Social media have changed the picture32% of British women said they untagphotos of themselves that they don’tlike. And 16% ask others to untag photos of themselves that they don’t like. Source: P&G Beauty & Grooming/ Future Foundation Base: 1,479 women members of an online social network aged 15-64, UK, Germany, Italy, Spain
21Content must engage networks of trust
22Five forecasts for the future of integration
23Interaction will bring negotiation into the everyday
24Engaging people in all environments Yahoo Bus Stop Nissan Leaf Derby Game-like Eco-DrivingPlay for your local community ranking feature
The end of inefficiency: technology that filters andcommunicates for you
26 57% 44% 37%A department store Demonstrations in a A clothes storewhich offered you a supermarket where which invited me tocomfortable lounge a chef shows me displays of the latest where you could how to prepare styles before they take a break/relax better meals/dishes are available in the while shopping shopsDemand for intensified experience Source: nVision Research. Base 1,000 online respondents aged 16+, 2010, GB
Many factors will raise the question of privacy
28Insights about the future should inspire creativity
Thank you and good luck! 29
From integrated to orchestratedRichard Robinson, industry leader, Google #DMAGO
Orchestrated Marketing Richard Robinson Google
34 Google confidential
The complexity of the buying processSource: Google/TechTarget How IT buyers Search Online During the Purchase Process
36 Google confidential
37 Google confidential
Placing the value where it should beSource: Google/TechTarget How IT buyers Search Online During the Purchase Process
Key actions• Break down the silo’s in your marketing organisation• Build your marketing strategy around your customers journey• Measure and attribute value • Orchestrate your marketing
Integration- ‘More than a pretty set ofLouis Vuitton Suitcases’Joby Russell, head of marketing and communications,Confused.com #DMAGO
Integrated marketing is morethan a set of Louis Vuittonluggage.Mar 2012
Consistency is Critical Business on topParty downbelow Inconsistency in communications is like having a mullet!!!!
People Don’t Live in a Single Channel Separating comm’s strategy by channel isn’t cool, but endemic in big departments
Multiplier Effect is Proven to Exist Integrated CampaignResponse Brand A Rate !!!!! THIS IS A FAKE GRAPH !!!!! Channel by Channel Campaign - Brand B Time
The People to Follow for Guidance… TEENAGE BOYS
Comparing A Teenage Boys Approach to Getting a Girl andIntegrated Campaign Planning at Confused.com VS
Market Segmentation Confused.com A Teenage BoyRecognise that certain audiences Certain girls are more likely toare more likely to convert than convert than others.others.Focuses to attract this coreaudience. Certain girls are not worth the investment in time or money.Takes steps to reduce mediawastage on poor convertingaudiences. Prepared to accept a segment that is likely to convert, despite not delivering the best returns. Image of middle class family supplied by DailyMail.com
Insight - A Deeper Market Understanding Confused.com A Teenage BoyBranding beats emotional insights. Has quickly understood the needs, desires and motivators of his audience.
Brand Positioning – Owning a space in the mind Confused.com A Teenage Boy Ownership of the key Routinely re-brand and re-position motivating factor for category. himself to establish himself as a desirable mate.
Advertising Confused.com A Teenage BoyThe role of advertising is to ensure Understand the steps a brand mustConfused.com is front of mind and go through to achieve “brandconsumers visit the site direct, not affinity” and produces a campaignby paying Google ever increasing accordingly.amounts of money! Girl doesn’t know me = Awareness Campaign Girl is a non-rejector = Preference Campaign Girl hates me and my friends for kicking a football at her in year 7 =Branding, branding and a sprinkle of Total brand reset and time for a new branding. agency!
PPC Confused.com A Teenage Boy Reflecting campaign messaging Presence is key to conversion and in PPC provides recall of the being present when girls are in campaign and improves CTR. the market for a relationship can bring fruitful rewards (or drunk). Persistently testing and optimising new chat up lines.
