We are currently undergoing a radical shift in the delivery of information. As the recipients of today strive for more and more information, they demand to have it THEIR way, as in THEIR media. They require branded content and context; they seek to define the delivery media of their choice; and they want both privacy protection and the benefits of data driven marketing. Learn how to strategically use segmentation strategies to engage and empower your subscribers across channels.

2. Meet
the
Presenters
• Nate
Romance
–
ExactTarget
• Jai
Williams
–
Strongmail
• Dave
Hendricks
–
Live
Intent
• Dwight
Sholes
–
Travel
Impressions/American
Express
VacaFons

3. Session
Format
4
mini
debates
on
cross
channel
topics
One
‘Pro’
and
one
‘Con’
Argument
per
topic

4. Debate
Topic
#1
Leveraging
Facebook
Connect
as
opt-­‐in
an
effecFve
process
for
list
growth
and
engagement
across
channels

5. Pro
Facebook
Connect
• A
way
to
extend
acquisiFon
cross-­‐channel
• Allows
ease
of
access
into
the
social
realm
• Saves
Fme
• Allows
for
user
interacFon
from
a
larger
source

6. Pro
Facebook
Connect
• Facilitates
creaFng
brand
advocates
/
Word
of
mouth
markeFng
• Unique
value
proposiFon
-­‐
it's
free
• Cuts
down
on
formaliFes
• Yields
access
to
acFonable
"rich"
data

7. Con
Facebook
Connect

8. Con
Facebook
Connect
• “Subscribers
Rule”
• Facebook
Connect
acquired
users
ARE
NOT
SUBSCRIBERS,
they
are
‘users’
and
are
subject
to
facebook’s
Pla_orm
TOS
• The
restricFve
policies
related
to
Facebook
pla_orm
can
be
found
at
h`ps://developers.facebook.com/policy/
• You
are
building
your
biggest
compeFtor

9. Con
Facebook
Connect
• Explicit
consent
from
your
subscribers
creates
value
• Facebook
Connect
reduces
signup/sign
on
fricFon
• Low
FricFon
=
low
engagement
• Pla_orms
can
change
their
TOS
at
will
(see:
Twi`er)
• “..or
any
other
acFon
as
we
in
our
sole
discreFon
deem
appropriate.”

10. Debate
Topic
#2
The
tablet
is
a
unique
experience
and
should
be
treated
as
a
separate
channel
from
mobile
or
desktop
experience

11. Pro
Tablet
as
a
DisFnct
Channel
• There
are
three
disFnct
experiences
now
in
email
–
should
you
treat
them
differently?
– Legacy
(web
mail
like
MS
IE
and
FFOX)
– Lean
Forward
(iPhone
and
PhAndroid
“Galaxy”)
– Lean
Back
(iPad
and
Kindle
Fire)

12. OPENS
BY
BROWSER/DEVICE

13. BROWSER BY AGE & CTR
*based on 1 billion opens

14. Con
Tablet
as
a
Unique
Channel
• When
is
tablet
the
‘first
screen’?
• How
does
the
tablet
experience
incorporate
context?
• MulF-­‐screening
on
a
tablet

15. Con
Tablet
as
a
Unique
Channel

16. Debate
Topic
#3
• Over
the
last
4
years,
the
industry
has
seen
an
introducFon
to
pla_orms
that
make
an
a`empt
to
connect
and
bridge
the
conversaFon
between
adverFsers
and
tweeters
(or
posters)

17. Pro
Sponsored
Tweets/Posts
• Provides
quick,
value-­‐added
snippets
or
product
updates
• Daily
Deals
/
Coupons
• Gives
added
level
of
public
visibility
• Drives
Brand
Awareness
• Cross-­‐channel
markeFng

18. Pro
Sponsored
Tweets/Posts
• Are
cognizant
of
brand
reputaFon
• Transparent
and
offer
full
disclosure
• Go
beyond
the
simple
product
pitch
• ConversaFonal
• All
things
in
moderaFon
/
less
is
more

19. Con
Sponsored
Tweets/Posts
• Social
media
is
about
engagement
• AuthenFcity
drives
engagement
• AuthenFcity
is
in
the
eye
of
the
beholder
• How
your
audience
will
react
is
not
formulaic
or
always
predictable
• Risk:
sponsorship
as
just
another
way
to
flog
offers

20. Con
Sponsored
Tweets/Posts
One
of
our
most
Engaging
posts
of
2012:
14,580
fans
reached

21. Debate
Topic
#4
360
by
2020:
A
360
View
of
your
customers
will
be
achievable
by
the
year
2020.

22. Pro
360
• Seven
years
is
a
long
Fme
• We
all
buy
into
the
vision
• M&A
acFvity
is
moving
us
in
this
direcFon
• Progress
being
made
on
acquisiFon
and
analysis
• Mobile
is
cross-­‐channel

24. Pro
360
by
2020

25. Con
360
by
2020
• Not
a
technology
problem
• Obstacles:
Fme,
money,
legacy
systems
• Gartner
Report,
2012:
– 1%
of
companies
integraFng
social
media
&
CRM,
increase
to
25%
by
2017
• With
unlimited
budgets,
no
legacy
systems,
and
infinitely
flexible
staff
and
work
processes,
change
could
happen
overnight

26. Con
360
by
2020

27. “What are the top three greatest challenges you experience with your current cross
channel marketing programs?”
[Responses included in top three challenges]
60%
Organizing to allow for cooperation 13%
18%
Understanding customer interactions across channels 38%
50%
(online, mobile, social, offline) 33%
40%
Coordination with internal groups or external agencies 25%
33%
Maintaining customer data quality across campaigns and/or 13%
30%
channels 28% Level 4
30%
Automating repetitive marketing processes 4%
13%
20% Level 1
Staffing marketing programs sufficiently 40%
46%
Proving results to the executive team to garner support and 20%
33% All
budget 38% respondents
Managing campaign execution across multiple marketing 10%
29%
technologies (email, ad serving, mobile marketing, social, 35%
10%
Responding to customers in real-time 13%
17%
Lack of knowledge of how to move beyond a single channel 46%
approach (email, mobile, social media, etc.) 24%
Controlling marketing project budgets that are dependent 29%
on IT collaboration 25%
Base: 211 cross-channel marketing professionals at companies with $100-million or more in annual revenue
Source: A commissioned study conducted by Forrester Consulting on behalf of ExactTarget
© 2012 Forrester Research, Inc. Reproduction Prohibited

28. Thank
You!