Ron Jacobs [email_address] How Direct Marketing Applies in a  Multichannel Marketing World A Presentation for
<ul><li>Ron Jacobs </li></ul><ul><li>President, Jacobs & Clevenger </li></ul><ul><li>Co-Author, Successful Direct Marketin...
Agenda <ul><li>How multichannel marketing is affecting marketers, media, agencies and communications around the globe </li...
How airline food is like advertising <ul><li>“ The food must be for everyone, you see.  And so, it is for no one. “ </li><...
It’s the Chaos Scenario for marketing communications <ul><li>The quid pro quo among marketers, channels & consumers is gon...
All marketing has become direct marketing Direct marketing has become multichannel marketing <ul><li>Use data for targetin...
Multichannel customer behavior is the new normal
Today, prospects take countless non-traditional, non linear journeys to become customers Why so many marketers taking the ...
Multichannel marketing communications requires a new strategy framework <ul><li>Define the </li></ul><ul><li>Multichannel ...
Marketing communications agencies are transforming as well:  T he new agency o rganization chart Project management
Marketing communications agencies are transforming as well:  The new agency idea team Project management The new agency id...
Key Performance Indicators (KPIs) can help measure everything <ul><li>1. Business contribution: </li></ul><ul><li>Channel ...
Social Marketing Extending your brand and business through social engagement
Social commentary on Social Marketing…  Future Man goes back to the 1960s AND “UPLOAD”  PICTURES OF THEIR BREAKFASTS TO A ...
Social marketing is still in a nascent stage <ul><li>Agencies and marketers are addicted to ad campaigns </li></ul><ul><ul...
Businesses are Taking Social Marketing Seriously <ul><ul><li>The amount of video uploaded to YouTube every minute </li></u...
Businesses are Taking Social Marketing Seriously <ul><ul><li>The number of photos archived on Flikr.com as of June 2009 </...
Argentine Social Media Usage <ul><li>Number or Register Facebook users </li></ul><ul><ul><li>6 million in Argentina </li><...
Conversations are taking place around your category, your brand, and the entire buying process <ul><ul><li>Where  are conv...
Social Channels work together, but play their own roles
Paid Media
Crispin Porter + Bogusky’s Social Home Page
Owned Media … A Brand Channel
Kogi BBQ… Twitter for traffic building and CRM
Kogi BBQ… Twitter for traffic building and CRM
Earned Media… Angie’s List
Earned Media… Angie’s List
Multichannel conversion, testing & attribution
A line of code is placed on your website.  A user is tagged and added to your user population when they visit your site. W...
Remarketing (AKA Retargeting) example
Remarketing (AKA Retargeting) example
Testing is central to multichannel marketing efforts  <ul><li>Products & Services </li></ul><ul><li>Attributes </li></ul><...
Two useful methods of testing <ul><li>A/B testing (Split Testing) </li></ul><ul><ul><li>Common offline direct marketing te...
A/B Split Testing Headline  Image  Offer  Body Copy  Test  A Test B Headline Image  Offer  Body Copy  Call to Action Call ...
Multivariate Testing Headline 1  Image A  Offer 1  Body Copy a  Test  A Test B Headline 2 Image B  Offer 2  Body Copy b  C...
Barriers to better attribution models include technology, resource, and process challenges  <ul><li>Most current attributi...
Last ad standard  Atlas Solutions, Microsoft Advertising
Engagement Mapping across channels Atlas Solutions, Microsoft Advertising
Multichannel Marketing Best Practices
Multichannel marketing best practices <ul><li>Different marketing channels work best for different organizations </li></ul...
Multichannel marketing best practices <ul><li>Show you know and listen to your customers </li></ul><ul><ul><li>Let them te...
Multichannel marketing best practices <ul><li>Be spontaneous. It makes deeper and better connections with prospects and cu...
Multichannel marketing best practices <ul><li>Find ways to combine social media tools with offline engagement </li></ul><u...
Conclusions <ul><li>Niche Marketing is Direct marketing, Direct Marketing is Multichannel Marketing </li></ul><ul><ul><li>...
