Keynote presentation at 2010 SEMA Online Marketing Conference, Las Vegas, NV

1. Integrated eMarketing
How Smart Marketers Use Digital Media to
Attract, Engage and Retain Customers
Joel Book
Principal, Research & Education Group
ExactTarget
@joelbook / #ExactTarget
Main Title – Month 2009 1

3. More than 8,000 Companies Use ExactTarget

4. Marketing in 2010
telemarketing

5. Addressable Voice
Marketing Media Evolution Mobile Email
SMS
Mobile Email
SMS + MMS
IM IM IM IM
Email Email Email Email
Direct Mail Direct Mail Direct Mail Direct Mail Direct Mail
Telephone Telephone Telephone Telephone Telephone
<1990 1990s 1999 2000s 2010
TV TV TV TV TV
Radio Radio Radio Radio Radio
Print Print Print Print Print
Display Display Display Display Display
Website Website Website Website
Search
Search Search Search
Online Display
Online Display Online Display Online Display
Paid Search
Paid Search Paid Search Landing Pages
Landing Pages Landing Pages Microsites
Microsites Microsites Online Video
Online Video Online Video Affiliate Marketing
Webinars Affiliate Marketing Webinars
Affiliate Marketing Webinars Blogs
Blogs RSS
RSS Podcasts
Podcasts Wikis
Wikis Social Networks
Social Networks Mobile Web
Behavioral
Mobile Web
Social Media & Ads
Virtual Worlds
Widgets
Twitter

10. Customers Expect to be Treated as Individuals
They expect
information, offers
and invitations that
are:
 Personal
 Relevant
 Timely

11. Marketing has
shifted from a
one-way
broadcast to a
two-way
conversation.

12. Social Media is Fueling the Conversation about Your Brand
Facebook: 500M active users
Twitter: 190M active users
LinkedIn: 70M active users
You Tube: 300M visitors/month
Social Media Usage (Worldwide)
Source: eConsultancy, July, 2010

13. Your
Brand
Evangelists
are Your
Best
Marketers

16. #1
Business Getting
& Business Keeping

18. Websites have become the “Hub” of Marketing
Word of Mouth
Search Engine Sponsored
Marketing Events
Webinars Direct Mail
Public
Relations Website Trade
Shows
Online Print
Advertising Advertising
Corporate Broadcast
Blogs Advertising
Social
Networks

19. Email: The Backbone of Customer Engagement
The Customer Life Cycle
Website Product Product Product Repurchase/ Brand
Visit Evaluation Purchase Usage Renewal Loyalty
Business Getting Business Keeping
Once a person gives you permission . . .
• Email aids the buying process.
• Drives repeat usage.
• Keeps the customer connected to your company.

20. In 2009, more
than 50% of
consumers made
a purchase due to
email.
Source: ExactTarget
“Email X-Factors, 2010”

21. In 2009, 82% of
top marketers
reported that
email was their
channel of choice
for retention .
Source: Winterberry Group

22. When and How to Use Email
Marketing
• Introduce new products relevant to needs and interests
• Promote events (i.e. Trade Shows, Webcasts, Open Houses)
• Drive leads
Sales
• Nurture leads (Deliver content that informs and educates)
• Cross-sell relevant products and services
• Support the selling effort of dealers / resellers
Service
• Deliver timely information that reinforces product value
• Keep customer informed of useful events and services
• Invite feedback regarding product value and benefit

23. 2 Companies
That are Digital
Marketing
Innovators

25. Website visitors are invited
to sign up for membership in
the Heavy Duty Club

26. Milwaukee Tools created its
“Heavy Duty Club” to make
it easy for customers to
access product information,
videos, tips from users,
rebates and promotions.

28. Your Brand
Evangelists are Your
Best Marketers!

29. Heavy Duty News keeps
Milwaukee Tools
connected with its
customers

30. The Power of Video
Since Milwaukee Tools began including
links to video showing its tools in action,
website traffic has increased 36%!

