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BMGT 411: Chapter 17 
Managing Personal Communications
Chapter Questions 
• How can companies conduct direct marketing and interactive marketing for 
competitive advantage? 
• I...
Inbound Vs. Outbound 
Marketing
What is Direct 
Marketing? 
Direct marketing is the use of 
consumer-direct channels to 
reach and deliver goods and 
serv...
Personal Marketing Channels 
• Outbound 
• Direct mail/email 
• Interactive Marketing 
• Catalogs 
• Telemarketing 
• Trad...
Direct Mail: Creating 
the campaign 
1.Establish objectives 
2.Select target prospects 
3.Develop offer elements 
4.Test e...
Direct Mail: Creating 
the campaign 
1.Establish objectives 
2.Select target prospects 
3.Develop offer elements 
4.Test e...
Direct Mail: Creating 
the campaign 
1.Establish objectives 
2.Select target prospects 
3.Develop offer elements 
4.Test e...
External Targeted 
Lists 
Are used when you want to reach 
a prospect that is not a current 
customer
Internal Targeted 
Lists 
Are used when you want to reach 
a current customer and expand 
their relationship with more 
pr...
Direct Mail 
• Advantages 
• Highly targeted Vs. Mass Media 
• Easier to measure results Vs. Mass Media 
• Disadvantaged 
...
Direct Mail 
• Key Elements of a quality direct mail campaign 
• Sense of urgency 
• Personalized 
• Clear call to action ...
Email Marketing 
•Establish objectives 
•Select target prospects 
•Develop offer elements 
•Test elements 
•Execute 
•Meas...
Email Marketing 
•Establish objectives 
•Select target prospects 
•Develop offer elements 
•Test elements 
•Execute 
•Meas...
Email Marketing Terms 
• Acceptance Rate - The percentage of email messages that are accepted by the mail server. Just bec...
Email Marketing Terms 
• Open Rate - The percentage of emails opened in an email marketing 
campaign, or the percentage op...
Email Example 
• Emails sent: 1,000 
• Emails opened: 400 
• Number of URL’s Clicked: 200 
• Number of RSVP’s: 40 
• What ...
Email Example 
• Emails sent: 1,000 
• Emails opened: 400 
• Number of URL’s Clicked: 200 
• Number of RSVP’s: 40 
• What ...
Best Time to Send 
emails
Email advantages and disadvantages 
• Advantages 
• Quicker to market 
• Less expensive then direct mail 
• Can test creat...
Interactive Marketing (Display Advertising)
The World’s First Banner Ad: 1994 HotWired
Expected Growth
Display Ads
Display Ads Interest Targeting
Display Ads Interest Targeting
Display Ad Retargeting
Display Ad Retargeting Zappos.com
Display Retargeting Zappos.com
Display advantages and disadvantages 
• Advantages 
• Broad reach 
• Creative freedom 
• Less expensive than mass media 
•...
Inbound Personal Marketing Channels
SEO: Search Engine 
Optimization
SEO Tips 
• Always write clean and descriptive titles 
• Construct keyword rich URLs 
• Use Meta Tags 
• Win Incoming Link...
SEM: Search Engine Marketing
SEM: Search Engine 
Marketing
SEM: Search Engine 
Marketing
How SEM Marketing Works 
• Advertisers bid on key words that people might be searching for to get to 
their site 
• Advert...
Top Google Adwords 
• Insurance $54.91 CPC 
• Loans $$44.28 CPC 
• Mortgage $47.12 CPC 
• Attorney $47.07 CPC 
• Credit $3...
Lawyer Example
Loan Example
SEO and SEM work 
best Together
SEM Advantages and Disadvantages 
• Advantages 
• More cost control due to “bidding” system 
• Works hand and hand with SE...
The Social Media Tie In
Content Strategy 
• Content is customized by 
channel 
• Content can be customized by 
target audience 
• Not all channels...
Advantages of Social Media 
• “No Cost” but must have internal resources 
• Instant feedback from customers 
• Easy to upd...
