7. What Makes a Great Campaign?
Campaign
Tangible Personal
Approachable Memorable
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8. The Future of Messaging
Context & Relationship in the In Box
Clients Pick Channels
Grow and Engage Through Social
Corporate Brand Matters
Digital Goes Corporate
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Dave Wieneke – www.usefularts.us
9. Where is Our Persistent Advantage?
Source: Creative Commons – Liz West: http://www.flickr.com/photos/calliope/2862685784/
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30. End of PC Dominance
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)
http://online.wsj.com/article/PR-CO-20110112-907810.html
http://www.informationweek.com/news/hardware/desktop/showArticle.jhtml?articleID=229000646
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Dave Wieneke – www.usefularts.us
31. “Mobile Only” Segment on 56x Growth Path
900
788
800
700
600
Subscribers (M)
Mobile Only Internet
500
420 Asia Pacific
400
North America
300
200
100 55
13
2
0
2010 2015
http://brunocullen.wordpress.com/2011/01/10/cisco-visual-networking-index-global-mobile-data-traffic-forecast-update-2009-2014/
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45. “ The brand’s website is the primary source
for email acquisition.
e-Dialog
”
Deciphering Customer Acquisition
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46. Top Brands Are Loosing Site Traffic
68 of the top 100 brand sites have negative traffic growth.
Yearly Change in Unique Visits (2009 – 2010)
34%
15% 16% 14%
-12% -10% -11%
-17%
-28%
-33%
-59% -57%
GM J&J GE P&G Coca- Delta Ford Verizon Wal- Target Intel Amazon.
Cola Motor Mart com
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48. 65% of Non-Comm Sites Get More Facebook Traffic
Extremely High Facebook Traffic
value in 1000s
Facebook Website
11328
10133
11 6
Walt Disney Coca-Cola
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49. Ecommerce Sites Had Little Facebook Shift
Change in Unique Visitors (e-Commerce)
value in 1000s
Facebook Website
13428
11728 11382
10778
3380
1911 2338
1280 1685
994 1079 870
412 218 4 161 10 65
Wal-Mart Target Best Buy Amazon. Dell Comcast Sprint Lowe’s Costco
Stores com Nextel Wholesale
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50. 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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51. 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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52. What Does Success Look Like?
Qualified list growth
Net promoter score
New purchase
Account retention
Client advocacy (the real investment)
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53. The Age of the Monolith Brand is Done
Its better to be the man behind the curtain than OZ.
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54. Better to Be Loved Than Mighty
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55. Better to Be Loved Than Mighty
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56. Better to Be Loved Than Mighty
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57. Better to Be Loved Than Mighty
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58. Better to Be Loved Than Mighty
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59. Better to Be Loved Than Mighty
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60. Better to Be Loved Than Mighty
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61. Better to Be Loved Than Mighty
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75. Digital Started in IT
IT
Listserves
SMTP Email
Hosting
Portals
Loganalysis
Groupware
App Dev
Security
Data
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76. Digital Marketing Emerges
IT Marketing
Listserves Social Lists
SMTP Email Email Marketing
Hosting Corporate
Portals Corporate Sites
Loganalysis Web Analytics
Groupware Community
App Dev Mobile Apps
Security Compliance
Data CRM
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77. Digital Business Transforms
Digital
IT Marketing
Business
Listserves Social Lists eCRM 360 client view
SMTP Email Email Marketing Transactional xChannel ROI
Hosting Corporate Client Suppt. Client experience
Portals Corporate Sites Community
Loganalysis Web Analytics BI
Groupware Community Client Community
App Dev Mobile Apps Product Delivery
Security Compliance Legal
Data CRM Data Stewardship
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78. Companies That Shift Win
Compound annual growth rate over five years
6
5
4
3
2
1
0
-1
Product/service innovators Cost reduction Business model innovators
Source: IBM, CEOs are expanding the innovation horizon: important implications for CIOs
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79. Market boundaries are not given
They are reconstructed by the
actions & beliefs of industry players
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