marketing to the power of one with mobile

@JoelBook

@ExactTarget

#MPMIS

ExactTarget

The Interactive Marketing Hub is used by marketers to manage

integrated data-driven campaigns

The largest independent SaaScompany focused on permission-based cross-channel marketing solutions.10,000 brands use ExactTarget to plan and execute integrated campaigns utilizing Email, Mobile, Social Media and Websites

Marketing [R]evolution

2013

Mobile EmailSMS + MMSIM EmailFaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMobile sitesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial MediaMobile AppsLocation Based AdsSocial Media AdsVirtual WorldsGeo-Location AdsQR Codes

1990s

IMEmailFaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline Advertising

1999

IMEmailFaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing

2000s

Mobile EmailSMSIMEmailFaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile Web

<1990

FaxDirect MailTelephone

TVRadioPrintDisplay

CUSTOMER ENGAGEMENT IS A HIGH-SPEED 24/7 CROSS-CHANNEL JOB.AND THE MARGIN FOR ERROR IS RAZOR THIN.

@JoelBook @ExactTarget

The Number of U.S. Smartphone Users will grow to 137.5 million in 2013.

Source: eMarketer

40% of All Emails Sent are Now Opened and Read on a Mobile Device.

Source: Return Path

By the end of 2013, 1.4 billion smartphones will be in use worldwide, up 44% over 2012.

[ 798MM Android, 294MM Apple iOS, 45MM Windows ]

Source: ABI Research

The Number of US Tablet Users will grow to 108 million in 2013 The Number of US Tablet Users will grow to 108 million in 2013

The Apple iPad

108MM US Tablet Users

ExactTarget Mobile SolutionsExactTarget Mobile created a new category of software that serves as the mobile messaging system of record.

Enables marketers to connect with their customers, throughout their engagement lifecycle, across all mobile channels.

Push Messaging

Mobile Sites & Landing Pages

Passbook Mobile Email Cross‐Channel Solutions

Global SMS Messaging

How Smart Marketers Use Mobile


The State of Mobile Content Marketinghttp://www.slideshare.net/ExactTarget

84% of Consumers Use Tablets and Smartphones to Read and Respond to Email

46% of CMOs believe Smartphone and Tablet Adoption will Impact Email Programs in 2013.Source: MarketingSherpa2012 Email Marketing Benchmark Report

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.

• Design for “tapable” touch targets, not text links

• Plan for an “Images Off” environment

• Forget multi-column layouts• Use bigger fonts!

Hitachi Data Systems’ eNewsletter Optimized for

iPhoneWhen viewed on a mobile

device, the font is increased automatically

• Mobile Email produces higher average order value.

• Mobile Email creates twice as many conversions vs Search or Social


Mobile Email Drives Bigger Orders

Marketers leverage ExactTarget Passbook to create and deliver passes or bar-coded coupons via email or IP-based messaging channels to drive mCommerce.

Coupons Sent by Email to Mobile Devices are Accelerating Retail Sales

Coupons Sent by Email to Mobile Devices are Accelerating Retail Sales

Mobile coupons get 10 times the redemption rate of traditional couponsSource: Mobile Marketing Association


™



90% of Consumers Use Tablets & Smartphones to Send and Receive SMS Messages

ExactTarget Global SMS SolutionsExactTargetMobileConnectempowers marketers with an easy-to-use messaging solution to create, target and track SMS campaigns in more than 80 countries.

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

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

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.

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 invite guests to text and receive a buy-one, get-one free coupon via email for its new Caramel Chicken entree.

80565

Caramel [email protected]

Landing Page for Caramel Chicken BOGO Offer Sign-up and Email Subscription

Welcome Email Sent to all New Email

Subscribers

Bar-Coded Email Coupons Drive

Consumers to StoresCampaign 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

CareFirst BCBS is a client of Meers Advertising

• 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

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

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

• Individual texts the word “HEALTHY” to 74574

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

How it Works

• She replies by sending her age.

• Prompted to reply with gender.

How it Works

• She replies with gender• Prompted to reply with Zip Code

How it Works

• Replies with Zip Code• Prompted to reply with email address

How it Works

• She replies with her email address

• Receives an instant quote via text

• Receives follow‐up text announcing how to apply

How it Works

Auto Reply EmailWhether 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%

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.com

Vegas.com Uses SMS to Engage Visitors, Drive Email Opt-in

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

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.

• Balance Notification• Deposit Notification• Overdraft Alert• Overdraft Transfer Alert• Sleeping Money Alerts for

Money Market and Online Savings 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

Ally Bank invites customers to set up text alerts and notifications

pertaining to their Ally accounts

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.

Siemens Healthcare Uses MobileConnect™

to Convert Trade Show Attendees to Email Subscribers

Siemens Healthcare Uses MobileConnect™

to Convert Trade Show Attendees to Email Subscribers

Tradeshow Attendees are Invited to Text UPDATES to Receive Program Updates via SMS

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

*

How Consumers Use Tablets and Smartphones


Websites are “Ground Zero” for Engagement

Trade Shows

Sponsored Events

Print Advertising

Direct Mail

Social Media

Broadcast Advertising

Public Relations

EducationalWebinar

Search Engine Marketing

Word of Mouth

Online Advertising

Email Marketing

71% of new business leads will come from the corporate or brand website by 2015.Source: SiriusDecisions

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

“Before”Hotels.com Non‐Mobile Optimized Website

“After”Hotels.com Mobile Optimized Website

Papa John’s Mobile Site

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.

ExactTarget Mobile Sites Solutions

Marketers use ExactTargetMobilePages to create and host HTML5 landing pages.

Sites are built on responsive web design to drive conversion.

Mobile Facebook Pages Convert “Likes” to “Subscribers”

ExactTargetSocialPagesenables marketers to create mobile-friendly, branded Facebook fan pages that drive engagement, email opt-in and conversion.

Each Week, Crocs Converts 500+

Facebook Fans to Crocs Email Subscribers!

Each Week, Crocs Converts 500+

Facebook Fans to Crocs Email Subscribers!

Crocs Invites Facebook Fans to become Crocs Email Subscribers

Crocs Email Subscription Center

Crocs’ “Deal of the Week” EmailPersonalized to Subscriber Preferences

Crocs is a client of Digital Evolution Group

MAKE SURE YOU’RE OPEN FOR BUSINESS.

CUSTOMER ENGAGEMENT IS A HIGH-SPEED 24/7 CROSS-CHANNEL JOB.

Joel BookExactTarget, [email protected]

@JoelBook

www.linkedin.com/in/joelbook

marketing to the power of one with mobile

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