Direct Marketing in a Multichannel World 2014

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Marketing today requires multiple channels. Few marketers are successful using either all traditional media or all digital media. Get real facts to support your strategies. Understand the TAO of Multichannel Marketing. Presented by award-winning direct marketer Beth Smith of Direct Marketing Smarts. Beth is creator of DMA’s Direct Marketing Institute. You can attend her public seminars. Learn more at www.DirectMarketingSmarts.com

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Direct Marketing in a Multichannel World 2014

  1. 1. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed. Direct Marketing in a Multichannel World Beth Smith www.DirectMarketingSmarts.com
  2. 2. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed. “Marketing is about conversations” Media make conversations possible. Marketing message distribution – timing, context & relevance – is becoming as important as creative execution. Booz • Allen • Hamilton HD Marketing: Sharpening the Conversation
  3. 3. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed. “The reports of my death have been greatly exaggerated.” – Mark Twain American author and humorist
  4. 4. ©2014 Smith Browning Direct, Inc. No Reproduction allowed.
  5. 5. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed. Are Direct Marketers Cannibals? Growth in digital media doesn’t mean traditional media are dead.
  6. 6. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed. 2005 2006 2007 2008 2009 2010 2011 2012 2016 General Advertising Direct Marketing Where is the growth in Direct Marketing spend coming from? Direct vs. General Ad Spend $196B $159B Source: DMA The Power of Direct Marketing
  7. 7. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed. Is direct marketing like advertising? §  Direct marketing ≠ advertising –  Advertising is used to build top of mind preference through positive brand image, awareness, loyalty, and benefit recall. Uses multiple channels/media. Purchasing action is usually deferred. §  Direct marketing = sales –  Direct marketing is used to generate an immediate response - an inquiry, traffic for a business or an order. Uses multiple channels/ media. Direct marketing is a way of doing business.
  8. 8. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed. $5.24 $12.03 Advertising All Direct Marketing US Return on Marketing Investment - Sales Revenue per $1 spent - DMA The Power of Direct Marketing
  9. 9. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed. 5 major reasons why marketers need multiple media
  10. 10. ©1998-2014 Smith Browning Direct, Inc. All Rights Reserved. 1. Intelligent media budget allocation based on ROIPaid Search Ads Direct Mail Dimensional Mail Newspaper Ads & FSIs Online Banner Ads TV Ads Email Self- Mailers Social MediaEvents Telemarketing
  11. 11. ©1998-2014 Smith Browning Direct, Inc. All Rights Reserved. §  Radio §  Billboards §  Magazine ads §  Direct Mail –  Letter package –  Postcard followup §  Outbound Telemarketing §  Online –  Microsite/landing page –  Banner ads –  Paid Search –  Email followups §  Inbound Telemarketing 2. Reach & Repetition Georgia Blue Cross/Blue Shield Small Business Insurance
  12. 12. ©1998-2014 Smith Browning Direct, Inc. All Rights Reserved. Peel off – Grass Scented 3. Short Sales Window Trugreen -2.5 Million customers • 75% of sales ★ March to May • Major Media - TV - Direct Mail - Website, banner ads, search • Multichannel push to telemarketing and web
  13. 13. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed. 4. Unsought Goods § New Innovations § Products/Services that people . . . – Don’t know they need it – Don’t understand it – Don’t want to think about it
  14. 14. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed. Google Direct Mail to Vistaprint business customers Banner Ad Paid Search Ad Magazine Ad Small businesses “Don’t understand it”
  15. 15. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed. Terminix service contract Homeowners “Don’t want to think about it” Landing PageTV Direct Mail Banner Ads
  16. 16. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed. “For most mail order companies 70% of orders come in online and 60-70% of those are driven by direct mail” – J.Schmid & Associates Multichannel Merchant Conference 5. Marketing Channel Preference
  17. 17. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed.
  18. 18. ©2014 Smith Browning Direct, Inc. No Reproduction allowed. TV Be ready for response in all channels
  19. 19. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed. So, what’s the right mix?
  20. 20. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed. The TAO of Multichannel Direct Marketing T A O “The right way … In harmony with the natural order”
  21. 21. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed. The TAO of Multichannel Direct Marketing T A O Target Audience
