EXACT TARGET

CONNECT

GLOBAL TOUR

Lessons from the 2013 Sydney

#ETCONNECT conference

In May 2013, Exact Target brought together As ia Paci f ic ’s top market ing minds for a col lect ion of keynotes and workshops des igned to insp ire , educate and empower marketers .

WHAT IS

#ETCONNECT? CONNECT Global Tour Marketing is undergoing an amazing transformation in the Asia-

Pacific region. We’re in the midst of a digital marketing revolution,

with the CMO soon to be the most influential executive in the

boardroom. And the digital marketing manager is sitting at his

right hand.

But a 2012 IBM survey of CMOs discovered that there are four key

factors that CMOs are unprepared for:

• Data explosion

• Social media

• Growth of channels and devices

• Shifting consumer demographics

With that in mind, here is our wrap up of the recent ET CONNECT

Sydney conference…

What is inspired marketing?

Marketing transformations are occurring across the board,

and some of the biggest changes include:

• Consumers are now hyper-connected

• Marketing spend is shifting – from offline to online

• Marketing has to stay relevant and top of mind

Consumers are also steadily moving online.

Did you know that a staggering 96% have opted to receive branded

email communications?

And 55% have liked a brand on Facebook? And 6% are following

brands on Twitter?

The biggest incentive for these figures is EXCLUSIVITY.

Keynote:

‘Inspired marketing’

Lee Hawksley

What is inspired marketing?

Australian consumers are becoming more integrated – especially with

the growth of mobile marketing.

We have one of the highest mobile adoption rates in the world,

with 74% of consumers admitting they never leave home without their

Smartphone.

71% of Smartphone users check their email as soon as they wake up,

with mobile social media use more popular in the evenings.

For traditionally siloed marketing departments to respond to this, they

require inspired marketing.

The three principles of inspired marketing are:

1. Serve the individual – leverage customers’ needs

2. Honour unique preferences – allow customers to choose channels

3. Delight with timely, amazing experiences – reward and surprise

Keynote:

‘Inspired marketing’

Lee Hawksley

Executive panel: the digital C-suite

• Jodie Sangster, ADMA

• Jeff Flanagan, Microsoft

• Campbell Brown, GrabOne

• Linda Barrett, Deals Direct

• Jimmy Storrier, 12WBT

There’s been a power shift from marketing to customer as consumers

have become better informed.

“Customers are far more informed today than they were five

years ago. They’ve already done their research before they

decide to buy,” says Barrett.

Which means marketers need to provide them with this information

before they make the purchase decision.

Lead by Jodie

Sangster, CEO

ADMA, the panel

explored the

changing roles of

the C-suite.

Executive panel: the digital C-suite

Lead by Jodie

Sangster, CEO

ADMA, the panel

explored the

changing roles of

the C-suite.

Key points from the panel

The rise of the ‘influencer’ The rise of the ‘influencer’ has also made this power shift apparent.

Today’s consumers trust peer recommendations more than ever. But

how are marketers going to give these peers the information and

tools they need to become brand advocates?

Privacy and customer thresholds – the balancing act There’s a fine line between being relevant by segmenting your target

market and knowing ‘too much’ about a customer so that you

infringe on their privacy. It’s important to know enough about the

customer to help them, but not invade their comfort zone.

The other key trend discussed was the rise of the storyteller. The

art of storytelling is becoming more and more important in the

modern marketing toolkit.

“It’s really about being able to craft the story that’s relevant

to different audience segments,” said Jeff Flanagan.

How to capture leads and drive

engagement on Facebook

The general feeling among marketers is that Facebook is easy for

people but hard for brands, and that brands tend to participate in social

media campaigns in bursts instead of being consistent across social

channels.

Facebook best practice:

1. It’s your customer, not Facebook’s (no matter what Mark

Zuckerberg thinks!)

