1. Digital Direct Marketing

5. Addressable Voice
Marketing Media 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
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

7. Marketing has
shifted from a
one-way
broadcast to a
two-way
conversation.

8. Customers
are
Demanding
They
expect
informa1on,
offers
and
invita1ons
that
are:

Personal

Relevant

Timely

15. Word of Mouth
Search Engine Sponsored
Marketing Events
Webinars Direct Mail
Public
Relations Website Trade
Shows
Online Print
Advertising Advertising
Corporate Broadcast
Blogs Advertising
Social
Networks

16. Email:
The
Backbone
of
Customer
Engagement
The
Customer
Life
Cycle
Website Product Product Product Repurchase/ Brand
Visit Evaluation Purchase Usage Renewal Loyalty
Business
GeBng
Business
Keeping

17. BEST BUY STAYS
CONNECTED AFTER
THE SALE

19. SEND “CO-BRANDED”EMAIL TO
HELP DEALERS DRIVE LEADS
• Genworth
Financial
sends
co-­‐branded
email
campaigns
to
agents
“on-­‐behalf”
of
the
Broker
General
Agent
(BGA)
• These
emails
strengthen
the
BGA’s
rela1onship
with
agents
and
aPract
new
business.

22. As
of
11/10

23. 75% of social media users say email is
the best way for companies to
communicate with them.
MarketingSherpa, 2010

24. The
Power
of
Video
Since
Milwaukee
Tools
began
including
links
to
video
showing
its
tools
in
ac1on,
website
traffic
has
increased
36%!

25. Milwaukee
Tools
Launched
METToolTV
on
YouTube
in
November
2008
•
62
Videos
Uploaded
•
217,
412
Videos
Viewed

26. DREAMFIELD’S INVITES
CUSTOMERS TO
SPREAD THE WORD!

27. Whole
Foods
Leverages
TwiPer
•
1,804,829
Followers
•
Tweets
respond
to
customer
ques1ons,
and
invite
customers
to
opt-­‐in
to
Whole
Foods’
email
newslePer

28. Regarding
TwiPer
.
.
.
Whole
Foods
Chicago
Uses
TwiPer
Too!
•
56%
of
ollowers
1or
@WholeFoodsCHI
6,473
F Fortune
f00
companies
engage
customers
via
TwiPer
•
Tweets
highlight
in-­‐store
events,
promote
•
TwiPer
ffers,
and
answer
customer
engage
special
o users
are
2X
more
likely
to
with
brands
ques1ons
than
users
of
other
social
networks

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

32. EMAIL + MOBILE
RETAIL SALES
ACCELERATO
R
Redemp1on
rates
for
mobile
coupons
are
between
5-­‐20
%.
Source:
Cellfire,
2010

33. PIER 1 USES SMS TO
ADD NEW EMAIL
SUBSCRIBERS

34. Belk Uses Facebook and Email to
Invite Sign-up for Mobile Alerts

35. Ally Bank Invites
Customers to Text for
Latest Rates
35

40. Facts
•
Started
in
Spring
2000
•
Subscribers:
1,500,000+
ScoPs
Uses
Lawn
Care
Update.
.
.
•
To
Educate
Consumers
•
To
Drive
Traffic
to
Channel
Partners
• To
Create
Brand
Advocates
Content
is
Personalized
based
on:
•
Consumer’s
Grass
Type
•
Consumer’s
Zip
Code
(Climate
Zone)
•
Weed
and
Insect
Problems
www.
EXACTTARGETinA
CTION
.com

41. The
Anatomy
of
Lawn
Care
Update
•
355
total
unique
lawn/region
combos
•
165
regions
the
US
•
8
grass
types
or
blends
•
Regionalized
Vps,
advice,
special
offers
•
Links
to
arVcles,
blog,
videos,
and
“Sco[s
Insider”
discussion
groups
www.
EXACTTARGETinA
CTION
.com

43. Blogs
at
ScoPs.com
• Wri[en
by
Ashton
Ritchie
and
other
industry
experts
• Reinforces
recommendaVons
made
in
Lawn
Care
Update

44. Forums
at
ScoPs.com
• Most
popular
(despite
decreasing
popularity
within
the
US
Internet
PopulaVon)
• Enables
interacVon
with
Sco[s
consumer
service
www.
lawn
consultants
EXACTTARGETinA
CTION
.com

48. 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

49. LAWN CARE UPDATE
PRODUCES RESULTS
Lawn
Care
Update
Subscribers
.
.
.

Apply
16%
more
ScoPs
fer1lizer
per
year
than
those
who
don’t
subscribe.

Are
twice
as
likely
to
apply
the
recommended
ScoPs
product.

