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.
Register for future webinars in the The Future is Now Webinar Series: pages.exacttarget.com/thefutureisnow
5. 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?
6. The journey of
a thousand miles begins
with a single step.
− Lao-Tse
7. Like
Tweet
Follow
Subscribe
Comment
Share
Pin
A Journey of a thousand interactions…
8. The KISS Army runs on
new recruits. I am
the Uncle Sam of
rock and roll.
− Gene Simmons
9. I WANT YOU
To buy what
I’m selling.
83%
YOU WANT ME
to deliver great
content.
17%
10. 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
11. 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%
12. 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%
13. 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. Profile Updates
• Add ad hoc profile data
through polls in email and
on-site
• Encourage customers to
update their preferences in
every email
#ETWEBINARS
21. 4 Key Themes:
1. Don’t Acquire in a Vaccuum
2. Think Cross-Channel
3. Every Interaction is an Opportunity
4. Measure and Test
22. Social Integration
• Automated shopping via your
Twitter stream
• Create value in creating
linkages
23. Social Integration
• Badges are earned for
shopping and saving. No
check-in required.
• Friends’ badges, purchases
and savings are displayed
(linked via Facebook)
25. 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%
26. 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%
27. 4 Key Themes:
1. Don’t Acquire in a Vaccuum
2. Think Cross-Channel
3. Every Interaction is an Opportunity
4. Measure and Test
28.
29. 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
36. 4 Key Themes:
1. Don’t Acquire in a Vaccuum
2. Think Cross-Channel
3. Every Interaction is an Opportunity
4. Measure and Test
37.
38. 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?
39. 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
40. 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!
41. Journey Builder
Customer Journey Management Platform
empowers marketers to plan, personalize and
optimize 1:1 customer interactions across
channels and devices.
42. 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
43. Plan the Customer Lifecycle with Maps
• Canvas for marketers to map
customer journeys
• Illustrate touch points across
lifecycle stages
• Prioritize engagement
44. 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
46. 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
47. 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?
50. 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/
51. 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
Active Audiences dynamically filters customer data to match and manage Facebook Custom Audiences and Twitter Tailored Audiences.
The audiences are securely hashed and transferred to the customer’s Facebook or Twitter Ad Account. The customer then uses an advertising platform, such as Social.com to deliver relevant and targeted messages to the consumer.
DONE
DONE
MC Template: SMS Opt-in
Details/Notes:
Web Based Opt-in API
Available Today (Y/N): Y
Recent study
Journey Builder is designed with the understanding that no two customers are alike—factors like their history, preferences, location, actions, and phase in the lifecycle make everyone unique. It supports customer-centric lifecycle campaigns based on individual, real time consumer behavior.
Form authentic brand relationships by responding to real-time individual behaviors
Deliver relevant content that reaches every customer when, where and how they prefer
Leverage pre-built integrations with email, SMS, mobile push and predictive intelligence
Use API framework to extend channels like in-app messaging, call centers, connected devices, or offline channels like direct mail
Benefits of Journey Builder + Predictive Intelligence
• Engage with customers at any stage of the customer journey—even after they’ve disengaged
• Remarket to your customers and recapture lost revenue with the highest performing email or mobile campaigns
• Increase the number of relevant touch points you have with your customers while building trust and proving to them that you’re listening
• Deliver optimal engagement by including automated and predictive content— like personalized product recommendations and offers—in Journey Builder campaign messages.
Journey Builder is designed with the understanding that no two customers are alike—factors like their history, preferences, location, actions, and phase in the lifecycle make everyone unique. It supports customer-centric lifecycle campaigns based on individual, real time consumer behavior.
Form authentic brand relationships by responding to real-time individual behaviors
Deliver relevant content that reaches every customer when, where and how they prefer
Leverage pre-built integrations with email, SMS, mobile push and predictive intelligence
Use API framework to extend channels like in-app messaging, call centers, connected devices, or offline channels like direct mail
Benefits of Journey Builder + Predictive Intelligence
• Engage with customers at any stage of the customer journey—even after they’ve disengaged
• Remarket to your customers and recapture lost revenue with the highest performing email or mobile campaigns
• Increase the number of relevant touch points you have with your customers while building trust and proving to them that you’re listening
• Deliver optimal engagement by including automated and predictive content— like personalized product recommendations and offers—in Journey Builder campaign messages.