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
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. Personal Marketing Channels
• Outbound
• Direct mail/email
• Interactive Marketing
• Catalogs
• Telemarketing
• Trade Shows
• Inbound
• SEO
• SEM
• Social Media Marketing
• Influence marketing/Blogs
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. 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. 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. External Targeted
Lists
Are used when you want to reach
a prospect that is not a current
customer
10. Internal Targeted
Lists
Are used when you want to reach
a current customer and expand
their relationship with more
products and services
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. 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. Email Marketing
•Establish objectives
•Select target prospects
•Develop offer elements
•Test elements
•Execute
•Measure success
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. 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)
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• Read more: http://blog.hubspot.com/blog/tabid/6307/bid/7595/The-Ultimate-Glossary-44-Email-Marketing-Terms-Marketers-Must-Know.aspx#ixzz2BmgQaOTj
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• Read more: http://blog.hubspot.com/blog/tabid/6307/bid/7595/The-Ultimate-Glossary-44-Email-Marketing-Terms-Marketers-Must-
Know.aspx#ixzz2Bmg2x730
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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. 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. 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%
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
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
34. 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
38. 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
43. 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
48. Content Strategy
• Content is customized by
channel
• Content can be customized by
target audience
• Not all channels have to be
used - based on strategy
49. 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
50. 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
51. 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
