learn how social media, email marketing and mobile all work together to create engagement with customers

1. How Smart Marketers Use DigitalMedia to
Attract,Engage and Retain Customers
The Triangle Offense
Of Digital Direct Marketing
Joel Book
Principal, Marketing Research
& Education Group& Education Group& Education Group& Education Group& Education Group& Education Group& Education Group& Education Group
@joelbook / #ExactTarget

3. <1990 1990s
Direct Mail
Telephone
1999 2000s 2010
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
Wikis
Social Networks
Mobile Web
Addressable Voice
Mobile Email
SMS + MMS
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
Wikis
Social Networks
Mobile Web
Behavioral
Social Media & Ads
Virtual Worlds
Widgets
Twitter
Marketing Media Evolution

6. “The mix of media
channels has
shifted from a one-
way broadcast
model to a set of
dynamic two-way
media forums.”
Source: Booz Allen Hamilton
HD Marketing 2010: Sharpening the
Conversation

7. Serving customers
by delivering
content that is:
 Personal
 Relevant
 Timely
Marketing to a Segment of One

8. Your Brand
Fans are
now Your
Best
Marketers

11. # 1
Business Getting
& Business Keeping

12. In 2009, more
than 50% of
consumers made
a purchase due to
email.
Source: ExactTarget
“Email X-Factors, 2010”

13. In 2009, 82% of
top marketers
reported that
email was their
channel of choice
for retention .
Source: Winterberry Group

14. The Customer Life Cycle
Website
Visit
Product
Evaluation
Product
Purchase
Product
Usage
Brand
Loyalty
Repurchase/
Renewal
Once a person gives you permission . . .
• Email aids the buying process.
• Drives repeat usage.
• Keeps the customer connected to your company.
Business Getting Business Keeping
Email: The Backbone of Customer Engagement

15. TEACH CONSUMERS HOW
TO USE YOUR PRODUCTS

16. PROVIDE INFORMATION
THAT MAKES USERS
SMARTER

17. INVITE CUSTOMERS
TO SHARE THEIR
EXPERIENCE

18. HELP DEALERS SELL
AND SERVE CUSTOMERS

19. SEND EMAIL
“ON-BEHALF” OF
SALES & ACCOUNT
MANAGERS

20. • Genworth Financial sends co-branded email
campaigns to key strategic accounts “on-behalf” of
the Broker General Agent
• These emails help strengthen the BGA’s relationship
with Genworth Financial and generate leads for the
BGA
SEND “CO-BRANDED”EMAIL TO HELP
DEALERS/RESELLERS DRIVE LEADS

21. DRIVE ONLINE ORDERS WITH
“DEAL OF THE DAY” SALES

22. EMAIL+ANALYTICS
RECOVER LOST SALES!
SkyMall’s
remarketing
campaign increases
annual sales by 30%!

23. • Amplifying Your Message
• Fueling the Conversation
• Attracting New Customers

24. Social Media Usage (Worldwide)
Facebook: 500M active users
Twitter: 190M active users
LinkedIn: 70M active users
Source: Jake Hird, eConsultancy, July, 2010

26. 75% of social media users say email is
the best way for companies to
communicate with them.
MarketingSherpa, 2010

27. USE EMAIL+SOCIAL
MEDIA TO ATTACT
NEW CUSTOMERS

28. INVITE
SUBSCRIBERS TO
SPREAD THE WORD!

29. FUEL THE CONVERSATION
WITH EMAIL & TWITTER

30. Whole Foods Leverages Twitter
• 1,804,829 Followers
• Tweets respond to customer questions,
and invite customers to opt-in to Whole
Foods’ email newsletter
Whole Foods Leverages Twitter
• 1,804,829 Followers
• Tweets respond to customer questions,
and invite customers to opt-in to Whole
Foods’ email newsletter
Why Twitter?
• 66% of Fortune 100 companies engage
customers via Twitter
• Twitter users are 2X more likely to engage
with brands than users of other social
networks

32. “By 2014,
Smartphones
will comprise
37% of global
handset sales.”
Source: Pyramid Research

