1. ™
CONNECT THE DOTS
Integrating Emerging Channels into
your Direct Marketing Program
Alex Williams
New Orleans, LA April 17–20, 2012
#cgxemerge

2. Google me…

3. Agenda
• Challenges of the Current
Landscape
• Customer Channel Expectations
• Relevance, Context, Content

4. We get lots of emails

5. We get lots of everything!

6. 60 Seconds Online

7. Channels are Multiplying…
IM IM Mobile Email Addressable Voice
SMS Mobile Email
Email Email IM SMS + MMS
Direct Mail Direct Mail Email IM
Direct Mail Email
Telephone Telephone Direct Mail Direct Mail
Telephone Telephone Telephone
<1990 1990s 1999 2000s TV 2012
TV TV TV TV Radio
Radio Print
Radio Radio Radio
Display
Print Print Print Print Website
Display Display Display Display Search
Website Website Website Online Display
Search Search Search Paid Search
Landing Pages
Online Display Online Display Online Display Microsites
Paid Search Paid Search Online Video
Landing Pages Landing Pages Affiliate Marketing
Microsites Microsites Webinars
Blogs
Online Video Online Video
RSS
Webinars Affiliate Marketing Podcasts
Affiliate Marketing Webinars Contextual
Blogs Wikis
RSS Mobile Web
Behavioral
Podcasts Facebook
Contextual Twitter
Wikis YouTube
Mobile Web Augmented Reality
Widgets
MySpace
Flickr
Location-Based (e.g., Foursquare)
Google+
Pinterest

8. The Increasingly Mobile Consumer
Email Open Rates - February 2012
Desktop
Mobile
Webmail
Source
Mobile up 4% from January ‘12

9. Lots of consumption, few conversions

10. TO CUT THROUGH THE
N O I S E W E N E E D TO
U N D E R S T A N D
W H AT
MOTIVATES
CONSUMERS

11. CRITICAL
CORPORATE
ASSETS

12. AS
ASSETS,
THEY NEED
TO BE
CULTIVATED

13. PROTECTED

14. AND
UNDERSTOOD

15. THEY ARE IN
LIMITED
SUPPLY

16. READERS,
LISTENERS &
VIEWERS

17. SUBSCRIBERS,
FANS &
FOLLOWERS

18. 6 FACTORS THAT DICTATE CHANNEL PREFERENCE
Content
Is this a marketing message?
Immediacy
Do I need to send or receive this message right away?
Accessibility
Will I need to reference this message later?
Privacy
Do I want the world to know about this message?
Formality
Do I need to convey a level of professionalism with this message?
Initiation
How did the conversation originate?

20. SUBSCRIBERS
WANT MET
EXPECTATIONS

22. FANS WANT TO BE
ENTERTAINED

26. FOLLOWERS WANT
INFO, ACCESS &
INFLUENCE

31. 58% of
Marketers Say
Channels
Compete
for Budget

32. INTEGRATE
THE PARTS

33. Keys to Success
• Don’t Force It
• Strive for Useful, Entertaining, or
Both
• Let customers lead the way to new
opportunities
• All roads don’t have to lead home

34. Don’t Force It

35. Don’t Force It

36. “Share This” is not Social
Real User Quotes:
• “I wouldn't share this info, because it's just for my own good.”
• “I'd share a link with a friend if I found something they would be
interested in.”
• “I wouldn't use social bookmarking, [this is] not interesting information
for others. Only if my friend was actually looking for this information
would I share it I think.”
• “Never noticed the social networking tools. Don't expect to find news on
my Facebook. Now that you say it I know they're on other sites, but I
never pay attention to them”
NNGROUP.COM: College Students on the Web 12/10

37. Add the Spirit of Social to your content
37
37

38. Mobilize the Experience
If your direct marketing is driving a lot of traffic
from mobile devices, you need to accelerate your
mobile efforts. Let the data create the urgency.

39. Photos drive engagement: B2C

40. Photos drive engagement: B2B
Email Facebook Instagram
Maersk Line

41. QR Done Right
Print QR Mobile Web Video
Using QR to code to drive to entertian and
educate through video.

42. QR Done Wrong
Print QR Mobile Web
Using QR to code to drive to shopping on
unfriendly mobile experience.

43. Q&A

44. Thank you!
Alex Williams
Director, Creative & Digital Strategy
Trendline Interactive
alex@trendlineinteractive.com
Twitter
http://www.twitter.com/alexcwilliams
LinkedIn
http://www.linkedin.com/in/emailmarketingstrategy