andersonDD.com

2014 Marketing Update:

5 must-know tips to boost ROI now

In 2014, success hinges on finding and forging the right relationships—with your audience, your marketing agency, and your marketing mix. Consider these suggestions from one of the nation’s top relationship builders with 25+ years of experience—Anderson Direct & Digital.

1. Understand the Google Effect

Prior to buying, 89 percent of consumers turn to Google, Bing or other search engines to find information on products, services or businesses.1 When they do, 70 percent of the links they click are organic, not paid.2

Know the SEO ground rules for getting better search results.

(Psst! It’s no longer just about keywords, but overall website relevance.)

2. Target by Lifestage

Young Immortals. Movers & Shakers. Empty Nesters. We all pass through different stages in life, with varying needs and wants along the way.

Whether or not you use one of the several excellent profiling solutions available, maximize DM performance by determining your segments, then positioning products and unique selling propositions (USPs) around them. Highly targeted marketing campaigns are next.

3. Test Endlessly—and Methodically

Nothing ventured, nothing gained. Improve incremental marketing performance while minimizing risk through a disciplined, statistically valid testing program that weighs different lists, creative, offers, formats, intervals and more. Equally important, make sure you develop a strict reporting structure to learn from the results.

For more tips, see next page >>

Today, 89 percent of consumers turn to search engines to find information on products, services or businesses.

Strive for an incremental lift in issue range and a decrease in cost per policy through a disciplined, statistically valid testing program.

1 2012 Digital Influence Index Shows Internet as Leading Influence in Consumer Purchasing Choices. Fleishman-Hilliard, January 31, 2012.

2 Marketing Sherpa, February 2007.

2014 Marketing Update: 5 must-know tips to boost ROI now ©2014 Anderson Direct & Digital

4. Channel Your Energy

Leaps in technology and changes in consumer behavior have spawned a megaton of data points that can show how TV, online searches, direct mail, social media and videos interact to drive consideration and purchases.

In today’s connected world, every communication is a direct communication. Full channel attribution is feasible and essential. And 10_30% bumps in marketing performance are possible for those that know how to use Analytics 2.0 to their advantage.3

5. Know Thy Competition

Few companies have the market cornered on anything anymore. So, you must differentiate to survive. And a full competitive analysis is a great place to start.

By thoroughly reviewing what your competition is doing across all channels—web, social, direct, and so on—you have a better chance of finding the most lucrative audience and niche for your company. Consider capping this study with a formal SWOT analysis outlining your strengths, weaknesses, opportunities and threats.

3 Nichols, Wes; Advertising Analytics 2.0, Harvard Business Review. March 2013.

2014 Marketing Update: 5 must-know tips to boost ROI now ©2014 Anderson Direct & Digital

In our mega-connected world, every communication is a direct communication.

You must differentiate to survive!

By thoroughly reviewing what your competition is doing across all channels, you have a better chance of finding the most lucrative audience and niche for your company.

Are you in the right relationship?

Let’s start a profitable one.

Contact me at (805) 493-0174 or shopkins@andersonDD.com

Scott Hopkins Executive Vice President