Download - The Holy Grail of Integrated Marketing

Integration | Cross Media The Holy Grail of Marketing

Robin Marchetti

Our industry is not simply changing, it is being redefined…creating historic

opportunity for the prepared, and profound threats for the unprepared.

Absolutely no one, no matter how big, how well established or how successful in the

past can afford to do business the same old way.

Andy Paparozzi

Chief Economist

NAPL State of Industry Report

Highlights from DMA 2010

• Listen to Customers-Chief Customer Officer

• Companies are becoming radically transparent

• Focus Groups=Crowd Source

• Layer Social with Traditional Mediums

• Agencies challenge- “how do you communicate in a twitter statement or less”

• Everyone is talkin’ mobile

Entire contents © 2008 Forrester Research, Inc. All rights reserved. 4

Monies are shifting from traditional to interactive


Email replaces print and direct mail budgets

"Email is so inexpensive we are getting even more use. We are completely skipping the

direct mail piece of our Student Campaign.“-- Sovereign Bank


Interactive channels will increase in effectiveness

Increasing effectiveness

Decreasingeffectiveness

What does your mailbox look like???

The Great Recession or The New Normal?

• Revisit your strategic marketing plan

• Identify your target market - who are my customers, where are the opportunities, products & services to offer, gain expertise

• Positioning your company - differentiation in the minds of prospects & customers

Position (Reposition) Your Company

The Mirror Test

• 118 seconds to actually pitch (position)

• 110 seconds is the av. elevator ride

• 8 seconds to hook me (av. attention span of an adult)

• 110 seconds to sell me.

XYZPrinting__________________________________

Account PayableABC CompanyCity, St. Zip

55,000 Data Management $ 750.00

1.00 Project Management $ 1250.00

55,000 Printing of 5.5 x 8.5 Postcards $ 3545.00

55,000 Mailing Services $ 1275.00

55,000 PURL Campaign $15,000.00

55,000 Email Campaign $ 6500.00

1.00 Monthly Consulting Retainer $ 5500.00

How many line items are on your invoice?

Add more services-

integration means

revenue

How do you get started?

• Define your customer’s goal/objective

• Start small

• Involve your vendor early-you need to choose an audience, make the message concise and determine how to deliver it. Work out the budget and timeline. And..measure.

• Allow time for planning-identify the audience, who are your ideal customers, review data to segment into smaller lists, if not enough data consider modeling-or finding like customers


Marketers are functioning with leaner teams than ever

Trendspotter 2010

1. Increase analytic sophistication to drive business decisions. Organizations will need to reassess internal databases

2. Increase customer retention efforts

3. Create more attractive content

4. Develop more targeted and relevant communications to disseminate across channels

5. Utilize multi-channels for your customers marketing message

Evolution to a More Competitive, Multi-channel Marketplace

1. Only 4% of Marketing Execs and 7% of IT Execs feel they are prepared to exploit digital marketing channels.

2. Only 8% of Marketers & 6% of IT said they believe their data and analytics are integrated.

3. 78% of Marketers and 68% of IT believe digital marketing is important. Only 1/3 of Marketers and 1/5th of IT said their companies are invested in digital!

4. Noticeable disconnect between IT & Marketing*Sample survey of 328 Marketing Executives and 308 IT Executives

Aligning the CMO & CIO to Achieve Intelligent Marketing

Goals for Multi-Channel Communications

• Typically promotional in nature

• Track responders and non-responders

• Set automatic triggers based on responses

• Include customized, data-driven content

• Provide a means for gathering data

• Provide reports to the client

• Provide leads to the sales team - feedback loop

What are some of the channels?

