Managing “The Conversation” between Brand and Customer in a Web 2.0 World

© 2009 ExactTarget, All Rights Reserved© 2009 ExactTarget All Rights Reserved

Entire Presentation Copyright © 2003 - 2009 ExactTarget. All Rights Reserved.No portion of this presentation may be recreated, reprinted, distributed, published or

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Managing “The Conversation” between Brand and Customer in a Web 2.0 World

How Top Brands Use Email as the Foundation of their Strategy for Customer Development and Retention

Ali MargelloMarketing Account DirectorHyperDrive InteractivePlatinum ExactTarget reseller

© 2008 ExactTarget, All Rights Reserved

WEBSITE

SEARCHEMAIL

“Selling now takes more time and resources then ever before. The average sales cycle has become 22% longer as buyers are taking longer to consider their decisions.”

Source: Sirius Decisions

Selling to the “Connected” Consumer


How in the World is

this Possible?


<1990<1990 1990s1990s

Direct MailTelephone

19991999 2000s2000s 20082008TVRadioPrintDisplay

IMEmailDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline Display

IMEmailDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing

Mobile EmailSMSIMEmailDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile Web

Addressable VoiceMobile EmailSMS + MMSIM EmailDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile WebBehavioralSocial Media & AdsVirtual WorldsWidgetsTwitter

Media Evolution


Each day, the average consumer is exposed to 1600 ad messages.


Trade Shows

Sponsored Events

Print Advertisin

g

Direct Mail

Social Networks

Broadcast Advertising

Public Relations

Webinars

Search Engine Marketing

Word of Mouth

Online Advertisement

s

Corporate Blogs

The Corporate Website

Websites Have Become The Hub of Marketing


How are You Managing

the Conversatio

n?


Prospect

The Customer’s Journey can Start Anywhere

Prospects and Customers Customers

DirectMedia

BrandingMedia

TV

Print

Radio

Outdoor

Cinema

Website

Events

Online Ad

Direct Mail

Email

SEO / PPC

Social Media

Mobile

DRTV

DR Print

Catalog


Email is the Foundation

of 1-to-1

Marketing


The Customer Life Cycle

Interest Evaluation Purchase Usage LoyaltyRe-Purchase

Email Aids the Decision-Making Process

“Those who buy products marketed through email spend 138% more than non-readers of email.” Source: Forrester Research “E-Mail Marketing Comes of Age.”

“Once a person has been attracted to your web site, email can move the prospect through the consideration and evaluation stages . . . all the way to purchase.” Source: Forrester Research


Why Email?


Some Stats About Email…

direct marketing direct marketing method used method used todaytoday

2008 Direct Partners Survey

#1#1Email is theEmail is the


Some Stats About Email…

of all marketers cite email as of all marketers cite email as the best performing medium the best performing medium ahead of search & displayahead of search & display

Datran Media Survey, Dec 2007Datran Media Survey, Dec 2007

80%80%


50%50%

48%48%*SOURCE: 2008 Spam Complaints Survey from Marketing Sherpa & Q Interactive *SOURCE: 2008 Spam Complaints Survey from Marketing Sherpa & Q Interactive

56%56% consider messages from known senders consider messages from known senders to be spam if they aren’t “interesting”to be spam if they aren’t “interesting”

consider messages from known senders consider messages from known senders that are sent too frequently to be spamthat are sent too frequently to be spam

are using “report spam” buttons for are using “report spam” buttons for reasons other than to report unsolicited reasons other than to report unsolicited emailemail

Consumers Define Spam


EMAIL

SPAM

CHAT

RSS

SMS

----INBOX 2.0----



1. Deliverability…to the inbox1. Deliverability…to the inbox

2. List Growth…net growth2. List Growth…net growth

3. Relevance…sophistication3. Relevance…sophistication

3 Main Factors Influencing Email ROI







• Poor or Insufficient Permission• High Recipient Complaints• Content, Volume or List Quality

Filtering • Spamtrap Hits• IP Address and Domain Blacklisting• Lack of ISP Compliance

Top Reasons Emails Are Filtered:

Today IP Reputation is key!







• List Growth is a Top Priority for Marketers (38%)− Only email relevance and improving conversiosn rank higher

• Organic Growth− “Gathering” tactics like onsite reg., inbound call centres, in-store POS

− Onsite includes non-incented & incented, paid search, etc.

• Viral – Make it Contagious

• Go Social (32%) not Postal (6%)

• Mobile Capture− In-store, out of home, events

Proximity – Value - Choice

Top List Growth Tactics

*SOURCE: 2009 List Growth Study from ExactTarget *SOURCE: 2009 List Growth Study from ExactTarget


Mobile Capture


Social Integrations


List Growth = Lift

Increase your list by 5, 10 or 25% annually...

…and get the same lift in conversions!

What’s that worth in $?







Technology always wins


Technology Can Help you


Key Insights:• Marketers should adopt a service mentality. • By collecting more information from subscribers, you can

better anticipate what needs the customer will have and when.

• Listening to customer needs creates a better reputation and a greater sense of trust from consumers.

“Like it or not, consumers are in control. It is the companies that can harness trust through Subscribers Rule! that will break free of the noise in the year to come.”

- Morgan Stewart

Director, Research & Strategy, ExactTarget


Increase Revenue w/ Relevancy


What the pros doing?


Relevancy Equals Success


Gender-Based Content and Segmentation

• Key segmentation programs rolled out over 2008 and 2009

• 103% Increase in Revenue

• Less Email Frequency gives better brand experience

Static Abandon Basket Email

Dynamic Abandon Basket Email

Additional Automation Campaigns

Key Success Metrics


Driving quicker purchase cycles with time sensitive offers

Program Focus Areas

Key Success Metrics

Increased CTR by:

44%• Short redemption period to

create urgency• Promo code changes daily to

reduce possible internet fraud


Papa Johns - Social Integration


Business

Managing “The Conversation” between Brand and Customer in a Web 2.0 World