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Trends & Takeaways - 2011
Selling	
  B-­‐to-­‐B?	
  Video	
  Will	
  Lead	
  The	
  Way	
  

                              Developing	
  and	
  distribu1ng	
  video	
  is	
  easier	
  than	
  
                              you	
  think.	
  


•  Execs	
  have	
  different	
  expecta1ons	
  for	
  videos	
  
   depending	
  on	
  the	
  site	
  they’re	
  viewing	
  it	
  from.	
  	
  
•  Exes	
  primarily	
  seek	
  news	
  and	
  opinion	
  on	
  
   business	
  websites	
  and	
  YouTube	
  for	
  
   demonstra1ons	
  and	
  reviews.	
  
•  47%	
  of	
  execu1ves	
  said	
  that	
  a	
  video	
  of	
  3	
  to	
  5	
  
   minutes	
  is	
  acceptable.	
  
                                                                                    Read more… click here!




                                              Trends & Takeaways - 2011
QR	
  Codes:	
  The	
  Bridge	
  Between	
  Offline	
  &	
  Online	
  	
  


                            Foster	
  a	
  total	
  customer	
  experience	
  by	
  linking	
  
                            mobile	
  phones	
  to	
  real	
  life.	
  


•  QR	
  codes	
  can	
  be	
  used	
  to	
  deliver	
  
   exclusive	
  coupons/offers	
  and	
  
   encourage	
  geo-­‐based	
  ac1vi1es.	
  
•  Place	
  QR	
  code	
  within	
  another	
  medium,	
  
   like	
  a	
  television	
  ad.	
  
•  To	
  make	
  your	
  code	
  unique,	
  consider	
  
   custom	
  colors	
  and/or	
  designs	
  instead	
  of	
  
                                                                              Read more… click here!
   the	
  generic	
  black	
  and	
  white.	
  	
  


                                           Trends & Takeaways - 2011
Weather	
  PersonalizaAon	
  is	
  GeCng	
  HoEer	
  

                           Relevancy	
  created	
  by	
  1me-­‐sensi1ve	
  
                           geographical	
  informa1on	
  is	
  invaluable.	
  



•  Plan	
  ahead.	
  Create	
  content	
  that	
  speaks	
  
   to	
  the	
  unique	
  situa1ons	
  of	
  subscribers.	
  
   Predict	
  their	
  needs	
  based	
  on	
  possible	
  
   weather/seasonal	
  changes.	
  
•  An	
  RSS	
  feed	
  of	
  weather	
  reports	
  will	
  
   create	
  urgency	
  for	
  “hot”	
  seasonal	
                       Domino’s Pizza Uses This Strategy
                                                                                   Successfully

   products	
  or	
  services.	
                                        Read more… click here!




                                           Trends & Takeaways - 2011
The	
  Return	
  of	
  the	
  SubscripAon-­‐Based	
  Model	
  

                            This	
  model	
  creates	
  emo1onal	
  value.	
  Foster	
  it	
  
                            with	
  excellent	
  customer	
  service	
  and	
  value.	
  	
  



•  U1lize	
  blogs	
  and	
  social	
  media	
  sharing	
  to	
  
   get	
  the	
  word	
  out.	
  
•  Create	
  a	
  buzz:	
  the	
  more	
  people	
  are	
  
   talking	
  about	
  your	
  products	
  and	
  
   interac1ng	
  with	
  you,	
  the	
  beVer.	
  	
  
•  There	
  is	
  an	
  audience	
  for	
  everything,	
  no	
  
   maVer	
  how	
  small	
  or	
  specific	
  the	
  niche.	
  	
             Read more… click here!




                                           Trends & Takeaways - 2011
Giving	
  Content	
  Development	
  High	
  Priority	
  

                             Personalizing	
  your	
  marke1ng	
  messages	
  and	
  
                             con1nuously	
  engaging	
  with	
  customers	
  is	
  key.	
  


•  Send	
  out	
  a	
  survey.	
  Ask	
  people	
  at	
  signup	
  to	
  
   submit	
  topics	
  of	
  interest.	
  
•  Offer	
  help.	
  One	
  great	
  way	
  to	
  influence	
  
   opinions	
  of	
  you	
  and	
  your	
  brand	
  is	
  to	
  offer	
  
   advice	
  on	
  topics	
  you	
  know	
  best.	
  Offer	
  video	
  
   tutorials	
  or	
  podcasts.	
  
•  Involve.	
  Interview	
  industry	
  or	
  product	
  
                                                                            Read more… click here!
   experts	
  and	
  solicit	
  opinions.	
  


                                           Trends & Takeaways - 2011
Marketers	
  Challenged	
  by	
  Consumers	
  PercepAon	
  of	
  
                   SPAM	
  
                   	
     Complaints	
  affect	
  sender	
  reputa1on	
  and	
  degrade	
  
                          deliverability.	
  Content	
  relevancy	
  will	
  prevent	
  this.	
  


