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Linkedin

  1. 2. A Presentation on Multi-Channel Marketing
  2. 3. Program Objectives <ul><li>Locate </li></ul><ul><li>Reach </li></ul><ul><li>Attract </li></ul><ul><li>Retain </li></ul>Multi-Channel Marketing / OCDM Direct Marketing A 4-tier customer development process.
  3. 4. Locate New Customers <ul><li>Age of Children </li></ul><ul><li>Business Volume </li></ul><ul><li>Business Employees </li></ul><ul><li>Hobbies and Interests </li></ul>Multi-Channel Marketing / OCDM Direct Marketing Use available data to find common factors between existing customers, and identify more like them. <ul><li>Sport Enthusiast </li></ul><ul><li>Emerging Industries </li></ul>
  4. 5. Reach New Customers <ul><li>Direct Mail </li></ul><ul><li>Specific </li></ul><ul><li>Trackable </li></ul><ul><li>Personalized </li></ul><ul><li>Triggered </li></ul>Multi-Channel Marketing / OCDM Direct Marketing Through multi-channel marketing <ul><li>Internet </li></ul><ul><li>Trackable </li></ul><ul><li>Relevant </li></ul><ul><li>Pay per click </li></ul><ul><li>Controllable by geography and budget </li></ul><ul><li>SEO </li></ul><ul><li>Organic traffic </li></ul><ul><li>Take advantage of unique search terms and increase your search position </li></ul>
  5. 6. Retain Existing Customers Multi-Channel Marketing / OCDM Direct Marketing <ul><li>Direct Mail </li></ul><ul><li>Specific </li></ul><ul><li>Trackable </li></ul><ul><li>Personalized </li></ul><ul><li>Triggered </li></ul>Through effective triggered marketing <ul><li>Internet </li></ul><ul><li>Organic Traffic </li></ul><ul><li>Trackable </li></ul><ul><li>Relevant </li></ul><ul><li>Controllable by geography and budget </li></ul><ul><li>SMS </li></ul><ul><li>Special Reward </li></ul><ul><li>Instant Delivery </li></ul><ul><li>No Filters </li></ul><ul><li>Opt-In </li></ul>
  6. 7. Retain Existing Customers <ul><li>Use text messages to notify people of a special happy hour </li></ul><ul><li>Bonus Power Points </li></ul><ul><li>Special Rewards for texting POWER to 31213 </li></ul><ul><li>Offer your existing and prospective customers an incentive for volunteering to become part of your database. </li></ul>Multi-Channel Marketing / OCDM Direct Marketing Through Text Messaging <ul><li>Ensure that the information passed to the customer increases in value over time (for the customer). </li></ul><ul><li>Constantly reinforce the incentive using new info from the customer (create a dialogue,not a monologue) </li></ul><ul><li>Increase the level of permission — more reward to the customer for more information! </li></ul>
  7. 8. The Benefits of Multi-Channel Marketing <ul><li>Increased Response Rate </li></ul><ul><li>Interactive Customer Experience </li></ul><ul><li>Improves Tracking </li></ul><ul><li>Deliver More Content </li></ul><ul><li>Integrate Video and Audio </li></ul><ul><li>Lower Printing Costs </li></ul><ul><li>Lower Postage Cost </li></ul>Multi-Channel Marketing / OCDM Direct Marketing <ul><li>Longer Marketing Life </li></ul><ul><li>Capture relevant data </li></ul><ul><li>Isolate your database into active customers looking for your product in a specific time frame </li></ul><ul><li>Automate followup programs </li></ul><ul><li>Personal communication with prospects </li></ul>
  8. 9. Developing a Multi-Channel Campaign <ul><li>Personalized web page </li></ul><ul><li>Multimedia Mailer </li></ul><ul><li>Use direct mail to drive traffic to website </li></ul><ul><li>Use themed web page to deliver more content </li></ul><ul><li>Web page changes as data is collected making a more personal experience </li></ul>Multi-Channel Marketing / OCDM Direct Marketing
  9. 10. Using Web 2.0 for Direct Marketing Source: New Media Emergence in DM & Brand, DMA, 2008
  10. 11. 2008 DMA Statistics
  11. 12. 2008 DMA Statistics
  12. 13. 2008 DMA Statistics
  13. 14. 2008 DMA Statistics
  14. 15. 2008 DMA Statistics
  15. 16. 2008 DMA Statistics
  16. 17. 2008 DMA Statistics
  17. 18. 2008 DMA Statistics
  18. 19. 2008 DMA Statistics
  19. 20. 2008 DMA Statistics

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