CRM Confused.com A Teenage BoyCRM plays a large part in delivering “I know you enjoyed our last date,the Nectar message to loyal users so how about we go to the cinemaand re-activating those we thought this time?”we’d lost. “Can I help you with your homework tonight?” And the most brazen ones….CRM is also a critical tool for “Remember to recommend me toconversion by being linked to your friends!”onsite behaviour.
PR / Content Creation & SEO Confused.com A Teenage BoyAmplifying the campaign through Spreading stories of sporting success.interesting newsworthy stories/contentrelating to Nectar that encourage link Embellishing how many people turnedbuilding and press pick-up. up to their gig. Influencing playground conversations. Lobbying and schmoozing the girls group of friends to generate endorsement.
Social Media Confused.com A Teenage Boy Focussing on quality not quantity. “Projected Self” is used as a strategy for governing Facebook policy: Never buying fans or followers. 700 Friends – ‘Wow he’s popular’ Giving things people want, making Well selected profile image, probably people smile and presenting black and white. content/games/images people would like to share with friends. Only check-in at places that seem cool. Post lots of photos to dominate friends wall’s in order to maintain awareness. Never accept friend requests from girls too soon. Seems too eager. Only link or like to cool content that supports the position of the personal brand.
Internal Communications National Express Group A Teenage Boy Brief your mates. The lads need to know that the target market is yours The need to mobilise 25,000 until you’re rejected. consumer facing staff Seed in key themes to your friendship group during conversations. These in turn will be fed back to your target audience with added endorsement.
Measurement Confused.com A Teenage Boy Hold out regions for TV and Radio •The clothes? Econometrics •Her friends endorsement of me? Direct reporting from digital •My dancing? channels •My Vauxhall Corsa with alloy wheels? The holy grail of path to conversion No male can never really measure analysis across all channels is miles how the conversion was achieved! away, live with it!
Key Thought to leave you with.. A great TV ad or a brilliant piece of PR can create pandemonium across social networks – Harness it.
Mobile- your flexible friend: Theflexible integration channel for allyour marketing needsJo Garcia, business development director, Traction #DMAGO
Mobile – Your flexible friend: The Flexible Integration Channel for all your marketing needsJo GarciaBusiness Development Director& Vice Chair DMA Mobile Marketing Council28th March 2012
Section 1: Drivers behind the stellar rise of mobile usage
The stellar rise of mobile usage ‐ Influences Photograph: Alamy
The stellar rise of mobile usage – The outcomes 53% UK Smartphone Ownership* 24.6 million – Mobile Internet Audience* £203 million – UK Mobile Ad Spend**Tablets 72% growth in 7 months* Mobile visits to e‐retail sites up to 8.2% £134.3 million Search = 66%** *comScore Mobilens Jan 2012 **IAB/PWC March 2012
March 2012 – Month of the Mobile! (nearly!) • 250 billionth App downloaded ‐ Apple • Google’s Android Market Renamed Google Play• GoMo Campaign• Facebook Mobile Ads
Section 2: How consumers are using their mobile devices
How consumers are using their mobile devices40% Smartphones & 42% Tablets Dual Screening* Tablet owners 4+ hours per week on retail sites**£2.4m ad revenue on tablet*** 24% take mobile shopping to compare prices**** 54% of display advertising is in App** *Neilsen ***IAB/PWC March 2012 **IAB MOJO Study Jan 2012 ****Google‐Our Mobile Planet
How consumers are using their mobile devices US adults spend daily 65 minutes with mobile vs. just 44 minutes with print magazines & newspapers combined 10% share of adults’ media time each day ‐ but less than 1% of ad $ eMarketer Dec 2011
Section 3: Harness the opportunities for engagement via Mobile technology
Harness engagement opportunities via mobile technologyTarget market: Astronauts & helicopter pilots Because everyone has a helicopter!
