Cross-Channel Marketing primer presented at 3sixty Live event in Kansas City, March 12, 2013.

1. Cross-Channel Marketing
What does it all mean?

2. Brian D.
Shelton
@briandshelton
@ExactTarget

3. Common Ground
Why cross-channel is key

4. Cross-Channel vs. Multi-Channel
Cross-channel marketing is the inverse of multi-channel marketing.
• The customer is now central, not the organization
• He/she is followed and tracked while they switch from one channel to another
• Simply pushing the same content to all customers using all channels no longer
works
• Listening to and engaging with the customer at the right time with the right
content on the right channel is much harder to do, but when done well is much
more effective.
• We’ll address the “listening” piece a little later…

8. Fish Where There Are Fish
One size does not fit all.

16. @JKROHRS
@EXACTTARGET

17. @JKROHRS

20. What does “listening” really mean?
At its simplest form, it means exactly what you think it does:
• Responding directly, one-to-one, to unique customer questions and feedback.

63. What does “listening” really mean?
Listening is also a simple way of saying, “let data kick-start your marketing.”
• Data analysis (and execution)
• It’s easier said than done
• Forrester (commissioned by ExactTarget) used an online survey to investigate the
outlook and application of cross-channel strategies and technologies of 211 U.S.
marketers with annual revenues of $100 million or more. Many organizations are still
struggling to understand customer interactions across channels and manage
execution across multiple technologies.
• Not surprising, some of the biggest hurdles involve the lack of headcount (49%), and
know-how (42%).

65. Slide via JESS3

69. Needed to grow skier’s BRAND
LOYALTY
Created TRIGGERED EMAIL
ALERTS that were personalized to
skier’s lift runs and vertical feet
skied
8% CLICK THROUGH RATE and
46% open rate

71. Don’t Do It All…
Just do it well.

72. Brian D. Shelton
@briandshelton
@ExactTarget