Modern era marketing has become a 24/7 quest to deliver offers, information, alerts and invitations to individuals that are personalized to their needs, interests, and product usage profile. And this communication must take place seamlessly across multiple channels including in-store, and online. Today's customers are hyper-connected and highly influential. Which is why "Personalization" has become the new marketing imperative. Marketing to the Power of ONE involves the effective use of customer data and cross-channel marketing automation technology to "serve" customers better by delivering a brand experience that fuels continued product usage and invites brand advocates to share their recommendations. In this presentation, Joel Book discusses the major factors that are transforming marketing and explains what this means for brands. He then outlines how smart brands are building their integrated digital marketing strategies on the four cornerstones of the Brand Website, Email Marketing, Social Media and Mobile. Included are multiple examples and case studies from B2C an d B2B brands that innovative and successful users of digital marketing.

1. Joel Book
Principal, Research & Education
ExactTarget

2. @JoelBook @ExactTarget

3. Marketing [R]evolution
2013
Mobile Email
SMS + MMS
IM
Email
Fax
Direct Mail
Telephone
TV
Radio
Print
Display
Website
Search
Online Advertising
Paid Search
Landing Pages
Microsites
Online Video
Affiliate Marketing
Webinars
Blogs
RSS
Podcasts
Social Media
Mobile Apps
Location Based Ads
Social Media Ads
QR Codes
1990s
IM
Email
Fax
Direct Mail
Telephone
TV
Radio
Print
Display
Website
Search
Online Advertising
1999
IM
Email
Fax
Direct Mail
Telephone
TV
Radio
Print
Display
Website
Search
Online Advertising
Paid Search
Landing Pages
Microsites
Online Video
Webinars
Affiliate Marketing
2000s
Mobile Email
SMS
IM
Email
Fax
Direct Mail
Telephone
TV
Radio
Print
Display
Website
Search
Online Advertising
Paid Search
Landing Pages
Microsites
Online Video
Affiliate Marketing
Webinars
Blogs
RSS
Podcasts
Social Media
Mobile Web
<1989
Fax
Direct Mail
Telephone
TV
Radio
Print
Display
In 2013, we have 4X the
number of marketing
communication channels
we had in 1989.

4. Digital Marketing by the Numbers . . .Digital Marketing by the Numbers . . .
More than 1Billion people
perform searches on Google
everyday
More than 1Billion people
perform searches on Google
everyday
93% of US online consumers are
email subscribers
93% of US online consumers are
email subscribers
66% of US email subscribers
have made a purchase triggered
by an offer received by email
66% of US email subscribers
have made a purchase triggered
by an offer received by email
43% of all emails sent are now
opened on a mobile device
43% of all emails sent are now
opened on a mobile device
67% of consumers are more
likely to buy if the website is
mobile-friendly
67% of consumers are more
likely to buy if the website is
mobile-friendly
90% of consumers trust online
product reviews and
recommendations
90% of consumers trust online
product reviews and
recommendations
22% of consumers purchase
products recommended by brand
advocates
22% of consumers purchase
products recommended by brand
advocates
In 2013, smartphones will
overtake PCs as the most
common Web access device
In 2013, smartphones will
overtake PCs as the most
common Web access device

5. Magazine
All
Marketing
is Cross-
Channel
Marketing

6. NOW SERVING
Consumers are
Demanding
Cross-Channel
Integration!
49% of Customers
want a Seamless
Shopping Experience
across all Channels
Source: Accenture Seamless Retail Study, 2013

7. Social
Networking
Channels
Text/SMS
Phone
Web/Search
Social Reviews &
Educational
Videos
Email
Shopping
Mobile is
Accelerating
Cross-Channel
Engagement!

8. Marketing has become
a 24/7 Quest to Deliver
Personalized
Offers, Alerts,
Invitations
and Information

9. @JoelBook @ExactTarget

10. “In the 21st century, the database
has become the marketplace.”
-- Stan Rapp

11. NOW SERVING
SERVING
SELLING
has become
the new

13. buy more from retailers who
send them personalized emails.
buy more from retailers who
personalize across channels.
buy more from retailers
who personalize product
recommendations online.
Source: MyBuys / the e‐tailing Group, March 2013
The Personalization Imperative!

