Scott McCorkle, VP of Technology, has enthusiasm and brains to make things happen at ExactTarget. He is now speaking to us at the opening session of ExactTarget Connections 08.
We now have the opportunity to hear Bob Ford, Director of Online Marketing for Papa Johns, talk about how to establish an email marketing program versus list management. Scott chimes-in to indicate ET has a team of people available to help companies build and empower franchisees to send out to their customers. Scott introduces the use of the new concept of “Building Blocks”. The log in interface is very different that the “standard: interface. Very easy and specific. Building Blocks will be broadly distributed early next year. Simple steps to allow the masses to do easy broadcasts.
Now Steven Harris, VP of Marketing from The Cable Shopping Network. He is from the direct response marketing school. It lines up as the late night infomercial model and seems to work. Omniture is a big part of their success. Steve is talking about the fall out report and how he targeted a 1% improvement the revenue he gained would be significant. Automated integration equals powerful results.
Live Content is the next major update. There is a major shift of content rendering moving from time sent to time opened. This seems to work well with offers and ads. ET is also announcing a partnership with Google to serve ads on the email with live content and live ads. Could be very powerful in reaching people with what they want to see. Scott introduces us to a representation from Home Depot to explain this concept and share results. Very powerful for targeted couponing and redemption tracking. The win in tying a purchase to a person and marketing channel.
Top 10 things for the next release. November 2008
- Enhanced Tracking – New Overview Tab, New Behavioral Data Section with Filters, Overlay features get big subscriber rules, love from the audience.
- Engagement Index – Quantitative Scoring will now be part of the life cycle awareness program. Looks like lead scoring similar to Eloaqua. If this then that what do we do…automatically; Nice!
- Mobile Capture – Opportunity to grow the list. Opt in on a mobile device. Mobile Capture gives you the ability to do the following: at a point of purchase display you will be able to opt-in on the spot.
- Voice Sending
- Mobile Sending
- Inbox Preview – See what the send looks like in a guaranteed way in all types of in-boxes like Yahoo, Outlook, iPhone, etc… – Additional charge which kinda stinks. Scott is very excited about this!
- Data Aggregation – Map External Data: Salesforce, Microsoft CRM
- “Web Collect 2.0″ – A collection of technologies that do more advanced data mapping
- Always On Sending
- iPhone App
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