0
1Prepared by:Dan Rose
Is this good Direct Marketing?2
We’ll build an ecommerce site!3
Direct Marketing….effective?4
Straight to the point5
6Prepared by:Dan Rose
7Who are we? Precision Dialogue is a leading online directmarketing company in the region. We develop and help manage ou...
8Clients
9What is Direct Marketing? Direct Marketing Strategy- Any marketing communication intended to drive aresponse and/or beha...
10Why Direct Marketing? Communication clutter is at an all time high Breaking through the clutter is job 1 Impact and r...
11Mass TargetedCompetitive Attention Selective AttentionBreadth DepthRemember RespondImpression DecisionPay for...
12Emarketing done rightCampaigns that results in dialogue betweentwo parties.Both parties have granted permission to eacho...
13Fundamental MarketingshiftFrom…“I have a mass ofcustomers.”To…“I have a personalrelationship.”
14Direct Marketing – What has thebiggest impact on lift?1. Targeting, Segmentation and List – “who”- 50-75%2. Offer or “th...
15List/Target Selection Factors Consumer Lists- Age- Income- Gender- Marital Status- Homeowner- Dwelling Type (home orapa...
16Behind the Scenes of E-Direct Marketing Intelligence/ Research MarketingDatabase/AnalyticalMarketingStrategic/Creativ...
17Market Competitive Analysis - ‘the right benefits”Market Competitive Analysis - ‘the right benefits”True Capabilities An...
18 Do we know what our intended customer wants orneeds? What benefits do they seek? What is their pain? There are no av...
19 Internal vs. external analysis- What is the market doing- What are you good at doing yourself? Reactive vs. Proactive...
20 Traditional SWOT? Yes…as a place to start Ask the questions:- Who are our competitors? Beyond the obvious?- What are ...
21Market Competitive Analysis - ‘the right benefits”Market Competitive Analysis - ‘the right benefits”True Capabilities An...
22 Know your audience takes on a new meaning Buying 3rdparty data to overlay Mounds of data…are just mounds of data. Co...
List development is tricky23
24 Mom was right…not everybody will like you nomatter what you do Ideal of 1:1 is not fully realized justyet....Segmenta...
25Segmentation > Relevant ContentDependantCustomersegmentAge? Householdbreadwinner?Employed? Children athome?Independentad...
26 Wikipedia: “A products position is how potentialbuyers see the product relative to the market“ Niche thyself. Everyon...
27Market Competitive Analysis - ‘the right benefits”Market Competitive Analysis - ‘the right benefits”True Capabilities An...
28 What is your value equation?- The unique delivery of a particular valuethat the targeted audience in fact needs.- Valu...
29 Segmentation and targeting strategies mean we havemore than “one” right message. Consider the single salient benefit ...
30 The premise: Remove all barriers between the customerand the provider….control moving from provider tocustomer. The T...
31Market Competitive Analysis - ‘the right benefits”Market Competitive Analysis - ‘the right benefits”True Capabilities An...
32 Fulfillment and service models built to follow yoursegmentation and customer targeting strategies Converting valued c...
33“Half of myadvertising iswasted; I justdon’t knowwhich half.”-- John Wanamaker,retail pioneer in the late1800’s
34 A key value in online direct marketing…immediate andongoing feedback What are you measuring? Why? Timely review of d...
35 Launch a campaign Monitor inreal-time React to resultsin real-timeReal-time Reporting and Adaptation
Test and adjust….don’t give up36
37 Emarketing allows us to see results quickly andadjust future campaigns easily Act upon the ongoing results Change of...
38Bonus Slides – Tactical SuggestionsAvailable for download atPrecisiondialogue.com
The true Oracle39
40Interact and Customize: WalkB: Non HealthA: 1-9 employeeC: Renewal upSample Customer Segments Sample Content CategoriesN...
Wrong content files41
42Interact and Customize: RunSingle CustomerMass Customization•Fact based reasoning•Unlimited variations•Smart matchingCon...