Thank You!
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How Direct Marketing Applies in a Multichannel Marketing World

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  • 1. Business contribution These are effectiveness measures comparing the performance of the online channel with other channels. Examples: • Online revenue contribution ($, %) – direct and indirect (i.e. transacted online and referred online from offline); • Online profit contribution ($, %) – Profit contribution to the company in the period; • Online sales transaction contribution (n, %) – direct and indirect (% sales online may differ considerably from % revenue or profit contribution if there is a different average order value or profitability online); • Online service transaction contribution (n, %, $) – what percentage of different types of customer service occur online. Cost savings can be calculated for these also; • Online reach % – Share of online users attracted to the site in an industry category in a week or month assessed by services such as Hitwise or Netratings. Strictly, reach should be assessed through reaching customers via third party sites; • Online market share – % of online market revenue captured in comparison with offline. This is difficult to establish in some markets, dependent on industry collaboration; • Online customer migration – % of existing customers using online services. 2. Marketing outcomes: • Sales (n, $) (If relevant); • Leads (n) (registrations of other opportunities to sell); • Cost per Acquisition (CPA) – Promotional cost of obtaining a first time sale; • Other costs – Cost of good sold and average margin. Cost of service; • Average order value (Basket size); • Lifetime value ($) for different customer groups; • Average touch frequency – for example, for e-mail marketing. 3. Customer satisfaction: • Customer satisfaction and loyalty indices; • Number of comments from site and e-mail (% favorable and unfavorable); • Brand metrics (brand favorability); • Site performance and availability; • E-mail enquiry response time and accuracy. 4. Customer behavior: • Site engagement rates (Bounce rates overall and for different pages); • Site conversion rates (Visit to Sale, Visit to opportunity and Opportunity to Sale); • E-mail conversion rates (Newsletter and campaign related); • Visits involving a page view in different categories (Product pages, Service pages, Where to Buy, Contact Us). Visits / customers can be scored according to this; • Visits to purchase/Time to purchase – indication of number of visits involved with purchase; • Number of products purchased per customer; • Transaction behavior (Recency, Frequency, Monetary value analysis for different categories and customer types). RF analysis also relevant for site visits, e-mail response and different service types; • Activity or participation levels (Percentage of customer base / registrations who are actively using online service(s)). nActivated, nActive, nDormant, nLapsed, etc.; • Loyalty or churn metrics (% of customers repeat purchasing in given time, e.g. 1 year). 5. Channel promotion: • Referrer mix from different sources (direct, search, affiliates, etc); • Share of search (main terms within market); • Cost Per Click/Cost Per Contact (Visitors) average and CPM average for online/offline ads. 6. Social Media A variety of measures that quantify some very soft measurements. This is state of the art just now.
  • Social networking now accounts for 11 percent of all time spent online in the US – with 100 million unique visitors and more than a billion tweets per month. The conversations taking place on these social networks can build or erode your brand, reputation, leads, sales and revenue. Marketers need to measure and manage the impact of social media interactions, better understand customer engagement, and establish a planning strategy to track sentiment, effect change and improve performance.
  • Learn Who the key influencers are Demographics, psychographics, specifics Create a dialogue with influencers to engage them Learn What is being talked about Including themes, tags, specific words Use these words in your own conversations, copy, keywords, etc. Learn consumers Mood . Are they positive or negative. What is the trend? Sentiment is an important behavioral and economic indicator
  • Create a solar system of owned media.  Owned media is a channel you control. There is fully-owned media (like your website) and partially-owned media (like Facebook fan page or Twitter account). Owned media creates brand portability. Now you can extend your brand&apos;s presence beyond your web site so that it exists in many places across the web - specifically through social media sites and unique communities. In a recession in which marketing budgets are being cut by 20%, the ability to communicate directly with consumers who  want  to engage with your brand through long-term relationships can be invaluable.   Recognize that earned media is a result of brand behavior.  &amp;quot;Earned media&amp;quot; is an old PR term that essentially meant getting your brand into free media rather than having to pay for it through advertising. However the term has evolved into the transparent and permanent word-of-mouth that is being created through social media. You need to learn how to listen and respond to both the good (positive organic) and bad (spurned) as well as consider when to try and stimulate earned media through word-of-mouth marketing. Paid media is not dead, but it is evolving into a catalyst.  Many people are predicting the end of paid media (aka advertising). However, that prediction may be premature as no other type of media can guarantee the immediacy and scale that paid media can. However, paid media is shifting away from the foundation and evolving into a catalyst that is needed at key periods to drive more engagement(e.g. Q4 holidays).