14. Doing Personalization at Scale Requires Automation
Campaign Response Tracking
Customer
Engagement Strategy
Current
Customers
Contact
Prospective
Customers
Offer
Information
Content
Timing
Channels
Bus.Rules
Offline
Online
Offline
Campaign Program
Development and Execution
ContentPersonalization
MessageDelivery
Offer/Message 1
• Content
• Channel
• Timing
Offer/Message Nth
• Content
• Channel
• Timing
Offer/Message 2
• Content
• Channel
• Timing
Database Updating / Lead Scoring
Product /Service
Needs, Interests
Campaign
Response History
Analytics
and Lead Score
Product /Service
Purchase History
Customer
Demographics
Customer
Contact Information
Database
Management
Event Attendance
History
LandingPage/Microsite
CustomerDataAcquisition
Interaction and
Response Tracking

15. @JoelBook @ExactTarget

16. Brand
Website

17. • Where Buyers Engage First
• Enables Access to Content
• Promotes Email Subscription

18. Your Website is “Ground Zero” for Engagement
Trade
Shows
Sponsored
Events
Print
Advertising
Direct Mail
& Catalog
Social
Media
Broadcast
Advertising
Public
Relations
Educational
Webinar
Search Engine
Marketing
Online
Advertising
Email
Marketing
Word of
Mouth

19. Consumers Rate Websites the #1 Channel for
Product Evaluation, Selection and After Sale Care

20. 75% of Companies
Worldwide
Integrate their
Email Marketing
Program with their
Website

22. Dynamic Content Personalization
Using Customer Data and Business Rules to Deliver
a Personalized Online Experience

23. Engagement begins
with registration at
Scotts.com

24. Scotts gives website
visitors “a reason” to
register.

25. Scotts invites website
visitors to subscribe to
Lawn Care Update
Scotts Converts Website Visitors to Subscribers

26. Scotts Teaches Consumers
What Scotts Products to Use,
When to Use them, and How
Results
• Scotts research shows Lawn Care Update
subscribers use 1.5 more Scotts products than
non-subscribers
Objectives
• Deliver Personalized Content to Consumers
• Drive Traffic to Channel Partners
• Expand Scotts “Brand Advocates” Community
Overview
• Started in Spring 2000
• Subscribers: 1,800,000+
• 355 unique geo-demographic versions

28. 57% of Marketing
Professionals say Nothing
Works Better for Lead
Nurturing than Email
Newsletters.

29. Invites website visitors to subscribe to a Volvo Construction Equipment e-newsletter.

30. Website visitors are invited to
subscribe to Volvo Construction
Equipment’s eNewsletters

31. Volvo uses Email
to help dealers sell
new equipment

32. Volvo uses Email
to help dealers sell
used equipment

33. Volvo Construction Equipment’s digital
marketing solution helps dealers to sell
millions of dollars worth of new and used
equipment each year.

34. In 2013,
smartphones
will overtake
PCs as the most
common Web
access device
worldwide.
Source: Gartner

35. 21% of consumers use their mobile devices to compare information
about companies, products and pricing before making a purchase.
44% check prices in store. Sources: McKinsey Global Institute; Chief Marketer
67% of consumers are more likely to buy a company’s product or
service if their website is mobile-friendly!
Source: Google/Sterling Research/SmithGeiger

36. Source: TripAdvisor, “Trip Barometer” conducted by
StrategyOne. March 6, 2013

37. 40% of consumers will
move to a competitor’s
banking site if their
current bank’s site is not
mobile optimized
Source: Google Mobile Banking Trends Report, 2012
More than 1 billion
smartphone users will use
their device for mobile
banking in four years.
That's nearly double the
number of current mobile
banking users.
Source: Jupiter Research, 2013

38. The Backbone of
Customer Engagement

39. 93% of U.S. online
consumers are email
subscribers, and
receive at least one
permission-based email
each day.

42. Email Delivers Results
Throughout the Entire
Customer Engagement Life Cycle
Business Getting Business Keeping
The Customer Life Cycle

43. Acquire Engage Convert Serve Grow Retain

44. Acquire Engage Convert Serve Grow Retain
• Target Audience:
Individuals age 25-44
• In 30 days:
- 449 inquiries
- 201 leads
• Increased sales 10%

45. Acquire Engage Convert Serve Grow Retain

46. 1. Choose Your Destination
2. Choose Your Fit
3. Choose Your River 4. Give Western River your
name and email address
Email Helps Western River
Expeditions Drive Bookings
Email Helps Western River
Expeditions Drive Bookings
Acquire Engage Convert Serve Grow Retain

47. Acquire Engage Convert Serve Grow Retain
Delta’s Email Alerts Keep Travelers Informed
43% of U.S. Online Consumers
Prefer to Receive Travel Alerts via Email{
{

48. Acquire Engage Convert Serve Grow Retain
Sponsored EventsPersonalized
product
recommendations
Loyalty
Program
Information
Mobile
Closest Best Buy
Store
Message for
Best Buy
Credit Card
Holders
General
Messages
10 – 12 themes
segmented by
customer type
Message from
Partners
Weekly Email Campaign
Email Volume: 20Million
Email Versions: 18Million
Best Buy Personalizes
Product Recommendations
to the Customer’s Profile