•  Periodic	
  list	
  cleansing	
  will	
  help	
  maintain	
  
   quality.	
  Only	
  email	
  to	
  people	
  who	
  want	
  to	
  
   hear	
  from	
  you.	
  	
  
•  Email	
  people	
  what	
  they	
  want.	
  Use	
  
   preference	
  pages	
  to	
  allow	
  subscribers	
  to	
  
   choose	
  what	
  they'd	
  like	
  to	
  receive.	
  
•  Don’t	
  let	
  the	
  informa1on	
  you’ve	
  collected	
  
                                                                            Read more… click here!
   go	
  to	
  waste.	
  Customer	
  data	
  is	
  invaluable.	
  


                                          Trends & Takeaways - 2011
All	
  Sizzle,	
  No	
  Steak?	
  Is	
  Social	
  CRM	
  just	
  a	
  myth?	
  

                            Marketers	
  should	
  reconsider	
  social	
  CRM.	
  Is	
  there	
  
                            any	
  substance	
  there?	
  Can	
  you	
  prove	
  an	
  ROI?	
  


If	
  you're	
  s1ll	
  considering	
  using	
  social	
  CRM	
  to	
  
push	
  marke1ng	
  programs,	
  ask	
  yourself	
  these	
  
three	
  ques1ons:	
  
1.  How	
  much	
  social	
  data	
  will	
  be	
  added	
  
        to	
  our	
  exis1ng	
  customer	
  profiles?	
  
2.  Will	
  that	
  data	
  help	
  us	
  do	
  anything	
  from	
  
        a	
  marke1ng	
  standpoint?	
  
3.  Is	
  our	
  business	
  large	
  enough	
  to	
  
        consistently	
  stay	
  on	
  top	
  of	
  it	
  all?	
                       Read more… click here!




                                             Trends & Takeaways - 2011
Cost	
  ShiVs	
  From	
  Channel	
  to	
  ProducAon	
  

                           Automated	
  solu1ons	
  are	
  available	
  and	
  will	
  
                           increase	
  efficiencies.	
  


The	
  right	
  strategies	
  can	
  serve	
  as	
  a	
  model	
  for	
  all	
  
marketers:	
  
1.  Focus	
  on	
  the	
  Pain	
  Points	
  (such	
  as	
  low	
  click	
  
       through	
  rates).	
  	
  	
  	
  	
  
2.  Develop	
  a	
  process	
  that’s	
  right	
  for	
  your	
  business,	
  
       your	
  industry	
  and	
  your	
  subscribers.	
  	
  	
  
3.  Apply	
  automa1on	
  to	
  the	
  process	
  and	
  consider	
  
       data,	
  segmenta1on	
  and	
  content	
  development.	
  
                                                                                   Read more… click here!




                                           Trends & Takeaways - 2011
Marketers	
  Need	
  to	
  Close	
  CreaAvity-­‐Technology	
  Gap	
  

                        Marketers	
  must	
  sharpen	
  technical	
  skills	
  and	
  evolve	
  
                        in	
  order	
  to	
  move	
  ahead	
  and	
  stay	
  compe11ve.	
  


1.  Consider	
  cross-­‐training	
  to	
  learn	
  new	
  
    skills	
  and	
  enhance	
  exper1se.	
  	
  
2.  Periodically	
  re-­‐evaluate	
  marke1ng	
  
    opera1ons	
  and	
  processes.	
  	
  
3.  Evaluate	
  every	
  type	
  of	
  marke1ng	
  
    soeware	
  used	
  by	
  your	
  company.	
  Unused	
  
    features	
  can	
  enhance	
  your	
  marke1ng	
  
                                                                         Read more… click here!
    tac1cs.	
  


                                       Trends & Takeaways - 2011
Big	
  Banks	
  Push	
  Mobile	
  Payments	
  

                           Mobile	
  purchases	
  are	
  now	
  quicker	
  and	
  more	
  
                           convenient.	
  



•  Wait.	
  Watch	
  the	
  trend	
  develop	
  and	
  
   keep	
  an	
  eye	
  on	
  the	
  players	
  involved	
  
•  When	
  the	
  1me	
  comes,	
  test	
  with	
  low	
  
   1cket	
  items	
  first	
  



                                                                           Read more… click here!




                                           Trends & Takeaways - 2011
Consumers	
  Demand	
  (&	
  Win)	
  In-­‐Box	
  Overhauls	
  

                          Web	
  based	
  email	
  is	
  changing	
  and	
  will	
  increase	
  
                          opportuni1es	
  for	
  marketers.	
  



•  Authen1ca1on	
  features	
  that	
  prevent	
  
   phishing	
  will	
  increase	
  deliverability	
  and	
  
   benefit	
  the	
  email	
  community	
  as	
  a	
  whole.	
  