  • Angie&apos;s List is website which aggregates consumer reviews of local service companies , as a way to &amp;quot;capture word-of-mouth wisdom.&amp;quot; [4] Angie&apos;s List is unusual in that it charges consumers to see reviews, [5] reflecting the company&apos;s claim that charging consumers &amp;quot;adds credibility to the information.&amp;quot; [4] Angie’s list is available in more than 200 cities, all 50 United States, 400 employees and 1.2 million members.
  • Remarketing is a targeting solution for reaching users that advertisers have seen before on their site and are interested in re-capturing. This is done through the use of simple pixels and cookies to create a custom population of target users. Advertisers can then message these users at a later date.
  • Like other forms of direct marketing testing, merchants can use either A/B or Multivariate testing to test headlines, offers body copy, offers, calls to action, images, product pages, order pages, guarantees, prices, bonus offers, and many other variables Merchants often report dramatic increases when testing different copy text, form layouts, landing pages, images and background colors. However, not all elements produce the same increase in conversions, and by looking at the results from different tests, it is possible to identify those elements that consistently produce the greatest increase in conversions for a marketer’s web site. Different customer groups react differently, which is why testing is so important.
  • There are two kinds of web testing for E-Commerce sites. A/B testing, also called split testing, allows the testing of two different versions of a design, copy or offer, to see which performs the best. For decades, this has been a classic method in direct mail, where companies often split their mailing lists and send out different versions of a mailing to different recipients. A/B testing is also popular on the Web, where it&apos;s easy to make your site show different page versions to different visitors. Use A/B testing when a web site gets fewer than 1,000 page views per week. It is useful when testing big things. For example, if moving complete sections provides an advantage or if changing the overall copy and design works better than the established copy and design. Multivariate testing is the most robust way to test a lot of variables at one time. This advanced statistical methodology can test the effectiveness of limitless combinations. The only limits on the number of combinations and the number of variables in a multivariate test are the amount of time it will take to get a statistically valid sample of visitors and a marketer’s computational power. This form of testing can only be done when a web site receives more than 1,000 page views per week. It can help an E-Commerce merchant optimize multiple content changes in different parts of a multiple web pages simultaneously.
  • A/B testing is the simplest and easiest form of web testing. Based on “the Scientific Method” of statistical analysis, it’s main limitation is that only way variable can be tested at one time. In the example, all variables remain the same with the exception of the design. So, design is the variable that was tested. Headlines, offers, images or products could be tested. Often merchants choose A/B testing when they want to test completely different pages. That’s okay, so long as what is being analyzed as the variable is the complete difference. Like other forms of direct marketing, it’s best to test the big things. If you can’t see the difference in two different combinations being tested, it’s unlikely that visitors will.
  • Multivariate testing is an area of high growth, as it helps websites ensure that they are getting the most from the visitors arriving at their site. Search engine optimization and pay per click advertising bring visitors to a site and have been extensively used by many marketers. Multivariate testing allows marketers to ensure that visitors arriving at their website are being shown the right offers, content and layout to convert them to sale, registration or the desired action. In the example, headlines, offers, copy, images, background colors are tested. It’s easy to get carried away with multivariate analysis. So, it’s better to test a small number of variations to insure that there are at least 100 conversions per combination analyzed. Website visitors will vote with their clicks for which content they prefer. Multivariate testing is transparent to the visitor, and technology is capable of ensuring that each visitor is shown the same content on every visit. Both A/B and Multivariate Testing allow the market to decide a marketer’s best web page options. There is no room for guessing.
