the future of direct marketing - implications for publishing and media
TRANSCRIPT
The Future of Direct Marke1ng
Direct marke1ng – the best inven1on since sliced bread?
They say sliced bread is the pinnacle of human achievement – though we’ve landed on the moon, split the atom and more.
At Acxiom, we believe Direct MarkeAng should be held up as the greatest markeAng invenAon we’ve
had; today marking the way for Digital MarkeAng’s future.
At Acxiom, we believe Direct MarkeAng should be held up as the greatest markeAng invenAon we’ve
had; today marking the way for Digital MarkeAng’s future.
But why? And what exactly is Direct MarkeAng?
Contents:
What is Direct Marke1ng?
The Future of Direct Marke1ng
The Implica1ons of Direct Marke1ng for Publishing & Media
How Acxiom helped The Guardian
This slideshare is designed to share Acxiom’s thoughts on the future of Direct MarkeAng and help you when considering your own
strategies and plans around direct and digital markeAng.
What is Direct Marke1ng?
For many people, when they hear the term Direct MarkeAng, they think this means only Direct Mail.
What is Direct Marke1ng?
For many people, when they hear the term Direct MarkeAng, they think this means only Direct Mail.
What is Direct Marke1ng?
But Direct MarkeAng is much more than that.
Direct mail is a form of Direct MarkeAng, but along with telemarkeAng, and to some
extent email markeAng, it is not the only form.
What is Direct Marke1ng?
What is Direct Marke1ng?
The most important aspect of Direct MarkeAng is the principal behind it. Marketers using it must be aiming to:
Get a message or offer DIRECT to an individual
What is Direct Marke1ng?
The most important aspect of Direct MarkeAng is the principal behind it. Marketers using it must be aiming to:
Get a message or offer DIRECT to an individual
What is Direct Marke1ng?
The most important aspect of Direct MarkeAng is the principal behind it. Marketers using it must be aiming to:
That is based on the ability to RECOGNISE them,
Get a message or offer DIRECT to an individual
What is Direct Marke1ng?
The most important aspect of Direct MarkeAng is the principal behind it. Marketers using it must be aiming to:
That is based on the ability to RECOGNISE them,
Which means you can develop an UNDERSTANDING of them,
Get a message or offer DIRECT to an individual
What is Direct Marke1ng?
The most important aspect of Direct MarkeAng is the principal behind it. Marketers using it must be aiming to:
That is based on the ability to RECOGNISE them,
Which means you can develop an UNDERSTANDING of them,
Then PERSONALISE the communicaAon and dialogue, and improve abiliAes to
understand ATTRUBUTION.
DIRECT > RECOGNISE > UNDERSTANDING > PERSONALISE > ATTRIBUTION this principal
is Direct MarkeAng at its best.
What is Direct Marke1ng?
With Digital MarkeAng, there are greater capabiliAes but more complexity with much more fragmentaAon.
What is Direct Marke1ng?
Digital markeAng works wonders, especially:
What is Direct Marke1ng?
For mono-‐channel ecommerce brands.
Digital markeAng works wonders, especially:
What is Direct Marke1ng?
For mono-‐channel ecommerce brands.
If customers are always logged in.
Digital markeAng works wonders, especially:
What is Direct Marke1ng?
For mono-‐channel ecommerce brands.
If customers are always logged in.
When maintaining current customer relaAonships.
But how, in the real world should you make sense of this new markeAng-‐world
order?
What is Direct Marke1ng?
If you consider a consumer hoping for a consistent seamless experience across
touchpoints, or a marketer wrestling with varied digital channels to deliver that connected experience, a massive and obvious challenge becomes clear.
What is Direct Marke1ng?
When it comes to the customer, the best way to understand and engage with customers across mulAple media, channels and devices
is directly through data.
What is Direct Marke1ng?
The next stage is using data connecAvity to achieve seamless customer
recogniAon, on or offline.
What is Direct Marke1ng?
The goal is to get a direct message to a recognised
individual, based on informed understanding.
