Digital media is transforming how smart marketers attract, engage, and serve customers. Marketers are using tools like email, social media, mobile, and video to have personalized digital dialogues with customers. This allows customers to be engaged across multiple touchpoints to drive sales and build loyalty. Data and technology are also helping marketers better understand customer behavior and personalize interactions.

1. How Smart Marketers are Using Digital
Media to Attract, Engage, & Serve Customers
LIVE / Chicago
Presented by Joel Book, ExactTarget
June 16, 2011

2. Join the
Conversation!
I’m at #3sixtyLiveinChi. @JoelBook of @ExactTarget
is sharing examples of smart interactive marketing.
Joel Book
ExactTarget
Event: #3SixtyLiveinChi
Joel Book: @joelbook
ExactTarget: @ExactTarget

3. More Than 4,000 Companies Use ExactTarget

5. I wonder how
marketing will be
different in 2011?
Joel Book
Marketing Services Manager
May 17, 1976

6. Media [R]evolution Mobile Email
SMS
Mobile Email
SMS + MMS
IM IM IM IM
Email Email Email Email
Fax Fax Fax Fax Fax
Direct Mail Direct Mail Direct Mail Direct Mail Direct Mail
Telephone Telephone Telephone Telephone Telephone
<1990 1990s 1999 2000s 2011
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
Apps
QR Codes

7. More Budget for Digital Marketing
In 2011, 72% of marketers and agencies will
increase spending on digital marketing.
Source: The DMA
“Digital Marketing Practices in the U.S. and
Canada: Navigating the Digital Labyrinth”
Research conducted by Ipsos Reid Marketing,
and the Canadian Marketing Association (CMA)
February, 2011

9. • Aids the Buying Process
• Improves Service
• Maximizes Retention

10. ENOUGH!!

11. How Online Consumers Begin Their Day
58% of Online
Consumers Begin
the Day With Email.
Source: ExactTarget
SUBSCRIBERS, FANS, & FOLLOWERS
Report #1, Digital Morning
Full report available at
www.exacttarget.com/sff

12. “Those who buy
products
marketed through
email spend 138%
more than non-
readers of email.”
Source: Forrester Research
“E-Mail Marketing Comes of Age.”

13. 93% of internet users turn to
email to share content.
Source: “Content is the Fuel of the Social Web”
AOL and Nielsen Online, April 2011

14. Email Enables Brands to Optimize Customer LTV
The Customer Life Cycle
Product Product Product Product Repurchase/ Brand
Awareness Evaluation Purchase Usage Renewal Loyalty
Business Getting Business Keeping
Once a person gives you permission . . .
• Email aids the buying process.
• Email drives repeat usage.
• Email keeps customers connected to your company.

15. • Amplifies Your Message
• Fuels the Conversation
• Attracts New Customers

16. Social Media Users
Facebook: 620M Worldwide / 116.8M U.S. (1) (2)
Twitter: 190M Worldwide / 16.4M U.S. (1) (2)
LinkedIn: 100M Worldwide / 49.0M U.S. (3) (3)
YouTube: 2B Views/Day; Avg. View: 15 Min. (4)
Sources: (1) eConsultancy, (2) eMarketer, (3) LinkedIn, (4) YouTube

17. Social Media has Revolutionized the Way
Brands are Defined

18. Social Networks Pack Plenty of Influence
US marketers will spend
$3.08 billion to advertise on
social networking sites in
2011.
Source: eMarketer, Jan. 2011

19. 75% of social media users say email is
the best way for companies to
communicate with them.
MarketingSherpa, 2010

20. • Delivers Exclusive Offers
• Drives Traffic
• Extends Customer Service

21. Smartphones Accelerate Mobile Marketing
Smartphones such as the
iPhone from Apple are now
outselling personal computers!
Source: The Huffington Post
(Based on IDC Report)
February 8, 2011
65.8 million people in the U.S.
now own smartphones. Of
these, 35.3% use apps.
Source: comScore MobiLens
2011 U.S. Mobile Subscriber Market Share
March , 2011

22. EMAIL DOMINATES
SMARTPHONE USE

23. WILL TABLETS BE A BtoB
MARKETING GAME-CHANGER?
24 million tablet computers will be
sold in the U.S. in 2011.
Source: eMarketer, Dec., 2010
The New iPad 2
from Apple

24. "[The iPad] enables
our sales employees to
do a much better job
of engaging in a really
different way than
we've done before."
Michael Hedges, CIO, Medtronic
Wall Street Journal, Dec. 8, 2010