Section 4: Put joined up marketing into practice
Mobile’s Role in Marketing & Advertising Mobile Mobile Customer Marketing Service & Advertising Mobile Commerce
Put joined up marketing into practice• Mobile can work in conjunction with all business strategies: – Across Channels – Seamless experience – Consistent marketing• Aids single view of customer• Mobile becoming the connecting device for marketing & consumers
Section 5: Case Studies
British Airways – Gold DMA Awards 2011 Outdoor Mobile used to “start a conversation in real time with the BEING London Caribbean”
V Festival – Silver DMA Awards 2011Social Media Bolser
Waitrose – Bronze DMA Awards 2011Cross Media Activity Incentivated
Heineken Star Player Dual Screening/ Triple Screening http://www.youtube.com/watch?v=XP5yySEZub8
TopshopIn‐ Store, Social Media & Email
Summary• Consider the breadth of the channel for your Mobile strategy• Use the technology which suits your business objectives• Stick with your DM principles, test, learn, apply, test, learn, apply….• Distinct business advantage for businesses who optimise their sites for mobile, apps can follow, if appropriate• Clear benefit for retail & mCommerce ‐ but not just retail...• Increased activity on the mobile internet – higher levels of browsing & search• Increased mobile advertising & more creative use of ad formats• Mobile is an “always on” companion• Consider Mobile opportunities in integrated cross channel marketing activity
Thank you….Questions? Contact: Jo Garcia Business Development Director – Traction email@example.com
Questions for the panel #DMAGO
Refreshments and networkingPlease join us for tea & coffee in the lounge area #DMAGO
Emerging print-to-mobiletechnologies: Opportunities for DM &Door-to-DoorClaire Cardosi, dealer marketing manager, Citroen UKSimon Samuels, CEO Media, Digital Space #DMAGO
Emerging Print toMobile technologies:Opportunities for DMIntroduction : Simon Samuels - CEO, Media – Digital Space Publishing Ltd.Case Study : Claire Cardosi - Dealer Marketing Manager – Citroën UK Ltd.
Agenda• Introduction to Digital Space / Optima.• Interactive DM Case Study: “Citroën DS Line DM”• Brief• Print Execution• Customer Digital Journey• Content• Calls to Action• Link to CRM• Process workflow• SummaryDS Line DM Case StudyName of presentation goes here
Credentials Specialists in the marketing Experts in building the application of smartphone capability to capture, identify technology and developing and realise the value from ‘point and scan’ solutions. multi‐channel customer data. FOCUS FOCUS Developing and integrating mobile Data strategy, management, technology support measurement & reportingOur credentials blend strategic insight, technical experience and commercial know‐how to create a unique combination of skills that bridge the physical and digital environments. DS Line DM Case Study Name of presentation goes here
New OpportunitiesBarcode QR Code Digital Watermark Audio Recognition Image Recognition Augmented Reality “A whole range of emerging technologies bridging traditional & physical media with Digital…” DS Line DM Case Study Name of presentation goes here
The Mobile Opportunity ENGAGE ON-THE-GO better USER CENTRIC push pull Interactive media QUICKER CONNECT customer PERSONALISED journey channels predict REAL TIME what consumers want SMARTERDS Line DM Case StudyName of presentation goes here
DM Print to Mobile (The Process Flow) The customer selects smartphone app The customer Digital or physical fulfillment for chooses to customer. Can include; engage with brochures, samples, products, Print Media coupons, web, email, call back, (DM) SMS, e vouchers, video etc. A central data repository is created The downloaded app on with capability to maintain SCV with the mobile phone reads identified customer data. Deliverables; encoded images, the Behavioural •Data warehouse business rules and content database •Report by trigger code to be served Name of presentation goes here DS Line DM Case Study
Our Clients Brands & agencies are learning how to engage people offline using mobile triggers.DS Line DM Case StudyName of presentation goes here