43Interact and Customize: RunOne-to-oneMass Personalization•Fact based reasoning•Unlimited variations•Smart matching…by th...
44Step 1Link toOne FormStep 1Link toOne Form
45Step 2ManageCampaignStep 2ManageCampaign
46Step 3LaunchCampaignStep 3LaunchCampaign
47Full CircleTrackResultsFull CircleTrackResults
48Dynamic Email content•Variable Data•More relevant•Higher open rates•Higher Click troughs
49• Web Management Tool
50ATOM
51Questions?
52A Fail Safe Campaign“Take a brownie break” Call first to confirm the contact and title Send a “package” with 4 brownie...
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The mergence-of-marketing-and-emarketing-dan-rose

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  • Interruption Marketing: How many of you rush home to open all of the direct mail pieces sent to you? Do you even open them? Or just throw them in the trash? Do you take time to read the ads in the magazine your read? More and more traditional marketing techniques are becoming wallpaper and not noticed by the consumer. Each traditional tactic is asking the consumers to “interrupt” what they are doing and take another course of action. Permission-based marketing: Consumers give permission to have a dialogue with a company. The consumer will grant permission if he or she sees real value in having a dialogue. If there is real value, then the consumer will anticipate your email and expect it to be relevant and personalized.
  • Transcript of "The mergence-of-marketing-and-emarketing-dan-rose"

    1. 1. 1Prepared by:Dan Rose
    2. 2. Is this good Direct Marketing?2
    3. 3. We’ll build an ecommerce site!3
    4. 4. Direct Marketing….effective?4
    5. 5. Straight to the point5
    6. 6. 6Prepared by:Dan Rose
    7. 7. 7Who are we? Precision Dialogue is a leading online directmarketing company in the region. We develop and help manage our client’se-channels- Build community- Cross sell product- Retain client base- Attract profitable new customers or members
    8. 8. 8Clients
    9. 9. 9What is Direct Marketing? Direct Marketing Strategy- Any marketing communication intended to drive aresponse and/or behavior on the part of theintended, and specifically targeted individual Database Marketing- The organization of data that can be analyzed,sorted and used to drive relevant messages tospecific targets
    10. 10. 10Why Direct Marketing? Communication clutter is at an all time high Breaking through the clutter is job 1 Impact and relevancy are the two proven methodsto break through and drive behavior Target marketing is the primary method used todeliver impactful and relevant messages thatachieve these twin goals It costs less per sale than advertising and PR plus ismeasurable and controllable by you
    11. 11. 11Mass TargetedCompetitive Attention Selective AttentionBreadth DepthRemember RespondImpression DecisionPay for Everyone Pay for TargetsGeneral Advertising and Direct MarketingA Simple ComparisonAdvertising Direct Marketing
    12. 12. 12Emarketing done rightCampaigns that results in dialogue betweentwo parties.Both parties have granted permission to eachother and thus the content is precisely focusedand of value to both.User behavior is tracked and futurecommunication is refined.Yesterday: Today:Marketer CustomerCustomer Marketer
    13. 13. 13Fundamental MarketingshiftFrom…“I have a mass ofcustomers.”To…“I have a personalrelationship.”
