Direct mail, digitaland social media.
The Old Sales Funnel1898                                MANY       Leads: Awareness                                       ...
Customer Journeys:Digital moves direct to the high table of marketing.              Trigger events                        ...
The only media space   no 21st XX            century marketing plan can succeed without …
Digital and direct.
Direct is not a medium.It’s a marketing discipline.It was pioneered back in 1967.It generated £205 billion in sales in 201...
Back to those 20th century textbooks …What differentiates direct as a discipline?1.   Can be deployed using any medium2.  ...
Digital is not a medium.It’s a revolution.It’s an era.It’s a philosophy.It’s a technological shift.It’s a lifestyle.It’s a...
Digital gives directexponential powerto change behaviourin a social era.Here’s how …
C21st direct #1:With 50 years’ experience in drivingtwo-way dialogue, direct can give youthe power to talk not just ‘one t...
C21st direct #2:Direct conversations mean you cancreate brand campaigns that tap intoa customers’ higher purposeand delive...
C21st direct #3:With the proliferation of media, you caninvite customers to directly participatewherever they’re most comf...
C21st direct #4:Now that you can talk directly to yourcustomers in real-time, yourbrand can be there when it’s mostuseful ...
C21st direct #5:As people become empowered,you can invite them to participatedirectly in co-creatingexperiences, communica...
C21st direct #6:By identifying, empowering andrewarding social influencers, youcan help to build self-directed brandcommun...
C21st direct #7:Intimacy. Memorable moments.Personalisation and value.
Direct then …    Direct now …Engagement       ParticipatingDirecting        ConnectingChannels         ExperiencesMessages...
Online business                       Need                                          Need           Encourage prospects to ...
Online business                       Need                                          Need           Encourage prospects to ...
Online business                       Need                                          Need           Encourage prospects to ...
Online business                       Need                                          Need           Encourage prospects to ...
Online business                       Need                                          Need           Encourage prospects to ...
Challenges to making the workPlanning. Planning. Planning.Business case.Framework.Timeline.Eco system.Dramatisation.
Plan to use direct if you plan on doing this:                      Making brands more                       valuable to pe...
Thank you.
DM on stage presentation Proximity BBDO London
DM on stage presentation Proximity BBDO London
DM on stage presentation Proximity BBDO London
DM on stage presentation Proximity BBDO London
DM on stage presentation Proximity BBDO London
DM on stage presentation Proximity BBDO London
DM on stage presentation Proximity BBDO London
DM on stage presentation Proximity BBDO London
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DM on stage presentation Proximity BBDO London

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1ère edition de DM on stage @ piasnite a eu lieu le 23/11 au k-nal.

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DM on stage presentation Proximity BBDO London