PURL

Direct Mail

Email

PURL

QR Code | Augmented RealitySocial

Search Engine

SMS

Organizations will need to reassess internal

databases

Data

Data, Data Everywhere

• Becoming More Richer and Intelligent

• Encourages Customer Loyalty and retention

• Identify the audience, who are your ideal customers, review data to segment into smaller lists, if not enough data consider modeling-or finding like customers

• Measure results-Cross media metricsEmail-Open, click through

Direct Mail-measure compared to email, PURL, phone and overall sales

PURLs-Measure total visits, conversions, length of time spent at given PURL, repeat visits and links of exit

DATA MINING-•EXTRACTING PATTERNS FROM DATA•PREDICTIVE MODELING-FORECASTING PROBABILITIES AND TRENDS

PROFILING-•WHAT DOES YOUR BEST CUSTOMER LOOK LIKE

LEAD SCORING-•ASSIGN A POINT VALUE TO PROSPECTS•HOW THEY INTERACT WITH THE COMPANY•IF THEY HAVE A NEED FOR THE PRODUCT

Using email as part of the solution

Email Ad Spending will jump to $677 million in

2011, from $492 million in 2008

eMarketer-”Social and Email Spending to Rise.” www.emarketer.com

Top 3 ToughestInboxes to Reach for Deliverability

1. gmail2. hotmail

3. msn

Length Matters!

Even your best customers don’t read really long emails. The job of most emails is to get your attention & drive you somewhere else

• landing page

• retail store

• whitepaper

Email Ad Spending will jump to $677 million in

2011, from $492 million in 2008

eMarketer-”Social and Email Spending to Rise.” www.emarketer.com

Top 3 ToughestInboxes to Reach for Deliverability

1. gmail2. hotmail

3. msn

Give Careful thought to your Creative

Email creative is very different than any other marketing creative

Email does not support alot of bells & whistles you’ll find in other digital media advanced interactivity, animation, sophisticated/ consistent rendering

Also, think how your message will render on a smart phone

Only 33% have images turned on

by default according to

Marketing Sherpa.

Email Rendering Tests

BB OS with No HTML Email

OS wit h HTM BB L EmailiPhone OS

Android OS Windows Mobile OS ver 6.0 Symbian OS

Optimize Creative |Drive Customers to Social

Optimize Creative

Remarket• Redesigned creative lifted

response rate between 100-350%

• Email Marketing efforts generated $119,567 in revenue

• ROI was $39 for every $1 spent for a 3,886% return

• Overall event registration was 11% higher than planned

Tracking and Deliverability

What you measure depends on your objectives

Email metrics by importance :

•Click Through •Deliverability•Conversions•ROI•Open Rate•Revenue•Total Subscribers•Forwards

Opens-Who and When??Maximize open rates based on knowledge for future campaigns

Test different times to send emails to see what receives the best results

Don’t Forget About Your Subject Lines

• Keep it concise-35 characters or less• Make it about the reader• Make it actionable by providing sense of urgency

and clear call to action (think verbs!)• Ensure your message is clear, and informative• Avoid all CAPS and exclamation marks! All caps

feel like you are shouting for attention and not respectful.

• Include your brand• Ask the question-Does it catch enough of your

attention to read on?

Using PURLs as part of the integrated marketing

solution

It’s not a made to order magic trick

Personalized URLs are not a made-to-order magic trick you can buy from the store and immediately get

results for your business.

Like all marketing tools use personalized URLs to:

• think about a strategy for reaching your different customer segments• plan on integrating your ‘magic’ personalized URLs with current media• make a conscious effort to follow through on each message you send

Make it Relevant

Both Personalization and segmentation can be continued on landing pagesthat include one touch opt-ins and registrations to begin a two way

conversation that involves prospects ad customers

Case Study Integrated CampaignClient: Forrester Research

• Independent technology and market research company

•Gartner, the main competition, is 5 times their size and advertises aggressively

• Forrester needs targeted approach, more leads and a faster sales cycle

Targeted Email with incentive drive them personalized landing page and capture additional data

Targeted PURL postcard and PURL email

Not many pictures on the email so it renders

correctly when downloaded

Utilized testimonials and name dropping!

