digital marketing innovation

Charlotte, North CarolinaJuly 17, 2012

#ETREAL

Fueling the Conversation with ExactTarget

Joel BookPrincipal, eMarketing Research & EducationExactTarget, Inc.

Marketing to the Power of ONE

Marketing to the Power of ONE

How the Digital Revolution is Changing the Way Customers 

Engage with Brands

@JoelBook

Source: The McKinsey Quarterly 

Source: The McKinsey Quarterly 

Digital Media [R]evolution

2012

Mobile EmailSMS + MMSIM EmailFaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile WebLocation Based AdsSocial Media AdsVirtual WorldsLocation Based SvcsQR Codes

1990s

IMEmailFaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline Advertising

1999

IMEmailFaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing

2000s

Mobile EmailSMSIMEmailFaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile Web

<1990

FaxDirect MailTelephone

TVRadioPrintDisplay

Magazine

Consumers Interact through Multiple Channels

Consumers Interact through Multiple Channels

Marketing to the Power of ONE

Consumers have More Power and More Influence

Consumers have More Power and More Influence

3 Surprising Findings about Brand Advocates

• 30% recommend a brand’s products or services weekly

• 61% of people consider buying the product or service recommended; 22% actually buy

• 57% prefer Email for sharing recommendations (#1 among all media)

Source: Zuberance

“Three Surprising Findings about Brand Advocates” 

Marketing Innovators

Real Marketers Real Solutions

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