Citroën Brief• Project brief developed by Acuity on behalf of their client Citroën UK• Acuity and Digital Space worked together to integrate print to mobile technology into this DM campaign.• Citroën DS Line DM invitation to be made interactive.• Sent out to 200,000 addresses from national bought data & local dealership lists.• Showcase benefits & features of each model.• Include videos, photos & product overviews.• Explore all 3 models in the line.• Instantly connect with corresponding local dealership.• Register interest in a combination of calls to action.• Send directly to Citroën’s CRM system.• Follow up by Dealers. DS Line DM Case Study Name of presentation goes here
Print Execution• Managed by Citroën UK’s agency Acuity.• Design to include consumer education & signposting.• Each car model uniquely watermarked.• Print run separately coded across 190+ local dealerships.• Approx 600 watermarks across the campaign. DS Line DM Case Study Name of presentation goes here
Print ExecutionDS Line DM Case StudyName of presentation goes here
Print ExecutionMaking mobile marketing countName of presentation goes here
Print EducationMaking mobile marketing countName of presentation goes here
Print Signposting & IconsDS Line DM Case StudyName of presentation goes here
Print Signposting & IconsDS Line DM Case StudyName of presentation goes here
Scanning The ArtworkDS Line DM Case StudyName of presentation goes here
Digital OverlaysDS Line DM Case StudyName of presentation goes here
Customer Digital JourneyDS Line DM Case StudyName of presentation goes here
Photo Gallery Slideshow (x8 per model)DS Line DM Case StudyName of presentation goes here
Product / Event OverviewDS Line DM Case StudyName of presentation goes here
Consumer JourneyDS Line DM Case StudyName of presentation goes here
Videos (x3 per model)DS Line DM Case StudyName of presentation goes here
VideoDS Line DM Case StudyName of presentation goes here
Calls to Action• Call local dealership immediately.• Arrange a call back.• Register interest in attending a DS Discovery Day. • Order a DS model specific brochure.• Book a test drive.• State expected exchange period.• Submit preferences to CRM DS Line DM Case StudyName of presentation goes here
Call NowDS Line DM Case StudyName of presentation goes here
“Get in Touch”DS Line DM Case StudyName of presentation goes here
Preferred ModelDS Line DM Case StudyName of presentation goes here
Calls to ActionDS Line DM Case StudyName of presentation goes here
Book a Test DriveDS Line DM Case StudyName of presentation goes here
Data Entry FormDS Line DM Case StudyName of presentation goes here
Send to CRMDS Line DM Case StudyName of presentation goes here
Dealership Follow UpDS Line DM Case StudyName of presentation goes here
Summary•Customer can further discover & explore the DS Line.•Watch videos, view photos & learn more through their mobile.•Instantly connect to their local dealership.•Call now, register interest in events, request call backs, orderbrochures, book test drives.•Customer engagement data by sales zone, by dealer plugged directlyinto CRM.•Framework foundations which can be applied to future DM and otherprint media activities.•Whole range of new digital opportunities to engage with customersthrough DM. Name of presentation goes here
The power of brand activation: MillerBeer leads the wayRichard Dutton, business development director, Arc UK #DMAGO
The Power of Brand Activation Go Integrated, 28.03.12
What I would like to cover today• What is Brand Activation• How does it work• How to approach a campaign• What good looks like
‘Creating consumer engagement along the path to purchase in orderto activate a sale – this could be in-store, on-line, direct or face toface
Brand Activation can therefore include any of these disciplines; shoppermarketing, digital, direct, experiential and sponsorship activation’
We believe….• Good brand activation drives sales. Great brand activation also builds brands. But the best kind of activation moves shoppers— emotionally and behaviorally. 3
Everything we do, begins and endswith shoppers in mind. 4
we move people
and to return
Shoppers have different need statesdepending on the category.