  22. 22. Source: Pew Internet & American Life Project 2014; Edison Research & Arbitron 0%! 20%! 40%! 60%! 80%! 100%! 18-29" 30-49" 50-64" 65+" % Internet Users! % Smartphone Owners! % Download Apps! % Ever Scanned QR Code! % of Population by AgeKnow Your Audience -
  23. 23. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed. Limited use of smart phones or social media by the older audiences (55+) targeted by charities
  24. 24. ©2014 Smith Browning Direct, Inc. No Reproduction allowed. The Most Phenomenal Thing You’ll Do All Day Younger affluent audiences are a better match for smart phone use, but always offer more response options.
  25. 25. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed. The TAO of Multichannel Direct Marketing T A O Target Audience Align Message & Media
  26. 26. ©1998-2014 Smith Browning Direct, Inc. All Rights Reserved. Event: cups of soup were given out on the streets of Oslo Media synergy & alignment: Red Cross Norway Soup Kitchen “A cup of soup is a portion of hope” Direct Mail with Photo of Child Microsite with Video Transit Ads With Text Response TEXT “SOUP” TO 2221 AND DONATE NOK 100
  27. 27. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed. The TAO of Multichannel Direct Marketing T A O Target Audience Align Message & Media Offer Integration
  28. 28. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed. “Small Business Saturday” How American Express made it patriotic to shop
  29. 29. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed. $25 Statement Credit for $25 Spend at a Registered Small Business Register your Amex card and “Like us” on Facebook Consumer and Business Offers
  30. 30. ©2014 Smith Browning Direct, inc. Partnership offers for small businesses: FedEx Facebook YouTube Foursquare
  31. 31. Bloggers Twitter Small Business ads Shopping districts PR ©2014 Smith Browning Direct, inc.
  32. 32. ©2014 Smith Browning Direct, inc.
  33. 33. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed. Results " 103 Million Shoppers " 23% increase in Amex card transactions at small businesses " 2,800,000 Facebook “Likes”
  34. 34. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed. What media do most marketers use?
  35. 35. ©2014 Smith Browning Direct, Inc. No Reproduction allowed. $0 $10 $20 $30 $40 DRTV DR Radio Telemarketing DR Magazine Mobile Insert Media DR Newspaper Social Media Direct Mail (Non- Search Adv. Email Source: DMA Statistical Fact Book US Return on Marketing Investment 
 by Medium - Sales Revenue per $1 spent -!
  36. 36. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed. U.S. Direct & Digital Spending 2014 Direct Mail 32% Teleservices 29% Search 16% Display Ads 15% Other Digital 5% Insert Media 1% Other 2% Winterberry Group Annual Outlook 2014 $140.7 Billion
  37. 37. ©2014 Smith Browning Direct, Inc. No Reproduction allowed. ($100) $0 $100 $200 $300 $400 $500 $600 $700 Sales Ad Spend U.S. 2016E Direct Marketing Ad Spend vs Sales by Medium Billions of $$ Source: DMA Statistical Fact Book 2016
  38. 38. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed. How do you succeed in a Multichannel World? §  Tune into customers & be relevant to their needs – The right offer to the right audience at the right time §  Keep the conversation going by choosing the right media for the right audience §  Track and measure results – If you can’t measure it, you can’t manage it
  39. 39. www.DirectMarketingSmarts.com ©2014 Smith Browning Direct, Inc. No Reproduction allowed. §  Over 10,000 professionals have attended Beth’s direct marketing courses on 5 continents §  35-year career direct marketer §  Creator and Educational Director of the DMA Direct Marketing Institute §  DMEF Ed Mayer Award recipient for lifetime contribution to direct marketing §  DMA Board of Directors 2010-2013, Executive and Governance Committees Beth Smith www.DirectMarketingSmarts.com
  40. 40. ©1998-2014 Smith Browning Direct, Inc. All Rights Reserved. On the job it takes years, with us it takes just 3 days. Attend DMA’s most popular seminar: The Direct Marketing Institute* Beth Smith, Creator and Educational Director §  Direct Marketing’s Cardinal Principles §  Digital Marketing Done Right §  Direct Mail in a Digital World §  Lists, Database Marketing, and Retention Strategies §  Graphics & Design for Response in All Media §  Offers & Propositions that Melt Away Inertia §  Creative and Copywriting that Sells §  Research & Testing to Learn Faster than Your Competitors §  Multichannel Marketing: Synergy and media selection, overview of DRTV, Display Ads (digital and print), Social Media §  Catalog Marketing – Print and Digital *Private in-company customized sessions also available in 1, 2 or 3-day versions.!! Sign up now:! Google it: DMA Direct Marketing Institute! or go to http://dmaeducation.org/course/direct-marketing-institute/! Or contact Beth Smith: beth@DirectMarketingSmarts.com!

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