Emerge2012: Integrating Emerging Channels into your Direct Marketing Program
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This document discusses integrating emerging marketing channels into direct marketing programs. It notes that customers now expect to receive messages through many channels and that marketers must understand what motivates consumers' channel preferences. These preferences are dictated by factors like immediacy, accessibility, privacy and formality of messages. The document recommends that marketers strive for content that is useful, entertaining or both, and let customers indicate new opportunities rather than forcing messages through certain channels. It also stresses the importance of mobile-friendly experiences and using tools like photos and video to drive engagement.
![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](https://image.slidesharecdn.com/emerge2012connecting-the-dots-120430184120-phpapp02/85/Emerge2012-Integrating-Emerging-Channels-into-your-Direct-Marketing-Program-36-320.jpg)
Emerge2012: Integrating Emerging Channels into your Direct Marketing Program
- 1. CONNECT THE DOTS Integrating Emerging Channels into your Direct Marketing Program Alex Williams New Orleans, LA April 1720, 2012 #cgxemerge
- 2. Google me
- 3. Agenda Challenges of the Current Landscape Customer Channel Expectations Relevance, Context, Content
- 4. We get lots of emails
- 5. We get lots of everything!
- 7. Channels are Multiplying IM IM Mobile Email Addressable Voice SMS Mobile Email Email Email IM SMS + MMS Direct Mail Direct Mail Email IM Direct Mail Email Telephone Telephone Direct Mail Direct Mail Telephone Telephone Telephone <1990 1990s 1999 2000s TV 2012 TV TV TV TV Radio Radio Print Radio Radio Radio Display Print Print Print Print Website Display Display Display Display Search Website Website Website Online Display Search Search Search Paid Search Landing Pages Online Display Online Display Online Display Microsites Paid Search Paid Search Online Video Landing Pages Landing Pages Affiliate Marketing Microsites Microsites Webinars Blogs Online Video Online Video RSS Webinars Affiliate Marketing Podcasts Affiliate Marketing Webinars Contextual Blogs Wikis RSS Mobile Web Behavioral Podcasts Facebook Contextual Twitter Wikis YouTube Mobile Web Augmented Reality Widgets MySpace Flickr Location-Based (e.g., Foursquare) Google+ Pinterest
- 8. The Increasingly Mobile Consumer Email Open Rates - February 2012 Desktop Mobile Webmail Source Mobile up 4% from January 12
- 9. Lots of consumption, few conversions
- 10. TO CUT THROUGH THE N O I S E W E N E E D TO U N D E R S T A N D W H AT MOTIVATES CONSUMERS
- 12. AS ASSETS, THEY NEED TO BE CULTIVATED
- 13. PROTECTED
- 14. AND UNDERSTOOD
- 16. READERS, LISTENERS & VIEWERS
- 18. 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?
- 22. FANS WANT TO BE ENTERTAINED
- 26. FOLLOWERS WANT INFO, ACCESS & INFLUENCE
- 31. 58% of Marketers Say Channels Compete for Budget
- 33. Keys to Success Dont Force It Strive for Useful, Entertaining, or Both Let customers lead the way to new opportunities All roads dont have to lead home
- 34. Dont Force It
- 35. Dont Force It
- 36. 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
- 37. Add the Spirit of Social to your content 37 37
- 38. Mobilize the Experience 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.
- 39. Photos drive engagement: B2C
- 40. Photos drive engagement: B2B Email Facebook Instagram Maersk Line
- 41. QR Done Right Print QR Mobile Web Video Using QR to code to drive to entertian and educate through video.
- 42. QR Done Wrong Print QR Mobile Web Using QR to code to drive to shopping on unfriendly mobile experience.
- 43. Q&A
- 44. 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