There are typical shopper archetypes Multichannel Shopper Archetypes* Bargain Hunting Exploratory Opportunistic Adventurer 15% / 113 Strategic Savvy Saver Passionista 29% / 135 14% / 98 Low Price Premium Dollar Quality Defaulter Devotee 13% / 84 16% / 74 Efficient Sprinter 13% / 93 List Driven Habitual Percent: Heavy Multichannel Shoppers Index: Heavy Multichannel Shoppers / Total Shoppers * Overall shopper archetypes are based on overall attitudes towards shopping
Need states often have overlapping motivations caring designer badge good service confidence be fashionable make a be the envy statement of others exclusivity make style popular affordable make style authenticity express your accessible best sales personal style for less good neighbor have the latest look not cheap well-known no limits stuff always thrill of reliability something new a deal familiarity best prices options solutions comfort no get what sacrifice predictable i expect no guiltnever know what choice thrill of want vs. hassle-free you might find a hunt need always there surprise exactly treat yourself feel what i need impulse basics smart easy to navigate sense of accomplishment everything i needstimulation routine effortless success purchase excitement & joy get shopping efficient done
Inside the store, communication must be tailored by zoneService Zone Destination Zone ServiceImpulse Zone Transition Zone
Understanding the shopper journey is criticalDURABLES
The important thing to remember is that none ofthis counts if we don’t deliver a memorable andpowerful brand experience to the shopper The Experience
on-linein-storeover their phones& via underground eventsone-to-one& with their entire social network
So what does this look like in practice?
Our brief from Miller• Miller Genuine Draft was loosing relevance with and needed to recruit 18-24 year olds in its key market, Scotland.• The brief was to re-connect Miller Genuine Draft with this audience and re-enforce its position as a genuinely different premium beer. In particular, to appeal to opinion leading young adults.
Solution• ‘The Mill’ was conceived to appeal to these image- builders and it worked on two levels: – 1: We created unique, weekly gigs in Edinburgh and Glasgow, showcasing emerging Scottish bands. – 2. The Mill became the content for our communication• The events and music were seeded via multiple touchpoints - online, via Bluetooth, through QR codes on posters, underground takeovers, cinema ads and other media only available to those in the know.
emotionally rationally measurablyTo sum it all up…We must move effectivelypeople…
Questions for the panel #DMAGO
WorkshopsBoth Debi Bester and Bob Moody did not use slides.Unfortunately Patrick Collister’s presentation was too big toinclude but please contact firstname.lastname@example.org if you would likeit.Please see below for Tim Drye and Liz Curry’s presentation #DMAGO
Stimulating an Infectious Brand Extending the reach of the Sainsbury’s Sport Relief Mile 2012 Integrated Campaign
Outline• Already an Integrated Campaign: – But the “Promise” needs to work smarter• Integrated Insight and Analysis: – Balances database, research, external and internal information• Integrated Testing: – Small scale tests with maximum insight and rapid turnaround.
Sport Relief Introduction• Sport Relief Video Introduction
AN INTEGRATED CAMPAIGN
TV & Radio Build Up• Sport Relief TV Trailer
Email – Mailing Pack Templates
HOW CAN THE “PROMISE” WORK HARDER?
The Comic Relief PromiseOperating Income and Expenditure statementIn order to run itself in a professional and effective way Comic Relief incurs necessary costs. Raising funds, making grants and organisational overheads cost real money.Despite these costs, Comic Relief is still able to promise that for every pound the charity gets directly from the public, a pound goes to help transform the lives of people living with poverty and social injustice. If Sport Relief raises £50 million, Comic Relief will spend at least £50 million doing just that.It can make this promise because its operating budget is covered in cash or in kind from all types of supporters like corporate sponsors and donors, suppliers, generous individuals and government (including Gift Aid) as well as from investment income and interest.
