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Serving has become the new selling

All marketing is personal!

I had the opportunity to listen to Joel Book, Principle for eMarketing Research and Education at ExactTarget, at one of our American Marketing Association meetings recently.  He gave a talk titled Marketing to the Power of ONE.  The theme was that we used to market to the masses.  Now we need to market to the individual and serving has become the new selling.  Rather than pushing a message to our customer telling them what to do we now need to provide our customer with information relevant to them and encourage them to communicate with us and share our information with others.

The following are my notes from the presentation.  Joel also added a good list of great resources for mobile that are included at the end.

Until next time – all the best!

RolandB

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Four rights. The …

Right message to the

Right customer for the

Right market at the

Right time

 

All marketing is cross channel marketing

The customer is in control.  We are not.

 

Serving has become the new selling

Need to find and cultivate advocates

Brand advocates are your most successful salesman.

 

Websites are the gateway to engagement

Make it easy for a customer to raise their hand

71% of new business leads will come from the corporate or brand website by 2015.

Source: SiriusDecisions

 

Put yourself in a position to score!

35% of a company’s “most valuable” email subscribers are acquired via the corporate or brand website.

Source: The Relevancy Group

 

Example

Engagement begins with registration at Scotts.com

“ It’s all about you!  Jump in and customize your experience.  Register now”

 

Scotts gives website visitors “a reason” to register

Scotts invites website visitors to subscribe to Lawn Care Update

Scotts delivers personalized content to website visitors

 

Email is the cornerstone of the customer engagement strategy

66% of US Consumers have made a purchase as a result of a marketing message received by email (Exact Target research)

 

93% of  U.S. online consumers are email subscribers, receiving at least one permission based email per day (1)

1.         Source: ExactTarget Research Report: Subscribers, Fans & Followers, 2011

 

Acquire

Volvo Construction Equipment Uses Email to Respond to Information Requests from Prospective Buyers

 

Engage

Volvo Construction Equipment Uses its Email to Nurture Leads, Deliver Relevant Product Information

Dynamic Content

–            personalize articles and product news

Interactive Functionality

–           Links to videos

Analytics

–           Volvo knows which articles are being read

 

Convert

Papa John’s Daily Deal Offers Drive Online Orders

 

Serve

Anthem Uses its eMagazine to Serve Members

 

Grow

Dreamfields Pasta Uses Email to Drive Purchase and Referral of its Products

–           In 5 years, Dreamfields has grown sales from $5 Million to more than $25 Million!

 

Retain

MIKE’S Car Wash uses email to drive online sales

Your email subscriber database is the single best asset the marketing department owns.

 

Hope is not a strategy!

What is your lead development strategy?

How do you convert a “like” to a follower to a website visitor to a subscriber?

75% of social media users say email is the best way for companies to communicate with them. (MarketingSherpa)

 

Your biggest ambassadors are your satisfied customers. 

Give them personalized information that is easy to share.

Social drives to the Web Site

Scotts Invites Facebook Fans to Subscribe to Lawn Care Update ( And 50% Convert! )

–           they get a coupon as a thank you

One of every 2 customers that “likes” Scotts becomes an email subscriber

 

50% of Consumers are More Likely to Buy after Following a Brand on Twitter

 

Give to get …….

Nothing is more powerful than the endorsement of a Brand Advocate!

 

Mobile

–           delivers exclusive offers

–           drives traffic

–           extends customer service

By the end of 2012, more people will be reading email on a mobile device than on the desktop or on webmail.

–           Source: Return Path – May 2012

The number of U.S. smartphone users will reach 115.8 million in 2012, and grow to 137.5 million in 2013.

Source: eMarketer

“Now is the time to embrace mobile as the next marketing frontier.” Melissa Parrish, senior analyst at Forrester Research, Inc.

“Mobile Marketing: Three Principles For Success” February 2012

 

Design Email for Mobile

36% of emails worldwide are opened and read on mobile devices.

Source: Litmus, April 2012

Anatomy of a Perfect Mobile Email By Justine Jordan

http://litmus.com/blog/anatomy-mobile

Great Resource for Mobile Messaging

In the Field Guide to Mobile Messaging, you’ll get tips and detailed instructions for building mobile messaging (SMS) programs to:

• Enable consumers to opt-in to your email newsletter

• Send customer service alerts to customers

• Execute marketing campaigns on Facebook and Twitter

• Deliver relevant and timely promotions to consumers

http://www.exacttarget.com/us/lp/mobilemessaging.aspx?ls=Website&lss=FldGuidetoMobile.M.O&lssm=Corporate&camp=701A0000000dEtZIAU

 

Is your website mobile ready?

–            optimize for mobile

–            optimize for conversion

By 2013, mobile phones will overtake PCs as the most common Web access device worldwide   Source: Gartner, 2012

67% of Consumers are More Likely to Buy a Company’s product or Service if their Website is Mobile-Friendly! Source: Google/Sterling Research/SmithGeiger September 2012

“If you don’t do anything else, get a mobile-enabled site.”

Source: Peter Fitzgerald, Google’s retail technology & business markets director.

 

For Mobile – Headlines should be at least 30 pt.  Text should be at least 14 pt.

 

All marketing is cross channel!!!

 

Consumers have More Influence than You Realize

Surprising Findings about Brand Advocates

30% of brand advocates recommend products or services weekly

61% consider buying the product recommended by a Brand Advocate

22% of consumers buy the product recommended

 

Smart Marketing

Real Time

Real Personal

Cross Channel

Have Fun!!

_

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Great Resources for Mobile Email

Four Responsive Email Layouts

By Chris Studabaker

http://marketingland.com/four-responsive-email-layouts-15858

 

ExactTarget Inbox Tools

A suite of rendering and deliverability tools to maximize deliverability

http://pages.exacttarget.com/inbox-tools

 

Return Path Blog – Mobile Email

Practical advice for improving mobile email effectiveness

http://blog.returnpath.com/blog/mobile-email

 

Inbox Preview

Tools for previewing how your mobile email will render by device

http://www.returnpath.com/solution-content/inbox-preview/

 

Litmus Email Testing

Enables you to preview email on 30+ email clients and mobile devices

http://litmus.com/email-testing

 

Anatomy of a Perfect Mobile Email

By Justine Jordan

http://litmus.com/blog/anatomy-mobile

 

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