53. Monthly
Email
for
End-­‐Users

54. The
Monthly
eMail
NewslePer
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
integraVon
with
Microsoc
CRM,
Volvo
changes
arVcles
and
product
news
arVcles
based
on
user
interests.
2. Interac1ve
Func1onality
–
Adding
video
links
has
allowed
Volvo
to
gather
immediate
feedback
on
product
interest.
3. Analy1cs
–
The
analyVcs
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

56. Used
Equipment
Volvo
RemarkeVng
Services'
Weekly
Inventory
List

57. The
Remarke1ng
Email
is
for
select
customers
who
request
used
equipment
alerts.
1. Naviga1on
–
In
its
new
design,
Volvo
added
a
Table
of
Contents
secVon
with
links
to
arVcles
and
product
news
updates.
These
links
have
increased
website
traffic
30%.
2. Content
Syndica1on
–
Volvo
dynamically
displays
used
equipment
based
on
subscriber
preferences.
Content
syndicaVon
has
reduced
eMail
build
Vme
by
approximately
30-­‐40%
by
automaVcally
capturing
content
from
websites.
3. Response
Metrics
–
– Average
21%
Open
Rate
– Average
a
11%
Click
Through
Rate

58. Volvo
Construc1on
Marke1ng
Technology
• All
email
planned
and
executed
through
integra1on
of
email
and
CRM
• Leads
get
to
Volvo
sales
reps
www.volvoce.com
more
quickly
Landing
Pages,
Registra1on
Pages
• Eliminates
manual
lead
entry
Product
Microsites,
Webcasts
/
Podcasts
Total
Integra1on
• Ability
to
measure
Campaign
Tracking
&
Lead
Scoring
of
Customer
Data
campaign
effecVveness
Email
and
Social
Media
Communica1ons
Marke1ng
Database

59. Customer
VCE
maintains
all
Information
customer
data
in
one
Analytics
Sales (New/
Used)
central
database.
•
Enables
“one
view”
of
the
customer.
Lead
Score
Warranty
Data
•
Allows
faster
communicaVon
with
360°
View
customers
•
Provides
be[er
Social
Media
Credit
Status
measurement
of
campaign
ROI
MarCom
Surveys
History
eCommerce

60. Volvo CE leads Data cleansing
External leads
Customer data
Marketing data
Auto-generated
salesman
reports
Dynamic eMail

61. *
Does
Not
Include
Used
Machine
or
Parts/Service
Sales,
and/or
Leases.

63. 10 Tips for
Effective
Digital
Marketing

64. 10 Tips for Effective Digital Marketing
1. Design your websites(s) to engage visitors. Provide
multiple opportunities on site to subscribe to email.
2. Use SEO (Search Engine Optimization) to attract
prospective email subscribers to your website.
3. Use direct response text (SMS) at events to make it
easy for customers to opt-in to your email program.
4. Send a Welcome Email to each new subscriber.
Thank them for subscribing. (Optional: Invite new
subscribers to download coupon for purchase.)
5. Create a Subscriber Preference Center. Use it to
identify customer needs and interests.

65. 10 Tips for Effective Digital Marketing
6. Develop email programs that deliver information,
offers and invitations that “serve” the customer.
7. Pre-Sale. Use email to provide information that aids
the customer’s decision-making process.
8. Post-Sale. Use email to enhance the product usage
experience. Invite customers to share their
knowledge and experience (Testimonials, Video).
9. Leverage social media (YouTube, Blog, Twitter). This
creates more awareness of your product and attracts
website visitors.
10. Automate email communications by integrating email
technology with CRM and e-commerce systems.

67. How 1,500 adults use Email, Facebook & Twitter.
How
to
get
the
6
part
report:
•
Text
the
word
“research”
followed
by
your
email
address
to
38767
•
Go
to
www.ExactTarget.com/SFF

68. Whether
you’re
a
savvy
designer,
a
marketer,
or
an
execu1ve,
our
new
Design
Toolkit
has
everything
you
need
to
improve
your
interac1ve
design.
In
this
three-­‐part
kit,
we’ll
help
you
master
three
important
facets
of
interacVve
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
Interac=ve
Channels
3. Designing
for
Today.
Eight
Tips
on
Designing
for
Outlook
2007
and
2010
Go
to
the
RESOURCES
sec1on
of
www.exacParget.com
or
hPps://3sixty.exacParget.com

69. ExactTarget’s
New
Digital
Marke1ng
Resource
Guide
Stay
Current!!
•
Websites
and
Blogs
•
eNewslePers
•
Books
and
Whitepapers
•
Industry
Organiza1ons
/
Associa1ons
•
Conferences