•  Social	
  media	
  integra1on	
  tools	
  allow	
  for	
  
   addi1onal	
  interac1on.	
  
•  Personalized	
  campaigns	
  will	
  help	
  create	
  
   trust	
  between	
  sender	
  and	
  subscriber.	
                        Read more… click here!




                                        Trends & Takeaways - 2011
Surveys	
  Gain	
  New	
  Momentum	
  from	
  Social	
  Media	
  

                          Many	
  subscribers	
  who	
  are	
  unlikely	
  to	
  post	
  
                          messages	
  on	
  a	
  social	
  media	
  page	
  will	
  s1ll	
  respond	
  
                          to	
  a	
  survey	
  

Useful	
  types	
  of	
  surveys	
  include:	
  
•  Service	
  sa1sfac1on	
  feedback	
  
•  Brand	
  awareness	
  including	
  compe1tor	
  
   products	
  
•  Trends	
  analysis	
  –	
  favorite	
  green	
  products,	
  
   movie	
  genres,	
  etc.	
  
•  News	
  opinion	
  polls	
  on	
  blogs	
  or	
  media	
  sites	
  
•  Online	
  events	
  requiring	
  vo1ng	
                                    Read more… click here!




                                          Trends & Takeaways - 2011
AutomaAon	
  Spurs	
  Demand	
  for	
  List	
  Purchases	
  

                                Don’t	
  let	
  1me	
  pressures	
  fool	
  you	
  into	
  buying	
  an	
  
                                email	
  list.	
  


Build	
  your	
  list	
  the	
  right	
  way.	
  
•  Conduct	
  periodic	
  incen1vized	
  referral	
  
   campaigns.	
  	
  
•  Include	
  an	
  opt-­‐in	
  form	
  on	
  your	
  Facebook	
  
   page	
  and	
  periodically	
  tweet	
  a	
  link	
  to	
  your	
  
   opt-­‐in	
  form.	
  
•  U1lize	
  co-­‐registra1on.	
                                                     Read more… click here!




                                                Trends & Takeaways - 2011
The	
  Second	
  Wave	
  of	
  Social	
  Email	
  Is	
  Coming	
  

                           Gmail	
  will	
  become	
  an	
  alterna1ve	
  social	
  
                           messaging	
  plajorm.	
  



Observe	
  your	
  Gmail	
  and	
  Google+	
  accounts	
  for	
  now.	
  In	
  the	
  future,	
  
email	
  will	
  play	
  a	
  more	
  integrated	
  roll	
  in	
  the	
  social	
  media	
  
experience.	
  




                                                                              Read more… click here!




                                          Trends & Takeaways - 2011
Infographics:	
  Helping	
  Marketers	
  Cut	
  Through	
  The	
  
                   CluEer	
  
                        Visual	
  explana1ons	
  will	
  require	
  an	
  investment,	
  
                        but	
  are	
  needed	
  now	
  more	
  than	
  ever.	
  


•    Keep	
  it	
  simple.	
  
•    Data	
  should	
  be	
  factual	
  and	
  sta1s1cal	
  
•    Reference	
  your	
  facts	
  and	
  sta1s1cs	
  
•    Keep	
  color	
  use	
  to	
  a	
  minimum	
  
•    Make	
  conclusions	
  or	
  predic1ons	
  



                                                                       Read more… click here!




                                         Trends & Takeaways - 2011
Smart	
  Marketers	
  Are	
  Leveraging	
  InteracAve	
  Games	
  

                              Using	
  game	
  mechanics	
  engage	
  consumers	
  and	
  
                              give	
  them	
  a	
  sense	
  of	
  accomplishment.	
  



•    Have	
  an	
  objec1ve	
  
•    Engineer	
  a	
  goal	
  path	
  	
  
•    Reward	
  
•    Take	
  a	
  holis1c	
  view	
  
•    Make	
  it	
  fun


                                                                         Read more… click here!




                                             Trends & Takeaways - 2011
HTML	
  5	
  Gaining	
  Momentum	
  In	
  Mobile	
  &	
  Email	
  	
  

                               If	
  large-­‐scale	
  reach	
  is	
  the	
  goal	
  for	
  your	
  next	
  
                               mobile	
  campaign,	
  then	
  HTML	
  5	
  is	
  the	
  best	
  bet.


Incorpora1ng	
  video	
  on	
  a	
  sta1c	
  landing	
  page	
  is	
  
preVy	
  straight	
  forward.	
  However,	
  including	
  
HTML	
  5	
  in	
  an	
  email	
  for	
  video	
  display,	
  can	
  be	
  a	
  
bit	
  trickier.	
  Always	
  remember	
  to	
  include	
  a	
  
fallback	
  image	
  linked	
  to	
  a	
  landing	
  page	
  just	
  in	
  
case	
  the	
  subscribers	
  email	
  client	
  doesn’t	
  
support	
  HTML	
  5.	
  	
