See Sony PIM in action Personalised Integrated Marketing

DMA West 5th November 2008

Daniel FinnDigital Media Consultant

Sony DADC

Agenda

• Marketing landscape • Cross Media Marketing• What is Sony PIM?• PIM Case Studies

• Google• Mercedes• Tottenham Hotspur

• PIM measuring success in real time

“In 1965, 80% of 18-49 year olds in the U.S.

could be reached with three 60- second TV spots…

Media reach - then

Reference: Revenue Science Inc., Procter&Gamble

– Jim StengelGlobal Marketing Officer, Procter & Gamble

…In 2002, it required 117 primetime commercials to produce the same result.”

Reference: Revenue Science Inc., Procter&Gamble

Media reach - now

digital media:•Search•SEM•SEO

digital media:•Search•SEM•SEO

PULL

physical media:•above the line•TV•print

Direct Response Marketing Landscape

digital media:•Behavioural Targeting•Email Marketing•Mobile Marketing

PUSH

physical media:•pURL•QR Code•Integrated DM

guiding mediatarget media

TV Print Direct Mail POS Radio Online Mobile

TV

Print

Direct Mail

POS

Radio

Online

Mobile

Cross Media Marketing

“While there are significant benefits to optimising across digital channels, the big win comes through making on and offline channels work together.”

Power of DM and Digital

– Mike NutleyMarketing Week: Interactive

DM as lead – Digital as follower

Reference: Royal Mail & Quadrangle: DM & Email 2007. DM & Online 2007

I am more likely to click on an online advert if I have already received something from the company in the post

54% agree

Digital as lead – DM as follower

I am more likely to read mail from a company if I have already seen advertising for the company online

56% agree

Reference: Royal Mail & Quadrangle: DM & Email 2007. DM & Online 2007

DM & Digital as partner channels

I am more likely to remember something if it is communicated to me by post and online

69% agree

Reference: Royal Mail & Quadrangle: DM & Email 2007. DM & Online 2007

What is Sony PIM?

• Unique and patented marketing solution• Integrates offline and online channels• Personalise and tailor the experience• Measure engagement & response in real

time

Google – case study

• Promote Google AdWords• SME target audience• Objective

• Increase awareness in this segment• Acquisition of AdWords clients

• Campaign features• Digital voucher• Google AdWords eLearning course

Personalised & interactive DM

Personalised Offline Landing page

eLearning course

Engaging & relevant content

Digital voucher to drive online response

Seamless offline to online

Google – campaign performance

"The eBridge campaign was an unmitigated success for us! eBridge has given us a way to explain complex products like Google AdWords creatively and so acquire new customers.

Confirmed by the initial success we haveplanned further campaigns with eBridge withina very short time frame."

- Katharina FriedrichProduct Marketing Manager Google Germany

Case Study - Mercedes

• New CLC Coupe launch• Reach younger demographic

• Engaging content• Car racing game

• Objective• Generate test drives

• Integrate all marketing channels• Outdoor / press / DM / Web

Personalised DM to individual contact

Virtual test drive experience

Virtual test drive experience

Take the real test drive experience

Microsite for campaign

Mercedes – campaign outcome

• Campaign ongoing• 75% who have engaged have gone on to

test drive• Viral marketing – offline & online

Case Study – Tottenham Hotspur

• Membership / season ticket renewal program

• Objective• Promote upgrade packages• Increase use of online channel for

signup• Integrated DM campaign

• 7 segments by membership grade• Tailored content and incentives

Personalised to each supporter

Personalised offline landing page

Engaging and interactive content

Cross promote partners and sponsors

Tottenham Hotspur – campaign outcome

• 60K mailed• Online signup increased from 30% in

2007 to 65% in 2008• 6K upgraded their package• Follow up welcome campaigns launched

PIM measure success in real time

PIM online analytics dashboard

Immediate feedback on response

Geo Targeting your respondents

Customised analytics and tracking

Thank you

Questions

Daniel FinnDigital Media ConsultantSony DADCDaniel.finn@sonydadc.com07872 675 536www.sonydadc.com/ebridge