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Love at First Site: Charm Customers into Loving Your Brand

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Today’s customers are always on, and always interacting. They’ve embraced cloud, social, mobile, and connected products, and they expect the companies with whom they do business to communicate with them when, where, and how they prefer. That's why now is the time to take your digital marketing campaigns to the next level. The first step is acquiring new subscribers—so you can continue the conversation, begin building new relationships, and maximize your return on marketing investment.

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Love at First Site: Charm Customers into Loving Your Brand

  1. 1. #ETWEBINARS Love at First Site: Charming Customers Into Loving Your Brand August 21, 2014
  2. 2. Today’s Presenters Matthew Hutchison Sr. Director, Product Marketing ExactTarget Journey Management Sean Morrison Sr. Marketing Consultant ExactTarget Marketing Cloud @smorrison0 @gethutch #ETWEBINARS
  3. 3. Topics We’ll Cover Charmed Customers Audience Developers Journey Managers What best practices are used to acquire new members? How do they deliver a consistent, engaging experience? Who are they, and what motivates them to join?
  4. 4. The journey of a thousand miles begins with a single step. − Lao-Tse
  5. 5. Like Tweet Follow Subscribe Comment Share Pin A Journey of a thousand interactions…
  6. 6. The KISS Army runs on new recruits. I am the Uncle Sam of rock and roll. − Gene Simmons
  7. 7. I WANT YOU To buy what I’m selling. 83% YOU WANT ME to deliver great content. 17%
  8. 8. Connected Stores Connected Call Center Connected Associates Connected Products Connected Communities THE CONNECTED CUSTOMER Engagement Retail Website Search Social Other Sites App unknown known connected Customer Service Media/ Promotions Connected Devices
  9. 9. It’s all about the journey Of customer interactions happen during a multi-event, multi-channel journey. Source: McKinsey Research: Customer Journey Transformation, September 2013 >50%
  10. 10. Significant Business impact Journey-led transformations deliver impact across many key business metrics. More revenue, happier customers, at a lower cost. Source: McKinsey Research: Customer Journey Transformation, September 2013 Improve Customer Satisfaction 20% Fuel Revenue Growth 10- 15% Lower Cost to Serve 15- 20% Engage Employees 20- 30%
  11. 11. 4 Key Themes: 1. Don’t Acquire in a Vaccuum 2. Think Cross-Channel 3. Every Interaction is an Opportunity 4. Measure and Test
  12. 12. Want vs Need
  13. 13. 3 1 2
  14. 14. Profile Updates • Add ad hoc profile data through polls in email and on-site • Encourage customers to update their preferences in every email #ETWEBINARS
  15. 15. #ETWEBINARS
  16. 16. 4 Key Themes: 1. Don’t Acquire in a Vaccuum 2. Think Cross-Channel 3. Every Interaction is an Opportunity 4. Measure and Test
  17. 17. Social Integration • Automated shopping via your Twitter stream • Create value in creating linkages
  18. 18. Social Integration • Badges are earned for shopping and saving. No check-in required. • Friends’ badges, purchases and savings are displayed (linked via Facebook)
  19. 19. Social Networks
  20. 20. Outrigger Resorts Attracts New Email Subscribers with Active Audiences Hawaii-based Outrigger Hotels and Resorts offers superior service and deluxe ocean-front accommodations at hotels and resorts throughout the Pacific Rim Identify high-value customer segments based on bookings history and recent email engagement Using ExactTarget Active Audiences lookalike, Outrigger drove conversion of new email subscribers Acquired new members at 2x the likely opt-in rate, beating CPA goal by 89%
  21. 21. U.S. Chamber of Commerce Efficiently Drove Online Opt-in with Active Audiences The U.S. Chamber of Commerce is the world’s largest business organization representing the interests of more than 3 million businesses of all sizes, sectors, and regions. Using ExactTarget Active Audiences, the US Chamber of Commerce identified a set of customer segments and enabled dynamic targeting on Facebook or Twitter Reduced the CPC goal by 53%
  22. 22. 4 Key Themes: 1. Don’t Acquire in a Vaccuum 2. Think Cross-Channel 3. Every Interaction is an Opportunity 4. Measure and Test