33. 34% of all US mobile
subscribers used email on
their phone in May 2010.
Source: Pew Research Center, 2010
EMAIL + MOBILE
EMAIL DOMINATES
MOBILE WEB TIME

34. Email
USE EVENTS TO ATTRACT SUBSCRIBERS.
USE EMAIL TO DRIVE CONVERSION.
Landing Page

35. USE SMS TO MAKE
EMAIL OPT-IN EASY
GATHER CUSTOMER
CONTACT
INFORMATION.
SAY “THANK YOU”

36. Redemption
rates for mobile
coupons are
between 5-20 %.
Source: Cellfire, 2010
EMAIL + MOBILE
RETAIL SALES
ACCELERATOR

38. SELLING BY SERVINGSELLING BY SERVING
Inside the Successful
Digital Marketing Strategy
of ScottsMiracle-Gro

39. About Scotts
• The Scotts Miracle-Gro Company (NYSE: SMG) was founded
in 1868 in Marysville, Ohio.
• Scotts is the world's largest marketer of branded consumer
lawn and garden products, with a full range of products for
professional horticulture as well.
• In the U.S., the Company's Scotts®, Miracle-Gro® and Ortho®
brands are market leading in their categories, as is the
consumer Roundup® brand, which is marketed by Scotts.

40. EXACTTARGETinACTION
.com
www.
Lawn Care Update
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 Cross-Sell other Scotts Products
• To Create Brand Advocates
Facts
• Started in Spring 2000
• Subscribers: 1,500,000+

41. EXACTTARGETinACTION
.com
www.
Lawn Care Update
The Anatomy of Lawn Care Update
• 355 total unique lawn/region combos
• 165 regions the US
• 8 grass types or blends
• Regionalized tips, advice, special
offers
• Links to articles, blog, videos, and
“Scotts Insider” discussion groups

42. EMAIL + CALL CENTER =
BETTER CUSTOMER SERVICE
3. Scotts sent Lawn Care Update
with information on GrubEx® to
customers who could be affected.
Scotts1. Last season, Scotts
observed an increase in calls
regarding Grub infestation in
Northeast and Midwest
2. As report volume
increased, Scotts decided to
alert its customers.

43. Blogs at Scotts.com
• Written by Ashton Ritchie and
other industry experts
• Reinforces recommendations
made in Lawn Care Update
SCOTTS USES EMAIL TO
PROMOTE ITS BLOG

44. EXACTTARGETinACTION
.com
www.
DISCUSSION FORUMS
KEEP CUSTOMERS
ENGAGED
Forums at Scotts.com
• Most popular (despite
decreasing popularity
within the US Internet
Population)
• Enables interaction with
Scotts consumer service
lawn consultants

45. SCOTTS USES EMAIL TO FUEL
THE CONVERSATION IN
SOCIAL MEDIA

46. MONETIZE SOCIAL
INVITE YOUR FANS TO
BECOME SUBSCRIBERS.

47. TEXT ALERTS DRIVE
PRODUCT USE
EXACTTARGETinACTION
.com
www.
Scotts Text Alerts
Scotts Reminders On
Your Mobile Phone!
Scotts Text Alerts
Text the word “Turf”
to 63747 now!

48. Lawn Care Update
for iPhone
•Mobile Version of Scotts.com
• 90% of Scotts mobile visits are from
iPhone users
• Attractive to a younger audience of
smartphone users
• Enables Scotts to stay engaged with
the “on the go” consumer
SCOTTS
MAKES INFORMATION
ACCESS EASIER

49. SCOTTS USES DIRECT RESPONSE
TEXT TO MAKE OPT-IN EASY
Thx 4 ur interest in Scotts
Lawn Care Update
monthly email. Reply BAT
[space] ur email address
(ex:BAT mlb@mlb.com) 2
complete sign-up. H help
Std rates apply

50. Marketing
Automation in
Action

51. Volvo Construction Equipment
• VCE is part of Volvo Group; Started in
1832
• Products and services are offered in
more than 125 countries through
proprietary or independent dealerships.
• Customers use Volvo machines for road
construction, oil and gas exploration,
building demolition, industrial material
handling, and forestry.

