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E-Pazarlama Esasları

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Dijital Pazarlama …

Dijital Pazarlama
Bir doğrudan pazarlama kampanyasının başarısı
E-mail kampanya stratejileri
Kampanya adımları
Müşteri bağlılığı
Case studies

Published in Business , Technology
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  • 1. Elif Bakiler Bu sunum sadece Euromessage çalışanları için çeşitli kaynaklardan alıntılar yapılarak hazırlanmıştır. Amacı dışında kullanılamaz. e-pazarlama esasları 20.02.2007
  • 2. Neler Konuşacağız?
    • Dijital Pazarlama
    • Bir doğrudan pazarlama kampanyasının başarısı
    • E-mail kampanya stratejileri
    • Kampanya adımları
    • Müşteri bağlılığı
    • Case studies
  • 3. Dijital Reklamcılık Tercihleri GELİYOR.... RSS, podcasts, advergames, video,user generated content, blog
  • 4. Dijital Reklamcılık Tercihleri
  • 5. ROI Direct mail and email generated the best return on investment among media channels in 2006, according to respondents - both B2B and consumer marketers - to a new Harte-Hanks survey administered by CSO Insights.
  • 6. Bir Doğrudan Pazarlama Kampanyasının Başarısı Uygulama Başarısı Doğru listeleme ve Doğru Kanal Kullanımı %40 Metin %15 Tasarım %15 Teklif %30 Kaynak: Sucessfull Direct Marketing Methods: Bob Stone
  • 7. e-mail Kampanya Stratejileri
    • Acquisition / Lead generation – Müşteri kazanma
    • Retention / Relationship – Müşteriyi elde tutma
    • Cross sell / Çapraz satış
    • Promotion /Satışları artırma
    • Web sitesine trafik yaratma
    • Brand Building / Marka İletişimi ve Ürün lansmanları
  • 8.  
  • 9. Kampanya Adımları
    • İzinli veri toplama
    • Listeleme
    • Gruplara özel teklif ve mekanizmaların oluşturulması
    • Yaratıcı uygulama
      • İçerik
      • Tasarım
    • Test etme
    • Ölçüm ve değerlendirme
    • Düzeltme
  • 10. İzin
    • Bir kez izin almakla sonsuza kadar izin alınmış olmaz
    • İzinli pazarlamanın altın kuralı “Söz vermek”
      • Hangi koşullarda
      • Hangi sıklıkta
      • Kimden mail alacağını belirtmek
    • ve “verilen sözleri tutmak”
      • İzin verilen kanaldan
      • izin verilen içeriği sunmak
      • Söz verilen sıklıkta iletişim kurmak. Ne fazla ne de az!
  • 11. İzin
  • 12. Veri Toplama
    • Start with a permission-based list – build your own or rent them from reputable list brokers.
    • In exchange for contact information, offer your customers something of value – a newsletter, a free seminar, or more information about your products & services.
    • When gathering contact information, only gather the demographic information you really need – asking for unnecessary information annoys people and may discourage them from signing up.
    • Be sure to always include a way for people to unsubscribe in all your email campaigns. Unsolicited email or spam can be damaging to the reputation of your business.
    • Manage your contact lists so you can respond quickly and efficiently to requests for more information or requests to unsubscribe.
    • Since email addresses can change frequently, maintain the integrity of your email list by carefully tracking the number of bounce-backs or undeliverable emails after every campaign.
    • Be sure you have a clear and concise privacy policy that details how you will treat your customers’ personal contact information and include a link to your privacy policy in every email you send out.
    • Respect the terms of your privacy policy and never breach your customers’ trust.
  • 13. B uild Your Reputation, Not Your List
    • Grow your list organically.
    • Populate your email list with individuals who have expressed an explicit interest to receive your
    • c ommunications. It requires at least moving from an optout to an opt-in policy, and ideally to the
    • practice of using confirmed opt-in (in which individuals receive a notification email confirming the opt-
    • in) or double opt-in (in which the İndividual must actively reply to the follow-up notification email).
    • Make it easy to unsubscribe.
    • Marketers cringe at the thought of helping customers to unsubscribe from their email list, but it is in
    • their own best interest to make the process prominent and painless. If a recipient doesn’t unsubscribe
    • but instead uses the “this spam” button to suppress your emails, future emails will be blocked, never
    • reaching the inbox.
    • Never stop scrubbing.
    • Ongoing list hygiene is essential given that annual email address turnover is 30%. Touch base at least
    • semi-annually to confirm the individual still wants to hear from you, and let customers dictate the
    • frequency of contact going forward.
    • Be trustworthy.
    • More trust means more business. Online merchants who are trusted, for example, have greater
    • success in soliciting and receiving self-reported information from customers that enables sharper
    • personalization and targeting.Permission-based email using confirmed opt-in, an easy to find and clear
    • privacy policy, and avoiding using “pre-checked” subscription boxes are a good start.