  • Measure results using multichannel attribution Last touchpoint attribution is flawed at best Weight channels based on introductory Vs influencer channel, ad size, offer, message, page views, time on page, etc. E.G. Try to identify affinities between display creative assets and search keywords
  • How Direct Marketing Applies in a Multichannel Marketing World

    1. 1. Ron Jacobs [email_address] How Direct Marketing Applies in a Multichannel Marketing World A Presentation for
    2. 2. <ul><li>Ron Jacobs </li></ul><ul><li>President, Jacobs & Clevenger </li></ul><ul><li>Co-Author, Successful Direct Marketing Methods </li></ul><ul><li>Sponsor, Ron Jacobs & Bob Stone Multichannel Marketing Communications Certificate Program, DePaul University </li></ul>
    3. 3. Agenda <ul><li>How multichannel marketing is affecting marketers, media, agencies and communications around the globe </li></ul><ul><li>What market transformation means to marketers, agencies, consumers and customers </li></ul><ul><li>How digital & social media tools can produce behaviors of decision makers, influencers and buyers that can be exploited for lead generation, nurturing, CRM and brand marketing </li></ul><ul><li>How channels are rapidly changing and what that means for organizations trying to integrate them online and offline channels into their marketing communications campaigns </li></ul>
    4. 4. How airline food is like advertising <ul><li>“ The food must be for everyone, you see. And so, it is for no one. “ </li></ul><ul><li>An Airline “Chef” based in Dallas </li></ul>
    5. 5. It’s the Chaos Scenario for marketing communications <ul><li>The quid pro quo among marketers, channels & consumers is gone </li></ul><ul><ul><li>Marketers are resistant to support broad media & channels </li></ul></ul><ul><ul><li>Consumers unwilling to pay for information from media </li></ul></ul><ul><li>Single channel marketing is no longer effective </li></ul><ul><ul><li>Broadcast, print, direct mail, email, web… None stand alone </li></ul></ul><ul><li>Purchase decisions are collaborative, not linear </li></ul><ul><ul><li>Be with customers on their journeys, nurturing them along the way </li></ul></ul><ul><li>Brand marketing is no longer about changing perceptions, it’s about changing behavior </li></ul><ul><ul><li>Moved from exposure to involvement </li></ul></ul><ul><ul><li>Brand & response are interwoven </li></ul></ul>
    6. 6. All marketing has become direct marketing Direct marketing has become multichannel marketing <ul><li>Use data for targeting </li></ul><ul><ul><li>Segmentation & micro-segmentation </li></ul></ul><ul><li>Target geographically </li></ul><ul><ul><li>Local & hyperlocal </li></ul></ul><ul><li>Communications’ objective is conversions </li></ul><ul><ul><li>It’s not just about image & awareness </li></ul></ul><ul><ul><li>It’s about behavior </li></ul></ul><ul><li>Add calls to action in copy </li></ul><ul><ul><li>This is how you get consumers to convert </li></ul></ul><ul><li>Addressable media </li></ul><ul><ul><li>Personalize & Customize communications </li></ul></ul><ul><li>Measurement & Accountability </li></ul><ul><ul><li>Bridges marketing & finance </li></ul></ul><ul><li>Improve Return on Marketing Investment </li></ul><ul><ul><li>Invest based on Customer Lifetime Value </li></ul></ul><ul><li>Frequency, timing & testing </li></ul><ul><ul><li>Learn when to engage </li></ul></ul>
    7. 7. Multichannel customer behavior is the new normal
    8. 8. Today, prospects take countless non-traditional, non linear journeys to become customers Why so many marketers taking the same journeys that they always have?
