keynote: email -- where it fits in the evolving world of multi-channel marketing
TRANSCRIPT
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Let’s start with the facts
• Each day 20% of Google searches have never been searched before
• 1 in 5 couples meet online; 3 in 5 gay couples meet online; 1 in 5 divorces are blamed on Facebook
• Social gamers will buy $6 billion in virtual goods by 2013; as basis for comparison, moviegoers will only buy $2.5 billion in real goods
• 90% of consumers trust peer recommendations while only 14% trust advertisements
• Generations Y and Z consider email passé and some universities have even stopped distributing email accounts – B.Y.O.E.
Erik Qualman, author of Socialnomics
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A common responseBrands want to be the cool kids
Erik Qualman, author of Socialnomics
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EngagementBrands want to be people too
Build a Relationship
Construct a Dialogue
Exclusive Offers
Personalize Content
Innovate #SMW12
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True engagement has risksAs it requires repeatable, measurable and scalable execution
“Do you even know I am a customer?”
“It’s an integrated campaign.
We have a website and an
email blast”
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Cue emailEmail has an ability many channels do not – the ability create valuable, personalized touches – at scale
82% of
individuals are
comfortable
sharing personal
data via email
Experian / YouGov 2011 Survey of 1998 consumers in the UK
The high numbers of respondents
open to receiving communication
from brands via email shows how
powerful email marketing can be.
Brands are more likely to have
information shared with others if
email marketing is used.
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A shift in attitudes towards data privacy
• The “Cash for Information” - 94% of young professionals whom will share
information in exchange for monetary benefits
• While 52% agreed that a cash reward was the most preferred exchange
benefit, “Affluents” (those earning over $150k) were more interested in receiving
exclusive deals/discounts on products & services (51%).
72% of US consumers will share data in exchange for value
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Informed DG Email as extension of the social conversation
Using findings derived from
our knowledge of SAP
conversations with existing
customers, we established a
roadmap to transition a global
brand campaign to regional
platforms