32. Connecting buyers with
dealers is a major objective
of Milwaukee Tool’s online
marketing strategy.

34. Volvo Construction Equipment
• VCE is part of Volvo Group; Started in
1832
• Products and services are offered in
more than 125 countries through
proprietary or independent dealerships.
• Customers use Volvo machines for road
construction, oil and gas exploration,
building demolition, industrial material
handling, and forestry.

35. VOLVO USES EMAIL TO HELP
DEALERS SELL NEW EQUIPMENT

36. The Monthly eMail Newsletter delivers
latest news on Volvo products and
services to 85,000 customers.
1. Dynamic Content – Volvo designed the email
template to allow for dynamic content. Through
integration with Microsoft CRM, Volvo changes
articles and product news articles based on user
interests.
2. Interactive Functionality – Adding video links has
allowed Volvo to gather immediate feedback on
product interest.
3. Analytics – The analytics from this eMail are used for
to capture customer insight and interests and aid re-
design.
4. Performance Metrics
– Average 12% Open Rate
– Average a 7% Click Through Rate

37. VIDEO IS VERY
EFFECTIVE FOR
EDUCATING BUYERS

38. Used Equipment
Volvo Remarketing Services'
Weekly Inventory List

39. The Remarketing Email is for
select customers who request
used equipment alerts.
1. Navigation – In its new design, Volvo added a Table
of Contents section with links to articles and
product news updates. These links have increased
website traffic 30%.
2. Content Syndication – Volvo dynamically displays
used equipment based on subscriber preferences.
Content syndication has reduced eMail build time
by approximately 30-40% by automatically
capturing content from websites.
3. Response Metrics –
– Average 21% Open Rate
– Average a 11% Click Through Rate

40. Volvo Helps Dealers
Promote and Sell Parts

41. Email is Used to Confirm
all Online Parts Orders
• Email is sent to customer “on
behalf” of the Volvo Construction
Equipment dealer
• Promotes other Parts & Service
specials
• Email communications software is
integrated with e-commerce
software to provide complete
automation of purchase transaction
emails and abandoned cart (non-
completed order) emails

42. Volvo Construction Marketing Technology
• All email planned and executed
through integration of email and
CRM
• Leads get to Volvo sales reps
www.volvoce.com
more quickly Landing Pages, Registration Pages
• Eliminates manual lead entry Product Microsites, Webcasts / Podcasts
Total Integration
• Ability to measure Campaign Tracking & Lead Scoring of Customer Data
campaign effectiveness
Email and Social Media Communications
Marketing Database

43. In 2009, Volvo’s online
marketing strategy
generated 285 lead
conversions representing
sales of $58MM *
* Does Not Include Used Machine or Parts/Service Sales, and/or Leases.

44. 10 Tips for
Effective
Digital
Marketing

45. 10 Tips for Effective Digital Marketing
1. Use SEO (Search Engine Optimization) to attract
prospective email subscribers to your website.
2. Use direct response text (SMS) at events to make it
easy for customers to opt-in to your email program.
3. Design your websites(s) to engage the visitor.
Provide multiple opportunities on site to subscribe to
email.
4. Send a Welcome Email to each new subscriber.
Thank them for subscribing. (Optional: Invite new
subscribers to download coupon for purchase.)
5. Create a Subscriber Preference Center. Use it to
identify customer needs and interests.

46. 10 Tips for Effective Digital Marketing
6. Develop email programs that deliver information,
offers and invitations that are relevant and timely.
7. Pre-Sale. Use email to provide information that aids
the customer’s decision-making process.
8. Post-Sale. Use email to enhance the product usage
experience. Invite customers to share their
knowledge and experience (Testimonials, Video).
9. Leverage social media (YouTube, Blog, Twitter). This
creates more awareness of your product and attracts
website visitors.
10. Automate email communications by integrating email
technology with CRM and e-commerce systems.

47. ExactTarget’s New Digital Marketing Resource Guide
Stay Current!!
• Websites and Blogs
• eNewsletters
• Books and Whitepapers
• Industry Organizations / Associations
• Conferences

48. Thank You!
Joel Book
ExactTarget, Inc.
Phone: 317.275.5444
Email: jbook@exacttarget.com
Blog: EmailMarketingbytheBook.com
@joelbook
Main Title – Month 2009 48