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