    9. 9. Multichannel marketing communications requires a new strategy framework <ul><li>Define the </li></ul><ul><li>Multichannel </li></ul><ul><li>Goal </li></ul><ul><li>How will </li></ul><ul><li>multichannel: </li></ul><ul><li>Create </li></ul><ul><li>Customers </li></ul><ul><li>Make money </li></ul><ul><li>Save money </li></ul><ul><li>Satisfy clients </li></ul><ul><li>Grow </li></ul><ul><li>Customer </li></ul><ul><li>Lifetime Value </li></ul><ul><li>Increase brand </li></ul><ul><li>Equity </li></ul><ul><li>Develop the </li></ul><ul><li>Multichannel </li></ul><ul><li>Strategy </li></ul><ul><li>How will each </li></ul><ul><li>channel </li></ul><ul><li>fulfill the goal: </li></ul><ul><li>Identify </li></ul><ul><li>targets </li></ul><ul><li>Which </li></ul><ul><li>channels apply </li></ul><ul><li>Prioritize </li></ul><ul><li>channels </li></ul><ul><li>What is the </li></ul><ul><li>message strategy </li></ul><ul><li>Decide on 3-5 </li></ul><ul><li>KPIs </li></ul><ul><li>Test, Measure </li></ul><ul><li>and Improve </li></ul><ul><li>Return </li></ul><ul><li>On Marketing </li></ul><ul><li>Investment </li></ul><ul><li>Where does the </li></ul><ul><li>organization : </li></ul><ul><li>Profit </li></ul><ul><li>Grow </li></ul><ul><li>Invest </li></ul><ul><li>Short term </li></ul><ul><li>Long term </li></ul>Problem Recognition Re-engagement, Winback Affinity, Loyalty and Lifetime Value Engagement and Customer Service Post Purchase Triggers, Activation Purchase/ Conversion Evaluate Attributes Information Search Behavioral Hourglass
    10. 10. Marketing communications agencies are transforming as well: T he new agency o rganization chart Project management
    11. 11. Marketing communications agencies are transforming as well: The new agency idea team Project management The new agency idea team combines account, creative & technology Technologist
    12. 12. Key Performance Indicators (KPIs) can help measure everything <ul><li>1. Business contribution: </li></ul><ul><li>Channel reach, revenue contribution (direct and indirect), Return On Investment (or ROMI), category penetration, costs and profitability. </li></ul><ul><li>2. Marketing outcomes: </li></ul><ul><li>Customers, leads, sales, service contacts, conversion, retention, winback and response efficiencies. Acquisition cost, Avg. order, Avg. profit, Lifetime Value. </li></ul><ul><li>3. Customer satisfaction: </li></ul><ul><li>Usability, performance/availability, recommendation behavior. Opinions, attitudes, reasons for defection, brand impact and churn. </li></ul><ul><li>4. Customer behavior : </li></ul><ul><li>Profiles, customer orientation (segmentation), usability, clickstream and site actions. Bounce rates, conversions, page views, depth, page & site duration, RFM and transaction behavior. </li></ul><ul><li>5. Channel promotion: </li></ul><ul><li>Attraction efficiency. Referrer efficiency, cost of acquisition and reach. CPC Vs CPM. Search engine visibility and link building. Unique visitors, frequency, e-mail marketing results. Channel integration. </li></ul><ul><li>6. Social marketing: </li></ul><ul><li>Engagement (e.g. # of comments); involvement (e.g. time spent); bounce rate; # of reads, comments, & posts; brand affection/aversion; conversions; mention of brand name; advocacy; viral activity; referrals; recommendations; multiple moving averages; etc. </li></ul>1. Business contribution 2. Marketing outcomes 3. Customer satisfaction 4. Customer behavior 5. Channel promotion 6. Social Marketing <ul><li>KPIs distill analytical data into relevant information </li></ul><ul><li>Exclusive to each business </li></ul><ul><li>Specific </li></ul><ul><li>Valuable </li></ul><ul><li>Actionable </li></ul><ul><li>Focus on the 3 – 5 most significant metrics </li></ul>
    13. 13. Social Marketing Extending your brand and business through social engagement
    14. 14. Social commentary on Social Marketing… Future Man goes back to the 1960s AND “UPLOAD” PICTURES OF THEIR BREAKFASTS TO A “ FACEBOOK ” AND OTHER PEOPLE WILL LOOK AT THE BREAKFASTS AND MAKE COMMENTS SORRY TO BURST YOUR BUBBLE, DUDES. BUT YOU ASKED. YES, THAT’S THE FUTURE! FUTURE MAN, I CAN’T BELIEVE PEOPLE WILL FIND THAT MORE INTERESTING THAN READING NEWSPAPERS OR WATCHING NETWORK TV!! SO YOU’RE SAYING PEOPLE WILL “ TWEET” WHAT THEY EAT” FOR BREAKFAST?