Disadvantages of Social Media 
• Requires internal commitment and resources 
• Customers demand interaction and instant fe...
Key Takeaways 
1.First step is to build and maintain a site with strong organic search words 
2. Build email and social li...
Bmgt 411 chapter_17
Bmgt 411 chapter_17
Bmgt 411 chapter_17
Bmgt 411 chapter_17
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Transcript of "Bmgt 411 chapter_17"

  1. 1. BMGT 411: Chapter 17 Managing Personal Communications
  2. 2. Chapter Questions • How can companies conduct direct marketing and interactive marketing for competitive advantage? • Inbound and outbound marketing • Direct Mail: Key Stats and Trends • Email: Key Stats and Trends • Interactive Targeted Marketing • Social Media Marketing
  3. 3. Inbound Vs. Outbound Marketing
  4. 4. What is Direct Marketing? Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using market middlemen (TV, Radio, etc).
  5. 5. Personal Marketing Channels • Outbound • Direct mail/email • Interactive Marketing • Catalogs • Telemarketing • Trade Shows • Inbound • SEO • SEM • Social Media Marketing • Influence marketing/Blogs
  6. 6. Direct Mail: Creating the campaign 1.Establish objectives 2.Select target prospects 3.Develop offer elements 4.Test elements 5.Execute 6.Measure success
  7. 7. Direct Mail: Creating the campaign 1.Establish objectives 2.Select target prospects 3.Develop offer elements 4.Test elements 5.Execute 6.Measure success Targeted Lists: External
  8. 8. Direct Mail: Creating the campaign 1.Establish objectives 2.Select target prospects 3.Develop offer elements 4.Test elements 5.Execute 6.Measure success Targeted Lists: Internal
  9. 9. External Targeted Lists Are used when you want to reach a prospect that is not a current customer
  10. 10. Internal Targeted Lists Are used when you want to reach a current customer and expand their relationship with more products and services
  11. 11. Direct Mail • Advantages • Highly targeted Vs. Mass Media • Easier to measure results Vs. Mass Media • Disadvantaged • High costs (Around .55 cents per unit) • Low response rate (2 - 4% is considered High)
  12. 12. Direct Mail • Key Elements of a quality direct mail campaign • Sense of urgency • Personalized • Clear call to action - what the customer should do next • Tractability and measurement of success (Coupon redemption, sales, etc)
  13. 13. Email Marketing •Establish objectives •Select target prospects •Develop offer elements •Test elements •Execute •Measure success
  14. 14. Email Marketing •Establish objectives •Select target prospects •Develop offer elements •Test elements •Execute •Measure success CAN_SPAM: Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003.
  15. 15. Email Marketing Terms • Acceptance Rate - The percentage of email messages that are accepted by the mail server. Just because an email is accepted by the mail server does not mean it will get to an inbox • Blacklist - A list that denotes IP addresses as spammer IPs, impeding email deliverability • Whitelist - Instead of listing IP addresses to block, a whitelist includes IP addresses that have been approved to deliver email to a recipient • Spam or UCE (Unsolicited Commercial Email) - Email sent to someone who has not opted-in or given permission to email to the sender. Over 90% of email sent is classified as spam. • Opt-In (or Subscribe) - To opt-in or subscribe to an email list is to choose to receive email communications by supplying your email address to a particular company, website or individual thereby giving them permission to email you. The subscriber can often indicate areas of personal interest (e.g. mountain biking) and/or indicate what types of emails they wish to receive from the sender (e.g. newsletters) ! • Read more: http://blog.hubspot.com/blog/tabid/6307/bid/7595/The-Ultimate-Glossary-44-Email-Marketing-Terms-Marketers-Must-Know.aspx#ixzz2BmgQaOTj ! ! ! • Read more: http://blog.hubspot.com/blog/tabid/6307/bid/7595/The-Ultimate-Glossary-44-Email-Marketing-Terms-Marketers-Must- Know.aspx#ixzz2Bmg2x730 ! !
