![“What are the top three greatest challenges you experience with your current cross
channel marketing programs?”
[Responses included in top three challenges]
60%
Organizing to allow for cooperation 13%
18%
Understanding customer interactions across channels 38%
50%
(online, mobile, social, offline) 33%
40%
Coordination with internal groups or external agencies 25%
33%
Maintaining customer data quality across campaigns and/or 13%
30%
channels 28% Level 4
30%
Automating repetitive marketing processes 4%
13%
20% Level 1
Staffing marketing programs sufficiently 40%
46%
Proving results to the executive team to garner support and 20%
33% All
budget 38% respondents
Managing campaign execution across multiple marketing 10%
29%
technologies (email, ad serving, mobile marketing, social, 35%
10%
Responding to customers in real-time 13%
17%
Lack of knowledge of how to move beyond a single channel 46%
approach (email, mobile, social media, etc.) 24%
Controlling marketing project budgets that are dependent 29%
on IT collaboration 25%
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
© 2012 Forrester Research, Inc. Reproduction Prohibited](https://image.slidesharecdn.com/segmentation-strategies-across-channelsnate-romance-jai-williams-dave-hendricks-dwight-sholes-130214085038-phpapp02/85/EEC-2013-Segmentation-Strategies-Across-Channels-27-320.jpg)
EEC 2013: Segmentation Strategies Across Channels
- 2. Meet the Presenters • Nate Romance – ExactTarget • Jai Williams – Strongmail • Dave Hendricks – Live Intent • Dwight Sholes – Travel Impressions/American Express VacaFons
- 3. Session Format 4 mini debates on cross channel topics One ‘Pro’ and one ‘Con’ Argument per topic
- 4. Debate Topic #1 Leveraging Facebook Connect as opt-‐in an effecFve process for list growth and engagement across channels
- 5. 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
- 6. 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
- 8. 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
- 9. 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.”
- 10. Debate Topic #2 The tablet is a unique experience and should be treated as a separate channel from mobile or desktop experience
- 11. 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)
- 13. BROWSER BY AGE & CTR *based on 1 billion opens
- 14. Con Tablet as a Unique Channel • When is tablet the ‘first screen’? • How does the tablet experience incorporate context? • MulF-‐screening on a tablet
- 15. Con Tablet as a Unique Channel
- 16. 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)
- 17. 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
- 18. 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
- 19. 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
- 20. Con Sponsored Tweets/Posts One of our most Engaging posts of 2012: 14,580 fans reached
- 21. Debate Topic #4 360 by 2020: A 360 View of your customers will be achievable by the year 2020.
- 22. 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
- 24. Pro 360 by 2020
- 25. 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
- 26. Con 360 by 2020
- 27. “What are the top three greatest challenges you experience with your current cross channel marketing programs?” [Responses included in top three challenges] 60% Organizing to allow for cooperation 13% 18% Understanding customer interactions across channels 38% 50% (online, mobile, social, offline) 33% 40% Coordination with internal groups or external agencies 25% 33% Maintaining customer data quality across campaigns and/or 13% 30% channels 28% Level 4 30% Automating repetitive marketing processes 4% 13% 20% Level 1 Staffing marketing programs sufficiently 40% 46% Proving results to the executive team to garner support and 20% 33% All budget 38% respondents Managing campaign execution across multiple marketing 10% 29% technologies (email, ad serving, mobile marketing, social, 35% 10% Responding to customers in real-time 13% 17% Lack of knowledge of how to move beyond a single channel 46% approach (email, mobile, social media, etc.) 24% Controlling marketing project budgets that are dependent 29% on IT collaboration 25% 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 © 2012 Forrester Research, Inc. Reproduction Prohibited
- 28. Thank You!