    14. 14. 14Direct Marketing – What has thebiggest impact on lift?1. Targeting, Segmentation and List – “who”- 50-75%2. Offer or “the deal?”- 20-40%3. Sequence & Frequency of Contact – “how”- 20-40%4. Creative – “what and how you say it”- 10-20%
    15. 15. 15List/Target Selection Factors Consumer Lists- Age- Income- Gender- Marital Status- Homeowner- Dwelling Type (home orapartment)- Mail order buying (byproduct type)- Interests- Presence of children- Geographical (zip, SCF,county, state, carrierroute) Business Lists- SIC (StandardIndustrial Classification)- Employee Size- Annual Sales/Revenue- Title- Any other informationcaptured onsubscription form(publications)- Corporate linkageinformation- # of years in business- Geographical (zip, SCF,county, state)- Credit information
    16. 16. 16Behind the Scenes of E-Direct Marketing Intelligence/ Research MarketingDatabase/AnalyticalMarketingStrategic/CreativeMarketingResponse/RelationshipMarketingCampaignObjectives
    17. 17. 17Market Competitive Analysis - ‘the right benefits”Market Competitive Analysis - ‘the right benefits”True Capabilities Analysis - ‘the right context”True Capabilities Analysis - ‘the right context”Customer Analysis - ‘the right behavior”Customer Analysis - ‘the right behavior”Positioning & Differentiating - ‘the right strategy”Positioning & Differentiating - ‘the right strategy”Unique Selling Proposition - ‘the right offer”Unique Selling Proposition - ‘the right offer”Creative Marketing Communications -‘the right message”Creative Marketing Communications -‘the right message”Direct Marketing Channels –The Key LinkDirect Marketing Channels –The Key LinkFulfillment & Service - ‘the right satisfaction”Fulfillment & Service - ‘the right satisfaction”Measurement & Assessment - ‘the right performance”Measurement & Assessment - ‘the right performance”Adaptation and Innovation - ‘the right change”Adaptation and Innovation - ‘the right change”Segmenting & Targeting - ‘the right market”Segmenting & Targeting - ‘the right market”Datamining & Profiling - ‘the right information”Datamining & Profiling - ‘the right information”Intelligence/ResearchMarketingDatabase/AnalyticalMarketingStrategic/CreativeMarketingResponse/RelationshipMarketingDirectMarketingProcess
    18. 18. 18 Do we know what our intended customer wants orneeds? What benefits do they seek? What is their pain? There are no average customers The best way to find out? ASK! Implicit vs. Explicit informationCustomer Analysis - “the right behavior”Customer Analysis - “the right behavior”
    19. 19. 19 Internal vs. external analysis- What is the market doing- What are you good at doing yourself? Reactive vs. Proactive- From Good to Great/Fox and Hedgehog Ask and audit…what do you truly do best? And,what are you most profitable doing? What you think you do best vs. what yourcustomer/prospect thinks may be two differentthings entirely.True Capabilities Analysis - ‘the rightcontext”True Capabilities Analysis - ‘the rightcontext”
    20. 20. 20 Traditional SWOT? Yes…as a place to start Ask the questions:- Who are our competitors? Beyond the obvious?- What are they doing and can we do it better thanthem? Or, less expensively than them? Most of us will never recognize an opportunity untilit goes to work in our competitor’s business Competitors are harder to recognize now…in part,because of direct marketing.Market Competitive Analysis - ‘the rightbenefits”Market Competitive Analysis - ‘the rightbenefits”
    21. 21. 21Market Competitive Analysis - ‘the right benefits”Market Competitive Analysis - ‘the right benefits”True Capabilities Analysis - ‘the right context”True Capabilities Analysis - ‘the right context”Customer Analysis - ‘the right behavior”Customer Analysis - ‘the right behavior”Positioning & Differentiating - ‘the right strategy”Positioning & Differentiating - ‘the right strategy”Unique Selling Proposition - ‘the right offer”Unique Selling Proposition - ‘the right offer”Creative Marketing Communications -‘the right message”Creative Marketing Communications -‘the right message”Direct Marketing Channels –The Key LinkDirect Marketing Channels –The Key LinkFulfillment & Service - ‘the right satisfaction”Fulfillment & Service - ‘the right satisfaction”Measurement & Assessment - ‘the right performance”Measurement & Assessment - ‘the right performance”Adaptation and Innovation - ‘the right change”Adaptation and Innovation - ‘the right change”Segmenting & Targeting - ‘the right market”Segmenting & Targeting - ‘the right market”Datamining & Profiling - ‘the right information”Datamining & Profiling - ‘the right information”Intelligence/ResearchMarketingDatabase/AnalyticalMarketingStrategic/CreativeMarketingResponse/RelationshipMarketingDirectMarketingProcess