  23. 23. Make it easy Create a seamless experience for customers using a mobile device. Interstitial provides instant opt-in without need for typing on touchscreen. Opt In email opened on mobile device Interstitial provides one-click opt-in Interstitial provides instant confirmation Welcome email delivered moments later
  24. 24. #ETWEBINARS
  25. 25. #ETWEBINARS
  26. 26. Every Interaction
  27. 27. Every Interaction
  28. 28. Every Interaction
  29. 29. Every Interaction
  30. 30. 4 Key Themes: 1. Don’t Acquire in a Vaccuum 2. Think Cross-Channel 3. Every Interaction is an Opportunity 4. Measure and Test
  31. 31. Test. Test. Test. Refine Approach What can we do better? #ETWEBINARS Define Goals / Metrics What does success look like? Define Variables What can change results? Implement Variations How do we make this work? Read Results How did we do?
  32. 32. 54% More likely to allocate 5% of budget for testing 36% More likely to leverage automation 88% More likely to leverage different departments Top 20% of Marketers
  33. 33. Lifecycle Stages Experience Advertising Partners, Groups, Corp. Website Paid Media Facebook Ads & Content Events & Sponsorships Referrals Search Online Portal Communities Call Center Social Sites & Blogs Social Listening Welcome Direct Mail New Member Orientation: -educate & inform value -progressive profiling -influence online behavior -deepen engagement thru other channels Newsletters Brand/PR Communication Pre Visit: Scheduling, Reminders, Information Post Visit: Confirmations, Receipts, Surveys Retargeting Former Member Win-back Claims & Customer Serv. Direct Mail Testing & Optimization Pro-Active Re-engage Drip for Low Engaged Members Renewal Countdown A Cohesive Strategy for Engagement Website Opt-in Day of Visit: Alerts, Member Experience Expired Policy Trigger Print Awareness Acquire On-board Retain SMS Text to Join at Events Engage 50% multi-channel, multi-event journeys!
  34. 34. Journey Builder Customer Journey Management Platform empowers marketers to plan, personalize and optimize 1:1 customer interactions across channels and devices.
  35. 35. Orchestrate Engagement with Journey Builder PLAN PERSONALIZE OPTIMIZE Maps Chart & manage a customer’s entire journey Interactions Leverage x-channel touches to drive business goals Metrics Track & optimize goal performance over time
  36. 36. Plan the Customer Lifecycle with Maps • Canvas for marketers to map customer journeys • Illustrate touch points across lifecycle stages • Prioritize engagement
  37. 37. Personalize the Customer Experience with Interactions • Timeline-based canvas • Data, random & engagement splits • Predictive Intelligence Event Triggers for Cart Abandon, Browse Abandon, Product Purchase and Affinity Change • Email, SMS, mobile push and API for creating custom online or offline channels
  38. 38. Events Goals Activities
  39. 39. Optimize the Performance with Metrics • Test and monitor the effectiveness of every interaction and campaign • “Last touch” goal attribution by day & path • Visualize which channels, messages and days are performing best
  40. 40. Key Points Charmed Customers Audience Developers Journey Managers #ETWEBINARS What best practices are used to acquire new members? How do they deliver a consistent, engaging experience? Who are they, and what motivates them to join?
  41. 41. Questions? Matthew Hutchison Sr. Director, Product Marketing ExactTarget Journey Management Sean Morrison Sr. Marketing Consultant ExactTarget Marketing Cloud @smorrison0 @gethutch #ETWEBINARS
  42. 42. #ETWhtEtpB:I/N/AwRwSw.pinterest.com/exacttarget/audience-growth-swipe-file/
  43. 43. Power the Customer Journey Text “JOURNEY” to 56237 Tips | Strategies | Trends *Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/
  44. 44. Experience Digital Marketing Like Never Before Join the journey at Connections 2014—transforming customer interactions into exceptional brand experiences for your business For one incredible week, the world’s best marketers come together to: Explore emerging connected technologies Hear from the brightest innovators and biggest brands Experience world-class education and entertainment September 23-25 exacttarget.com/connections
  45. 45. exacttarget.com

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