Merge insights from a database and researchINTEGRATED INSIGHT
“…Brands only exist in the mind of the consumer…” John Hegerty
Integrated Insight Historic Database Behaviour SegmentationCombined Grassroots UK Communication Directory
Current Communication Research:From the British Marketing Survey Monthly Tracking Study1. Acceptablility of charity communications form localised hotspots.2. Openness to health communications shows clustering too.3. Is Sport Relief characterised by an overlap of interest in charity and health?4. These groups over the last four years have shown an openness to context based and localised communications especially door‐drop. Current BMS Tracking Study
From the Database:Historical Comic Relief Campaign Insights1. Campaign Participation consists of many small informal “groups” rather than individuals.2. A Committed supporter, a high value sponsored participant. generates nearly six times as much donor activity around them. ‐ nearly three times as many donors in their locality ‐ contributing nearly twice as much3. Registered teams typically live close together: ‐ over 60% live within 500m ‐ teams have a tendency to be stretched out along streets
• Youtube trailer of the movie:‐ The Joneses• (http://www.youtube.com/ watch?v=5Nsiek4Rcz8) A Softer Side to the Jonses
UK wide Communication Segmentation:Channel Spectrum1.Characterises UK Consumer appetite for communications into 2 axes: I. Levels of digital engagement o From no digital access to fully immersed. II. Preferred communication medium o Context based (e.g. TV, Newspapers, Internet ….) o Location based (e.g. Door drop, posters ….) o Direct (e.g. Email, SMS, Mail, Telephone …. )2. Team “Captains” demonstrate the ability to influence and have a tendency to be digitally immersed and open to all three media types.3. Team “Members” are less commercially engaged online and have a tendency to be open to non‐direct channels, context based and especially location based mechanisms.4. Previous history of Comic Relief activity is a key stimulus to involvement.
4. Generate a Comic Relief Grassroots Directory:Combine Channel Spectrum and Comic Relief database behaviour to focus localised activity1.Utilise a modelling method that preserves dispersed neighbourhood relationships. I. L1 Mimimisation.2. Combine the framework sued to build Channel Spectrum with Comic Relief historic behaviour.3.Convince “digital advocates” that a mere “physical leaflet” might work.4.Select target locations for a Postcode Sector based test campaign.5.Implement a novel (for Comic Relief) leaflet campaign to “fertilise” team members participation around the Manchester Flagship mile Combined Grassroots Directory
Integrated Insight Current Research SegmentationCombined Grassroots UK Communication Directory
Convince “digital advocates” about “physical relevance” efficientlyAN INTEGRATED TEST CAMPAIGN
A Constrained Integrated Test• Constraints: – Minimise the initial volume of the test door drop campaign – Minimise the size of the control cells eliminated from conventional warm communications – Execute early in the campaign when responses low to allow control cells to re‐enter comms. – Deliver a rapid interpretation to facilitate a roll out.
Initial Test Leaflet
Two outcomes to test• Increase the online sign‐up rate for participation in the Manchester Sainsbury’s Flagship Mile. – A mechanism to monitor offline communications that drive online behaviour.• Post campaign identify increased levels of donation, due to door drop inclusion. – A mechanism for socialising/normalising participation in a local group activity.
Integrated Communications• Identify the combined effects of: – Warm email and mail – Location based posters and door drops.• To facilitate the activation driven by TV and Radio exposure. – BT Challenges (David Walliams, Helen Skelton, John Bishop, ….) – The Great British Sport Relief Bake Off – Let’s Dance for Sport Relief – Sport Relief does Glee – ….
Case Control Study• Prior to the campaign: – Characterise Postcode Sectors by Channel Spectrum demographics, Sport Relief Previous Campaigns. – Generate pairs of similar Postcode Sectors in Manchester, with a match in Birmingham. – Select one to receive Door Drop leaflets the other not, up to a distribution of 100K. – Select eight Postcode sectors, in Birmingham and Manchester to exclude from warm communications, half of those in Manchester excluded from Door Drop.
Initial Peak, with ongoing enhancement
Initial Peek, on‐going enhancement• During early campaigning: – Initial peak of nearly 400% index (397) over the case controlled cells. – Ongoing growth in enhancement, a month later, nearly 150% index (147) enhancing an overall increase in registration of over 300% – Further leafleting rolled‐out: • Belfast (solus) • Birmingham (newspaper)
Roll Out Campaigns Local Newspaper Distribution Solus Distribution RM Door Drop with Trinity Mirror (TNT Post)
Roll‐out Results • Apply the Grassroots Directory to the selection of locations• Identify how the mode of delivery might impact on the effectiveness of the communication• Assess how the timing of the delivery can effect the impact of the communication
Solus distribution in BelfastSupported by Royal Mail Door Drop
Local Newspaper distribution with leafletsSupported by TNTpost and Trinity Mirror
Record breaking Night of TV Total
Still to come?• Activated Online Registration and Participation. – First week plus Third week bounce. • Are donations infectious?, – grown sponsorship and donation rates?.• Watch this space.
