eec 2013: segmentation strategies across channels
DESCRIPTION
We are currently undergoing a radical shift in the delivery of information. As the recipients of today strive for more and more information, they demand to have it THEIR way, as in THEIR media. They require branded content and context; they seek to define the delivery media of their choice; and they want both privacy protection and the benefits of data driven marketing. Learn how to strategically use segmentation strategies to engage and empower your subscribers across channels.TRANSCRIPT
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Meet the Presenters
• Nate Romance – ExactTarget • Jai Williams – Strongmail
• Dave Hendricks – Live Intent • Dwight Sholes – Travel Impressions/American Express VacaFons
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Session Format
4 mini debates on cross channel topics One ‘Pro’ and one ‘Con’ Argument per topic
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Debate Topic #1
Leveraging Facebook Connect as opt-‐in an effecFve process for list growth and engagement across channels
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Pro Facebook Connect
• A way to extend acquisiFon cross-‐channel • Allows ease of access into the social realm
• Saves Fme
• Allows for user interacFon from a larger source
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Pro Facebook Connect
• Facilitates creaFng brand advocates / Word of mouth markeFng
• Unique value proposiFon -‐ it's free • Cuts down on formaliFes
• Yields access to acFonable "rich" data
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Con Facebook Connect
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Con Facebook Connect
• “Subscribers Rule” • Facebook Connect acquired users ARE NOT SUBSCRIBERS, they are ‘users’ and are subject to facebook’s Pla_orm TOS
• The restricFve policies related to Facebook pla_orm can be found at h`ps://developers.facebook.com/policy/
• You are building your biggest compeFtor
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Con Facebook Connect
• Explicit consent from your subscribers creates value
• Facebook Connect reduces signup/sign on fricFon
• Low FricFon = low engagement • Pla_orms can change their TOS at will (see: Twi`er)
• “..or any other acFon as we in our sole discreFon deem appropriate.”
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Debate Topic #2
The tablet is a unique experience and should be treated as a separate channel from mobile or desktop experience
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Pro Tablet as a DisFnct Channel
• There are three disFnct experiences now in email – should you treat them differently? – Legacy (web mail like MS IE and FFOX) – Lean Forward (iPhone and PhAndroid “Galaxy”) – Lean Back (iPad and Kindle Fire)
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OPENS BY BROWSER/DEVICE
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*based on 1 billion opens BROWSER BY AGE & CTR
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Con Tablet as a Unique Channel
• When is tablet the ‘first screen’? • How does the tablet experience incorporate context?
• MulF-‐screening on a tablet
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Con Tablet as a Unique Channel
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Debate Topic #3
• Over the last 4 years, the industry has seen an introducFon to pla_orms that make an a`empt to connect and bridge the conversaFon between adverFsers and tweeters (or posters)
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Pro Sponsored Tweets/Posts
• Provides quick, value-‐added snippets or product updates
• Daily Deals / Coupons • Gives added level of public visibility • Drives Brand Awareness • Cross-‐channel markeFng
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Pro Sponsored Tweets/Posts
• Are cognizant of brand reputaFon • Transparent and offer full disclosure • Go beyond the simple product pitch
• ConversaFonal • All things in moderaFon / less is more
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Con Sponsored Tweets/Posts
• Social media is about engagement • AuthenFcity drives engagement
• AuthenFcity is in the eye of the beholder • How your audience will react is not formulaic or always predictable
• Risk: sponsorship as just another way to flog offers
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Con Sponsored Tweets/Posts
One of our most Engaging posts of 2012: 14,580 fans reached
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Debate Topic #4
360 by 2020: A 360 View of your customers will be achievable by the year 2020.
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Pro 360
• Seven years is a long Fme • We all buy into the vision
• M&A acFvity is moving us in this direcFon
• Progress being made on acquisiFon and analysis
• Mobile is cross-‐channel
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Pro 360 by 2020
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Con 360 by 2020
• Not a technology problem • Obstacles: Fme, money, legacy systems
• Gartner Report, 2012: – 1% of companies integraFng social media & CRM, increase to 25% by 2017
• With unlimited budgets, no legacy systems, and infinitely flexible staff and work processes, change could happen overnight
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Con 360 by 2020
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© 2012 Forrester Research, Inc. Reproduction Prohibited
25%
24%
17%
35%
38%
40%
13%
28%
25%
33%
18%
29%
46%
13%
29%
33%
46%
4%
13%
33%
38%
13%
10%
10%
20%
20%
30%
30%
40%
50%
60%
Controlling marketing project budgets that are dependent on IT collaboration
Lack of knowledge of how to move beyond a single channel approach (email, mobile, social media, etc.)
Responding to customers in real-time
Managing campaign execution across multiple marketing technologies (email, ad serving, mobile marketing, social,
Proving results to the executive team to garner support and budget
Staffing marketing programs sufficiently
Automating repetitive marketing processes
Maintaining customer data quality across campaigns and/or channels
Coordination with internal groups or external agencies
Understanding customer interactions across channels (online, mobile, social, offline)
Organizing to allow for cooperation
“What are the top three greatest challenges you experience with your current cross channel marketing programs?”
[Responses included in top three challenges]
Level 4
Level 1
All respondents
Base: 211 cross-channel marketing professionals at companies with $100-million or more in annual revenue Source: A commissioned study conducted by Forrester Consulting on behalf of ExactTarget
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Thank You!