Opt-in with Active Audiences
1. Don’t Acquire in a Vaccuum2. Think Cross-Channel3. Every Interaction is an Opportunity4. Measure and Test
4 Key Themes:
Make it easyCreate a seamless experience for customers using a mobile device. Interstitial provides instant opt-in without need for typing on touchscreen.
Opt In email opened on mobile device
Interstitial provides one-click opt-in
Interstitial provides instant confirmation
Welcome email delivered moments later
#ETWEBINARS
#ETWEBINARS
Every Interaction
Every Interaction
Every Interaction
Every Interaction
1. Don’t Acquire in a Vaccuum2. Think Cross-Channel3. Every Interaction is an Opportunity4. Measure and Test
4 Key Themes:
#ETWEBINARS
Define Goals / MetricsWhat does success look like?
Define VariablesWhat can change results?
Implement VariationsHow do we make this work?
Read ResultsHow did we do?
Refine ApproachWhat can we do better?
Test. Test. Test.
54%More likely to allocate 5% of budget for testing
36%More likely to leverage automation
88%More likely to leverage different departments
Top 20% of Marketers
Experience
LifecycleStages
Advertising
Partners, Groups, Corp.
Website
Paid Media
Facebook Ads & Content
Events & Sponsorships
Referrals
Search
Communities
Call Center
Social Sites & Blogs
Social Listening
Welcome Direct Mail
New Member Orientation: -educate & inform value-progressive profiling-influence online behavior-deepen engagement thru other channels
Newsletters
Brand/PR Communication
Post Visit: Confirmations, Receipts, Surveys
Pre Visit: Scheduling, Reminders, Information
Retargeting
Former Member Win-back
Testing & OptimizationDirect Mail
Online Portal
Claims & Customer Serv.
Pro-Active Re-engage Drip for Low Engaged Members
Renewal Countdown
A Cohesive Strategy for Engagement
Website Opt-in
Day of Visit: Alerts, Member Experience
Expired Policy Trigger
AwarenessAwareness AcquireAcquire On-boardOn-board RetainRetain
SMS Text to Join at Events
EngageEngage
50% multi-channel, multi-event journeys!
Journey Builder
Customer Journey Management Platformempowers marketers to plan, personalize and optimize 1:1 customer interactions across channels and devices.
Orchestrate Engagement with Journey Builder
Maps
Chart & manage a customer’s entire journey
Interactions
Leverage x-channel touches to drive business goals
Metrics
Track & optimize goal performance over time
PLAN PERSONALIZE OPTIMIZE
Plan the Customer Lifecycle with Maps
• Canvas for marketers to map customer journeys
• Illustrate touch points across lifecycle stages
• Prioritize engagement
Personalize the Customer Experience with Interactions
• Timeline-based canvas
• Data, random & engagement splits
• Predictive Intelligence Event Triggers for Cart Abandon, Browse Abandon, Product Purchase and Affinity Change
• Email, SMS, mobile push and API for creating custom online or offline channels
Events Goals Activities
Optimize the Performance with Metrics
• Test and monitor the effectiveness of every interaction and campaign
• “Last touch” goal attribution by day & path
• Visualize which channels, messages and days are performing best
Key Points
#ETWEBINARS
Charmed Customers Journey ManagersAudience Developers
What best practices are used to acquire new members?
How do they deliver a consistent, engaging experience?
Who are they, and what motivates them to join?
Questions?
Matthew HutchisonSr. Director, Product Marketing
ExactTarget Journey Management
Sean MorrisonSr. Marketing Consultant
ExactTarget Marketing Cloud
@gethutch@smorrison0
#ETWEBINARS
#ETWEBINARShttp://www.pinterest.com/exacttarget/audience-growth-swipe-file/
Power the Customer JourneyText “JOURNEY” to 56237
Tips | Strategies | Trends
*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/
Experience Digital Marketing Like Never Before
Join the journey at Connections 2014—transforming customerinteractions into exceptional brand experiences for your business
For one incredible week, the world’s best marketers come together to:
Explore emerging connected
technologies
Hear from the brightest innovators and biggest brands
Experienceworld-class education
and entertainment
exacttarget.com/connectionsSeptember 23-25
exacttarget.com
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