MARKETING to the Power of One with MOBILE
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The document discusses ExactTarget, a SaaS company focused on cross-channel marketing solutions. It describes ExactTarget's Interactive Marketing Hub and mobile solutions that allow marketers to manage integrated data-driven campaigns across email, mobile, social media and websites. The document also provides examples of how companies like Pei Wei Asian Diner and CareFirst BlueCross BlueShield have used ExactTarget's mobile messaging and email solutions to drive sales and leads.
![Marketing [R]evolution Mobile Email
SMS
Mobile Email
SMS + MMS
IM IM IM IM
Email Email Email Email
Fax Fax Fax Fax Fax
Direct Mail Direct Mail Direct Mail Direct Mail Direct Mail
Telephone Telephone Telephone Telephone Telephone
<1990 1990s 1999 2000s 2013
TV TV TV TV TV
Radio Radio Radio Radio Radio
Print Print Print Print Print
Display Display Display Display Display
Website Website Website Website
Search
Search Search Search
Online Advertising
Online Advertising Online Advertising Online Advertising
Paid Search
Paid Search Paid Search Landing Pages
Landing Pages Landing Pages Mobile sites
Microsites Microsites Online Video
Online Video Online Video Affiliate Marketing
Webinars Affiliate Marketing Webinars
Affiliate Marketing Webinars Blogs
Blogs RSS
RSS Podcasts
Podcasts Wikis
Wikis Social Media
Social Networks Mobile Apps
Location Based Ads
Mobile Web
Social Media Ads
Virtual Worlds
Geo-Location Ads
QR Codes](https://image.slidesharecdn.com/021413mobileinsidersummit-joelbookv3-0-130214135932-phpapp02/85/MARKETING-to-the-Power-of-One-with-MOBILE-3-320.jpg)
![By the end of 2013, 1.4Smartphone Users
40% Number of U.S. billion Now Opened
The of All Emails Sent are smartphones
willwillin use worldwide, up 44% over 2012.
be grow toon a Mobile Device.
and Read 137.5 million in 2013.
Source: Return Path Android, 294MM Apple iOS, 45MM Windows ]
[ 798MM
eMarketer
Source: ABI Research](https://image.slidesharecdn.com/021413mobileinsidersummit-joelbookv3-0-130214135932-phpapp02/85/MARKETING-to-the-Power-of-One-with-MOBILE-10-320.jpg)
![Pei Wei Asian Diner
Cooks Up a Delicious
Cross-Channel
Campaign
Objectives:
• Drive traffic to Pei Wei’s 170 stores
• Add new email subscribers
Channels Used:
• In‐Store Digital Signage
• Social Media [Facebook, Twitter]
• Mobile [SMS]
• Email
• Website](https://image.slidesharecdn.com/021413mobileinsidersummit-joelbookv3-0-130214135932-phpapp02/85/MARKETING-to-the-Power-of-One-with-MOBILE-24-320.jpg)
![Marketing Strategy
• Target the Individual Health
Insurance Market
[ 25 ‐ 44 year olds ]
• Use signage at rail and bus
stations to invite individuals
to obtain an instant insurance
quote via text](https://image.slidesharecdn.com/021413mobileinsidersummit-joelbookv3-0-130214135932-phpapp02/85/MARKETING-to-the-Power-of-One-with-MOBILE-33-320.jpg)
MARKETING to the Power of One with MOBILE
- 2. ExactTarget The largest independent SaaS company focused on permission-based cross-channel marketing solutions. 10,000 brands use ExactTarget to plan The Interactive Marketing Hub is and execute used by marketers to manage integrated campaigns integrated data-driven campaigns utilizing Email, Mobile, Social Media and Websites
- 3. Marketing [R]evolution Mobile Email SMS Mobile Email SMS + MMS IM IM IM IM Email Email Email Email Fax Fax Fax Fax Fax Direct Mail Direct Mail Direct Mail Direct Mail Direct Mail Telephone Telephone Telephone Telephone Telephone <1990 1990s 1999 2000s 2013 TV TV TV TV TV Radio Radio Radio Radio Radio Print Print Print Print Print Display Display Display Display Display Website Website Website Website Search Search Search Search Online Advertising Online Advertising Online Advertising Online Advertising Paid Search Paid Search Paid Search Landing Pages Landing Pages Landing Pages Mobile sites Microsites Microsites Online Video Online Video Online Video Affiliate Marketing Webinars Affiliate Marketing Webinars Affiliate Marketing Webinars Blogs Blogs RSS RSS Podcasts Podcasts Wikis Wikis Social Media Social Networks Mobile Apps Location Based Ads Mobile Web Social Media Ads Virtual Worlds Geo-Location Ads QR Codes
- 8. CUSTOMER ENGAGEMENT IS A HIGH-SPEED 24/7 CROSS-CHANNEL JOB. AND THE MARGIN FOR ERROR IS RAZOR THIN.