Outline• Already an Integrated Campaign: – But the “Promise” needs to work smarter – Engaging with the Brand• Integrated Insight and Analysis: – Balances database analysis, research insight, – external and internal information• Integrated Testing: – Case‐Control tests – Small scale with maximum insight and rapid turnaround.• Activated the “Infectiousness” of the Brand
LunchPlease join us for lunch in the lounge area #DMAGO
Welcome from the chairShaun Bailey, managing director, Jacob Bailey #DMAGO
TomTom break free: Working withsocial media across channelsdepartments and disciplinesRoger Warner, managing director, Content and MotionPlease follow this link to Roger’s presentationhttp://www.slideshare.net/SarahWright/tomtom-break-free-working-with-social-media-across-channels-departments-and-disciplines #DMAGO
The Global SaaS Leader in Relationship MarketingOrangeMulti-product, multi-channelpromotion28th March 2012Tim WatsonJo Lung www.emailvision.com
Acknowledgement :Zephyris at Wikipedia www.emailvision.com
Campaign objectives● Regular communication with the PAYM base (every 2-3 months)● Communicate multiple offers in one large scale communication, getting more messages to the customer without increasing campaigns● Achieve a positive ROI through x-sell and longer term impact on loyalty and survival.● Increase perception of value.● Drive awareness of products and services available● Focus on multimedia products www.emailvision.com
Many cross sell offers to promote Public Wifi access Photo bundle Roaming bundle Broadband www.emailvision.com
Diverse customer base Photo acknowledgement: tim166 www.emailvision.com
Multiple Sales channels www.emailvision.com
Channel choice● Bill insert ● SMS● eBill ● Direct Mail● Email ● Telesales● MMS www.emailvision.com
Segmentation solar system Sociable Socialites Digital Tribe Chatty Spenders Youth Good Lifers Balancing Families TechTechCautious Savvy Maximisers PAYM Pragmatics PAYG Pragmatics Basic Communicators Bubble = Segment Size Introvert www.emailvision.com
Segment definition Socialites Maximisers Carefree & Gregarious Ambitious & Active •Spontaneous and carefree, often flitting between jobs for •Hard working and career focused, often struggling with example work/ life balance •Love their phones as a communication device and being •Internet central to their lives, both for entertainment but tempted to Smartphones by services such as social also juggling their busy lives networking and BBM •But also love a gadget for the ‘cool factor’ and relatively •Extrovert creatures who love to be in constant contact early adopters with their mates iPhone Pragmatics Overlapping solar segments Thorough & Methodical •Relatively affluent segment who are focused on quality and reliability •Specific segment targeted due to the large base and •Stick to traditional brands who they feel won’t let them specific Orange package offers down •Love the Internet as a reference / information resource and many now tempted by ‘useful’ mobile services e.g. navigation www.emailvision.com
Measuring success – the big picture Churn ARPU Average revenue uplift per user Customer service www.emailvision.com
Solution - holdout groups Multi-product campaign Campaign groups Campaign impact Holdout groups Holdout no multi- (for each segment) product campaigns 3 months 3 months www.emailvision.com
ROI per contact Revenue uplift – Customer service costs + Churn benefit Count of customers in campaign group www.emailvision.com
ROI by segment www.emailvision.com
ROI by Channel www.emailvision.com
Two simple lessons● Market using bill inserts● Don’t market to Maximisers www.emailvision.com
ROI drill down www.emailvision.com
Tests repeated following quarter October multi-product campaign www.emailvision.com
Another way to skin the cat Orange pay monthly Animal packages www.emailvision.com
Relative results by Animal www.emailvision.com
Takeaways Look deeper than Right touch the summary channel Sometimes say nothing? The difference True marketing between profit impact and loss www.emailvision.com