49. Acquire Engage Convert Serve Grow Retain
Papa John’s Daily
Deal Offers Drive
Online Sales
Uses Email + SMS to drive
response
Email invites customers to
“Share this offer” with
Facebook friends, Twitter
followers
Drives traffic to local Papa
John’s franchisees

50. • Increases Brand Awareness
• Fuels the Conversation
• Attracts New Customers
@JoelBook @ExactTarget

53. 146.8 Million U.S.
Facebook Users
Source: eMarketer

54. 31.9 Million U.S.
Twitter Users
Source: eMarketer

55. Accumulating Thousands of “Fans & Followers”
Does Not Mean You have a Social Media
Strategy!

56. To Monetize Social Media, Brands Must Develop
a plan to Convert Fans & Followers to
Email Subscribers!

57. Gave Facebook members a chance
to register to win an iPad by “liking”
eBags on Facebook.
eBags “Bag an iPad”
Sweepstakes
eBags used SocialPages™ to
create a series of Facebook Ads
targeting their ideal audience and
directed consumers to a tab on their
Facebook page devoted to the
promotion.

58. The data eBags acquired
automatically populated an
email that invited the
customer to subscribe to
eBags’ email campaigns
and start receiving special
offers exclusively for email
subscribers.
eBags “Bag an iPad”
Sweepstakes

59. eBags’ Welcome Email provided a 20%
Off “eBagsInsider Exclusive” offer for
new subscribers.
eBags “Bag an iPad”
Sweepstakes

60. Results
Over the course of the 30 day
contest eBags added:
• 46,000 new Facebook fans
• 28,000 new subscribers
eBags “Bag an iPad”
Sweepstakes

61. • Delivers Exclusive Offers
• Keep Members Engaged
• Extends Customer Service
@JoelBook @ExactTarget

62. By the end of 2013, 1.4 billion smartphones
will be in use worldwide, up 44% over 2012.
[ 798MM Android, 294MM Apple iOS, 45MM Windows ]
Source: ABI Research
The Number of U.S. Smartphone Users
will grow to 137.5 million in 2013.
Source: eMarketer

63. Mobile is Fueling
Expanded Use of Email

64. 43% of All Emails Sent are Now Opened
and Read on a Mobile Device.
Source: Return Path

65. When Hitachi Data Systems’
email newsletter is viewed on a
mobile device, the font size is
increased automatically.

66. Using Responsive Design, CareerBuilder experienced a 15% increase
in open-rate on smartphones and a 21% increase in click-through!
Android iPhone BlackBerry

67. MobileConnect™
Mobile is Fueling
New Capabilities for
Direct Response

68. The State of Mobile Content Marketing
http://www.slideshare.net/ExactTarget
90% of Tablet and Smartphone Users Send
and Respond to SMS/Text Messages

69. Pei Wei Uses Mobile
to Drive Store Traffic
and Attract New Email
Subscribers

70. Over a 14 day
period, Pei Wei
guests were
invited to text
and receive a
buy-one, get-
one free
coupon via
email for its new
Caramel Chicken
entree.
80565
Caramel JoelBook@ATT.net

71. Landing Page for
Caramel Chicken BOGO
Offer Sign-up and Email
Subscription

72. Bar-Coded Email
Coupons Drive
Consumers to Stores
Campaign Results:
• Generated 18,000 new
email subscribers.
• Produced coupon
redemption rates of 20%!

73. Vegas.com uses SMS/Text to
drive visitor traffic to its mobile
site where they promote
exclusive last-minute travel deals
Results:
• 70% increase in revenue per
site visit
• 250% increase in revenue from
mobile devices

74. • Billboard ad at Los
Angeles (LAX) airport
• Invites travelers to use
SMS/Text to opt-in to
Vegas.com Deals
program
Vegas.com Invites Travelers to Receive
Exclusive Deals via SMS/Text Messages

75. Traveler Opts in to Offer Receives Confirmation Goes to m.vegas.com

76. Visitors to m.vegas.com
are invited to become
email subscribers

77. MobileConnect™
Mobile is
Enabling Better
Customer Service

78. Orange County Transit
Authority Uses Mobile
Alerts to Serve Commuters

79. Alaska Air Uses Text Alerts to
Keep Passengers Informed about
Flight Departure and Arrival Times

80. Scotts Alerts
let Consumers
Know When
the Time is
Right to Use its
Products

81. Marketing has become
a 24/7 Quest to Deliver
Personalized
Offers, Alerts,
Invitations
and Information

82. We’re Here to Help.

84. Joel Book
Principal, Marketing Research & Education
@JoelBook @ExactTarget
Email: jbook@ExactTarget.com