- 9. @JoelBook @ExactTarget
- 10. By the end of 2013, 1.4Smartphone Users 40% Number of U.S. billion Now Opened The of All Emails Sent are smartphones willwillin use worldwide, up 44% over 2012. be grow toon a Mobile Device. and Read 137.5 million in 2013. Source: Return Path Android, 294MM Apple iOS, 45MM Windows ] [ 798MM eMarketer Source: ABI Research
- 11. The Number of US Tablet Users will grow to 108 million in 2013 108MM US Tablet Users The Apple iPad
- 12. ExactTarget Mobile Solutions ExactTarget Mobile Global SMS Push Mobile Sites & created a new Messaging Messaging Landing Pages category of software that serves as the mobile messaging system of record. Enables marketers Passbook Mobile Email Cross‐Channel Solutions to connect with their customers, throughout their engagement lifecycle, across all mobile channels.
- 13. How Smart Marketers Use Mobile @JoelBook @ExactTarget
- 14. 84% of Consumers Use Tablets and Smartphones to Read and Respond to Email The State of Mobile Content Marketing http://www.slideshare.net/ExactTarget
- 15. 46% of CMOs believe Smartphone and Tablet Adoption will Impact Email Programs in 2013. Source: MarketingSherpa 2012 Email Marketing Benchmark Report
- 16. ExactTarget Mobile Email Solutions ExactTarget Email enables marketers to create mobile-friendly email campaigns using responsive templates that dynamically render based on the device opening the message.
- 17. • Design for “tapable” touch Hitachi Data Systems’ targets, not text links for eNewsletter Optimized • Plan for an “Images Off” iPhone environment When viewed on a mobile • Forget multi-column is device, the font layouts • increased automatically Use bigger fonts!
- 19. Mobile Email Drives Bigger Orders • Mobile Email produces higher average order value. • Mobile Email creates twice as many conversions vs Search or Social The State of Mobile Content Marketing http://www.slideshare.net/ExactTarget
- 20. Coupons Sent by Email to Mobile Devices are Accelerating Retail Sales Marketers leverage 10 Mobile coupons get ExactTarget Passbook to times the redemption rate create and deliver passes of traditional coupons or bar-coded coupons via Source: Mobile Marketing Association email or IP-based messaging channels to drive mCommerce.
- 21. How Smart Marketers Use Mobile ™ @JoelBook @ExactTarget
- 22. 90% of Consumers Use Tablets & Smartphones to Send and Receive SMS Messages The State of Mobile Content Marketing http://www.slideshare.net/ExactTarget
- 23. ExactTarget Global SMS Solutions ExactTarget MobileConnect empowers marketers with an easy-to-use messaging solution to create, target and track SMS campaigns in more than 80 countries.
- 24. Pei Wei Asian Diner Cooks Up a Delicious Cross-Channel Campaign Objectives: • Drive traffic to Pei Wei’s 170 stores • Add new email subscribers Channels Used: • In‐Store Digital Signage • Social Media [Facebook, Twitter] • Mobile [SMS] • Email • Website
- 25. About Pei Wei Asian Diner • Parent company: P. F. Chang’s • 170 locations in U.S. • Offers freshly prepared Asian items influenced by the cuisines of China, Japan, Korea, Vietnam, and Thailand. • Headquarters: Scottsdale, AZ
- 26. Pei Wei Asian Diner Uses In-Store Signage to Promote a Special Offer Pei Wei invited restaurant guests to take advantage of a buy‐one, get‐ one free promotion for its new Caramel Chicken entree.
- 27. Pei Wei Asian Diner Uses SMS to Convert Restaurant Guests to Email Subscribers In a 14 day period, Pei Wei used in-store signage to 80565 invite guests to text and Caramel JoelBook@ATT.net receive a buy- one, get-one free coupon via email for its new Caramel Chicken entree.
- 28. Landing Page for Caramel Chicken BOGO Offer Sign-up and Email Subscription
- 29. Welcome Email Sent to all New Email Subscribers
- 30. Bar-Coded Email Coupons Drive Consumers to Stores Campaign Results: • 18,000 new email subscribers in just two weeks! * • Coupon redemption rates of 20%! (*) Pei Wei’s email subscriber database now exceeds 600,000
- 31. • The largest health care insurer in the Mid‐Atlantic region, serving 3.4 million members • Provides services to individuals and groups in Maryland, the District of Columbia and portions of northern Virginia CareFirst BCBS is a client of Meers Advertising
- 32. Marketing Objectives • Generate leads within the Individual Health Insurance Market for CareFirst BlueCross Blue Shield • Make it easy for individuals to obtain a quote using a proprietary Mobile Messaging Business Process
- 33. Marketing Strategy • Target the Individual Health Insurance Market [ 25 ‐ 44 year olds ] • Use signage at rail and bus stations to invite individuals to obtain an instant insurance quote via text
- 34. How it Works • Individual texts the word “HEALTHY” to 74574
- 35. How it Works • Individual receives an automated text reply requesting her age. • There are three routes she can go to get a quote: – Text to Quote – Mobile Website – Unique Phone Number
- 36. How it Works • She replies by sending her age. • Prompted to reply with gender.