    22. 22. 22 Know your audience takes on a new meaning Buying 3rdparty data to overlay Mounds of data…are just mounds of data. Convertit to useful information Analyze and interpret to make is actionable anduseful to youDatamining & Profiling - ‘the rightinformation”Datamining & Profiling - ‘the rightinformation”
    23. 23. List development is tricky23
    24. 24. 24 Mom was right…not everybody will like you nomatter what you do Ideal of 1:1 is not fully realized justyet....Segmentation is the place to start Continue sub segments until you have clear anddistinguishable differences in your audience. Segments allow you to make different offers,provide different content, test, etcSegmenting & Targeting - ‘the rightmarket”Segmenting & Targeting - ‘the rightmarket”
    25. 25. 25Segmentation > Relevant ContentDependantCustomersegmentAge? Householdbreadwinner?Employed? Children athome?IndependentadultNew familyEstablishedfamilyMaturefamilyNoYes<34>35NoYesNoYesNoYesNoYesNoYesNoYesNoYes
    26. 26. 26 Wikipedia: “A products position is how potentialbuyers see the product relative to the market“ Niche thyself. Everyone here can narrow theirfocus. Specialize and reduce your competition Employ the ABC’s of positioning.- Attributes- Benefits- ClaimsPositioning & Differentiating - ‘the rightstrategy”Positioning & Differentiating - ‘the rightstrategy”
    27. 27. 27Market Competitive Analysis - ‘the right benefits”Market Competitive Analysis - ‘the right benefits”True Capabilities Analysis - ‘the right context”True Capabilities Analysis - ‘the right context”Customer Analysis - ‘the right behavior”Customer Analysis - ‘the right behavior”Positioning & Differentiating - ‘the right strategy”Positioning & Differentiating - ‘the right strategy”Unique Selling Proposition - ‘the right offer”Unique Selling Proposition - ‘the right offer”Creative Marketing Communications -‘the right message”Creative Marketing Communications -‘the right message”Direct Marketing Channels –The Key LinkDirect Marketing Channels –The Key LinkFulfillment & Service - ‘the right satisfaction”Fulfillment & Service - ‘the right satisfaction”Measurement & Assessment - ‘the right performance”Measurement & Assessment - ‘the right performance”Adaptation and Innovation - ‘the right change”Adaptation and Innovation - ‘the right change”Segmenting & Targeting - ‘the right market”Segmenting & Targeting - ‘the right market”Datamining & Profiling - ‘the right information”Datamining & Profiling - ‘the right information”Intelligence/ResearchMarketingDatabase/AnalyticalMarketingStrategic/CreativeMarketingResponse/RelationshipMarketingDirectMarketingProcess
    28. 28. 28 What is your value equation?- The unique delivery of a particular valuethat the targeted audience in fact needs.- Value is always defined by the customer orrecipient of the message. Take the position of your customer orprospect and ask the question: “What’s init for me?” and “Why do I care?”Unique Selling Proposition - ‘the rightoffer”Unique Selling Proposition - ‘the rightoffer”
    29. 29. 29 Segmentation and targeting strategies mean we havemore than “one” right message. Consider the single salient benefit or selling point andlead with this concise point to each segment. Because you can, doesn’t mean you should. Beware oftoo much “flash” in using technology or a channel. Specific tactical suggestions available on our website.Creative Marketing Communications -‘theright message”Creative Marketing Communications -‘theright message”
    30. 30. 30 The premise: Remove all barriers between the customerand the provider….control moving from provider tocustomer. The Traditional:- Direct Mail- Telephone- Direct Sales The New- Email- Targeted Web/blogging/podcasts/etc.- SEM- MobileDirect Marketing Channels –The Key LinkDirect Marketing Channels –The Key Link
