The Holy Grail of Integrated Marketing

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<ul><li> 1. Integration | Cross Media Robin MarchettiThe Holy Grail of Marketing </li> <li> 2. Our industry is not simply changing, it is being redenedcreating historicopportunity for the prepared, and profound threats for the unprepared.Absolutely no one, no matter how big, how well established or how successful in thepast can afford to do business the same old way. Andy Paparozzi Chief Economist NAPL State of Industry Report </li> <li> 3. Highlights from DMA 2010 Listen to Customers-Chief Customer Ofcer Companies are becoming radically transparent Focus Groups=Crowd Source Layer Social with Traditional Mediums Agencies challenge- how do you communicate in atwitter statement or less Everyone is talkin mobile </li> <li> 4. Monies are shifting from traditional to interactive4 Entire contents 2008 Forrester Research, Inc. All rights reserved. </li> <li> 5. 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 Bank5 Entire contents 2008 Forrester Research, Inc. All rights reserved. </li> <li> 6. Interactive channels will increase in effectiveness Increasing effectiveness Decreasing effectiveness6 Entire contents 2008 Forrester Research, Inc. All rights reserved. </li> <li> 7. What does yourmailbox looklike??? </li> <li> 8. The Great Recession or The New Normal? </li> <li> 9. Position (Reposition) Your Company Revisit your strategic marketing plan Identify your target market - who are my customers, where are the opportunities, products &amp; services to offer, gain expertise Positioning your company - differentiation in the minds of prospects &amp; customers </li> <li> 10. 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. </li> <li> 11. How many line items are on your invoice? XYZPrinting__________________________________ Account Payable ABC Company City, St. Zip Add more services- 55,000 Data Management $ 750.00 integration1.00 Project Management $ 1250.00 means55,000 Printing of 5.5 x 8.5 Postcards $ 3545.00 revenue55,000 Mailing Services $ 1275.0055,000 PURL Campaign $15,000.0055,000 Email Campaign $ 6500.001.00 Monthly Consulting Retainer $ 5500.00 </li> <li> 12. How do you getstarted? Dene your customers 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 nding like customers </li> <li> 13. Marketers are functioning with leaner teams than ever13 Entire contents 2008 Forrester Research, Inc. All rights reserved. </li> <li> 14. Trendspotter 2010 Evolution to a More Competitive, Multi-channel Marketplace1. Increase analytic sophistication to drive business decisions. Organizations will need to reassess internal databases2. Increase customer retention efforts3. Create more attractive content4. Develop more targeted and relevant communications to disseminate across channels5. Utilize multi-channels for your customers marketing message </li> <li> 15. Aligning the CMO &amp; CIO to Achieve Intelligent Marketing 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 &amp; 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 &amp; Marketing *Sample survey of 328 Marketing Executives and 308 IT Executives </li> <li> 16. 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 </li> <li> 17. What are some of the channels? Direct Mail Email PURL SMSURL Search Engine QR Code | Augmented Reality Social </li> <li> 18. Organizations will need to reassess internal databases Data </li> <li> 19. 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 nding like customers Measure results-Cross media metrics Email-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 </li> <li> 20. DATA MINING- EXTRACTING PATTERNS FROM DATA PREDICTIVE MODELING-FORECASTING PROBABILITIES AND TRENDSPROFILING- WHAT DOES YOUR BEST CUSTOMER LOOK LIKELEAD SCORING- ASSIGN A POINT VALUE TO PROSPECTS HOW THEY INTERACT WITH THE COMPANY IF THEY HAVE A NEED FOR THE PRODUCT </li> <li> 21. Using email aspart of the solution </li> <li> 22. Email Ad Spending will jump to $677 million in 2011, from $492 million in Top 3 Toughest 2008Inboxes to Reach eMarketer-Social and Email Spending to Rise. www.emarketer.com for Deliverability 1. gmail 2. hotmail 3. msn </li> <li> 23. Length Matters!Even your best customers dont read reallylong emails. The job of most emails is to getyour attention &amp; drive you somewhere else landing page retail store whitepaper </li> <li> 24. Email Ad Spending will jump to $677 million in 2011, from $492 million in Top 3 Toughest 2008Inboxes to Reach eMarketer-Social and Email Spending to Rise. www.emarketer.com for Deliverability 1. gmail 2. hotmail 3. msn </li> <li> 25. Give Careful thought to yourCreative Email creative is very different than any other marketing creative Only 33% have Email does not support alot of bells &amp; images turned on whistles youll nd in other digital by default media advanced interactivity, according to animation, sophisticated/ consistent Marketing rendering Sherpa. Also, think how your message will render on a smart phone </li> <li> 26. iPhone OS OS wit h HTM BB L EmailEmailRenderingTests Symbian OS Android OS Windows Mobile OS ver 6.0 BB OS with No HTML Email </li> <li> 27. Optimize Creative |Drive Customers to Social </li> <li> 28. Optimize Creative </li> <li> 29. 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 </li> <li> 30. Tracking and DeliverabilityEmail metrics byimportance :Click ThroughDeliverabilityConversionsROIOpen RateRevenueTotal SubscribersForwards What you measure depends on your objectives </li> <li> 31. Opens-Who and When?? Maximize open rates based on knowledge for future campaignsTest different times to send emails to see what receives the bestresults </li> <li> 32. Dont 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? </li> <li> 33. Using PURLs as part of the integrated marketing solution </li> <li> 34. Its 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 </li> <li> 35. Make it RelevantBoth Personalization and segmentation can be continued on landing pages that include one touch opt-ins and registrations to begin a two way conversation that involves prospects ad customers </li> <li> 36. Case Study Integrated Campaign Client: 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 </li> <li>...</li></ul>