- 38. How it Works • Replies with Zip Code • Prompted to reply with email address
- 39. How it Works • She replies with her email address • Receives an instant quote via text • Receives follow‐up text announcing how to apply
- 40. Auto Reply Email Whether people receive a quote via Text or via the Mobile Website, each receives this follow‐up email prompting them to apply. Results • Campaign ran 20 Weeks • Generated 449 Inquiries • Produced 201 Leads • Increased Sales 10%
- 41. How Smart Marketers Use Mobile ™ @JoelBook @ExactTarget
- 42. Vegas.com Uses SMS to Engage Visitors, Drive Email Opt-in .com Solution • Billboards invite visitors to go to m.vegas.com – the mobile website • Visitors can opt-in to receive exclusive limited time deals on hotels and shows via SMS Results • Huge increase in traffic to the mobile website • 70% increase in revenue per site visitor • 250% increase in revenue from mobile devices
- 43. Papa John’s Uses SMS to Deliver Daily Deal Offers that Drive Online Orders NOTE: Papa John’s experienced a 2.5X increase in engagement when sending by time zone.
- 44. • Balance Notification • Deposit Notification • Overdraft Alert • Overdraft Transfer Alert Ally Bank invites customers to set • Sleeping Money Alerts for Money Market and Online up text alerts and notifications Savings accounts pertaining to their Ally accounts • Your CD is up for renewal • Your latest statement is available • You have a Customer Service message waiting in Online Banking • Your transfer is processing • A new transfer account was added • A new Payee was added • A payment was completed • There was a problem with a payment or transfer • A new account was opened • Your ID or password was changed
- 45. Scotts Alert: Now is the perfect time to apply Scotts Turf Builder WinterGuard Fall Lawn Fertilizer to your lawn. Reply STOP to end alerts. Other charges apply.
- 46. Siemens Healthcare Uses MobileConnect™ to Convert Trade Show Attendees to Email Subscribers
- 47. Tradeshow Attendees are Invited to Text UPDATES to Receive Program Updates via SMS
- 48. Siemens Healthcare Uses MobileConnect ™ to Book Appointments with Medical Professionals at Tradeshows * Siemens booked meetings with 20 of 25 C‐Level executives who opted in to receive text updates at the Laboratory Diagnostics show
- 49. How Smart Marketers Use Mobile @JoelBook @ExactTarget
- 50. How Consumers Use Tablets and Smartphones The State of Mobile Content Marketing http://www.slideshare.net/ExactTarget
- 51. Websites are “Ground Zero” for Engagement Word of Mouth Search Engine Sponsored Marketing Events 71% of new business leads will come Educational Direct Webinar Mail from the corporate or brand website by 2015. Social Trade Media Shows Source: SiriusDecisions Online Print Advertising Advertising Email Broadcast Marketing Advertising Public Relations
- 52. 67% of Consumers are More Likely to Buy a Company’s product or Service if their Website is Mobile-Friendly! Source: Google/Sterling Research/SmithGeiger September 2012
- 53. “Before” “After” Hotels.com Non‐Mobile Optimized Website Hotels.com Mobile Optimized Website
- 54. Papa John’s Mobile Site Makes Ordering Fast and Easy • The home page is set up with a layout that is based on the iOS's native interface. • Links on the homepage are rendered as large, rectangular buttons. • Delivers a fast, easy and consistent ordering process that fosters repeat use. Papa John’s Mobile Site
- 55. ExactTarget Mobile Sites Solutions Marketers use ExactTarget MobilePages to create and host HTML5 landing pages. Sites are built on responsive web design to drive conversion.
- 56. Mobile Facebook Pages Convert “Likes” to “Subscribers” ExactTarget SocialPages enables marketers to create mobile- friendly, branded Facebook fan pages that drive engagement, email opt-in and conversion.
- 57. Each Week, Crocs Converts 500+ Facebook Fans to Crocs Email Subscribers! Crocs Email Subscription Center Crocs Invites Facebook Fans to become Crocs Email Subscribers Crocs is a client of Digital Evolution Group Crocs’ “Deal of the Week” Email Personalized to Subscriber Preferences
- 58. CUSTOMER ENGAGEMENT IS A HIGH-SPEED 24/7 CROSS-CHANNEL JOB. MAKE SURE YOU’RE OPEN FOR BUSINESS.