CRM & Multi-Channel Marketing Theatre: Tying It All Together: Multi-channel marketing success
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Transcript of CRM & Multi-Channel Marketing Theatre: Tying It All Together: Multi-channel marketing success
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OVERVIEW
Nick EvansAccount [email protected]@nevans110
Agenda•Introduction
•Subscribers Fans and Followers: UK consumers’ attitudes to brands on email, Facebook and Twitter
•Multi-Channel Marketing Challenges and Solutions
•Key Takeaways
•Q&A
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<1990<1990 1990s1990s
EventsDirect MailTelephone
19991999 2000s2000s 20122012TVRadioPrintDisplay
IMEmailEventsDirect MailTelephone
TVRadioPrintDisplayCable TVWebsiteSearchOnline Display
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing
Mobile EmailSMSIMEmailEventsDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsContextualWikisSocial NetworksMobile Web
Apps/Push NotificationsGroup TextingSocial DMVoice MarketingMobile EmailSMS + MMSIM EmailEventsDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogs/ RSSPodcastsContextual WikisSocial NetworksMobile WebBehavioral Social Media & AdsVirtual WorldsWidgetsTwitterMobile AppsGeolocationVirtual Events
THE MARKETING (R)EVOLUTIONIMEmailEventsDirect MailTelephone
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www.exacttarget.com/sff
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93% ARE SUBSCRIBERS
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45+% ARE FANS
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7+% ARE FOLLOWERS
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1.3%
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0.45%
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MULTICHANNEL CHALLENGES
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CHALLENGE: No Common View of the Customer
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<1990<1990 1990s1990s
EventsDirect MailTelephone
19991999 2000s2000s 20122012TVRadioPrintDisplay
IMEmailEventsDirect MailTelephone
TVRadioPrintDisplayCable TVWebsiteSearchOnline Display
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing
Mobile EmailSMSIMEmailEventsDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsContextualWikisSocial NetworksMobile Web
Apps/Push NotificationsGroup TextingSocial DMVoice MarketingMobile EmailSMS + MMSIM EmailEventsDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogs/ RSSPodcastsContextual WikisSocial NetworksMobile WebBehavioral Social Media & AdsVirtual WorldsWidgetsTwitterMobile AppsGeolocationVirtual Events
THE MARKETING (R)EVOLUTIONIMEmailEventsDirect MailTelephone
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SOLUTION: Multichannel Visibility for Cross Channel Content
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CHALLENGE: Disconnected Online and Offline Experiences
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SOLUTION: Intelligent Integrations
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CHALLENGE: Relevance at Scale
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SOLUTION: Intelligent Automation
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Automation = £$€
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CHALLENGE: The Social Floodgates
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SOLUTION: Empower Your Customers
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Eyjafjallajökull
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SOLUTION: Proactive Communication
• Icelandair used CoTweet to communicate with customers during volcanic eruption
• Multi-Channel strategy during volcanic crisis included:• Comprehensive, frequent updates updates via
Twitter• News landing page publicised through Twitter• Conscious decision to send less email
communication• Refrain from utilising other social networks
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SOLUTION: Proactive Communication
#AshTag
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McDonald’s Fail
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KEY TAKEAWAYS
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SFFs ARE SFFs ARE CORPORATE CORPORATE ASSETSASSETS
SFFs ARE SFFs ARE CORPORATE CORPORATE ASSETSASSETS
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RELATIONSHIPS MUST BE RELATIONSHIPS MUST BE NURTUREDNURTURED
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SFFs ARE THE HEART OF SFFs ARE THE HEART OF SOCIAL MEDIASOCIAL MEDIA
SFFs ARE THE HEART OF SFFs ARE THE HEART OF SOCIAL MEDIASOCIAL MEDIA
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SFFs ARE EASILY DISTRACTEDSFFs ARE EASILY DISTRACTEDSFFs ARE EASILY DISTRACTEDSFFs ARE EASILY DISTRACTED
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SO…SO…ENGAGEMENTENGAGEMENTMATTERSMATTERS
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