  
                                                                                       Read more… click here!




                                                 Trends & Takeaways - 2011
Marketers	
  Using	
  The	
  Social	
  Graph	
  In	
  Email	
  

                              An	
  honest	
  social	
  sign-­‐on	
  process	
  will	
  lead	
  to	
  more	
  
                              campaign	
  engagement.	
  


Social	
  media	
  data	
  to	
  include	
  in	
  an	
  email	
  campaign:	
  
1.  Birthday	
  celebra1ons	
  
2.  Pos1ngs/likes	
  by	
  friends	
  
3.  Check-­‐ins	
  from	
  friends	
  (great	
  for	
  bricks	
  and	
  
    mortar)	
  
4.  Job	
  changes	
  (B2B	
  –	
  LinkedIn)	
  
5.  Educa1onal/cer1fica1on	
  changes	
  (B2B	
  –	
  
    LinkedIn)	
  
                                                                                     Read more… click here!
6.  Title	
  changes	
  (B2B	
  –	
  LinkedIn)	
  


                                                Trends & Takeaways - 2011
Facebook	
  FaAgue	
  SeCng	
  In	
  


                           Social	
  media	
  is	
  becoming	
  more	
  of	
  a	
  u1lity	
  than	
  a	
  
                           medium.	
  


•  Realize	
  that	
  some	
  features	
  will	
  be	
  
   more	
  successful	
  than	
  others.	
  
•  Familiarize	
  yourself	
  with	
  various	
  
   social	
  networks'	
  APIs.	
  
•  Consider	
  using	
  technologies	
  like	
  Ning	
  
   or	
  Joomla	
  to	
  create	
  your	
  own	
  social	
  
   network.	
                                                                      Read more… click here!




                                           Trends & Takeaways - 2011
LocaAon	
  Based	
  Services-­‐We	
  want	
  It	
  Here	
  &	
  Now	
  

                           Hyper	
  Local	
  is	
  Hot:	
  customers	
  are	
  interac1ng	
  with	
  
                           LBS’s	
  daily	
  and	
  releasing	
  valuable	
  informa1on.	
  	
  



•  Look	
  into	
  plajorms	
  like	
  Yelp!	
  Who	
  
   offer	
  free	
  customizable	
  profiles.	
  
•  In	
  the	
  future,	
  look	
  for	
  an	
  
   intermediary	
  applica1on	
  to	
  immerge	
  
   that	
  will	
  alert	
  users	
  of	
  current	
  deals	
  
   and	
  other	
  per1nent	
  informa1on	
  
   based	
  upon	
  GIS	
  
                                                                               Read more… click here!




                                            Trends & Takeaways - 2011
Win	
  With	
  Deliverability:	
  How	
  To	
  Beat	
  The	
  Priority	
  
                      Inbox	
  
                            Marketers	
  will	
  have	
  to	
  give	
  their	
  customers	
  
                            op1ons	
  in	
  order	
  to	
  avoid	
  bombarding	
  them.	
  


•  Increase	
  relevancy	
  with	
  unique	
  and	
  
   informa1ve	
  content	
  and	
  targeted	
  offers	
  	
  
•  When	
  crea1ng	
  a	
  message	
  or	
  campaign,	
  
   ask	
  yourself	
  these	
  two	
  ques1ons:	
  1)	
  
   “What	
  can	
  I	
  as	
  a	
  marketer	
  teach	
  you	
  
   today	
  that	
  will	
  improve	
  our	
  
   rela1onship?”	
  2)	
  “What	
  offer	
  will	
  en1ce	
  
   you	
  to	
  buy?”	
                                                        Read more… click here!




                                           Trends & Takeaways - 2011
Chrome	
  Use	
  Rising.	
  Marketers	
  Choose	
  Rendering	
  
                     Sides	
  
                          It’s	
  1me	
  to	
  start	
  paying	
  aVen1on	
  to	
  Chrome	
  and	
  
                          how	
  a	
  message	
  renders	
  within	
  it.	
  


•  Marketers	
  cannot	
  con1nue	
  to	
  design	
  for	
  
   all	
  browsers.	
  They	
  will	
  need	
  to	
  get	
  
   specific	
  and	
  know	
  who	
  they're	
  talking	
  to.	
  	
  
•  U1lize	
  web	
  analy1cs	
  tools	
  to	
  iden1fy	
  
   customer	
  trends	
  in	
  browser	
  usage.	
  
•  Design	
  according	
  to	
  your	
  target	
  
   audiences’	
  behaviors.
                                                                               Read more… click here!




                                           Trends & Takeaways - 2011
Marketers	
  Deluged	
  By	
  Data:	
  Strategy	
  Change	
  Is	
  
                     Imminent.	
  
