the future of email & messaging
DESCRIPTION
From e-Dialog'sTRANSCRIPT
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The Future of Email & Messaging
Moving the Right Audience to the Right Action
Dave Wieneke www.usefularts.us
@usefularts
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www.usefularts.us
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Performance Marketers
Artists Move Audiences Through the Unique Use of Craft
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The Opposite of Victims
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What Makes a Great Campaign?
Tangible
Approachable
Personal
Memorable
Campaign
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The Future of Messaging
Dave Wieneke – www.usefularts.us
Context & Relationship in the In Box
Clients Pick Channels
Grow and Engage Through Social
Corporate Brand Matters
Digital Goes Corporate
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Where is Our Persistent Advantage?
Source: Creative Commons – Liz West: http://www.flickr.com/photos/calliope/2862685784/
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The Choke Point of Distribution?
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Access to Capital?
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Relationship
Advantage Gets Banked as Customer Preference
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Relationship Marketers Own Client Context
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% gain 52% 54% 84% 60%
Source: Forrester Research Email Marketing Forecast, 2011 To 2016 (US)
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Email at Every Turn
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www.usefularts.us Dave Wieneke – www.usefularts.us
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Hell, No!
Next…
Hell, Yeah!
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Mail Boxes & Streams
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Cognitive Oversubscription
Dave Wieneke – www.usefularts.us
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Simplicity is the good
manners of our age. “ ”
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In the Past: Content Economy
Creation Tools Rule in Media
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Today: Attention Economy
Context & Use Rule in Relationships.
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Context Rules
Content Was Never King.
Helping Your Audience is King. “
”
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Content Was Never King.
Helping Your Audience is King. “
”
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The Audience Leads
They joined social Bought smart devices And are now always on.
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www.usefularts.us 28 http://www.realwire.com/release_detail.asp?ReleaseID=8847
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Application Design Is The New Standard
User UX Bar is Headed Up
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End of PC Dominance
http://online.wsj.com/article/PR-CO-20110112-907810.html
Dave Wieneke – www.usefularts.us
http://www.informationweek.com/news/hardware/desktop/showArticle.jhtml?articleID=229000646
Goldman Sachs predicts tablets will cannibalize one in three US PC sales this year. Smart Phones to Out Ship PC’s in 2012. (Meeker) Smart Phones to out consume PC’s in bandwidth 2013 (Gartner)
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“Mobile Only” Segment on 56x Growth Path
13
788
2
420
2
55
0
100
200
300
400
500
600
700
800
900
2010 2015
Su
bsc
rib
ers
(M)
Mobile Only Internet
Asia Pacific
North America
http://brunocullen.wordpress.com/2011/01/10/cisco-visual-networking-index-global-mobile-data-traffic-forecast-update-2009-2014/
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IBM Vulcan Enterprise Portal
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Email frequency will be lower – more relevant in time, topic, and channel.
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Don’t Sit There, Do Something!
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…and Something Else
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…and the new thing!
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Use Only What You Need
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Social Media
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Kevin Zelko - Salesman
http://usefularts.us/2011/04/15/are-you-a-twitter-sales-insurrectionist-here-are-three-who-remade-sales-in-140-characters/
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Be Media With Legs
http://usefularts.us/2010/09/16/amanda-palmer-140conf/
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Distribution Over Destination
Starbucks FB gets 12x its Brand Site Traffic
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The brand’s website is the primary source
for email acquisition. “ ” e-Dialog
Deciphering Customer Acquisition
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-59% -57%
-33% -28%
-12% -10% -17%
-11%
15% 16%
34%
14%
Yearly Change in Unique Visits (2009 – 2010)
Top Brands Are Loosing Site Traffic
GM J & J GE P & G Coca-Cola
Delta Ford Motor
Verizon Wal-Mart
Target Intel Amazon.com
68 of the top 100 brand sites have negative traffic growth.
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CPG Shows Huge Social Shift
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65% of Non-Comm Sites Get More Facebook Traffic
10133
11328
11 6
Walt Disney Coca-Cola
Extremely High Facebook Traffic value in 1000s
Facebook Website
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Ecommerce Sites Had Little Facebook Shift
1280 1911
994 412 218 4 161 10 65
11728
13428
11382 10778
3380 2338
1685 1079 870
Change in Unique Visitors (e-Commerce) value in 1000s
Facebook Website
Wal-Mart Stores
Target Best Buy Amazon. com
Dell Comcast Sprint Nextel
Lowe’s Costco Wholesale
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Social Media is Email’s Best Acquisition Opportunity
Challenger brands can rapidly map and gain market engagement. Harvest, append, and approach the marketplace digitally. Recruit category enthusiasts.
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Comparative ROI vs. Other Means
Lower CPA Than Events Higher Likelihood to Engage FAR higher promoter scores.
“social media’s best connection to the revenue train”
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What Does Success Look Like?
Qualified list growth Net promoter score New purchase Account retention Client advocacy (the real investment)
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The Age of the Monolith Brand is Done
Its better to be the man behind the curtain than OZ.
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Better to Be Loved Than Mighty
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Better to Be Loved Than Mighty
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Better to Be Loved Than Mighty
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Better to Be Loved Than Mighty
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Better to Be Loved Than Mighty
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Better to Be Loved Than Mighty
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Better to Be Loved Than Mighty
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Better to Be Loved Than Mighty
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Minimum Viable Personality
Tangible Approachable Personal Memorable
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Brands are neutral vessels. Customer experience gives brands meaning. “
”
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Plastic Aloof Playing for the crowd From central casting
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Meet Kathy Beth Terry
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Architected Conversation…
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What Not to Do
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Identity Trumps Subject Lines
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Humanize the Brand
(just the impact of one photo!)
Personalization PERSON
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It Changes Engagement
Seeing Who Sent the Message Matters
Name Photo
4.2%
6.0% 9.8%
6.2% 48%
63%
Clicker Rate
Total Click Rate
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Professional Sports & CX
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Governance to be MORE human
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Digital Started in IT
Listserves SMTP Email Hosting Portals Loganalysis Groupware App Dev Security Data
IT
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Digital Marketing Emerges
Listserves SMTP Email Hosting Portals Loganalysis Groupware App Dev Security Data
Social Lists Email Marketing Corporate Corporate Sites Web Analytics Community Mobile Apps Compliance CRM
Marketing IT
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Digital Business Transforms
eCRM Transactional Client Suppt. Community BI Client Community Product Delivery Legal Data Stewardship
360 client view xChannel ROI Client experience
Social Lists Email Marketing Corporate Corporate Sites Web Analytics Community Mobile Apps Compliance CRM
IT
Listserves SMTP Email Hosting Portals Loganalysis Groupware App Dev Security Data
Marketing Digital Business
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Companies That Shift Win
Source: IBM, CEOs are expanding the innovation horizon: important implications for CIOs
-1
0
1
2
3
4
5
6
Product/service innovators Cost reduction Business model innovators
Compound annual growth rate over five years
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Market boundaries are not given They are reconstructed by the actions & beliefs of industry players
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Marketers Move Audiences Through the Unique Use of Craft
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Relationship is for Rock Stars
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…and the new thing!
83
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Cause Tension
Cause Tension
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* Disclaimer: opinions expressed are mine, trademarks belong to their respective owners.
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Thanks e-Dialog