The document discusses how technology and consumer behaviors are driving the need for "message convergence", where brands coordinate messaging across channels in a personalized, real-time manner. It notes consumers are moving between channels more fluidly and expect consistent, relevant messaging. The document recommends brands find a single technology platform to enable message convergence, starting with getting email communications under control. It stresses the business opportunities for brands that can effectively implement message convergence and the risks for those that don't respond or do so incorrectly.

1. The Dollars & Sense of Cross Channel Marketing and Message Convergence DMA 2011, Ask the Expert Round Table

2. We’ve become a wired, multi-tasking society

4. Technology is changing our communication patterns and behaviors Freedom of choice is driving our instant gratification and heightened expectations

5. We’ve become a ‘Short Burst Society’ * Everyone is always ‘on.’ Everything is shorter, faster, happening now. Attention deficit is pervasive, chronic. * Copyright © 2011 The Relevancy Group, LLCAll Rights Reserved

8. 550 million have Facebook profiles. Over half apply updates every day.* Copyright © 2011 The Relevancy Group, LLCAll Rights Reserved

10. 550 million have Facebook profiles. Over half apply updates every day.

11. 200 million use Twitter with 300,000 new sign-ups each day. We send 95 million tweets each day. * Copyright © 2011 The Relevancy Group, LLCAll Rights Reserved

13. 550 million have Facebook profiles. Over half apply updates every day.

14. 200 million use Twitter with 300,000 new sign-ups each day. We send 95 million tweets each day.

15. 72% of U.S. consumers have SMS plans, 203 million. Text messaging is up 400% in past 4 years with trillions sent each year.* Copyright © 2011 The Relevancy Group, LLCAll Rights Reserved

16. Where is digital messaging headed? Individualized- one-to-one communications where relevant, preference-driven messaging is the norm and customer expectation.

17. Where is digital messaging headed? Individualized- one-to-one communications where relevant, preference-driven messaging is the norm and customer expectation. Real time– in the moment communications where the message and response, action and reaction occur right now.

18. Where is digital messaging headed? Individualized- one-to-one communications where relevant, preference-driven messaging is the norm and customer expectation. Real time– in the moment communications where the message and response, action and reaction occur right now. Interactive – two-way communications where active dialogue (not passive monologue) is the key to engagement; where it’s more about the conversation than the initial message.

19. Where is digital messaging headed? Individualized- one-to-one communications where relevant, preference-driven messaging is the norm and customer expectation. Real time– in the moment communications where the message and response, action and reaction occur right now. Interactive – two-way communications where active dialogue (not passive monologue) is the key to engagement; where it’s more about the conversation than the initial message. Multi-channel– cross-channel communications where customers use multiple channels and fluidly move between them; where channel choice, brand consistency and coordinated messaging truly matter.

20. Where is digital messaging headed? Individualized- one-to-one communications where relevant, preference-driven messaging is the norm and customer expectation. Real time– in the moment communications where the message and response, action and reaction occur right now. Interactive – two-way communications where active dialogue (not passive monologue) is the key to engagement; where it’s more about the conversation than the initial message. Multi-channel– cross-channel communications where customers use multiple channels and fluidly move between them; where channel choice, brand consistency and coordinated messaging truly matter. Converged – melded communications where message types blur (marketing, service); where channels become incidental as interactions that begin in one channel are consummated in another.

21. Where is digital messaging headed? HUGE CHANGE Customer Behaviors & Expectations

22. Now add-in customer control IM Converged Device Converged Inbox Brand A Customer cross-channel control of messages and messengers – where some brands get access and some don’t. Access is earned.

23. Now add-in customer control IM IM Converged Device Converged Inbox Brand A Brand B Customer cross-channel control of messages and messengers – where some brands get access and some don’t. Access is earned.

25. Customers moving fluidly between channels; interactions initiated in one channel being consummated in another.

28. Messaging conducted by disjointed point solutions

30. Messaging conducted by disjointed point solutions

31. Gap between customer messaging preferences and company capabilitiesTomorrow’s Requirement: Message Convergence

33. Changes to marketing and sales cycles, such as real time data management and message decision making, and managing of message flows vs. channels

34. Consolidation and revamping of communication and business processes

36. Changes to marketing and sales cycles, such as real time data management and message decision making, and managing of message flows vs. channels

37. Consolidation and revamping of communication and business processes

38. Implementation of new customer care standards so all touch points count

40. Changes to marketing and sales cycles, such as real time data management and message decision making, and managing of message flows vs. channels

41. Consolidation and revamping of communication and business processes

42. Implementation of new customer care standards so all touch points count

43. Reorder of market leader rankings; some brands will thrive as others struggle to survive

45. Changes to marketing and sales cycles, such as real time data management and message decision making, and managing of message flows vs. channels

46. Consolidation and revamping of communication and business processes

47. Implementation of new customer care standards so all touch points count

48. Reorder of market leader rankings; some brands will thrive as others struggle to survive

49. Mad scramble to invest in right-minded people, solutions and especially enabling technologies

51. Changes to marketing and sales cycles, such as real time data management and message decision making, and managing of message flows vs. channels

52. Consolidation and revamping of communication and business processes

53. Implementation of new customer care standards so all touch points count

54. Reorder of market leader rankings; some brands will thrive as others struggle to survive

55. Mad scramble to invest in right-minded people, solutions and especially enabling technologies

56. BIG risks in loss of vital customer connections for communication and commerce for brands that don’t respond or respond wrongly