    31. 31. 31Market Competitive Analysis - ‘the right benefits”Market Competitive Analysis - ‘the right benefits”True Capabilities Analysis - ‘the right context”True Capabilities Analysis - ‘the right context”Customer Analysis - ‘the right behavior”Customer Analysis - ‘the right behavior”Positioning & Differentiating - ‘the right strategy”Positioning & Differentiating - ‘the right strategy”Unique Selling Proposition - ‘the right offer”Unique Selling Proposition - ‘the right offer”Creative Marketing Communications -‘the right message”Creative Marketing Communications -‘the right message”Direct Marketing Channels –The Key LinkDirect Marketing Channels –The Key LinkFulfillment & Service - ‘the right satisfaction”Fulfillment & Service - ‘the right satisfaction”Measurement & Assessment - ‘the right performance”Measurement & Assessment - ‘the right performance”Adaptation and Innovation - ‘the right change”Adaptation and Innovation - ‘the right change”Segmenting & Targeting - ‘the right market”Segmenting & Targeting - ‘the right market”Datamining & Profiling - ‘the right information”Datamining & Profiling - ‘the right information”Intelligence/ResearchMarketingDatabase/AnalyticalMarketingStrategic/CreativeMarketingResponse/RelationshipMarketingDirectMarketingProcess
    32. 32. 32 Fulfillment and service models built to follow yoursegmentation and customer targeting strategies Converting valued customers into loyal/repeatcustomers Building brand loyalty and reducing defection Cross selling and up-selling Referral programs and incenting both parties This is a relentless ongoing processFulfillment & Service - ‘the rightsatisfaction”Fulfillment & Service - ‘the rightsatisfaction”
    33. 33. 33“Half of myadvertising iswasted; I justdon’t knowwhich half.”-- John Wanamaker,retail pioneer in the late1800’s
    34. 34. 34 A key value in online direct marketing…immediate andongoing feedback What are you measuring? Why? Timely review of data and a tracking process Update metrics of measurement A/B testing and optimize Periodic surveying of your customer and prospect baseis relatively easy and affordableMeasurement & Assessment - ‘the rightperformance”Measurement & Assessment - ‘the rightperformance”
    35. 35. 35 Launch a campaign Monitor inreal-time React to resultsin real-timeReal-time Reporting and Adaptation
    36. 36. Test and adjust….don’t give up36
    37. 37. 37 Emarketing allows us to see results quickly andadjust future campaigns easily Act upon the ongoing results Change offers, content, graphics, headers,signatures, etc to continually optimize the ongoingcampaigns Challenge your staff and yourself to “fix” decliningresults by tweaking the efforts before overhaulingthe entire campaignAdaptation and Innovation - ‘the rightchange”Adaptation and Innovation - ‘the rightchange”
    38. 38. 38Bonus Slides – Tactical SuggestionsAvailable for download atPrecisiondialogue.com
    39. 39. The true Oracle39
    40. 40. 40Interact and Customize: WalkB: Non HealthA: 1-9 employeeC: Renewal upSample Customer Segments Sample Content CategoriesNon Health :B1-9 employee :ARenewal up :CCustom Communication•Best guess reasoning•Limited variations•Pre-defined matching
    41. 41. Wrong content files41
    42. 42. 42Interact and Customize: RunSingle CustomerMass Customization•Fact based reasoning•Unlimited variations•Smart matchingContent CategoriesPredictive InterestCustomer ProfileDynamic Assembly
    43. 43. 43Interact and Customize: RunOne-to-oneMass Personalization•Fact based reasoning•Unlimited variations•Smart matching…by the thousands
    44. 44. 44Step 1Link toOne FormStep 1Link toOne Form
    45. 45. 45Step 2ManageCampaignStep 2ManageCampaign
    46. 46. 46Step 3LaunchCampaignStep 3LaunchCampaign
    47. 47. 47Full CircleTrackResultsFull CircleTrackResults
    48. 48. 48Dynamic Email content•Variable Data•More relevant•Higher open rates•Higher Click troughs
    49. 49. 49• Web Management Tool
    50. 50. 50ATOM
    51. 51. 51Questions?
    52. 52. 52A Fail Safe Campaign“Take a brownie break” Call first to confirm the contact and title Send a “package” with 4 brownies The enclosed letter starts with“Take a brownie break on us, and whileyou’re doing so, you might like to read myletter” Call within 3 days of receipt Cash the check
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