From "Sorta" to Portable: Five Actionable Steps to Embrace On-The-Go Customers Through Email, Mobile and Social To create and maintain a conversation with today's mobile, hyper-social and connected customers, marketers develop a strategy to make their marketing portable. Many organizations haven't started this transition, while others have just started the process of evolving programs from "sorta" to portable. This session will provide five actionable steps for creating email, mobile and social programs that resonate with on-the-go audiences and feature case studies for clients at every stage of this transition to portability. * Jeff Cunning, Product Marketing Manager, ExactTarget

1. FROM “SORTA” TO PORTABLE
FIVE ACTION STEPS TOWARDS PORTABILITY
JEFF CUNNING
PRODUCT MARKETING MANAGER
EXACTTARGET
@JEFFCUNNING

2. WE LIVE IN
STRANGE
TIMES

3. KINGDOMS
ARE CRUMBLING

4. FANS ARE NOW
REVOLUTIONARIES

6. FOOD WANTS
US TO WATCH MORE
TELEVISION

7. TELEVISION
WANTS US TO WATCH MORE
INTERNET

8. Addressable Voice
MARKETING (R)EVOLUTION Mobile Email
SMS
Mobile Email
SMS + MMS
IM IM IM IM
Email Email Email Email
Direct Mail Direct Mail Direct Mail Direct Mail Direct Mail
Telephone Telephone Telephone Telephone Telephone
<1990 1990s 1999 2000s 2010
TV TV TV TV TV
Radio Radio Radio Radio Radio
Print Print Print Print Print
Display Display Display Display Display
Website Website Website Website
Search
Search Search Search
Online Display
Online Display Online Display Online Display
Paid Search
Paid Search Paid Search Landing Pages
Landing Pages Landing Pages Microsites
Microsites Microsites Online Video
Online Video Online Video Affiliate Marketing
Webinars Affiliate Marketing Webinars
Affiliate Marketing Webinars Blogs
Blogs RSS
RSS Podcasts
Podcasts Wikis
Wikis Social Networks
Social Networks Mobile Web
Behavioral
Mobile Web
Social Media & Ads
Virtual Worlds
Widgets
Twitter

9. STEP 1:
RELAX. WE’RE ALL IN THE
SAME BOAT

10. MOBILE AND SOCIAL LEAD GROWTH

12. WHAT’S DRIVING
THE SHIFT TO
INTERACTIVE MARKETING?

13. EMAIL OFFERS THE
HIGHEST ROI (>$45)
(source: DMA)
www.
13
EXACTTARGETinACTION
.com

15. Sales increase 107% in one month
Total web views reach 110 million –
surpassing the capabilities of
traditional marketing
-Mashable (7/2010)

18. MARKETERS ARE JUST GETTING STARTED
4 out of 5 online retailers have no
mobile presence
eMarketer 4/2010

19. HOW SHOULD I EVEN
GET STARTED?

20. STEP 2:
KNOW YOUR MARKET

22. 80% of respondents believe
marketers should reimburse
them for the cost of
commercial text messages.

23. The world is going social.

25. WHO’S OUT THERE?
• 93% of online consumers are subscribers
• 38% of online consumers are fans;
• 5% of online consumers are followers

26. STEP 3:
TAKE ACTION
(TEST!)

27. MOBILE INFORMATION

28. MOBILE CUSTOMER SERVICE
Incoming Texts vs Calls
35,000
30,000
CALLS
25,000
Number inncoming
20,000
15,000
10,000
5,000
0
TEXTS
Week
Texts Calls

30. MOBILE TO START THE CONVERSATION

31. EMAIL + SOCIAL
THE SOCIAL
FORWARD
www.
EXACTTARGETinACTION
.com

32. YES, SOCIAL IS PORTABLE TOO

33. STEP 4:
DEFINE A STRATEGY

34. DEFINE A PORTABILITY STRATEGY
Value: What’s in it for the individual? SUBSCRIBERS RULE!
Relevancy: What mobile content can you provide that’s “worth it?”
• Urgency?
• Portability?
Frequency: How often do individuals want to interact?
ROI: How will the program be measured?
• Value to individual, conversions, retention, additional
bookings, incremental visits, cost savings, etc.

35. THE CONNECTING
THREAD
THE FAN-CENTRIC www.
presents
www.
FANMAILMARKETING
35
.com
EXACTTARGETinACTION
.com

36. 1. SERVE INDIVIDUALS
THE FAN-CENTRIC www.
presents
www.
FANMAILMARKETING
36
.com
EXACTTARGETinACTION
.com

37. 2. HONOR THEIR
PREFERENCES
COMMUNICATION
CONTENT
FREQUENCY
CHANNEL
THE FAN-CENTRIC www.
presents
www.
FANMAILMARKETING
37
.com
EXACTTARGETinACTION
.com

38. 3. DELIVER TIMELY,
RELEVANT CONTENT THAT
IMPROVES THEIR LIVES
THE FAN-CENTRIC www.
presents
www.
FANMAILMARKETING
38
.com
EXACTTARGETinACTION
.com

39. STEP 5:
PUT IT ALL
TOGETHER

40. EXACTTARGET INTERACTIVE MARKETING HUB

41. EXACTTARGET INTERACTIVE MARKETING HUB

42. POWER ALL TYPES OF INTERACTIVE MESSAGING

43. FROM “SORTA” TO “PORTABLE”
1. Relax. We’re All In The
Same Boat.
2. Know Your Market
3. Take Action (Test!)
4. Define Your Strategy
5. Put It All Together

44. • 6-part research series into Email,
Facebook & Twitter usage of
1,500+ consumers
• Report #1: “Digital Morning”
• Visit www.exacttarget.com/sff or
text SFF & your email address to
38767 to download

45. JEFF CUNNING
PRODUCT MARKETING MANAGER
EXACTTARGET
JCUNNING@EXACTTARGET.COM
@JEFFCUNNING