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Permission 6 13 finn thomsen
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Permission 6 13 finn thomsen Presentation Transcript

  • 1. Velkommen til seminaretOpbyg en excellent permission strategiHuset Markedsføring6. juni 2013
  • 2. Kl. 8.30 Registrering og morgenmad9.00 Permission Marketing: Fra scoring til dating...til relationv/ Finn Thomsen, DIRECTion og formand, Direct Marketing Bestyrelsen9.30 Permission set med kreative briller - styrk dineåbningsrater på email-marketing og nyhedsbrevev/ Ole Rydal, OgilvyOne Worldwide10.00 Case: Ældre Sagen – online medlemsdialog,permissionstrategi og loyalitetseffektv/ Christina Hajslund, online medlemsdialog/CRM, ÆldreSagen10.30 Pause10.45 Case: Danske og internationale cases - key learningsv/ Chandra Mostov, Partner & COO, Wunderman A/S11.15 Hvad siger loven om Permission Marketing?v/ Thomas Munk Rasmussen, Bech-Bruun11.45 Afrunding og opsummering af dagens inspiration12.00 Tak for i dag
  • 3. Fra scoring til dating...til relation
  • 4. Derfor permission
  • 5. e-Permission Marketing Dave ChaffeySmartInsights.comHow web, social, email & offline communicationscan be best combined toachieve permission marketing online.A modern version of permission marketing is thisAero Facebook opt-in page which is part of anintegrated campaign withoffline communications to make fans awareof offer and drive them to web...
  • 6. MotivérEngagérRespondér
  • 7. E-permission marketing principle 1:Reduce interruption marketingThe permission marketing concept:Communications requested by customers havea greater impact and higher response ratesthan the many unsolicited communicationswhich bombard us each day through print, mailand TV.Permission-based communications are‘anticipated, personal and relevant’Seth Godin
  • 8. E-permission marketing principle 2:Select the best mix of communications toolsThere are many internet marketing tools that canbe used to build awareness in your targetaudience and prompt for permission to be given.As the Aero example shows, there is still a big rolefor offline campaigns to increase awareness ofan offer and drive to web.The destination is often the Facebook page sinceengagement here is easier.
  • 9. E-permission marketing principle 3:Think request marketingUsability expert Jakob Nielsen in 2002:”On the web, it should not be about the companygaining permission, but the customer requestinginformation (a subtle, but important distinction)”Example: On Amazon you can request emailnotification about future books from an author.Notifications - information about new products ornew reports requested by user - can also beshown on the website on future visits in whatNielsen refers to as ‘an information controlpanel’.
  • 10. E-permission marketing principle 4:Achieve opt-inOpt-in to receive updates from a brand may be through RSSor updates on a social network give customers morechoice of communications channels.But it doesn’t give the opportunity to deliver messages whichhelp build a relationship.‘Permission marketers spend as little time and moneytalking to strangers as they can. Instead, they move asquickly as they can to turn strangers into prospects whochoose to opt-in to a series of communications’ Seth GodinA welcome or reactivation strategycan only be delivered by email.
  • 11. E-permission marketing principle 5:Offer selective opt-in to communicationsOffer choice to ensure more relevant communications.Delivered through a customer preference centre orprofile options.Four main options for communications preferences are:1. Content – tick boxes for news, products,offers, events2. Frequency – weekly, monthly,quarterly, or alerts3. Channel – email or direct mail4. Format – text vs HTMLFrequency and format best response for least effort.
  • 12. E-permission marketing principle 6:Create a ‘common customer profile’Permission marketing involves gainingpermission both to communicate withand learn more about customers.A structured approach to customer datacapture with a common customer profile:A definition of all the database fields thatare relevant to the marketer in order tounderstand and target the customer witha relevant offer.
  • 13. E-permission marketing principle 7:Use powerful incentives to gain opt-in and offera range of incentives or engagement devicesQuality incentives are needed to obtain permission,but one size may not fit all:Seth Godin talks about offering a range ofincentives as part of ‘dating the customer’.Different incentives for different audiences morepermissions. Learn respondent characteristics bytype of incentives or communications requested.Example: A B2B site for a CRM software vendoroffers white papers to encourage opt-in =different for influencers as junior managers,marketing directors and IT managers
  • 14. E-permission marketing principle 8:Maximise learning, minimise attritionResponse to incentive online data capture formunderstand more about the customer.Strike the balance:- Too many questions will help understand ourcustomer well, but may put-off subscribers.- Too few will increase list size but not allow toqualify interest and determine characteristics.50%+ may not complete the process= put off by number of questions or privacyconcerns good prospects may be missedMinimise the attrition from these forms through...
  • 15. E-permission marketing principle 8 p.2:Maximise learning, minimise attrition• Ask the optimal number of questionsIf incentive is good enough and/or it’s a high-involvement product,respondents may take the time to give their interests.• Devise powerful incentives- Incentives available for a range of audiences- Powerful enough to fill in the form accurately• Explain how customer data will be usedExplain that data collected will be used to improve information andexperience delivered understand why provide feedback• Reassure about privacy‘We will not share your data’ at top of form increase response =better than hidden in privacy statement.• Use multiple formsTwo or three short forms of profile information vs a single long form.• TIMITITest the form until the right balance: ‘Try It’, ‘Measure It’, ‘Tweak It’(Jim Sterne, 2002).
  • 16. E-permission marketing principle 9:Enable opt-outSingle click unsubscribe too easyMyProfile concept = offer link toupdate profile - includes unsubscribe option.Tie ‘My Profile’ to principle of ‘selective opt-in’selective opt-out: May decide to change type orfrequency of communications, not opting-out(e.g. change from monthly e-newsletter to quarterly e-mail or e-mailalerts about product news or promotions only).Opt-out for event marketing, too. A multi-messagecampaign to inform and remind recipients aboutan event opt-out to not hear further of this.
  • 17. E-permission marketing principle 10:Create an outbound contact strategy• FrequencyMinimum (e.g. once per quarter) and maximum(e.g. once per month). And communicationstargets (e.g. ‘at least four e-mails per year’).• IntervalLimits on interval, e.g. one week or one monthbetween communications overtly restrictive.• FlexibilityAvoid limiting opportunities multi-messagecampaigns with reminders to boost response.
  • 18. E-permission marketing principle 10 p.2:Create an outbound contact strategy• Content and offersWe may want to limit or achieve a certain number ofprize draws or information-led offers.• Links between e-newsletters and campaign e-mailsAn e-newsletter can reinforce messages in campaigns.Or explain an offer.• Links between online and offline communicationsUtilize synergies and avoid mixed messages.• Control strategyTo make sure guidelines are adhered to. Use a ‘focalpoint’, or single person who checks all communicationsfor one group of customers before creation or dispatch.
  • 19. Social data-based permission mktSocial Sign-On