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Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
Sony's Personalised Integrated Marketing Solutions
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Sony's Personalised Integrated Marketing Solutions

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Presentation to Direct Marketing Association West in Bristol on 5th November 2008

Presentation to Direct Marketing Association West in Bristol on 5th November 2008

Published in: Business, Technology
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Transcript

  • 1. See Sony PIM in action Personalised Integrated Marketing DMA West 5th November 2008 Daniel Finn Digital Media Consultant Sony DADC
  • 2. Agenda • Marketing landscape • Cross Media Marketing • What is Sony PIM? • PIM Case Studies • Google • Mercedes • Tottenham Hotspur • PIM measuring success in real time
  • 3. Media reach - then “In 1965, 80% of 18-49 year olds in the U.S. could be reached with three 60- second TV spots… Reference: Revenue Science Inc., Procter&Gamble
  • 4. Media reach - now …In 2002, it required 117 primetime commercials to produce the same result.” – Jim Stengel Global Marketing Officer, Procter & Gamble Reference: Revenue Science Inc., Procter&Gamble
  • 5. Direct Response Marketing Landscape PULL PUSH digital media: digital media: digital media: •Behavioural Targeting •Search •Search •Email Marketing •SEM •SEM •Mobile Marketing •SEO •SEO physical media: physical media: •above the line •pURL •TV •QR Code •print •Integrated DM
  • 6. Cross Media Marketing guiding media Direct TV Print POS Radio Online Mobile target media Mail TV Print Direct Mail POS Radio Online Mobile
  • 7. Power of DM and Digital “While there are significant benefits to optimising across digital channels, the big win comes through making on and offline channels work together.” – Mike Nutley Marketing Week: Interactive
  • 8. DM as lead – Digital as follower I am more likely to click on an 54% agree online advert if I have already received something from the company in the post Reference: Royal Mail & Quadrangle: DM & Email 2007. DM & Online 2007
  • 9. Digital as lead – DM as follower I am more likely to read mail from a company if I have already seen 56% agree advertising for the company online Reference: Royal Mail & Quadrangle: DM & Email 2007. DM & Online 2007
  • 10. DM & Digital as partner channels I am more likely to remember 69% agree something if it is communicated to me by post and online Reference: Royal Mail & Quadrangle: DM & Email 2007. DM & Online 2007
  • 11. What is Sony PIM? • Unique and patented marketing solution • Integrates offline and online channels • Personalise and tailor the experience • Measure engagement & response in real time
  • 12. Google – case study • Promote Google AdWords • SME target audience • Objective • Increase awareness in this segment • Acquisition of AdWords clients • Campaign features • Digital voucher • Google AdWords eLearning course
  • 13. Personalised & interactive DM
  • 14. Personalised Offline Landing page
  • 15. eLearning course
  • 16. Engaging & relevant content
  • 17. Digital voucher to drive online response
  • 18. Seamless offline to online
  • 19. Google – campaign performance quot;The eBridge campaign was an unmitigated success for us! eBridge has given us a way to explain complex products like Google AdWords creatively and so acquire new customers. Confirmed by the initial success we have planned further campaigns with eBridge within a very short time frame.quot; - Katharina Friedrich Product Marketing Manager Google Germany
  • 20. Case Study - Mercedes • New CLC Coupe launch • Reach younger demographic • Engaging content • Car racing game • Objective • Generate test drives • Integrate all marketing channels • Outdoor / press / DM / Web
  • 21. Personalised DM to individual contact
  • 22. Virtual test drive experience
  • 23. Virtual test drive experience
  • 24. Take the real test drive experience
  • 25. Microsite for campaign
  • 26. Mercedes – campaign outcome • Campaign ongoing • 75% who have engaged have gone on to test drive • Viral marketing – offline & online
  • 27. Case Study – Tottenham Hotspur • Membership / season ticket renewal program • Objective • Promote upgrade packages • Increase use of online channel for signup • Integrated DM campaign • 7 segments by membership grade • Tailored content and incentives
  • 28. Personalised to each supporter
  • 29. Personalised offline landing page
  • 30. Engaging and interactive content
  • 31. Cross promote partners and sponsors
  • 32. Tottenham Hotspur – campaign outcome • 60K mailed • Online signup increased from 30% in 2007 to 65% in 2008 • 6K upgraded their package • Follow up welcome campaigns launched
  • 33. PIM measure success in real time
  • 34. PIM online analytics dashboard
  • 35. Immediate feedback on response
  • 36. Geo Targeting your respondents
  • 37. Customised analytics and tracking
  • 38. Thank you Questions Daniel Finn Digital Media Consultant Sony DADC Daniel.finn@sonydadc.com 07872 675 536 www.sonydadc.com/ebridge

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