52. End-User Email

53. The Monthly eMail Newsletter delivers
latest news on Volvo products and
services to 85,000 customers.
1. Dynamic Content – Volvo designed the email
template to allow for dynamic content. Through
integration with Microsoft CRM, Volvo changes
articles and product news articles based on user
interests.
2. Interactive Functionality – Adding video links has
allowed Volvo to gather immediate feedback on
product interest.
3. Analytics – The analytics from this eMail are used for
to capture customer insight and interests and aid re-
design.
4. Performance Metrics
– Average 12% Open Rate
– Average a 7% Click Through Rate
Dynamic Content
template to allow for dynamic content. Through

54. EMAIL + VIDEO
DRIVES WEBSITE TRAFFIC.
INCREASES RESPONSE.

55. Used Equipment
Volvo Remarketing Services'
Weekly Inventory List

56. 1. Navigation – In its new design, Volvo added a Table
of Contents section with links to articles and
product news updates. These links have increased
website traffic 30%.
2. Content Syndication – Volvo dynamically displays
used equipment based on subscriber preferences.
Content syndication has reduced eMail build time
by approximately 30-40% by automatically
capturing content from websites.
3. Response Metrics –
– Average 21% Open Rate
– Average a 11% Click Through Rate
The Remarketing Email is for
select customers who request
used equipment alerts.
–
of Contents section with links to articles and

57. Volvo Construction Marketing Technology
Total Integration
of Customer Data
• All email planned and executed
through integration of email and
CRM
• Leads get to Volvo sales reps
more quickly
• Eliminates manual lead entry
• Ability to measure
campaign effectiveness
Total Integration
of Customer Data
All email planned and executed
through integration of email and
CRM
Leads get to Volvo sales reps
more quickly
Eliminates manual lead entry
Ability to measure
campaign effectiveness
Landing Pages, Registration Pages
Product Microsites, Webcasts / Podcasts
Marketing Database
Email and Social Media Communications
www.volvoce.com
Tracking and Analytics

58. Lead Management Workflow
Volvo CE leads
External leads
Customer data
Marketing data
Data cleansing
Dynamic eMail
Auto-generated
salesman
reports
Data cleansing

59. Lead Tracking and Scoring
All Volvo CE marketing leads
are associated with eMail
campaign that generated the
lead.
Al leads are “scored” based
on level of “engagement”
(i.e. email open, links clicked,
videos viewed, brochure
downloads, event
registration, etc.)

60. In 2009, Volvo’s online
marketing strategy
generated 285 lead
conversions representing
sales of $58MM *
* Does Not Include Used Machine or Parts/Service Sales, and/or Leases.

62. Digital Marketing Building Blocks

63. Automating and Managing the Conversation
ExactTarget Interactive Marketing Hub™

64. ExactTarget Interactive Marketing Hub™
Automating and Managing the Conversation

66. A 6-part research series that provides useful insights
into how adults use Email, Facebook & Twitter. Based
on interviews with 1,500+ consumers.

68. Whether you’re a savvy designer, a
marketer, or an executive, our new
Design Toolkit has everything you need
to improve your interactive design.
In this three-part kit, we’ll help you
master three important facets of
interactive design:
1. Design Philosophy. Seven Design Principles
That Will Drive Customer Engagement
2. Taking Design Beyond Email. 5 Easy Ways to
Improve Conversions Across All Interactive
Channels
3. Designing for Today. Eight Tips on Designing
for Outlook 2007 and 2010
Go to the RESOURCES section of www.exacttarget.com or https://3sixty.exacttarget.com
ExactTarget’s New Design Toolkit

69. ExactTarget’s New Digital Marketing Resource Guide
• Websites and Blogs
• eNewsletters
• Books and Whitepapers
• Industry Organizations / Associations
• Conferences
Stay Current!!

70. Thank You!
Joel Book
ExactTarget, Inc.
Phone: 317.275.5444
Email: jbook@exacttarget.com
Blog: EmailMarketingbytheBook.com
Twitter: @joelbook