                            Data	
  mining	
  and	
  analy1cs	
  are	
  becoming	
  more	
  
                            important.	
  Integra1on	
  will	
  soon	
  be	
  necessary.	
  


•  Harness	
  the	
  marke1ng	
  channel	
  that	
  
   generates	
  the	
  most	
  customer	
  
   interac1on.	
  	
  
•  Set	
  goals	
  for	
  what	
  data	
  you	
  would	
  like	
  
   to	
  gather	
  and	
  analyze.	
  
•  U1lize	
  preference	
  pages	
  in	
  your	
  email	
  
   campaigns.	
  
                                                                            Read more… click here!




                                            Trends & Takeaways - 2011
Advanced	
  SoluAons:	
  Lead	
  Choice	
  For	
  Email	
  Marketers	
  

                             If	
  you	
  expect	
  an	
  excep1onal	
  return,	
  create	
  an	
  
                             excep1onal	
  campaign.	
  


Employ	
  a	
  comprehensive	
  and	
  sophis1cated	
  
system	
  to	
  execute	
  your	
  email	
  marke1ng.	
  This	
  
can	
  increase	
  produc1vity,	
  decrease	
  wasted	
  
1me	
  spent	
  blindly	
  analyzing	
  data,	
  automate	
  
any	
  number	
  of	
  ac1ons	
  so	
  that	
  customer	
  
interac1on	
  is	
  up	
  to	
  the	
  minute	
  as	
  well	
  as	
  a	
  
host	
  of	
  other	
  capabili1es.	
  
                                                                                  Read more… click here!




                                              Trends & Takeaways - 2011
Opt	
  In	
  vs	
  Opt	
  Out	
  Lists:	
  Is	
  the	
  gap	
  closing?	
  

                         Don’t	
  be	
  misguided	
  by	
  unscrupulous	
  marketers.	
  
                         List	
  purchasing	
  is	
  s1ll	
  not	
  ethical.	
  


•  Steer	
  clear	
  from	
  purchased	
  
   lists.	
  
•  Take	
  a	
  look	
  into	
  co-­‐registra1on.	
  
   For	
  it	
  to	
  be	
  effec1ve,	
  there	
  
   must	
  be	
  complete	
  transparency	
  
   between	
  adver1ser,	
  publisher,	
  
   and	
  subscriber.	
  
                                                                                       Read more… click here!




                                             Trends & Takeaways - 2011
Email	
  Metrics	
  Ease	
  MulA	
  Channel	
  IntegraAon	
  

                        Email	
  is	
  the	
  easiest	
  online	
  medium	
  to	
  integrate	
  
                        with	
  that	
  doesn’t	
  require	
  technology.	
  


•  Quality	
  email	
  marke1ng	
  can	
  help	
  solve	
  
   the	
  problem	
  of	
  discerning	
  offline	
  
   customer	
  origina1on	
  as	
  well	
  as	
  
   detailed	
  tracking.	
  	
  
•  Crea1ng	
  emails	
  to	
  supplement	
  other	
  
   mediums	
  will	
  increase	
  the	
  
   effec1veness	
  of	
  the	
  marke1ng	
  
   campaign	
  as	
  a	
  whole.	
  	
                                        Read more… click here!




                                        Trends & Takeaways - 2011
Trends & Takeaways is written and produced by Gold Lasso


About Gold Lasso
Gold Lasso is a provider of sophisticated multi-channel marketing technologies and
services that help companies easily interact with their customers in a more relevant and
personalized way. In an ever-changing marketing environment, long-term client success is
our mission, therefore we provide every client with a dedicated and knowledgeable
Account Manager who delivers strategic guidance.

As a continuous developer of innovative features, Gold Lasso is greatly attuned to market
shifts and client needs. We make multi-channel marketing success cost effective and easy
by providing an all-inclusive feature set scalable for clients to grow their marketing without
having to migrate to more expensive systems. Some of these features include an intuitive
and user-friendly interface, in-depth metrics and reporting, campaign automation and a
robust API for easy integration.      Gold Lasso is truly a complete system designed for
clients to achieve a maximum ROI from their email, mobile and Web marketing efforts.