What is Direct Marke1ng?
Following the Direct MarkeAng principals, the next steps are to personalise and aSribute – measuring the impact and opAmising over Ame.
What is Direct Marke1ng?
With the advance of digital, is there a place for tradiAonal Direct MarkeAng; direct mail, email, telemarkeAng?
The Future of Direct Marke1ng
The answer is of course yes; we’ve seen direct mail increase, email mature with prospecAng easing, and telemarkeAng is
finding its place.
The Future of Direct Marke1ng
However Direct MarkeAng will sAll change, conAnuing not only in its tradiAonal
form but driving changes in omni-‐channel.
The Future of Direct Marke1ng
The future of Direct MarkeAng is Digital MarkeAng.
The Future of Direct Marke1ng
But in turn -‐the Future of Digital MarkeAng is Direct MarkeAng!
The Implica1ons of Direct Marke1ng for Publishing &
Media
Implica1ons of DM for Publishing & Media
Something Acxiom have
observed when working with
publishers in the UK, mainland
Europe and the US, is that they
feel more challenged
recently than other sectors.
Implica1ons of DM for Publishing & Media
Because of the impact of
the digital revoluAon;
from smartphones
to social media.
Implica1ons of DM for Publishing & Media
Why?
However, although publishing and media has been massively impacted, it has great
advantage compared to other industries, parAcularly those trying to nurture customer
relaAonships.
Implica1ons of DM for Publishing & Media
Implica1ons of DM for Publishing & Media
For example: Insurance providers: Customers are only interested in speaking with them at an increasingly small window: once a year at renewals Ame.
Implica1ons of DM for Publishing & Media
For example: Car manufacturers: They may only get to engage (via dealerships) once every three or four years when customers are replacing their car.
Implica1ons of DM for Publishing & Media
For example: Phone manufacturers: Apart from Apple, these are in most cases intermediated by network providers or OS providers, and are relevant every 24 months on average.
These and many other industries struggle due to intermediated relaAonships and/or only an occasional opportunity for dialogue.
Implica1ons of DM for Publishing & Media
Implica1ons of DM for Publishing & Media
Why do media/
publishing companies
have an advantage
other industries and brands don’t
have?
Implica1ons of DM for Publishing & Media
Because they spent decades
delivering content that
people want, and
trust, building loyalty.
By delivering that content to more touch points they have started to manage
fragmentaAon, and as a result, the publishers we speak with believe their best customers
are more engaged than ever before.
Implica1ons of DM for Publishing & Media
UlAmately, content is driving a level of engagement that enables customer-‐
centricity.
Implica1ons of DM for Publishing & Media
Although publishers have engaged audiences they must sAll embrace new innovaAons, such as third party publishing and markeAng pla[orms.
Implica1ons of DM for Publishing & Media
To compete, publishers need to be creaAve and innovaAve but embrace change, and recognise that there may be advantages to being open to third parAes.
Implica1ons of DM for Publishing & Media
It certainly isn’t easy to predict what new innovaAons will impact businesses in any
industry in the next few years!
Implica1ons of DM for Publishing & Media
Acxiom believes the key factor in maximising potenAal from today’s
complex customer touch-‐points and new innovaAons, lies in harnessing the data generated, using it to understand what’s
happening, then opAmising customer engagements.
Implica1ons of DM for Publishing & Media
Aligning Marke1ng Technology and Publishing
Implica1ons of DM for Publishing & Media
In the last few years publishers have experienced significant changes and
enhancements in the technology they use for direct markeAng.
Implica1ons of DM for Publishing & Media
At the same Ame technology has quickly evolved allowing digital pla[orms to deliver content -‐ and supporAng the need to grow
digital adverAsing revenues.
Implica1ons of DM for Publishing & Media
However, the MarkeAng-‐to-‐customers paths of Direct MarkeAng and Digital MarkeAng
have been operaAng almost separately, with neither side really understanding what the
other does.