    15. 15. Social marketing is still in a nascent stage <ul><li>Agencies and marketers are addicted to ad campaigns </li></ul><ul><ul><li>Not continuous customer dialogues, cooperative communications, etc. </li></ul></ul><ul><li>Traditional agencies aren’t staffed for social marketing </li></ul><ul><li>Marketers aren’t sure what they are buying/getting </li></ul><ul><li>Marketers have lost control of their message </li></ul><ul><li>Marketers don’t understand how their audience engages </li></ul><ul><li>Marketers don’t know where it fits within their organizations </li></ul><ul><li>Marketers aren’t sure why they should care about social marketing </li></ul>
    16. 16. Businesses are Taking Social Marketing Seriously <ul><ul><li>The amount of video uploaded to YouTube every minute </li></ul></ul><ul><ul><ul><li>24 hours </li></ul></ul></ul><ul><ul><li>The amount of time it would take to view every video on YouTube </li></ul></ul><ul><ul><ul><li>1,750 Years </li></ul></ul></ul><ul><ul><li>The number of YouTube videos viewed per day </li></ul></ul><ul><ul><ul><li>2 Billion </li></ul></ul></ul><ul><ul><li>The average number of tweets on Twitter.com every day </li></ul></ul><ul><ul><ul><li>65 Million </li></ul></ul></ul>
    17. 17. Businesses are Taking Social Marketing Seriously <ul><ul><li>The number of photos archived on Flikr.com as of June 2009 </li></ul></ul><ul><ul><li>13.6 Billion </li></ul></ul><ul><li>The amount of content (Links, news, posts, notes, photos, etc. shared on FaceBook weekly </li></ul><ul><ul><li>3.5 Billion </li></ul></ul><ul><li>The number of minutes spent on FaceBook daily </li></ul><ul><ul><li>16 Billon </li></ul></ul><ul><li>If FaceBook were a country </li></ul><ul><ul><li>It would be the 3 rd most populated in the world, behind China & India </li></ul></ul><ul><ul><li>The number of Articles on Wikipedia </li></ul></ul><ul><ul><ul><li>16 Million </li></ul></ul></ul>
    18. 18. Argentine Social Media Usage <ul><li>Number or Register Facebook users </li></ul><ul><ul><li>6 million in Argentina </li></ul></ul><ul><li>Number of Registered Fotolog users </li></ul><ul><ul><li>4.5 million in Argentina </li></ul></ul><ul><li>Number of registered Sónico users </li></ul><ul><ul><li>2.3 million in Argentina </li></ul></ul><ul><li>Number of registered Twitter users </li></ul><ul><ul><li>3 million in Argentina </li></ul></ul>Sources: Ecco Communications Network/ComScore
    19. 19. Conversations are taking place around your category, your brand, and the entire buying process <ul><ul><li>Where are conversations taking place? </li></ul></ul><ul><ul><li>Who are the influencers driving them? </li></ul></ul><ul><ul><li>What is being talked about? (e.g. Keywords) </li></ul></ul><ul><ul><li>Is the Sentiment positive or negative? </li></ul></ul><ul><ul><li>Can keywords be turned into dialogues, multichannel copy? </li></ul></ul>
    20. 20. Social Channels work together, but play their own roles
    21. 21. Paid Media
    22. 22. Crispin Porter + Bogusky’s Social Home Page
    23. 23. Owned Media … A Brand Channel
    24. 24. Kogi BBQ… Twitter for traffic building and CRM
    25. 25. Kogi BBQ… Twitter for traffic building and CRM
    26. 26. Earned Media… Angie’s List
    27. 27. Earned Media… Angie’s List
    28. 28. Multichannel conversion, testing & attribution
    29. 29. A line of code is placed on your website. A user is tagged and added to your user population when they visit your site. When visiting an affiliated website, the user is served with a targeted ad. The user is brought back to your site for conversion. A. B. C. D. Remarketing increases conversions by targeting users that have already visited your website
    30. 30. Remarketing (AKA Retargeting) example