  © Gold Lasso Ÿ 25B Chestnut Street Gaithersburg, MD 20877 Ÿ Phone (301) 990-9857 Ÿ www.GoldLasso.com




                                            Trends & Takeaways - 2011

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Marketing Trends & Takeaways Recap 2011

  • 2. Selling  B-­‐to-­‐B?  Video  Will  Lead  The  Way   Developing  and  distribu1ng  video  is  easier  than   you  think.   •  Execs  have  different  expecta1ons  for  videos   depending  on  the  site  they’re  viewing  it  from.     •  Exes  primarily  seek  news  and  opinion  on   business  websites  and  YouTube  for   demonstra1ons  and  reviews.   •  47%  of  execu1ves  said  that  a  video  of  3  to  5   minutes  is  acceptable.   Read more… click here! Trends & Takeaways - 2011
  • 3. QR  Codes:  The  Bridge  Between  Offline  &  Online     Foster  a  total  customer  experience  by  linking   mobile  phones  to  real  life.   •  QR  codes  can  be  used  to  deliver   exclusive  coupons/offers  and   encourage  geo-­‐based  ac1vi1es.   •  Place  QR  code  within  another  medium,   like  a  television  ad.   •  To  make  your  code  unique,  consider   custom  colors  and/or  designs  instead  of   Read more… click here! the  generic  black  and  white.     Trends & Takeaways - 2011
  • 4. Weather  PersonalizaAon  is  GeCng  HoEer   Relevancy  created  by  1me-­‐sensi1ve   geographical  informa1on  is  invaluable.   •  Plan  ahead.  Create  content  that  speaks   to  the  unique  situa1ons  of  subscribers.   Predict  their  needs  based  on  possible   weather/seasonal  changes.   •  An  RSS  feed  of  weather  reports  will   create  urgency  for  “hot”  seasonal   Domino’s Pizza Uses This Strategy Successfully products  or  services.   Read more… click here! Trends & Takeaways - 2011
  • 5. The  Return  of  the  SubscripAon-­‐Based  Model   This  model  creates  emo1onal  value.  Foster  it   with  excellent  customer  service  and  value.     •  U1lize  blogs  and  social  media  sharing  to   get  the  word  out.   •  Create  a  buzz:  the  more  people  are   talking  about  your  products  and   interac1ng  with  you,  the  beVer.     •  There  is  an  audience  for  everything,  no   maVer  how  small  or  specific  the  niche.     Read more… click here! Trends & Takeaways - 2011
  • 6. Giving  Content  Development  High  Priority   Personalizing  your  marke1ng  messages  and   con1nuously  engaging  with  customers  is  key.   •  Send  out  a  survey.  Ask  people  at  signup  to   submit  topics  of  interest.   •  Offer  help.  One  great  way  to  influence   opinions  of  you  and  your  brand  is  to  offer   advice  on  topics  you  know  best.  Offer  video   tutorials  or  podcasts.   •  Involve.  Interview  industry  or  product   Read more… click here! experts  and  solicit  opinions.   Trends & Takeaways - 2011
  • 7. Marketers  Challenged  by  Consumers  PercepAon  of   SPAM     Complaints  affect  sender  reputa1on  and  degrade   deliverability.  Content  relevancy  will  prevent  this.   •  Periodic  list  cleansing  will  help  maintain   quality.  Only  email  to  people  who  want  to   hear  from  you.     •  Email  people  what  they  want.  Use   preference  pages  to  allow  subscribers  to   choose  what  they'd  like  to  receive.   •  Don’t  let  the  informa1on  you’ve  collected   Read more… click here! go  to  waste.  Customer  data  is  invaluable.   Trends & Takeaways - 2011
  • 8. All  Sizzle,  No  Steak?  Is  Social  CRM  just  a  myth?   Marketers  should  reconsider  social  CRM.  Is  there   any  substance  there?  Can  you  prove  an  ROI?   If  you're  s1ll  considering  using  social  CRM  to   push  marke1ng  programs,  ask  yourself  these   three  ques1ons:   1.  How  much  social  data  will  be  added   to  our  exis1ng  customer  profiles?   2.  Will  that  data  help  us  do  anything  from   a  marke1ng  standpoint?   3.  Is  our  business  large  enough  to   consistently  stay  on  top  of  it  all?   Read more… click here! Trends & Takeaways - 2011
  • 9. Cost  ShiVs  From  Channel  to  ProducAon   Automated  solu1ons  are  available  and  will   increase  efficiencies.   The  right  strategies  can  serve  as  a  model  for  all   marketers:   1.  Focus  on  the  Pain  Points  (such  as  low  click   through  rates).           2.  Develop  a  process  that’s  right  for  your  business,   your  industry  and  your  subscribers.       3.  Apply  automa1on  to  the  process  and  consider   data,  segmenta1on  and  content  development.   Read more… click here! Trends & Takeaways - 2011
