The E’s of Marketing Efficient, Engaging, Effective
The Social Break Up 91% unsubscribed from email opt in 77% are more cautious against providing their email compared to last year 81% have unliked or removed brand posts on social media 71% are more selective in deciding which companies they “Like” And 41% have unfollowed a company
Night then darling!
Are you kidding me?
1.7billion people online globally
and in the UK it’s 80% of the population.
Almost ¾ of C-Level Executives use the internet every day at work and 83% of B2B buyers research online, with 70% starting their research process on their search engine
who are we targeting? what are we offering ?and how do we communicate this in the most effective way?
targeting the right message to the right person at the right point of the buying cycle
you immediate access to data on user behaviour
how much interest is there in my product?
online tools which offer additional real time insights
run focus groups
online you can see in real time how many people engage
shift from creative to content
the types of information that B2B buyers search for depends on where they are in the buying cycle, their roles and their needs.
B2B buyers consume content in many forms.
Over half of IT buyers subscribe to RSS feeds,
two thirds of C-Suite Executives view work related videos online at least once a wee
Capturing the Cross Media Marketing Opportunity Marketers are using an average of 2.7 media channels per campaign. 53.1% of marketers are using 3-5 marketing touches per campaign!
A landline phone
A mobile phone (this counts as two channels when you consider voice and text)
A Skype account
A Facebook account
A Twitter account
A personal and business e-mail
Membership in online forums with private messaging facilities (e.g., LinkedIn)
A home address for traditional mail
55% of marketers today don’t have a “formal” tracking and measurement program
The final shift we see is from one way push marketing to two way push and pull
So how did we do this for our own business?
A Personalized URL, or "PURL" is a unique website personalized for each recipient of a direct mail, or email marketing campaign.
When the recipient goes to the Internet and types in the pURL, they will be greeted with a website that is personalized to them.
Benefits of using purls Curiosity Increase Response Rates Higher Engagement Instant Follow-Up Highly Trackable
Ways to Use pURLs Lead Nurturing Enrollment Renewals Direct Sales Questionnaires
Who are pURLs for? Any business looking to engage with their customers in way which is unique for each recipient, and want to measure and track their marketing spend.
The devil is in the data! What do you know about your database? Rate your database, what percentage of your database fits your ideal customer profile? Using pURLs to track & measure your data will help you find out this percentage.
The Brief Gain customer insights Find out our customers’ preferences for receiving our newsletter Profile customers Clean our database Gain permission for future digital campaigns Showcase design skills and cross-media capabilities
CONCEPT AND STRATEGY
Annie ShotPaige TurnerWill Yublog
Illustrations montage THE CREATIVE
Image Online survey and printed form
Cu image of copy and images of the incentive
Campaign launch. Communication Plan
Steve Salesperson, Carolyn Sample just responded to your campaign. Contact information: 123 High Street Woking Survey Results: May I call you to discuss? Yes Lead generation and analysis .
All visits and online activities are tracked
Reports to help “fine tune” your marketing
Automated data delivery
React immediately to leads
Distributed via email or PDA/cell phone
No need for cold-calling
Best practices Consistency is Key Get a strong design. Memorable Domain Name Be Crystal Clear Leverage your database. Follow up leads Test, Test, Test
Cross Media Marketing, endless options… Generate New Sales Leads and Opportunities Seminar and Event Registration Perform Customer Satisfaction Surveys Online Questionnaires Distribute Personalised Vouchers Invitation to Attend an Event (trade show, seminar etc. Announce a Special Offer or Sale Clean a Database (update, clean and verify database, plus gather further intelligence and personalised information) Drive Prospects to your Website or redirect them to another website Drive Traffic to a Trade show Stand Secure Appointments Appointment Reminder (inform customer of annual check up or service, they can then make appointment on their personalised landing page) Market Research & Campaign Testing Product Announcements Loyalty Marketing (personalised offers) Product Warranty Registration Service Contract Renewals
Cutting Through the Noise Daily we encounter 2904 media messages… We may remember 52 of them… But 4 of them we will positively remember! How will YOU cut through the noise to engage your customers more effectively?
Get the results you deserve! Deploy a more personal and relevant communication The results that are being achieved with relevant content are outstripping those of traditional static communications by an average of 56% - 275%.
Improve your ROI or ROMI A well executed multi-channel marketing campaign will generate a sales lift of 7-34% versus traditional marketing approaches Internet Advertising Bureau