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online marketing
summitJ U L Y 2 0 0 9
SCOTT ROTH DIRECTOR,
PRODUCT MARKETING
s r o t h @ e x a c t t a rg e t . c o m
TH
E
ISTHE
MEDIUM
MESSAGE
THREE TAKEAWAYS1.E M A I L I S N ’ T
O P T I O N A L2.EMAIL IS SOCIAL.
SOCIAL NEEDS EMAIL.3.HOW TO MAXIMIZE ROI
WITH “EMAIL PLUS”
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WE
LIVE
IN
CRAZYTIMES
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KINGDOMS ARE CRUMBLING
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FANS ARE NOW
REVOLUTIONARIES
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FOOD WANTS US TO WATCH MORETELEVISION
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TELEVISION
WANTS US TO WATCH MORE
INTERNET
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UNANTICIPATED
CONSEQUENCES
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D I R E C T M A I L - T E L E P H O N E
TV – RADIO – PRINT – DISPLAY - OOH
E M A I L – I N S T A N T M E S S A G I N G
WEBSITE – SEARCH – ONLINE DISPLAYPAID SEARCH – LANDING PAGES -M ICROSITESA F F I L I A T E – O N L I N E V I D E O
- W E B I N A R S
S M S – M O B I L E E M A I L
B LO G S – R SS – P O D C A S T S – W I K I S - D O O H C O N T E X T U A L – S O C I A L – M O B I L E W E BB E H AV I O R A L – W I D G E T S –
V I RT UA L W O R L D S
A D D R E S S A B L E V O I C E - T W I T T E R
<1990 1995 2000 2009
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"In a culture like ours, long
accustomed to splitting and
dividing all things as a means of
control, it is sometimes a bit of a
shock to be reminded that, in
operational and practical fact, the
medium is the message. This is
merely to say that the personal
and social consequences of any
medium - that is, of any extension
of ourselves - result from the new
scale that is introduced into our
affairs by each extension of
ourselves, or by any new
technology."
WE NEED
A
HERO
EMAIL REALITY
CHECK
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EMAIL OFFERS
THE LARGEST
USER BASE(source: PEW)
13
EMAIL OFFERS
THE HIGHEST
ROI (>$45)(source: DMA)
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14
EMAIL IS NOW MUCH MORE THAN
NEWSLETTERS
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PLUSEXACTTARGETinACTION .com
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EMAIL + C R M
PERSONAL
RESPONSE
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EMAIL + CRMCUSTOMIZEDPRODUC
TINFORMATION
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EMAIL + CRM
LEADNURTURIN
G
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EMAIL + CRM
RESELLEREDUCATION
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EMAIL + ANALYTICS
INTELLIGENTMESSAGING
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EMAIL + ANALYTICSTRIGGERED
RE-MARKETI
NG
EMAIL + ANALYTICS
LIVE OFFER
S
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EMAIL + ANALYTICS
BEHAVIORAL
MESSAGING
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EMAIL + VIDEOENHANCED EXPRESSION
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EMAIL + VIDEO
EMBED
DED VIDEO
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EMAIL + SOCIAL
ACTION
AMPLIFIED
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EMAIL + SOCIAL
ORIGINALVIRAL
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EMAIL + SOCIAL
BUILDINGCOMMUNITY
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EMAIL + SOCIAL
CONSUMERCONTENT
EMAIL + SOCIAL
THE SOCIAL FORWARD
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EMAIL + SMS
MOBILE
IMMEDIACY
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EMAIL + SMS
MOBILE
CAPTURE
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EMAIL + SMS
MOBILE
ACTION
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EMAIL + VOICE
PERSONALPO
WEREXACTTARGETinACTION .com
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EMAIL + VOICE
EVENT
REMINDERS
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EMAIL + VOICE
STAR-STUDDED REMIND
ERS
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THE FAN-CENTRIC present
s FUTURE
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37
THE CONNECTIN
G
THREAD
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THE FAN-CENTRIC present
s FUTURE
FANMAILMARKETING.com
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38
1. SERVE INDIVIDUALS
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THE FAN-CENTRIC present
s FUTURE
FANMAILMARKETING.com
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39
2. HONOR
THEIR PREFERENCES
COMMUNICATION
CONTENTFREQUENCY
CHANNEL EXACTTARGETinACTION .com
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THE FAN-CENTRIC present
s FUTURE
FANMAILMARKETING.com
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40
3. DELIVER TIMELY, RELEVANT CONTENT THAT IMPROVES THEIR LIVES
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41
SANITY IS THE MESSAGE
Expanding the Reach of Email Through Social
Networks• How marketers
are planning to integrate email and social media programs in 2009
• Key social media observations from B2B and B2C marketers
• How major companies like Powell's Books, Carmex, and TripAdvisor are using social media
Get This New White Paper!
43EXACTTARGETinACTION .com
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TEXT NOW TO GET THE NEW WHITEPAPER!1. OPEN A NEW TEXT MESSAGE ON
YOUR CELL PHONE2. TEXT “OMS
[email protected]“ to 38767EX: “OMS sroth@exacttarget .com”
3. HIT “SEND” (note: your phone # will not be saved)
THE FAN-CENTRIC present
s FUTURE
FANMAILMARKETING.com
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44
EMAIL:[email protected]
BLOG:blog.exacttarget.com
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