2. Let social be social – let go of your traditional controls

3. Every Facebook campaign should be a cross-channel campaign for

a cohesive consumer experience

4. Targeting = relevance

5. Measure your actions from the customer perspective

Session #2:

‘Capture Leads,

Build Promotions, &

Drive Engagement

in Facebook’

Margaret Francis

How to capture leads and drive

engagement on Facebook

Perhaps the biggest hurdle for brands on Facebook is to

let social be social.

Brands need to accept the possibility of negative sentiment and use

that to their advantage – you learn most from what people don’t like

about you than what they do.

It’s important to encourage reciprocal relationships with your

customers and start to direct them to channels they feel

comfortable following up with. By opening the door to a little bit of

negative sentiment, you will let in a whole lot of positive sentiment

from customers.

Session #2:

‘Capture Leads,

Build Promotions, &

Drive Engagement

in Facebook’

Margaret Francis

eCommerce and cross-channel personalisation

Session #3:

‘Personalised

Ecommerce &

Guided Web Selling’

Mike Silvester

Data is crucial to personalising the conversation with your

customers.

5 steps for effective cross-platform personalisation:

1. Get personal – build up a picture of your customer over time with

demographic, social, browsing and personal data.

2. Uncover hidden details – track your user’s order history, click-through

data and preferences to better target communication.

3. Stop sending ‘vanilla’ messages – there’s a huge opportunity to

personalise transactional messages to re-engage with customers.

4. Focus on user experience – in a hypercompetitive situation it’s

important to optimise user experience otherwise consumers will go

elsewhere.

5. Personalise emails – marketing emails that are personalised

improve conversion rates by 15 to 25%.

Managing conversations across Facebook and Twitter

Many brands struggle to get the most out of customer interaction on

social media platforms – specifically Facebook and Twitter –

because they’re terrified of being called out by consumers.

But using social media merely to promote and sell is a very narrow

marketing approach. Instead, brands should be creating,

communicating, delivering and exchanging with customers.

Best practice for social engagement:

1. Manage all your social identities across all platforms

2. Choose your networks – and have a distinct editorial voice for

each

3. Have an objective – most social media activity today is without

any strategy or objectives

4. Answer when asked

5. Collaboration is key

Session #5:

‘Managing

conversations

across Facebook

and Twitter’

Margaret Francis

Managing conversations across Facebook and Twitter

Session #5:

‘Managing

conversations

across Facebook

and Twitter’

Margaret Francis

How can your brand improve its engagement with customers

across social media?

Don’t just jump on whichever social network is ‘hot’ right now.

You need to match the platform to your marketing program and

objectives.

Similarly, marketers need to match the social network to

consumer behaviour – i.e. people don’t expect customer service

on Pinterest but they definitely do on Twitter.

It’s time for brands to move away from tactical social goals like

increasing likes and followers, and move towards achieving

business goals through social media.

It’s impossible to engage alone. Marketers need business-wide

support in their efforts to engage with customers.

Your email is a social butterfly

Session #8:

‘Your Email: A

Social Butterfly’

Australians are social by nature, and a whopping 96% are

signed up for at least one branded marketing email.

But how do you add a social media element to your email

marketing?

1. Include social media icons within emails

2. Make calls to action – like ‘share this’ – clear

3. Create social-specific campaigns – encourage consumers

to follow you on social media with incentives and

promotions

4. Personalise your social channels – make your employees

the face of your brand and personalise the consumer

experience

5. Don’t be afraid to try something new!

6. Use social to drive email – incentivise social media

followers with promotions to sign up for emails

Mobile: the future is now

Session #9:

‘Mobile: The

Mobile Future is

Now. Prepare

Today!’

David Galante

Mobile marketing is growing in Australia at a rapid rate.

Did you know:

66% of Australians own a smartphone?

It has become compulsive – we use our smartphones 150 times a day?

From 2011-2012, multi-device use grew from 60 to 74%

“The future of mobile is context” – David Galante

And a user’s context is determined by their preferences, attitudes and

situations.

