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Direct mail is dead

by Eveline Smet on Nov 21, 2011

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Bpost, the Belgian Post Service wanted to know if DM can survive in a digital era. The Farm by Proximity BBDO tackled the issue and Julie Bogaerts&Eveline Smet presented the results to Bpost.

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Direct mail is dead Presentation Transcript

Is direct mail dead? The Farm

Can DM create real,trustful moments in avirtual world?And how? THE FARM The Farm

overview1. Introduction2. Digital media to DM3. DM to digital media4. Conclusion The Farm

1. introduction The Farm

The decision funnel: then and nowAlthough the decision funnel was never alinear process, it used to be quite simple The Farm

The decision funnel: then and nowClassic media channels are ignored and friend recommendations and user generated content have become The Farm

Digital Consumer journey Model • read an article on DS online about NFC enabled Category need smartphonesBrand awareness: • clicked a bannerBrand knowledge • Google searched it Brand attitude • talking about it on TwitterBrand preference • liked it on Facebook Intention to • added to my Amazon list purchase Purchase • payed for with PayPal Satisfaction • bragged to my friends about it on Skype Brand loyalty • following it on Twitter and receiving its newsletters The Farm

Strengths of dmDm = medium that incites the most Digital Natives to react67,4% Beta memorization coeffientInformation received through the letterboxis the most convincing The Farm

So it’s not dead yet, but howwill it stay alive?Only if direct mail finds aconnection with digital mediafast. The Farm

Social mediaare now here The Farm

If direct mail doesn’t followthis pace,it WILL die The Farm

What are digital media?Mobile Smart Apps phones TabletsInternet and pc’s Digital tv Computer games Websites E-books The Farm

What are digital media? The Farm

Keep your DM aliveand kicking

online offlineFrom digital media todirect mail

online offlineHow to use digital media tocreate the perfect dm?

React to the online information overload The Farm

DM’s place in the buying process past now Situate in find out what which state of personalize higherUnorderd DM people are the buying and cater to reaction rate looking for process needs prospects are The Farm

timing “Marketers can always figure out what to sell, how to sell, and to whom to sell. What they often cant figure out is when to sell.” Lester WundermanWhat if we can figure out when toaddress our target group? The Farm

Dm on demand• Red button (digital tv)• Foursquare (locally targeted)• Give people the chance to ask for a DM The Farm

Social media scraping for moments of truth Facebook Information scraping (used to customize the DM) The Farm

Scraping / personalization The Farm

‘you don’t have to see Facebook as big brother, see it as big mother giving youwhat you need when you need it the most’ Olivier blanchard The Farm

optimizationSocial media analysis tools:  Google Insights  Inside Facebook  Trendistic The Farm

Search for ambassadors• Search social media for ambassadors• See what they’re saying about your brand The Farm

From digital media to DM on demand direct mailpersonalization interactivity scraping Search for timing ambassadors

offline onlineFrom direct mail to digitalmedia

offline onlineHow to make your dminteractive?

New emerging technologies DR NFCAR QR RFID The Farm

QRThe Farm

Rfid The Farm

Augmented reality: LAYAR + Movie example LAYAR The Farm

dm & digital media: adds an extra dimensionProvide extra contentMake it possible to shareEnable interactionsAdd sweepstakes, polls,… The Farm

dm & social media can go viralEnable sharing with others  Put social media icons badges on DM  Social media plugins: Tweet this (Twitter), Like button (Facebook)  Provide extra content and let them pay with a tweet / pay with a share The Farm

From direct mail to digital media Social media Go viralNew emerging interactivity technologies

3. conclusion The Farm

Be on top with digital media The Farm

INNOVATION PUTS YOU IN FRONTTECHNOLOGY KEEPS YOU THERE The Farm

Direct mail should marry digital media! The Farm

Let’s discuss!@juliebogaerts@evelinesmet The Farm