    31. 31. Remarketing (AKA Retargeting) example
    32. 32. Testing is central to multichannel marketing efforts <ul><li>Products & Services </li></ul><ul><li>Attributes </li></ul><ul><li>Headlines </li></ul><ul><li>Sub-headlines </li></ul><ul><li>Body copy </li></ul><ul><li>Offers (Price, Incentives, etc.) </li></ul><ul><li>Calls to action </li></ul><ul><li>Images </li></ul><ul><li>Colors </li></ul><ul><li>Keywords </li></ul><ul><li>Landing pages </li></ul><ul><li>Bounce rate </li></ul><ul><li>Lead Forms </li></ul><ul><li>Order pages </li></ul><ul><li>Bonus offers </li></ul><ul><li>Guarantees </li></ul><ul><li>Video </li></ul><ul><li>Audio </li></ul><ul><li>Fonts </li></ul>
    33. 33. Two useful methods of testing <ul><li>A/B testing (Split Testing) </li></ul><ul><ul><li>Common offline direct marketing testing </li></ul></ul><ul><ul><li>Compares the performance of one variable against another </li></ul></ul><ul><ul><li>Online this can be used when moving sections around or changing the overall look of web pages </li></ul></ul><ul><li>Multivariate Testing </li></ul><ul><ul><li>Compares the performance of different content variations in multiple locations within a communication </li></ul></ul><ul><ul><li>E.g. Can help optimize multiple content changes in different parts of multiple web pages simultaneously </li></ul></ul><ul><ul><li>Can also be used in direct mail </li></ul></ul><ul><ul><ul><li>In 2007 Capital One constructed 28,000 direct mail tests using this method </li></ul></ul></ul>
    34. 34. A/B Split Testing Headline Image Offer Body Copy Test A Test B Headline Image Offer Body Copy Call to Action Call to Action Test one variable at a time
    35. 35. Multivariate Testing Headline 1 Image A Offer 1 Body Copy a Test A Test B Headline 2 Image B Offer 2 Body Copy b Call to Action I Call to Action II Test C Head line 3 Image C Offer 2 Body Copy c Call to Action III Test multiple variables at a time 3 6 Variables (3x3x3x3x3x3) = 729 Tests
    36. 36. Barriers to better attribution models include technology, resource, and process challenges <ul><li>Most current attribution models are flawed </li></ul><ul><ul><li>The last touch standard or current session models </li></ul></ul><ul><ul><li>Causes over-invest in near-term conversion drivers </li></ul></ul><ul><li>The consumption and impact of media is interrelated with other media </li></ul><ul><ul><li>Traditional media is interrelated with Digital media </li></ul></ul><ul><ul><li>The relationship between display and search changes depending on products, brands, time of day, season, company, geography, etc. </li></ul></ul><ul><li>The multichannel effect is important in high-consideration situations </li></ul><ul><ul><li>e.g. Expensive, complex or involved offerings </li></ul></ul><ul><ul><li>Financial services offerings, family vacation or a choice of college </li></ul></ul>
    37. 37. Last ad standard Atlas Solutions, Microsoft Advertising
    38. 38. Engagement Mapping across channels Atlas Solutions, Microsoft Advertising
    39. 39. Multichannel Marketing Best Practices
    40. 40. Multichannel marketing best practices <ul><li>Different marketing channels work best for different organizations </li></ul><ul><ul><li>There is no “One Size Fits All” approach </li></ul></ul><ul><ul><li>Facebook has become the de facto home page of CPG organizations </li></ul></ul><ul><ul><li>LinkedIn makes more sense for B2B organizations </li></ul></ul><ul><ul><li>Blogs and Wikis are among the best social media channels to promote an enterprise, but don’t work as well for consumer brands </li></ul></ul><ul><ul><li>YouTube has worked for many B2B and B2C brands. It is especially suited to businesses catering to the multimedia and entertainment industry </li></ul></ul><ul><li>Reevaluate the top and bottom tactics within your mix </li></ul><ul><ul><li>This will force change where organizational inertia often prevents it </li></ul></ul>