59. Know their customers’ preferences, needs and wants

60. Act on what they know to actually coordinate their messaging

61. So meaningful content is delivered at the right time

63. Know their customers’ preferences, needs and wants

64. Act on what they know to actually coordinate their messaging

65. So meaningful content is delivered at the right time

66. And in the channel that’s most contextually relevant

68. Know their customers’ preferences, needs and wants

69. Act on what they know to actually coordinate their messaging

70. So meaningful content is delivered at the right time

71. And in the channel that’s most contextually relevant

72. Message Convergence is about customer-adaptive messaging.

74. Know their customers’ preferences, needs and wants

75. Act on what they know to actually coordinate their messaging

76. So meaningful content is delivered at the right time

77. And in the channel that’s most contextually relevant

78. Message Convergence is about customer-adaptive messaging.

79. Message Convergence is about staying connected with customers across multiple channels – channels now controlled by customers where access is a privilege extended to brands who earn it.

83. Message Convergence is a technology-enabled customer engagement strategy; without it you get no whereGet your email under control. First place to apply new messaging technology in consolidating and coordinating email.

85. Message Convergence is a technology-enabled customer engagement strategy; without it you get no whereGet your email under control. First place to apply new messaging technology in consolidating and coordinating email. Why email? Widest deployed form of digital messaging; easily understood Biggest positive impact on customer experience and bottom line

86. What to look for in your technology solution? Single solution. Find a single platform solution specifically built for the ‘new norm’ – not cobbled together, channel-specific point solutions – for coordinated, cross-channel messaging. It should: Serve as central integration layer for all digital messaging in enterprise Connect with different data sources, applications, systems and business processes across enterprise – horizontal integration

87. What to look for in technology solutions? Capable solution. Find a technologically advanced solution that’s capable of meeting future messaging needs – individualized, real time, interactive, multi channel, converged. It should be:

90. Interoperable, inherently open – extensible framework; always keep partner options open

91. Agile and future proof – infinitely flexible, responsive; rules-based policy engine

93. Interoperable, inherently open – extensible framework; always keep partner options open

94. Agile and future proof – infinitely flexible, responsive; rules-based policy engine

95. Visibility on demand – know what’s happening; convert knowledge into marketplace advantage

96. Configurable and usable – no one size fits all; customize to unique needs; capability is more critical than interface

98. Message Convergence drives greater effectiveness and efficiency Copyright © 2011 The Relevancy Group, LLCAll Rights Reserved

99. Message Convergence drives greater effectiveness and efficiency Technology Management Marketing is integrated across channels to deliver relevant, contextually correct content consistent with customer needs and circumstances.Integration is key. Copyright © 2011 The Relevancy Group, LLCAll Rights Reserved

100. Message Convergence drives greater effectiveness and efficiency Technology Management People Management Process and people coordination. Marketing is driven by a coordinated customer centric organization where business success is measured by the value of customer experience. Marketing is integrated across channels to deliver relevant, contextually correct content consistent with customer needs and circumstances.Integration is key. Copyright © 2011 The Relevancy Group, LLCAll Rights Reserved

101. But most companies are organized in silos

102. Marketers in silos don’t connect across the enterprise Few Organizations Connect Customer Centric Practices, Data, Measurement Across Silos Customers & Prospects Field Marketing Sales Management Customers & Prospects Loyalty Marketing Product Marketing Press and Others Corporate/Brand Marketing Investor Relations Marketing Silos, Lack of Connected Marketing, see www.CMF4.com For The Connected Marketing Framework Source: The Relevancy Group, LLC

103. Few organizations practice ‘connected marketing’ creating a disjointed, chaotic competitive culture Marketer roles are segregated. The majority lack sharing a universal connection of process and goals. Question Asked: Please select the statement or statements that best represent how your marketing organization operates? (select all) Source: The Relevancy Group Executive Survey, n=368 5/11, United States Only

104. Role segregation and lack of connected marketing produces disjointed/incomplete view of customer Customer Connected Marketing, when driven by coordinated connected marketing roles versus disparate marketing roles that serve only channels, see www.CMF4.com For The Connected Marketing Framework Source: The Relevancy Group, LLC

105. Centralizing for complete customer view remains elusive Question Asked: For each of the following systems and data sources, please indicate your plans for integrating to them into a centralized database for use in marketing efforts? (select one for each) Source: The Relevancy Group Executive Survey, n=368 5/11, US Only

106. Email as most widely deployed channel awaits convergence with other channels Question Asked: Which marketing channels do you actively market in? (select all) Source: The Relevancy Group Executive Survey, n=368 5/11, United States Only

110. Reduce Labor and Admin Costs

111. Decrease Power Consumption

115. An individual who can bridge several worlds — IT, Marketing and Customer Care

117. An individual who can bridge several worlds — IT, Marketing and Customer Care

118. They must represent the customer experience as the end user sees and defines it

120. An individual who can bridge several worlds — IT, Marketing and Customer Care

121. They must represent the customer experience as the end user sees and defines it

122. Champion should be CMO or come from/report to CMO’s office

124. An individual who can bridge several worlds — IT, Marketing and Customer Care

125. They must represent the customer experience as the end user sees and defines it

126. Champion should be CMO or come from/report to CMO’s office

127. Act as liaison across all of the individual corporate silos in documenting their needs and integrating them into an overall action plan

129. Questions