Questions Let’s Connect Tim Watson Twitter @tawatson LinkedIn http://uk.linkedin.com/in/tawatson Jo Lung LinkedIn http://uk.linkedin.com/pub/josephine- lung/1/281/516 www.emailvision.com
Some of our 3000 + clients www.emailvision.com
Menzies digital marketing: Mazdaclient multiplatform customercommunications case study fromRedwoodSarah Clegg, managing director, Menzies Digital MarketingJanine Goldblatt, senior account director, RedwoodNik Berg, global editor, Redwood #DMAGO
INNOVATIVE CONSUMER ENGAGEMENTMAKING AN IMPACT EVERY DAY
EXCLUSIVE UK PARTNER OF THE MARKETLEADING DIGITAL PUBLISHING PLATFORM Create award winning e‐zines and compelling interactive communications Incorporate personalization, tailored branding and e‐commerce onto PC, tablet or mobile Fully supported with creative, production and consultancy services
A SELECTION OF RECENT CLIENTS…
REDWOOD: INSPIRING CONTENT
Questions for the panel #DMAGO
Refreshments and networkingPlease join us for tea & coffee in the lounge area #DMAGO
‘How much response goes online?’Recent joint research by the insertsand door drop councilsCJ Court, managing director, All response mediaMark Davies, managing director, TNT Post (Doordrops) #DMAGO
2011 Research Project CJ: Managing Director - All Response MediaMark Davies: Managing Director – TNT Post DoorDrop Media
Response rates decliningConsumers increasingly embracing theinternetMeasurement vital to understanding value(still) Feel print medium only partially judged
Previous research in 2009: variety of clientsusing just loose inserts◦ Toy retailers, cosmetic surgery, charity,% of measured response online = 52%Range was 24% to 76%Expected factors had an influence◦ Target audience, product advertised, media title
2011- Insert Council collaborated with DoorDrop Council to include door dropsClients from wider range of sectors:◦ Charity, Finance & Retail
Timing: April - Jun 2011Volume: 3m items5 clients11 titles / distribution methods
Excluding the retail client the average %response to go online has risen….
250,000 A4, 2pp leafletsDistributed via NewshareMosaic targeting (from existing customers)Overlaid on town catchments
Results:80% of sales in-store20% of sales online90% of online sales from new customers
Upmarket charity thatappeals to older, moremale donors800k inserts in bothnational press andlifestyle titles
Results:59% of donations onlineSimilar to average %across all activity
Cancer insurance product:New to UK market650k inserts in nationalpress and lifestyle titles300k door drop /Newshare
Results:83% of response was onlineAll of door drop response was online23% of all response was “Search Engine”
250k via Royal Mail door drop, 250k viaNewshareUsed customer profiles to target relevantFinancial ACORN Types
Results:50% of leads were online50% leads offline27% of leads were converted to sale
Campaign similar to previous research500k inserts across national and lifestyletitles
Results:Online response was 32% (up from 27% inprevious research)◦ NB 3 response routes: Phone, coupon and webStill affected by type of title◦ Mass market TV title: 10%◦ Mid market Sun: 29%◦ Mid / upmarket Sat: 54%
Ave. %Response 20% 59% 83% 50% 32% 56% online
Online response is increasingOnline response range: 20-83%◦ “Personal” sectors are higher (as previous)◦ Retail still had 20% online – and new customers!Other factors affect % response online◦ Product being promoted◦ The number of response channels◦ The readership demographics◦ The online usage of that readership
Coupons are still a chosen channelImportance of phoneBut increasingly webWith added new technologies….Vital that response data is measured correctly
Online response is significantMeasurement is more vital than everNew technology can make measurementeasier and more accurateNew response channels can bring newcustomersThe Power of Print can work with the internet
A lot – so we had better measure it! email@example.com firstname.lastname@example.org
Award winning integrationVanessa Preece, head of customer recruitment, Very.co.ukSarah Rogers, consumer engagement manger, Tourism IrelandIan Bates, creative director, Indicia #DMAGO