There are four steps to a successful mobile marketing strategy:

1. Acquire

2. Onboard

3. Engage

4. Retain

Shrinking the web experience onto mobile is not going to work, you need

to bridge the online experience and the mobile experience.

Email intelligence: what you need to know to improve ROI

Session #10:

‘Email Intelligence:

What You Need to

Know to Improve

Email ROI’

Theo Noel

Although email marketing returns more revenue than any other

channel, more than 25% of emails across the globe don’t make it into

the intended recipient’s inbox.

75% of email traffic is grey mail, 50% is newsletters and only 2% is

spam – so what are customers afraid of?

Email marketers need to understand and explore the key metrics of

email ROI – customer engagement and smarter analytics.

To boost ROI you need:

Complete visibility – construct competitive email campaigns to ignite

more subscriber activity

Real performance data – learn from intelligent engagement analytics

Competitive benchmarking – target your customers’ interests

Asia Pacific: prepare for the thunderstorm

Keynote:

‘Asia Pacific:

prepare for the

Thunderstorm’

Kyle Lacy

When talking about trends, most people ask: “What’s next?”

But we need to consider “What’s now?” because the customer is the

most important person in the marketing landscape.

Welcome to the ‘era of you’, where the individual leads the average.

Data is crucial in this landscape.

“Data beats opinions. Data changes business models.” – Kyle Lacy

And in the end, data = revenue

Asia Pacific: prepare for the thunderstorm

Keynote:

‘Asia Pacific:

prepare for the

Thunderstorm’

Kyle Lacy

There are four key trends shaping this marketing shift.

1. The mobile moment

The mobile moment is about being connected – screens start to

disappear and start to become more of what we do each day.

2. The responsive moment

Every one of your brand’s mediums needs to be responsive. And design

is integral to this – if you have to pinch the screen, you did it wrong.

3. The local moment

The local moment is about interacting with people where they are

standing. Geofencing is an example of this at work.

4. The social moment

Reworking Seth Godin’s 1999 quote: “Marketing is no longer about the

stuff you make, but the stories you tell.” The social moment centres on

small, highly engaged communities.

20:20 vision – technology, business and

brands in the 21st century

Keynote: ‘20:20 vision –

technology,

business and

brands in the 21st

century’

Rachel Botsman

“We are living in a time when technologies are

converging. This is creating a social and

economic revolution that’s transforming the way

we live and work. It’s transforming not only what

we consumer, but how we consume.” – Rachel Botsman

20:20 vision – technology, business and

brands in the 21st century

Keynote: ‘20:20 vision –

technology,

business and

brands in the 21st

century’

Rachel Botsman

There are four major trends that are going to transform the next decade

of marketing, and all represent an opportunity for brands and marketers

to engage with people in new ways.

1. Crowd power

The ability to harness the network power of many individuals – like

crowd funding.

2. Online to offline

The use of digital tools to create face-to-face, real-world

interactions like Airtasker.

3. Social design

This puts people (not a product) at the centre of the experience,

and requires building trust.

4. Access over ownership

Consumers today are less interested in “stuff” and more interested

in experiences, like the physical ownership of music and movies

shifting to on-demand access.

20:20 vision – technology, business and

brands in the 21st century

Keynote: ‘20:20 vision –

technology,

business and

brands in the 21st

century’

Rachel Botsman

There are three key qualities that brands must encompass to be

successful in the future:

1. Empowerment – how can you empower users?

2. Participation – it’s the end of the ‘consumer’ and the birth of

‘members’

3. Humanness – brands need to be empathetic and personal

There’s a huge power shift happening from centralised control to user-

generated experiences. And smart companies are working with this

disruptive force, rather than against it.

We hope you enjoyed our wrap up of the lessons from Exact Target’s

Sydney CONNECT conference. For the latest insights and content marketing advice visit:

Our website:

http://www.kingcontent.com.au/

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