  • 10. Marketers  Need  to  Close  CreaAvity-­‐Technology  Gap   Marketers  must  sharpen  technical  skills  and  evolve   in  order  to  move  ahead  and  stay  compe11ve.   1.  Consider  cross-­‐training  to  learn  new   skills  and  enhance  exper1se.     2.  Periodically  re-­‐evaluate  marke1ng   opera1ons  and  processes.     3.  Evaluate  every  type  of  marke1ng   soeware  used  by  your  company.  Unused   features  can  enhance  your  marke1ng   Read more… click here! tac1cs.   Trends & Takeaways - 2011
  • 11. Big  Banks  Push  Mobile  Payments   Mobile  purchases  are  now  quicker  and  more   convenient.   •  Wait.  Watch  the  trend  develop  and   keep  an  eye  on  the  players  involved   •  When  the  1me  comes,  test  with  low   1cket  items  first   Read more… click here! Trends & Takeaways - 2011
  • 12. Consumers  Demand  (&  Win)  In-­‐Box  Overhauls   Web  based  email  is  changing  and  will  increase   opportuni1es  for  marketers.   •  Authen1ca1on  features  that  prevent   phishing  will  increase  deliverability  and   benefit  the  email  community  as  a  whole.   •  Social  media  integra1on  tools  allow  for   addi1onal  interac1on.   •  Personalized  campaigns  will  help  create   trust  between  sender  and  subscriber.   Read more… click here! Trends & Takeaways - 2011
  • 13. Surveys  Gain  New  Momentum  from  Social  Media   Many  subscribers  who  are  unlikely  to  post   messages  on  a  social  media  page  will  s1ll  respond   to  a  survey   Useful  types  of  surveys  include:   •  Service  sa1sfac1on  feedback   •  Brand  awareness  including  compe1tor   products   •  Trends  analysis  –  favorite  green  products,   movie  genres,  etc.   •  News  opinion  polls  on  blogs  or  media  sites   •  Online  events  requiring  vo1ng   Read more… click here! Trends & Takeaways - 2011
  • 14. AutomaAon  Spurs  Demand  for  List  Purchases   Don’t  let  1me  pressures  fool  you  into  buying  an   email  list.   Build  your  list  the  right  way.   •  Conduct  periodic  incen1vized  referral   campaigns.     •  Include  an  opt-­‐in  form  on  your  Facebook   page  and  periodically  tweet  a  link  to  your   opt-­‐in  form.   •  U1lize  co-­‐registra1on.   Read more… click here! Trends & Takeaways - 2011
  • 15. The  Second  Wave  of  Social  Email  Is  Coming   Gmail  will  become  an  alterna1ve  social   messaging  plajorm.   Observe  your  Gmail  and  Google+  accounts  for  now.  In  the  future,   email  will  play  a  more  integrated  roll  in  the  social  media   experience.   Read more… click here! Trends & Takeaways - 2011
  • 16. Infographics:  Helping  Marketers  Cut  Through  The   CluEer   Visual  explana1ons  will  require  an  investment,   but  are  needed  now  more  than  ever.   •  Keep  it  simple.   •  Data  should  be  factual  and  sta1s1cal   •  Reference  your  facts  and  sta1s1cs   •  Keep  color  use  to  a  minimum   •  Make  conclusions  or  predic1ons   Read more… click here! Trends & Takeaways - 2011
  • 17. Smart  Marketers  Are  Leveraging  InteracAve  Games   Using  game  mechanics  engage  consumers  and   give  them  a  sense  of  accomplishment.   •  Have  an  objec1ve   •  Engineer  a  goal  path     •  Reward   •  Take  a  holis1c  view   •  Make  it  fun Read more… click here! Trends & Takeaways - 2011
  • 18. HTML  5  Gaining  Momentum  In  Mobile  &  Email     If  large-­‐scale  reach  is  the  goal  for  your  next   mobile  campaign,  then  HTML  5  is  the  best  bet. Incorpora1ng  video  on  a  sta1c  landing  page  is   preVy  straight  forward.  However,  including   HTML  5  in  an  email  for  video  display,  can  be  a   bit  trickier.  Always  remember  to  include  a   fallback  image  linked  to  a  landing  page  just  in   case  the  subscribers  email  client  doesn’t   support  HTML  5.     Read more… click here! Trends & Takeaways - 2011
  • 19. Marketers  Using  The  Social  Graph  In  Email   An  honest  social  sign-­‐on  process  will  lead  to  more   campaign  engagement.   Social  media  data  to  include  in  an  email  campaign:   1.  Birthday  celebra1ons   2.  Pos1ngs/likes  by  friends   3.  Check-­‐ins  from  friends  (great  for  bricks  and   mortar)   4.  Job  changes  (B2B  –  LinkedIn)   5.  Educa1onal/cer1fica1on  changes  (B2B  –   LinkedIn)   Read more… click here! 6.  Title  changes  (B2B  –  LinkedIn)   Trends & Takeaways - 2011
  • 20. Facebook  FaAgue  SeCng  In   Social  media  is  becoming  more  of  a  u1lity  than  a   medium.   •  Realize  that  some  features  will  be   more  successful  than  others.   •  Familiarize  yourself  with  various   social  networks'  APIs.   •  Consider  using  technologies  like  Ning   or  Joomla  to  create  your  own  social   network.   Read more… click here! Trends & Takeaways - 2011