26. Best Use of Digital Media
for Consumer Packaged
Goods Marketing

27. At Scotts, it’s all about You!
• All website content -
articles, forums, videos,
and product information -
is regionalized
• Online preference center
drives email content (soon
text)
• One CMS is used to
personalize web and email
content
Scotts.com Home Page

28. Lawn Care Update
• Started in Spring 2000
• Subscribers: 1,500,000+
• 355 total unique geo-demographic versions
Scotts 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

29. WHAT MAKES LAWN CARE
UPDATE SO EFFECTIVE?
• Relevant Information
• Exclusive offers
• Links to Product Usage Tutorials
• Personalized Recommendations
• Social Sharing (Forward to a Friend)
• It works! Lawn Care Update
subscribers apply 1.1 more applications
per year than non-subscribers

30. SCOTTS INVITES
CONSUMERS TO OPT-IN FOR
PRODUCT APPLICATION
TEXT ALERTS

31. SCOTTS SALUTES MLB GROUNDSKEEPERS;
INVITES FANS TO BECOME EMAIL SUBSCRIBERS
Thx 4 ur interest in
Scotts Lawn Care
monthly email. Reply
LAWN [space] email
address (ex:LAWN
mlb@mlb.com) 2
complete signup. H help
Std rates apply

32. SCOTTS INVITES
FACEBOOK FANS TO
BECOME SUBSCRIBERS.
( And 50% Convert! )

33. • Introduced in June, 2004
• Only great tasting low
carbohydrate pasta on
market
• Appeals to diabetics, low
carb dieters, and people
seeking higher fiber
• Costs about double the
retail of regular pasta

34. DREAMFIELD’S USES
EMAIL+ SOCIAL TO FUEL
WORD OF MOUTH
MARKETING
Dreamfields Email Subscribers
• Consumers: 600,000+
• Healthcare Professionals: 25,000+
DREAMFIELD’S IS THE
FASTEST GROWING PASTA
BRAND IN THE COUNTRY

37. Healthcare Professionals are Key Influencers
Dreamfields Provides Tools
for Talking to Patients
 Technical product materials
 To address skepticism and invite
questions
 Product sample to taste, share, use
box for demo
 Patient Education Pamphlets
 Explain “how it works” in patient’s
language
 Recipe Flyer with coupon
 Provide tangible purchase incentive
and reminder for patient

38. Best Use of Digital Media
for Retail Marketing

39. JOHNSTON & MURPHY
PERSONALIZES OFFERS FOR
INDIVIDUAL CUSTOMERS

40. Lifecycle Series – Welcome Email for 1st Time Buyers
Objective: Increase Response Using Gender-Based Content & Segmentation
Increased Open Rates:
18%
Success Factors
• Sent only to first time
purchasers
• Customers that have
purchased previously skip to
next stage of lifecycle

41. Lifecycle Series – Repurchase Email
Objective: Cross-sell products using predictive modeling
Increased Sales by:
33%
Success Factors
• Offers based on
behavioral modeling
• Relevant to customer age
and gender

42. Predictive Modeling Example
Predictive Modeling email targets
customers who’s behavior is
predicted, based on all customer
analysis.
This email has 2 targeted offers:
• Primary – high-end, expensive
hand made shoe.
• Secondary – product accessories,
such as shirts and colon.

43. Lifecycle Series – Reactivation Email
Objective: Reengage customer with time sensitive offer
Increased CTR by:
44%
Success Factors
• Short redemption period to
create urgency
• Promo code changes daily to
reduce possible internet
fraud

44. EMAIL IS THE BACKBONE OF
MIKE’S DIRECT MARKETING
STRATEGY

45. WELCOME TO MIKE’S EXPRESS CARWASH
 Founded 1948 in Fort Wayne, IN and
headquartered in Indianapolis
 37 locations in Indiana and Ohio; Breaking ground
for the 38th location in March
 Mike’s Carwash is the 4th largest carwash chain in
the country and employs 600 people
 Mike’s uses the most technologically advanced,
state-of-the-art equipment available -- 65% of
which is manufactured by Mike’s
 Family-owned for more than 60 years

46. 2009 “TALK TO MIKE’S”
CAMPAIGN NETTED
38,000 EMAIL
SUBSCRIBERS

47. +
Mike’s 2010 “Social
Commerce” Campaign
Attracted 10,000+ New
Customers!
• Enabled Mike’s to add new
email subscribers
• Enabled Mike’s to promote its
online retailing website

48. +
How the program worked
KKBWSTD
jbooth@sampleemailaddress.com
jbooth@sampleemailaddress.com

49. +
62% of
consumers who
redeemed Groupons
at MikesCarwash.com
KKBWSTD
jbooth@sampleemailaddress.com
have become Mike’s jbooth@sampleemailaddress.com
Carwash email
subscribers!
6,000 new subscribers!

