- Главная
- Разное
- Дизайн
- Бизнес и предпринимательство
- Аналитика
- Образование
- Развлечения
- Красота и здоровье
- Финансы
- Государство
- Путешествия
- Спорт
- Недвижимость
- Армия
- Графика
- Культурология
- Еда и кулинария
- Лингвистика
- Английский язык
- Астрономия
- Алгебра
- Биология
- География
- Детские презентации
- Информатика
- История
- Литература
- Маркетинг
- Математика
- Медицина
- Менеджмент
- Музыка
- МХК
- Немецкий язык
- ОБЖ
- Обществознание
- Окружающий мир
- Педагогика
- Русский язык
- Технология
- Физика
- Философия
- Химия
- Шаблоны, картинки для презентаций
- Экология
- Экономика
- Юриспруденция
CONVERSATIONS, NOT CAMPAIGNS презентация
Содержание
- 1. CONVERSATIONS, NOT CAMPAIGNS
- 2. Source: Adbusters, 2011
- 3. Matt Zilli Senior Product Marketing Manager Marketo mzilli@marketo.com @mattzilli
- 4. The Perfect Campaign Do the right thing
- 5. We’re bad at this…. And here’s proof
- 6. Trustworthy Always Relevant Conversations, Not Campaigns Coordinated
- 7. TRUST
- 8. I opened [your email] because I knew
- 11. The key to getting opt-in is to
- 12. List Building Tactics
- 13. ALWAYS RELEVANT
- 14. When it comes to marketing, nobody wants to get blasted
- 15. Demographic Segmentation Gender Age (or birth year) Geography Income Interests Job title Industry Company size
- 16. The Key to Relevance is Behavioral Targeting Tactics to Increase Email Engagement
- 18. Listening & Responding to Behaviors I can
- 19. CONVERSATIONAL
- 20. What is an engaging conversation? Listens and adapts Communications flow one to the next
- 21. Email Website Social Campaigns Transactions
- 22. Welcome! Here’s what to expect Check
- 23. OK, why aren’t more marketers doing this?
- 27. This is way too complicated.
- 28. Drag and drop new content Not just email campaigns – Social, Direct Mail, SMS, etc…
- 29. COORDINATED ACROSS CHANNELS
- 31. STRATEGIC: BEYOND OPENS AND CLICKS
- 33. Open Click Unsubscribe Bounce Etc.
- 35. Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics
- 36. Source: Marketo Revenue Cycle Analytics, June 2013
Source: Adbusters, 2011
Слайд 5We’re bad at this…. And here’s proof
A typical email campaign…
19% Open
Rate
3% Click-Through Rate
0.5% Unsubscribe Rate
And if this email is “the right thing,”
is a click the right result?
3% Click-Through Rate
0.5% Unsubscribe Rate
And if this email is “the right thing,”
is a click the right result?
* Representative stats from various email service provider reports
Слайд 6Trustworthy
Always Relevant
Conversations, Not Campaigns
Coordinated Across Channels
Strategic
Why?
Because effective marketing needs to
be:
Слайд 8I opened [your email] because I knew it was your weekly
email and I wanted to see inside -- the subject had no influence. That’s what happens when you become a trusted resource or an expected one.
--Meryl K. Evans, “Content Maven for Hire””
--Meryl K. Evans, “Content Maven for Hire””
Слайд 15Demographic Segmentation
Gender
Age (or birth year)
Geography
Income
Interests
Job title
Industry
Company size
Слайд 22Welcome! Here’s what to expect
Check out this article
Here’s a cool video
See
our latest offering
Share this with friends
Here’s what others like!
Happy birthday
Hi, are you ready to buy?
More cool content
Share this with friends
Here’s what others like!
Happy birthday
Hi, are you ready to buy?
More cool content
Слайд 34
Engagement Over Time
Dec Jan Feb Mar Apr May
100
80
60
40
20
0
1.5%
Unsubscribe
65
Engagement
55d
Next Cast
Mar 18, 2013
Engagement: 60
2013
Marketo’s
Secret Sauce
Definitive Guide to Events
Lead Nurturing
Definitive Guide to Events
Lead Nurturing
Lead Nurturing Streams Setup My Tokens Members
View: Dashboard ▼ Streams: All Streams ▼
Слайд 36Source: Marketo Revenue Cycle Analytics, June 2013 * Percentage of all programs
in channel that achieve MT Ratio > 5
Nurture Email - CTA
Nurture Email
Paid Online (PPC+Email)
Nurture (New)
% Above Min*
N/A
52%
N/A
39%
79%
46%
N/A
38%
N/A
N/A
N/A
29%
38%
52%
7.6
