emerge2012: integrating emerging channels into your direct marketing program

CONNECT THE DOTS Integrating Emerging Channels into

your Direct Marketing Program

Alex Williams

New Orleans, LA April 17–20, 2012

™

#cgxemerge

Google me…

Agenda

• Challenges of the Current

Landscape

• Customer Channel Expectations

• Relevance, Context, Content

We get lots of emails

We get lots of everything!

60 Seconds Online

<1990 1990s

Direct Mail Telephone

1999 2000s 2012 TV Radio Print Display

IM Email Direct Mail Telephone

TV Radio Print Display Website Search Online Display

IM Email Direct Mail Telephone

TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing

Mobile Email SMS IM Email Direct Mail Telephone

TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Contextual Wikis Mobile Web MySpace

TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Contextual Wikis Mobile Web Behavioral Facebook Twitter YouTube Augmented Reality Widgets Flickr Location-Based (e.g., Foursquare) Google+ Pinterest

Addressable Voice Mobile Email SMS + MMS IM Email Direct Mail Telephone

Channels are Multiplying…

The Increasingly Mobile Consumer

Email Open Rates - February 2012

Desktop

Mobile

Webmail

Source

Mobile up 4% from January ‘12

Lots of consumption, few conversions

TO CUT THROUGH THE

NOISE WE NEED TO

U N D E R S T A N D

W H A T

MOTIVATES CONSUMERS

CRITICAL CORPORATE

A S S E T S

AS

ASSETS,

THEY NEED TO BE

CULTIVATED

PROTECTED

AND

UNDERSTOOD

THEY ARE IN

LIMITED

SUPPLY

READERS,

LISTENERS &

VIEWERS

SUBSCRIBERS,

FANS &

FOLLOWERS

6 FACTORS THAT DICTATE CHANNEL PREFERENCE

Content Is this a marketing message?

Immediacy Do I need to send or receive this message right away?

Accessibility Will I need to reference this message later?

Privacy Do I want the world to know about this message?

Formality Do I need to convey a level of professionalism with this message?

Initiation How did the conversation originate?

SUBSCRIBERS

WANT MET

EXPECTATIONS

FANS WANT TO BE

ENTERTAINED

FOLLOWERS WANT

INFO, ACCESS &

INFLUENCE

58% of

Marketers Say

Channels

Compete

for Budget

INTEGRATE THE PARTS

Keys to Success

• Don’t Force It

• Strive for Useful, Entertaining, or

Both

• Let customers lead the way to new

opportunities

• All roads don’t have to lead home

Don’t Force It

Don’t Force It

“Share This” is not Social

Real User Quotes:

• “I wouldn't share this info, because it's just for my own good.”

• “I'd share a link with a friend if I found something they would be

interested in.”

• “I wouldn't use social bookmarking, [this is] not interesting information

for others. Only if my friend was actually looking for this information

would I share it I think.”

• “Never noticed the social networking tools. Don't expect to find news on

my Facebook. Now that you say it I know they're on other sites, but I

never pay attention to them”

NNGROUP.COM: College Students on the Web 12/10

Add the Spirit of Social to your content

37 37

If your direct marketing is driving a lot of traffic

from mobile devices, you need to accelerate your

mobile efforts. Let the data create the urgency.

Mobilize the Experience

Photos drive engagement: B2C

Photos drive engagement: B2B Email Facebook Instagram

Maersk Line

QR Done Right

Print QR Mobile Web Video

Using QR to code to drive to entertian and

educate through video.

QR Done Wrong

Print QR Mobile Web

Using QR to code to drive to shopping on

unfriendly mobile experience.

Q&A

Thank you!

Alex Williams Director, Creative & Digital Strategy Trendline Interactive alex@trendlineinteractive.com Twitter http://www.twitter.com/alexcwilliams LinkedIn http://www.linkedin.com/in/emailmarketingstrategy