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The Medium Is The Message OMS PDX- Scott Roth

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Online Marketing Summit
Online Marketing Summit

This document discusses using email marketing plus other digital channels. Some key points made include: 1. Email should be combined with other channels like CRM, analytics, video, social media, SMS, and voice for better personalization and engagement. 2. The focus should be on serving individuals, honoring their preferences, and delivering timely, relevant content. 3. Getting the white paper on how companies are integrating email and social media can provide examples of this approach.

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MEDIUM THE IS THEMESSAGE online marketing summit J U N E 2 0 0 9 SCOTT ROTH DIRECTOR, PRODUCT MARKETING sroth@exacttarget.com
THREE TAKEAWAYS 1.EMAIL ISN’T OPTIONAL 2. EMAIL IS SOCIAL. SOCIAL NEEDS EMAIL. 3. HOW TO MAXIMIZE ROI WITH “EMAIL PLUS” www. EXACTTARGETinACTION .com
WE LIVE IN CRAZY TIMES www. EXACTTARGETinACTION .com
KINGDOMS ARE CRUMBLING www. EXACTTARGETinACTION .com
FANS ARE NOW REVOLUTIONARIES www. EXACTTARGETinACTION .com
FOOD WANTS US TO WATCH MORE TELEVISION www. EXACTTARGETinACTION .com
TELEVISION WANTS US TO WATCH MORE INTERNET www. EXACTTARGETinACTION .com
UNANTICIPATED CONSEQUENCES www. EXACTTARGETinACTION .com
ADDRESSABLE VOICE - TWITTER S M S – M O B I L E E M A I L EMAIL – INSTANT MESSAGING DIRECT MAIL - TELEPHONE <1990 1995 2000 2009 TV – RADIO – PRINT – DISPLAY - OOH WEBSITE – SEARCH – ONLINE DISPLAY PAID SEARCH – LANDING PAGES -MICROSITES AFFILIATE – ONLINE VIDEO - WEBINARS BLOGS – RSS – PODCASTS – WIKIS - DOOH C O N T E X T U A L – S O C I A L – M O B Iwww.E W E BL B E H A V I O R A L – W I D G E T S – V I R T U A L EXACTTARGETinACTIONS W O R L.com D
"In a culture like ours, long accustomed to splitting and WEall things as a means of control, it is sometimes dividing NEED A HERO a bit of a shock to be reminded that, in operational and practical fact, the medium is the message. This is merely message. to say that the personal and social consequences of any medium - that is, of any extension of ourselves - result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology." technology. www. EXACTTARGETinACTION .com
EMAIL REALITY CHECK www. EXACTTARGETinACTION .com
EMAIL OFFERS THE LARGEST USER BASE (source: PEW) www. EXACTTARGETinACTION .com
EMAIL OFFERS THE HIGHEST ROI (>$45) (source: DMA) www. EXACTTARGETinACTION 13 .com
EMAIL IS NOW MUCH MORE THAN NEWSLETTERS www. EXACTTARGETinACTION 14 .com
EMAIL PLUS www. EXACTTARGETinACTION .com
EMAIL + C R M PERSONAL RESPONSE www. EXACTTARGETinACTION .com
EMAIL + CRM CUSTOMIZED PRODUCT INFORMATION www. EXACTTARGETinACTION .com
EMAIL + CRM LEAD NURTURING www. EXACTTARGETinACTION .com
EMAIL + CRM RESELLER EDUCATION www. EXACTTARGETinACTION .com
EMAIL + ANALYTICS INTELLIGENT MESSAGING www. EXACTTARGETinACTION .com
EMAIL + ANALYTICS TRIGGERED RE-MARKETING RE- www. EXACTTARGETinACTION .com
EMAIL + ANALYTICS LIVE OFFERS www. EXACTTARGETinACTION .com
EMAIL + ANALYTICS BEHAVIORAL MESSAGING www. EXACTTARGETinACTION .com
EMAIL + VIDEO ENHANCED EXPRESSION www. EXACTTARGETinACTION .com
EMAIL + VIDEO EMBEDDED VIDEO www. EXACTTARGETinACTION .com
EMAIL + SOCIAL ACTION AMPLIFIED www. EXACTTARGETinACTION .com
EMAIL + SOCIAL ORIGINAL VIRAL www. EXACTTARGETinACTION .com
EMAIL + SOCIAL BUILDING COMMUNITY www. EXACTTARGETinACTION .com
EMAIL + SOCIAL CONSUMER CONTENT
EMAIL + SOCIAL THE SOCIAL FORWARD www. EXACTTARGETinACTION .com
EMAIL + SMS MOBILE IMMEDIACY www. EXACTTARGETinACTION .com
EMAIL + SMS MOBILE CAPTURE www. EXACTTARGETinACTION .com
EMAIL + SMS MOBILE ACTION www. EXACTTARGETinACTION .com
EMAIL + VOICE PERSONAL POWER www. EXACTTARGETinACTION .com
EMAIL + VOICE EVENT REMINDERS www. EXACTTARGETinACTION .com
EMAIL + VOICE STAR- STAR-STUDDED REMINDERS www. EXACTTARGETinACTION .com
THE CONNECTING THREAD THE FAN-CENTRIC www. presents www. FANMAILMARKETING 37 .com EXACTTARGETinACTION .com
1. SERVE INDIVIDUALS THE FAN-CENTRIC www. presents www. FANMAILMARKETING 38 .com EXACTTARGETinACTION .com
2. HONOR THEIR PREFERENCES COMMUNICATION CONTENT FREQUENCY CHANNEL THE FAN-CENTRIC www. presents www. FANMAILMARKETING 39 .com EXACTTARGETinACTION .com
3. DELIVER TIMELY, RELEVANT CONTENT THAT IMPROVES THEIR LIVES THE FAN-CENTRIC www. presents www. FANMAILMARKETING 40 .com EXACTTARGETinACTION .com
SANITY IS THE MESSAGE 41
Get This New White Paper! Expanding the Reach of Email Through Social Networks • How marketers are planning to integrate email and social media programs in 2009 • Key social media observations from B2B and B2C marketers • How major companies like Powell's Books, Carmex, and TripAdvisor are using social media
TEXT NOW TO GET THE NEW WHITEPAPER! 1. OPEN A NEW TEXT MESSAGE ON YOUR CELL PHONE 2. TEXT “OMS youremail@address.com“ to 38767 E X : “ OMS s r o t h @ e x a c t t a r g e t . c o m ” 3. HIT “SEND” (note: your phone # will not be saved) www. EXACTTARGETinACTION 43 .com
EMAIL: sroth@exacttarget.com BLOG: blog.exacttarget.com www. THE FAN-CENTRIC www. FANMAILMARKETING presents EXACTTARGETinACTION 44 .com .com

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