    Busting Out of the Inbox – Peppers & Rogers
  • 14. Doğru Listeleme
    • Kampanya bazlı veri analizleri:
    • Müşteri datasının incelenerek kampanya hedeflerine uygun
      • Demografik
      • Value based (Değerli- potansiyel müşteriler)
      • Need based (müşteri ihtiyaçları)
      • Behavioral (ürün , web kullanımı)
      • segmentasyon gerçekleştirilmesi ve kampanya micro-segment’lerinin oluşturulması
    • Listelerin gönderim öncesi temizlenmesi ve tamamlanması
  • 15. Gruplara Özel Teklif ve Mekanizmaların Oluşturulması
    • İyi bir teklif...
    • Tüketiciyi satın almaya ikna etmeli
    • İnandırıcı olmalı
    • Tüketicinin daha hızlı karar vermesini sağlamalı
    • Müşteri ihtiyaçları ile bağdaşmalı
    • Kişiyi özel hissettirmeli
    • Tüketiciye değer katmalı
    • Kaçırılmayacak bir fırsat olmalı
  • 16.  
  • 17. Yaratıcı Uygulama - İçerik
    • Before you craft the right message, develop a marketing strategy that addresses goals and objectives.
    • Use email marketing to accomplish what email does best – increase revenue, generate leads, strengthen customer relationships, increase Website traffic and build brand awareness.
    • Get the length right. A good rule of thumb is the more frequently you send campaigns, the shorter they should be. People will happily open a short "Tip of the Day", but almost no one wants to get something longer than that every single day.
    • Keep the message personal and casual. Think like a customer and write in a conversational tone – people crave a little humanity behind the corporate mask.
  • 18. İçerik
  • 19. Kişiselleştirme Personalize each message and watch response rates climb. At the very minimum, always include the recipient’s name.
  • 20. Kimden Satırı
    • People respond best to messages that are written by one particular individual at a company who they can get to know over time – it’s part of building relationships.
  • 21. Konu
  • 22. Konu
    • Avoid using ‘FREE’ in your subject line since it has been abused by spam marketers and arouses suspicion.
    • Be honest in your subject line and reflect what’s inside. State a clear benefit that motivates the recipient to open the message. The messages that get opened will be those that seem relevant and offer value.
    • Choose a subject line that captures immediate interest and makes people want to read more. For example, avoid vague subject lines like "Our September Newsletter." Instead, say something that engages your readers’ attention with an interesting topic or headline from the newsletter, such as "Best Practices for Email Marketing" or "Inside: Exclusive Interview with Tiger Woods!"
    • Use your subject line to encourage forwarding. The Association for Interactive Marketing (AIM) always adds "Pls. Forward" to the ends of their newsletter subject lines and they report it's more than doubled their circulation!
  • 23.  
  • 24. Tasarım
  • 25. Test
  • 26. Ölçüm ve Değerlendirme
  • 27. Ölçüm ve Değerlendirme 7R
    • Receipt rate
    • Reader rate
    • clickthRough rate
    • conveRsion rate
    • Response rate
    • Rejects rate
    • Referrals rate.
  • 28. Receipt Rate
    • 1. Receipt rate (based on number of recipients):
    • Receipt rate =(nSent – nBounced)/nSent
    • ‘ Bounces’ are returned e-mails that are not received by the intended recipient. There are two types of bounce:
      • soft bounce: an e-mail returned because e-mail server not working (will resend later)
      • hard bounce: an e-mail returned with address unknown.
    • The level of bounces corresponds to the level of ‘gone-aways’, people who no longer live or work at a particular address, of a conventional direct mail campaign. With e-mail we have the benefit that it is easier to see when someone has moved on and we do not have to waste funds by continuing to
    • contact them.
    • Hard bounces are of greatest concern to e-mail marketers. A high bounce rate indicates an e-mail list with a high proportion of e-mail addresses with errors or that have become out of date.
  • 29. Reader Rate
    • 2. Reader rate (more commonly referred to as the open rate, based on number of readers):
    • Reader rate = nReaders/nRecipients
    • For HTML e-mails, we can get an indication of the reader rate according to whether a marker graphic contained within the e-mail has been downloaded.
    • This rate corresponds to the proportion of people who evaluate the contents of the mailer and then open it in a traditional campaign. We have much better visibility about this process when using
    • HTML e-mails. However, we do not know how many delete the e-mail immediately; the equivalent of throwing it in the bin.
  • 30. Click Trough Rate CTR
    • 3. ClickthRough rate (CTR):
    • Clickthrough rate = nClick on Links/nReaders or nRecipients or nSent
    • The CTR is a key measure as it indicates the quality of the creative and offer. If you achieve good clickthrough the campaign will be a success provided the landing page or microsite is of good quality
    • The CTR can be reported in different ways, as shown in Figure 3.13. It is common to
    • report it as a percentage of those who open the e-mail (nReaders), which is useful for assessing the effectiveness of the creative and the offer, but for overall campaign success it is better to use a percentage of those received or sent.
    • Remember that since you may have multiple hyperlinks in the e-mail, using total clicks for calculating clickthrough rates may be misleading since some recipients may click more than once. Some e-mail marketers use unique clicks, which determine clicks from unique visitors to the microsite. Alternatively, for newsletters in particular, which have many links, you will want to report CTRs for the different hyperlinks in the message.