  16. 16. Email Marketing Terms • Open Rate - The percentage of emails opened in an email marketing campaign, or the percentage opened of the total number of emails sent • CTR (Click-Through Rate) - The percentage (the number of unique clicks divided by the number that were opened) of recipients that click on a given URL in your email. • Conversion Rate - The percentage of recipients who respond to your call-to-action in an email marketing campaign or promotion. This is ultimate measure of your email campaign’s success
  17. 17. Email Example • Emails sent: 1,000 • Emails opened: 400 • Number of URL’s Clicked: 200 • Number of RSVP’s: 40 • What is the open rate: • What is the CTR: • What is the conversion rate:
  18. 18. Email Example • Emails sent: 1,000 • Emails opened: 400 • Number of URL’s Clicked: 200 • Number of RSVP’s: 40 • What is the open rate: emails open/emails emails sent: .40 or 40% • What is the CTR: Number of Unique Clicks/Opens: .5 or 50% • What is the conversion rate: CTA’s/Emails Sent: .04 or 4%
  19. 19. Best Time to Send emails
  20. 20. Email advantages and disadvantages • Advantages • Quicker to market • Less expensive then direct mail • Can test creative faster • Disadvantages • Hard to break through clutter • Response rates are declining
  21. 21. Interactive Marketing (Display Advertising)
  22. 22. The World’s First Banner Ad: 1994 HotWired
  23. 23. Expected Growth
  24. 24. Display Ads
  25. 25. Display Ads Interest Targeting
  26. 26. Display Ads Interest Targeting
  27. 27. Display Ad Retargeting
  28. 28. Display Ad Retargeting Zappos.com
  29. 29. Display Retargeting Zappos.com
  30. 30. Display advantages and disadvantages • Advantages • Broad reach • Creative freedom • Less expensive than mass media • Can be local • Disadvantages • LOW CTR: 0.15% is considered good • Hard to get through clutter
  31. 31. Inbound Personal Marketing Channels
  32. 32. SEO: Search Engine Optimization
  33. 33. SEO Tips • Always write clean and descriptive titles • Construct keyword rich URLs • Use Meta Tags • Win Incoming Links - The more sites/blogs that link to the site increase search rankings • Google Sitemaps • Text, Text, Text
  34. 34. SEM: Search Engine Marketing
  35. 35. SEM: Search Engine Marketing
  36. 36. SEM: Search Engine Marketing
  37. 37. How SEM Marketing Works • Advertisers bid on key words that people might be searching for to get to their site • Advertisers bid on the cost they will pay per click - known as PPC • Ad words are auctioned off based on Google’s price auction • Google has algorithm’s that rotate all advertisers ads based on keywords - so everyone gets a chance • Advertisers pay only when people click - creating a CPC or cost per click
  38. 38. Top Google Adwords • Insurance $54.91 CPC • Loans $$44.28 CPC • Mortgage $47.12 CPC • Attorney $47.07 CPC • Credit $36.06 CPC
  39. 39. Lawyer Example
  40. 40. Loan Example
  41. 41. SEO and SEM work best Together
  42. 42. SEM Advantages and Disadvantages • Advantages • More cost control due to “bidding” system • Works hand and hand with SEO • Becoming harder to identify SEM ads Vs. natural results • Disadvantages • Complexity • Competitive
  43. 43. The Social Media Tie In
  44. 44. Content Strategy • Content is customized by channel • Content can be customized by target audience • Not all channels have to be used - based on strategy
  45. 45. Advantages of Social Media • “No Cost” but must have internal resources • Instant feedback from customers • Easy to update and change • Channel updates can happen fast • Can leverage images and interactive content
  46. 46. Disadvantages of Social Media • Requires internal commitment and resources • Customers demand interaction and instant feedback • No content strategy can be a disaster • Segments may require separate content strategies
  47. 47. Key Takeaways 1.First step is to build and maintain a site with strong organic search words 2. Build email and social lists from day 1 - so you can contact customers how they want to be contacted 3. After first two items are developed, build out additional elements of marketing mix 1.Direct 2.SEM 3. Social
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