  1. 1. Direct mail, digitaland social media.
  2. 2. The Old Sales Funnel1898 MANY Leads: Awareness Above the line Visitors: Consideration Prospects: Purchase Below the line Customers: Loyalty FEW
  3. 3. Customer Journeys:Digital moves direct to the high table of marketing. Trigger events Research Share Usage Shop and purchase
  4. 4. The only media space no 21st XX century marketing plan can succeed without …
  5. 5. Digital and direct.
  6. 6. Direct is not a medium.It’s a marketing discipline.It was pioneered back in 1967.It generated £205 billion in sales in 2010.And it has bucked the advertising declinewith spend rising as we head into 2012.** IPA Bellwether Report, October 2011
  7. 7. Back to those 20th century textbooks …What differentiates direct as a discipline?1. Can be deployed using any medium2. Timed to target the highest propensity to respond3. Addresses the customer directly4. Contains a personalised message5. Conveys a call to action6. Drives to a response channel7. Is trackable and measurable8. Can be developed longitudinally to deliver lifetime value
  8. 8. Digital is not a medium.It’s a revolution.It’s an era.It’s a philosophy.It’s a technological shift.It’s a lifestyle.It’s a social organising principle.It’s a way of conducting business.It’s a new way to create valuein the 21st century.
  9. 9. Digital gives directexponential powerto change behaviourin a social era.Here’s how …
  10. 10. C21st direct #1:With 50 years’ experience in drivingtwo-way dialogue, direct can give youthe power to talk not just ‘one to one’but ‘one to one to the world’.
  11. 11. C21st direct #2:Direct conversations mean you cancreate brand campaigns that tap intoa customers’ higher purposeand deliver something of real value.
  12. 12. C21st direct #3:With the proliferation of media, you caninvite customers to directly participatewherever they’re most comfortable:online, offline and/or inthe real world.
  13. 13. C21st direct #4:Now that you can talk directly to yourcustomers in real-time, yourbrand can be there when it’s mostuseful or entertaining – and itscontent and value can adapt as theirlives, needs, even moods, change.
  14. 14. C21st direct #5:As people become empowered,you can invite them to participatedirectly in co-creatingexperiences, communications,even products and services, so thatyour brand becomes their brand.
  15. 15. C21st direct #6:By identifying, empowering andrewarding social influencers, youcan help to build self-directed brandcommunities to future-proofyour clients’ business.
  16. 16. C21st direct #7:Intimacy. Memorable moments.Personalisation and value.
  17. 17. Direct then … Direct now …Engagement ParticipatingDirecting ConnectingChannels ExperiencesMessages ContentBig promises Intimate gesturesExplaining DiscoveringMarkets CommunitiesBusiness value Business and social value
  18. 18. Online business Need Need Encourage prospects to switch or Create or deepen relationship and increase loyalty identify stage of purchase journey Social Awareness Social Identify influencers Deepen relationship Engagement and conversation Identify stage of purchase journey DM DM Stimulate debate Create tangible nudges along Surprise and reward loyal the purchase journey customers to stimulate advocacy and conversations Impulse PlannedPurchase Purchase Social Social Capture data Identify and engage high value prospects DM Drive trial and engender DM buying habits through 121 and 1tofew using coupons and sampling DM to prompt for action Offline business
  19. 19. Online business Need Need Encourage prospects to switch or Create or deepen relationship and increase loyalty identify stage of purchase journey Social Awareness Social Identify influencers Deepen relationship Engagement and conversation Identify stage of purchase journey DM DM Stimulate debate Create tangible nudges along Surprise and reward loyal the purchase journey customers to stimulate advocacy and conversations Impulse PlannedPurchase Purchase Social Social Capture data Identify and engage high value prospects DM Drive trial and engender DM buying habits through 121 and 1tofew using coupons and sampling DM to prompt for action Offline business
  20. 20. Online business Need Need Encourage prospects to switch or Create or deepen relationship and increase loyalty identify stage of purchase journey Social Awareness Social Identify influencers Deepen relationship Engagement and conversation Identify stage of purchase journey DM DM Stimulate debate Create tangible nudges along Surprise and reward loyal the purchase journey customers to stimulate advocacy and conversations Impulse PlannedPurchase Purchase Social Social Capture data Identify and engage high value prospects DM Drive trial and engender DM buying habits through 121 and 1tofew using coupons and sampling DM to prompt for action Offline business
  21. 21. Online business Need Need Encourage prospects to switch or Create or deepen relationship and increase loyalty identify stage of purchase journey Social Awareness Social Identify influencers Deepen relationship Engagement and conversation Identify stage of purchase journey DM DM Stimulate debate Create tangible nudges along Surprise and reward loyal the purchase journey customers to stimulate advocacy and conversations Impulse PlannedPurchase Purchase Social Social Capture data Identify and engage high value prospects DM Drive trial and engender DM buying habits through 121 and 1tofew using coupons and sampling DM to prompt action Offline business
  22. 22. Online business Need Need Encourage prospects to switch or Create or deepen relationship and increase loyalty identify stage of purchase journey Social Awareness Social Identify influencers Deepen relationship Engagement and conversation Identify stage of purchase journey DM DM Stimulate debate Create tangible nudges along Surprise and reward loyal the purchase journey customers to stimulate advocacy and conversations Impulse PlannedPurchase Purchase Social Social Capture data Identify and engage high value prospects DM Drive trial and engender DM buying habits through 121 and 1tofew using coupons and sampling DM to prompt for action Offline business
  23. 23. Challenges to making the workPlanning. Planning. Planning.Business case.Framework.Timeline.Eco system.Dramatisation.
  24. 24. Plan to use direct if you plan on doing this: Making brands more valuable to people Share Making people more valuable to brands
  25. 25. Thank you.
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