  • 31. Conversion Rate
    • 4. ConveRsion rate of completing landing page form:
    • Conversion rate = nComplete form/nClickthroughs
    • This refers to the number of people that clickthrough and complete a form such as a registration
    • page for a prize draw. Conversion rate can refer to converting to any outcome, whether it is completing the form, subscribing to a newsletter or catalogue or actually buying a catalogue.
    • The response rate below refers to those who act on the initial registration.
    • The rate of reply form completion is not known for a traditional direct mail campaign.
  • 32. Response Rate
    • 5. Response rate (based on number of responses):
    • Response rate = nAct/nRecipients
    • Great care has to be taken when quoting the response rate
    • Response rate 1: number of readers who clickthrough as a proportion of the number who open
    • the e-mail. This response rate will often be used by agencies or managers to describe the success of their campaigns, since it is the biggest number!
    • Response rate 2: number of readers who clickthrough as a proportion of those who received the e-mail (i.e. it excludes bounce). It is a better indication of the overall rate of success than response rate 1.
    • Response rate 3: number of readers who clickthrough as a proportion of those who were sent the e-mail (number broadcast).
    • Response rate 4: number of readers who complete an action as a proportion of those who were sent the e-mail. This action is usually responding to the form, but it could also include making a purchase, i.e. becoming a customer. This is the most meaningful indication of the overall success of the campaign, although, as discussed in the next section, each can be useful for understanding particular strengths and weaknesses of the campaign.
  • 33. Rejects Rate
    • 6. Rejects rate (more commonly referred to as unsubscribe rate):
    • Opt-out rate = nUnsubscribe/nRecipients
    • It is useful to monitor the unsubscribe rate of each campaign against the average unsubscribe rate. If the campaign unsubscribe rate is much higher it indicates a problem with the content or tone of the campaign.
    • 7. Referrals rate (based on number of referrals of new prospects):
    • Referral rate =Number of referrals/Number of respondents
    • This refers to the viral element of an e-mail campaign, if used. If a campaign has involved generating additional leads through providing an offer to encourage disclosure of other e-mail addresses, then the referral rate can be measured as the number of referrals per respondent.
    Referrals Rate
  • 34. Customer Loyalty
  • 35. Customer Loyalty
    • Müşteri bağlılığı iki ana değişkene bağlıdır;
    • Fonksiyonel Tatmin
    • İlişkinin doğrudan sonucu olarak somut faydaların algılanması sağlar.
    • Duygusal Tatmin
    • Gerçek harekete geçirici unsurdur. İki tarafın da kendisini karşılıklı bir bütünün parçaları olarak tanımaları ve hissetmelerini sağlar.
    • “ İnsanlar ailelerine, arkadaşlarına, futbol takımlarına ve markalarına bağlıdırlar. Çünkü onlar bizi bütün hissetmemizi sağlarlar”
  • 36. Customer Loyalty
  • 37. BEST OF PROXIMITY Online Campaigns
  • 38. Gold CP Proximity, Spain Amnistia International Death Penalty
  • 39. To view online work, please click anywhere on the creative images (in slide show view)
  • 40. Silver Proximity London, UK Eurostar On-line Travel Pack
  • 41. To view online work, please click anywhere on the creative images (in slide show view)
  • 42. Bronze Proximity London, UK Chris Thomas Shark Bait
  • 43. To view online work, please click anywhere on the creative images (in slide show view)
  • 44. AIM Proximity, Auckland Air New Zealand Aussie Mates
  • 45.  
  • 46. Proximity Portugal BES Where is my Green Stuff
  • 47.  
  • 48. Proximity London, UK Proximity London New Business Derek The Cat
  • 49. To view online work, please click anywhere on the creative images (in slide show view)
  • 50. Cyber Lions: GOLD
  • 51. CP Proximity, Spain Amnesty International: Death Penalty
    • The Brief
    • International Amnesty wanted to create social awareness about the rise in the number of death penalty condemnees during 2004. Cost of production needed to remain as low as possible.
    • The Approach
    • To achieve maximum impact, we decided to use one message based on the real statistics held by International Amnesty. Everyday, more than 3 people are killed by death penalty around the world. With such a strong fact, we asked Amnesty International to provide a list with the people names of executed on the last year.
    • We used a very simple and powerful effect to reflect the fact that even though this is happening everyday in the world, nobody notices, as long as it’s not considered important enough to appear on the news. An email was sent and only after scrolling down to the bottom of the page was a list of 1,146 names of people executed was revealed.
    • The Results
    • Based on the concept “Even if you don’t see it, it’s happening”, a simple text effect is powerful enough to transmit International Amnesty message against death penalty, causing great impact and touching user deep inside.
    • The e-mail was sent to a 400.000 users and had a virality index of 78%.
    • The campaign won a Cyber Lions Gold on Cannes Festival.
  • 52. CP Communication Proximity, Spain Amnesty International: Death Penalty  
  • 53. Teşekkürler Elif Bakiler [email_address]