Implica1ons of DM for Publishing & Media
Soon we expect direct and digital to work closer, as the insight direct marketers use is
leveraged by digital pla[orms, and the behavioural informaAon collated through digital greater informs direct markeAng.
Implica1ons of DM for Publishing & Media
The technology to combine these worlds exists, and Acxiom is working with publishers
in the UK, Europe and the US to do so.
Implica1ons of DM for Publishing & Media
Acxiom’s technology enables off-‐line insight to be ingested
into Data Management Pla[orms and also within
Premium Publisher networks (like Facebook, EBay and
Twi^er) so adverAsers can reach their audiences directly across our publishing client properAes
and beyond.
Implica1ons of DM for Publishing & Media
UlAmately the merging of CRM and digital insight is an important step towards organisaAons being more data driven.
Implica1ons of DM for Publishing & Media
Data driven enterprises harness data assets and use empirical evidence in decision making.
Implica1ons of DM for Publishing & Media
More data enables be^er measurement of what is actually happening, from the effecAveness of third party pla[orms to ad revenue.
Implica1ons of DM for Publishing & Media
Consider the innovaAon (and disrupAon) that publishers & other industries experience today.
With consumers creaAng exponenAal digital footprints, and advanced data management
technologies, now is the ideal Ame for organisaAons of all industries to embrace
data moneAsaAon.
Implica1ons of DM for Publishing & Media
The importance of data and consumer privacy; the ethical
use of data
Implica1ons of DM for Publishing & Media
It is said in racing that while you can’t win the race at the first corner, you can certainly lose the race at the first corner, and in the
data industry there is an equivalent.
Implica1ons of DM for Publishing & Media
We may feel we’ve been racing for a while now but there is a massive corner looming
large ahead for all -‐ recognising the importance of data and consumer privacy;
the ethical use of data.
Implica1ons of DM for Publishing & Media
Misjudging or ignoring the importance of
privacy and the ethical use of data is fatal.
Implica1ons of DM for Publishing & Media
Trust is the #1 reason consumers share their data. Looking more closely, trust typically comes from security
and value;
Implica1ons of DM for Publishing & Media
Security in that we keep it safe from hacking, loss and misuse, including security
against aggressive use/ selling to unrelated
organisaAons.
Implica1ons of DM for Publishing & Media
Value in the sense that the consumer gets value in return for sharing data.
Ask for data without valuable return, and responses will be
negaAve.
Implica1ons of DM for Publishing & Media
Deliver a great customer experience through the ethical use of data, and offer exchanges of value, and you’ll build frui[ul, trusted, data-‐enabled relaAonships.
Implica1ons of DM for Publishing & Media
What are the implica1ons for Direct Marke1ng in Publishing?
Implica1ons of DM for Publishing & Media
In publishing, the Direct MarkeAng team has
tradiAonally been a small oasis of data
experAse within
publishers.
Implica1ons of DM for Publishing & Media
Now, as more data becomes available, the demands on
the data teams will grow, and sophisAcaAon levels of how
data is used for Direct
MarkeAng will advance.
Implica1ons of DM for Publishing & Media
Today, when compared to financial services, publishers
don’t tend to have the skills for creaAng propensity
models for cross selling, or recommendaAon engines to
personalise content.
Implica1ons of DM for Publishing & Media
This is just one of the areas we see being a real boost to Direct MarkeAng capabiliAes
within the publishing sector as they become more data driven.
Implica1ons of DM for Publishing & Media
The Guardian asked us what else they needed apart from the technology to be successful as part of a change to become
more consumer centric.
How Acxiom Helped the Guardian
Becoming consumer-‐centric and data-‐driven should go hand in hand to achieve success.
How Acxiom Helped the Guardian
Within publishing, breaking down some of the organisaAonal silos is key to taking
advantage of new opportuniAes and leading in the use of data for direct markeAng in a
digital world.
How Acxiom Helped the Guardian
To find out more about how we helped Guardian News & Media boost global engagement, read the case study
How Acxiom Helped the Guardian