Not only testimonials- but relevant to the industry they are

targeting

Another in a series of personalized messages...

And the campaign continues...

The website has the same synergies...they give just enough information...remember they are consultants like you that charge for their knowledge!

Very interactive website!

The Results!

• The direct mail series pulled 5.2%. • The email series had an open rate of 43% and

click-through of 20%. • In first quarter, the campaign generated $98,000

in new sales.

Things to remember

• Cross-discipline cooperation is key• Let data drive creative• But … let marketing objectives drive

the data• What will move the needle?

Things to remember

• Consider dividing job into phases• Building and learning as you go-

change things up if something is not working

• How good is your data?

Text is Next?

Opportunities: SMS/Text• Mobile marketing is exploding-at the end of 2008 there

were 270 million mobile subscribers• Reaches 87% of households in the US• Top Mobile Verticals:1.Directories2.Telecommunication3.Finance4.Entertainment5.Dating6.Retail & Restaurants7.Consumer Package8.Travel9.Education10.Automotive


Mobile has a lot of potential

The texting audience is large and still growing. eMarketer projects that the growth of the global market for ad support of mobile messaging will reach nearly $12 billion in 2011.

Entire contents © 2008 Forrester Research, Inc. All rights reserved.

•90% of all text messages are read within three minutes of delivery

•99% of all text messages are read by the recipient, according to a whitepaper by Singlepoint

•Remember all text messaging is opt in which contributes to the high action rates.

•Mobile spending currently makes up less than 5% of marketing budgets

•Challenges are number of different device types, operating systems and screen sizes available.

•Watch for the evolution of location-centric mobile apps

•Healthy usage of location based checkin-Foursquare51

SMS/Text

MO Example - Papa Johns

This Pizza chain allows users to set up preferences online and then order their favorite pizza by sending a text message to a specified short code. Papa John’s provides online FAQ’s SMS order examples, and an intuitive preferences page so

subscribers can easily control their messages

SMS | Text Messaging

QR Codes and Augmented Reality

What is it?

QR (Quick Response)CodesQR codes used as mobile tagging has started in Japan and since are

implemented in the mobile marketing world. As marketing applications their uniqueness stems from their Quick Response orientation which allows customers

to access real time information

• QR (Quick Response) • feature purls and drive users from printed

materials to the web via smartphones• can turn a printed direct mail piece into an

interactive mobile call to action• allows static messages to become a quick

scan hyperlink to just about anything online

57

Print is not dead

3D BarcodesAugmented Reality

which essentially means to layer data like audio, graphics, and animation

over live video — existed long before Esquire used it on their cover. The term was coined in 1992 by Tom Caudell while working for Boeing, where factory workers used AR to

sort parts. Now, with video cameras in so many electronic devices — including the webcam on your

computer — AR applications range from advertising to architecture and

gaming to pizza boxes.

Engaging Customers through Social

Media

Starbucks - My starbucks idea on Facebook.

• Lesson: thinking of ways to build your company are great, but directly asking your consumers what they want is better. Acting on it is the success of the campaign

IBM-created an entire network of blogs allowing their employees to write about

their experiences, what they were working on etc. Lesson: having a CEO that blogs is great but increase the number of blogs and you increase the

connections

Blendtec-Will it Blend?

Youtube viral video

Blendtec’s retail sales are up

700%, its Youtube site has 200,000+ subscribers and it has been featured on The Today Show, Tonight Show, History Channel, Wall St. Journal to name a few. It has also won a Clio for their interactive efforts.

• Experiment-Try, try again• Integrate direct mail, email, website,

sms with your presence in social media communities

listen and share.

Your customers are talking…what do they have to say?

in the future-the future is NOW,

we will not be measured by the quality of

the output; we will be measured by the

quality of the OUTCOME.

thanks

Robin MarchettiWise

P:888.815.WISE

Download - The Holy Grail of Integrated Marketing

Top Related