  • 21. LocaAon  Based  Services-­‐We  want  It  Here  &  Now   Hyper  Local  is  Hot:  customers  are  interac1ng  with   LBS’s  daily  and  releasing  valuable  informa1on.     •  Look  into  plajorms  like  Yelp!  Who   offer  free  customizable  profiles.   •  In  the  future,  look  for  an   intermediary  applica1on  to  immerge   that  will  alert  users  of  current  deals   and  other  per1nent  informa1on   based  upon  GIS   Read more… click here! Trends & Takeaways - 2011
  • 22. Win  With  Deliverability:  How  To  Beat  The  Priority   Inbox   Marketers  will  have  to  give  their  customers   op1ons  in  order  to  avoid  bombarding  them.   •  Increase  relevancy  with  unique  and   informa1ve  content  and  targeted  offers     •  When  crea1ng  a  message  or  campaign,   ask  yourself  these  two  ques1ons:  1)   “What  can  I  as  a  marketer  teach  you   today  that  will  improve  our   rela1onship?”  2)  “What  offer  will  en1ce   you  to  buy?”   Read more… click here! Trends & Takeaways - 2011
  • 23. Chrome  Use  Rising.  Marketers  Choose  Rendering   Sides   It’s  1me  to  start  paying  aVen1on  to  Chrome  and   how  a  message  renders  within  it.   •  Marketers  cannot  con1nue  to  design  for   all  browsers.  They  will  need  to  get   specific  and  know  who  they're  talking  to.     •  U1lize  web  analy1cs  tools  to  iden1fy   customer  trends  in  browser  usage.   •  Design  according  to  your  target   audiences’  behaviors. Read more… click here! Trends & Takeaways - 2011
  • 24. Marketers  Deluged  By  Data:  Strategy  Change  Is   Imminent.   Data  mining  and  analy1cs  are  becoming  more   important.  Integra1on  will  soon  be  necessary.   •  Harness  the  marke1ng  channel  that   generates  the  most  customer   interac1on.     •  Set  goals  for  what  data  you  would  like   to  gather  and  analyze.   •  U1lize  preference  pages  in  your  email   campaigns.   Read more… click here! Trends & Takeaways - 2011
  • 25. Advanced  SoluAons:  Lead  Choice  For  Email  Marketers   If  you  expect  an  excep1onal  return,  create  an   excep1onal  campaign.   Employ  a  comprehensive  and  sophis1cated   system  to  execute  your  email  marke1ng.  This   can  increase  produc1vity,  decrease  wasted   1me  spent  blindly  analyzing  data,  automate   any  number  of  ac1ons  so  that  customer   interac1on  is  up  to  the  minute  as  well  as  a   host  of  other  capabili1es.   Read more… click here! Trends & Takeaways - 2011
  • 26. Opt  In  vs  Opt  Out  Lists:  Is  the  gap  closing?   Don’t  be  misguided  by  unscrupulous  marketers.   List  purchasing  is  s1ll  not  ethical.   •  Steer  clear  from  purchased   lists.   •  Take  a  look  into  co-­‐registra1on.   For  it  to  be  effec1ve,  there   must  be  complete  transparency   between  adver1ser,  publisher,   and  subscriber.   Read more… click here! Trends & Takeaways - 2011
  • 27. Email  Metrics  Ease  MulA  Channel  IntegraAon   Email  is  the  easiest  online  medium  to  integrate   with  that  doesn’t  require  technology.   •  Quality  email  marke1ng  can  help  solve   the  problem  of  discerning  offline   customer  origina1on  as  well  as   detailed  tracking.     •  Crea1ng  emails  to  supplement  other   mediums  will  increase  the   effec1veness  of  the  marke1ng   campaign  as  a  whole.     Read more… click here! Trends & Takeaways - 2011
  • 28. Trends & Takeaways is written and produced by Gold Lasso About Gold Lasso Gold Lasso is a provider of sophisticated multi-channel marketing technologies and services that help companies easily interact with their customers in a more relevant and personalized way. In an ever-changing marketing environment, long-term client success is our mission, therefore we provide every client with a dedicated and knowledgeable Account Manager who delivers strategic guidance. As a continuous developer of innovative features, Gold Lasso is greatly attuned to market shifts and client needs. We make multi-channel marketing success cost effective and easy by providing an all-inclusive feature set scalable for clients to grow their marketing without having to migrate to more expensive systems. Some of these features include an intuitive and user-friendly interface, in-depth metrics and reporting, campaign automation and a robust API for easy integration. Gold Lasso is truly a complete system designed for clients to achieve a maximum ROI from their email, mobile and Web marketing efforts. © Gold Lasso Ÿ 25B Chestnut Street Gaithersburg, MD 20877 Ÿ Phone (301) 990-9857 Ÿ www.GoldLasso.com Trends & Takeaways - 2011