    41. 41. Multichannel marketing best practices <ul><li>Show you know and listen to your customers </li></ul><ul><ul><li>Let them tell you what channels to market to them with </li></ul></ul><ul><ul><li>Let them tell you the frequency of contact </li></ul></ul><ul><ul><li>Let them tell you the kinds of messages that they will accept </li></ul></ul><ul><ul><li>Let them tell you of you can lend their name to other marketers </li></ul></ul><ul><li>Add some emotion to marketing communications </li></ul><ul><ul><li>In B2C marketing use an emotional play on risk and reward </li></ul></ul><ul><ul><li>In B2B a buyer's goal is to avoid exposure to risk, not to make the best decision </li></ul></ul><ul><li>Use Trigger Programs to automate some marketing operations </li></ul><ul><ul><li>Anniversary, birthday, after sales service/warranty programs, upgrades, abandoned cart programs, etc. </li></ul></ul>
    42. 42. Multichannel marketing best practices <ul><li>Be spontaneous. It makes deeper and better connections with prospects and customers </li></ul><ul><ul><li>Don’t use jargon in marketing literature or create blogs that simply republish press releases, then tweet them as links </li></ul></ul><ul><ul><li>Natural voices and conversations are important to decision makers </li></ul></ul><ul><li>Identify top SEM Keywords, and use them in outbound communications </li></ul><ul><li>B2B and B2C buyers think differently </li></ul><ul><ul><li>In B2C consumers buy based on features, benefits or personal taste </li></ul></ul><ul><ul><li>In B2B sales are based on demonstrating product or service expertise </li></ul></ul><ul><li>Don’t only look for best practices within your own niche </li></ul><ul><ul><li>A B2B Ecommerce organization can learn from a B2C leader like Amazon.com </li></ul></ul>
    43. 43. Multichannel marketing best practices <ul><li>Find ways to combine social media tools with offline engagement </li></ul><ul><ul><li>Input social media profiles into your CRM system to help your sales executives learn more about client’s day to day life for the next sales contact cycle </li></ul></ul><ul><li>Move beyond outbound marketing </li></ul><ul><ul><li>Don’t just broadcast marketing messages via Twitter, LinkedIn, blogs, Facebook, podcasts, etc. </li></ul></ul><ul><ul><li>Engage prospects and customers in continuous dialogue. </li></ul></ul><ul><li>Create and distribute a set of Social Marketing Guidelines to staff </li></ul><ul><ul><li>Employee engagement is an important as customer engagement </li></ul></ul><ul><ul><li>You want staff to manage social marketing in a thought out, transparent and positive spirit </li></ul></ul>
    44. 44. Conclusions <ul><li>Niche Marketing is Direct marketing, Direct Marketing is Multichannel Marketing </li></ul><ul><ul><li>DM is now the foundation of future marketing </li></ul></ul><ul><li>The goal of all marketing communications is to shift behavior </li></ul><ul><li>Conversations (And, communications) need to be authentic, relevant, valuable, and accountable </li></ul><ul><li>Customer engagement is attributable to customer experience </li></ul><ul><ul><li>Relevancy is both earned and bought </li></ul></ul><ul><ul><li>It’s not Push or Pull… It’s Push and Pull!!! </li></ul></ul><ul><li>Transformation is ongoing </li></ul><ul><ul><li>To remain competitive your organization needs to keep up!! </li></ul></ul>
    45. 45. Thank You!
    46. 46. Questions & Answers Questions?

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