50. MIKE’S USES EMAIL
TO DRIVE ONLINE
SALES
150%
Increase in
Online Sales
Using Email!
2008 vs. 2010
Mike’s Christmas Holiday
Email Promotion to Drive
Online Sales

51. Best Use of Digital Media
to Support Franchisees
and Dealers

52. GYMBOREE USES EMAIL TO
STAY CONNECTED WITH
MOMS & DADS
Elisabeth Rohm reads for Jumpstart’s Read
Carmel
12524 N. Gray Road for the Record at Gymboree Play & Music
in Los Angeles
Carmel ,Indiana 46033 Map and Driving Directions
(317) 574-9626
carmelin@gymboreeclasses.com

53. Gymboree Monthly Email Gymboree Blog: “Gymbo Buzz”

54. “We use our email newsletter to encourage Moms
and Dads to visit our blog, “Gymbo Buzz.”
Our blog provides direct access to information
about Gymboree Play & Music classes, including
videos and comments from parents. This enables
Moms and Dads to see the benefits of our classes
on child development.”
Kathleen McFerrin
Gymboree Play & Music
Regional Field Consultant

55. WHOLE FOODS FUELS THE
CONVERSATION
USING EMAIL & TWITTER

56. Whole Foods Leverages Twitter
• 1,942,499 Followers
• Versions for wine, cheese, organic
products
• Tweets respond to customer questions,
and invite customers to opt-in to Whole
Foods’ email newsletter

57. Regarding Twitter . . .
Whole Foods Chicago Uses Twitter to:
• 66% of Fortune 100 companies engage
Highlight in-store events
customers special offers
• Promote via Twitter
• Answer users are 3X more likely to engage
Twitter customer questions
with brands than users of other social
networks

58. Best Use of Digital Media
for Business to Business
Marketing

60. Volvo Construction
Equipment’s e-marketing
strategy has helps dealers sell
millions of dollars of new and
used equipment each year.

61. VOLVO USES EMAIL TO HELP
DEALERS SELL NEW EQUIPMENT

62. VOLVO USES EMAIL TO HELP
DEALERS SELL USED EQUIPMENT

63. VIDEO IS VERY
EFFECTIVE FOR LEAD
GENERATION
CTA #1
CTA #2

64. Lead Management Workflow
Data cleansing
Information Request
Microsoft Dynamics CRM enables
Volvo sales reps to manage leads
Auto-generated
report for Volvo
sales rep
Auto-generated
email for customer

66. Milwaukee Tools created its
own social network, the
“Heavy Duty Club,” to
provide members access to
product information,
videos, tips from users,
rebates and promotions.

67. Heavy Duty News
keeps Milwaukee
Electric Tool
connected with its
customers

68. “Heavy Duty Club”
members are
passionate about
Milwaukee Tools .

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

71. Connecting buyers with
local retailers is a major
objective of Milwaukee
Tool’s online marketing
strategy.

73. Digital Dialogue has Replaced Mass Messaging
Marketing has
shifted from a
One Size one-way
Fits All broadcast to a
real-time digital
dialogue.

74. Multi-Channel Synergy is a Must
Managing the Customer Conversation
Requires Integration of Outbound & Inbound Channels

76. Optimal Model for Managing Customer Engagement
Source: Forrester Research - April 2009 “Campaign Management Needs A Reboot”

77. A Single Platform for Interactive Marketing

78. Don’t Miss Our Family Reunion!
• 3 Days of Interactive Marketing Insight and Inspiration
• 55+ breakout sessions
• 10 educational tracks
• Pre-Conference Industry Certification Courses
• World-renowned keynote speakers including Jimmy Wales, Founder of Wikipedia
• And a special concert by Katy Perry!

79. Thank You!
Joel Book
ExactTarget, Inc.
jbook@exacttarget.com
EmailMarketingbytheBook.com
@JoelBook
http://www.linkedin.com/in/joelbook