Mcom30 slidedeck- class 11 - digital


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  • Digital consumer controls when they interact with campaign consumer controls which products they will interact with consumer controls how long they interact with it consumer can order or interact directly with that medium without having to switch channels
  • consumer can order or interact directly with that medium without having to switch channels
  • In groups, what components do you see? Vital Components of a DM Website (creative not campaign)   The product The offer The terms The call to action Use an appeal TIP 1– focus on one product / one offer per site, not multiple TIP 2 – use an appeal
  • In groups – look at sample dm website and circle the vital aspects and discuss ways to improve it. This campaign won Gold in Financial Services category for CMA. Integrated with social, but the hub of campaign was website with frequent updates. Prize / incentive based. Placed customers against customers as strategy.
  • LIST was key here. The team at Landry & Kling, a cruise event-services company, knew that their best leads came when they got meeting planners on board a cruise ship for a “seminar-at-sea” to explain the advantages of ships as a meeting site. This email campaign pulled double-duty as an invitation/qualification channel for those seminars. Using an intriguing subject line (7 Things Hotels Don’t Want You to Know), educational copy, and a well-integrated landing page, thank you page and thank you email, the team generated a big response from a third-party list of event planners. Over two sends, they achieved an average: o 13.98% unique open rate o 9.62% CTR o 4.22% conversion rate While almost all respondents were deemed qualified for a seminar-at-sea not all were interested in a program this year. However, six were deemed “hot” for immediate response. Group sizes ranged from 200-600. In addition, two respondents requested immediate proposals and two others requested contact later for possible programs in 2009/early 2010. The others were for 2010 and 2011. [For the second send] most were deemed qualified with suitable group sizes. Three additional were deemed “hot” for immediate response with group size between 200 and 400.
  • What kind of appeal? What’s the call to action? Target people's past buying behaviors to get in touch with them right at (or ideally, a little bit before) the moment they'll need to make a purchase. This is a great email remarketing technique for businesses that deal with monthly, quarterly, or yearly purchases -- like an online contact lens retailer, for example. Since they know when you last bought contacts, in what amount, and how long that amount will last, they can perfectly time an email remarketing campaign to hit at your time of need. Read more:
  • When customers are comparison shopping or unwilling to complete the purchase of something they like, price is often a factor. This remarketing campaign is genius because it addresses that purchase blocker by alerting me that something I wish I could have is now on sale. If I wasn't willing to buy it for its original price, maybe I'd be interested to "Grab It Now" for the sale price. Brilliant! Out of stock, abandon cart, etc.
  • In groups – look at sample dm email and circle the vital aspects and discuss ways to improve it. Challenge: In June 2011, Mother Nature wasn’t exactly cooperating with founder Ellen Sternweiler’s plan for a busy summer season. With temperatures in the low 50s, her customer base of mothers and mothers-to-be needed a little encouragement to visit the store. The Campaign: In the second week of June, Ellen sent an email to her list of nearly 2,000 contacts announcing the “We Like it HOT” sale. For each of the remaining days of the month, Bellybum Boutique offered a percentage discount equal to however many degrees the temperature rose over 60. Any day the temperature didn’t make it over 60 degrees—Bellybum Boutique offered a 15% discount. The Result: Customers came to the store within a few hours of receiving the email and the trend continued all month. People came in regardless of the weather, checking their smartphones and seeing what type of discount they would receive that day. A disappointing start to June turned into one of the busiest months of the summer for BellyBum Boutique. “ It started off as a joke with our employees and it turned into a successful campaign for us. People were flocking in—we were able to do more business and they were able to be distracted from the terrible weather we were having.” – Ellen Sternweiler, Founder
  • Tools – assignment
  • Paid search had an average cost per click of $3.79, with a 3.81 percent conversion rate. The conversion rate (after click) of internet display advertisements was slightly higher at 4.43 percent.   Search is now the most dominant form of online advertising that allows you to measure costs per lead down to ROI. Search delivers the lowest cost per lead (Search $0.45; E-mail $0.55, Banner ads $2.00). (CMA)   74 percent of internet users perform local searches (the dma) demonstrating a low cost per lead and a high conversion rate   integrated strategy involving map listings, pay per click advertising, search engine optimization and social media efforts to convert these solid leads into new customers   A vital aspect of a local pay per click campaign is creating ad copy that speaks to the local consumer. Using location-specific keywords in the title, ad copy and display URL maximizes your ad spend.   Go to a specific landing page – not home page because they are ready to buy
  • In team create a facebook ppc ad
  • Immediacy Testing / adapting Cost – but some of that is a myth Integration
  • twitter
  • Last March, the venerable Kraft brand launched an interesting campaign on Twitter: Whenever two people individually used the phrase "mac & cheese" in a tweet, Kraft sent both a link pointing out the "Mac & Jinx" (as in the childhood game Jinx.) The first one to reply back got five free boxes of Kraft Mac & Cheese plus a t-shirt. What you can learn from this: This is a low-cost way to track down potential fans on Twitter. All you have to do is search a given term and identify two people who tweet the same phrase at (roughly) the same time. In return, you'll gain goodwill, a likely follower and probably some good word-of-mouth buzz on the social network.
  • Facebook
  • Foursquare – notice integration (billboard + social?) Story from radio shack Pet food brand GranataPet earned worldwide attention last year for its billboard in Agenta, Germany. This wasn't just any billboard, though. It was rigged so that if a consumer checked in on Foursquare, the billboard would dispense some of the company's dog food. Someone from Granata's ad agency filmed the billboard in action, and the video now has more than 50,000 views on YouTube (in various iterations.) What you can learn from this: In the social media age, a single ad or a single billboard can generate images, press and videos, but only if it's clever enough.
  • Youtube (notice integration? Website, social, mail and virality lead to search results that wouldn't have been possible otherwise) "12,000 customers in just the first two days its e-doors were open." 5,160,291 people have watched this video. Facebook: 12,445 likes, 31,700 shares, 9,717 comments Twitter: 16,807 tweets LinkedIn: 2,688 shares So those social signals alone total 59,238 - or a $0.16 per social engagement cost!
  • Destination boards were created on BMI's Pinterest account. Each board contained exactly nine pins that each had a unique number on them (1-9). Each week, a number would be chosen at random. Everyone who had re-pinned the image that corresponded to that number was entered into the drawing. A winner was chosen at random, and the prize was a round-trip ticket from any BMI destination. The launch got a lot of exposure on social channels as well, in the 1st two weeks we had half a million social media impressions (measured in reach) This highly creative campaign, which ran for 7 weeks, resulted in 500k+ social media impressions in the first week alone, and generated lots of positive social media sentiment. More than 3000 entries were received for the contest in the first two weeks alone.
  • Is this a social DM campaign? Cell poll
  • Mcom30 slidedeck- class 11 - digital

    1. 1. DIGITAL DM
    2. 2. DIGITAL DM•Easy to test, and adjust mid-stream•Relatively low-cost, especially CPR•Direct can lead to viral•Wide reach•Consumer convenience•Consumer interaction PROS
    3. 3. DIGITAL DM •Lots of competition •Consumers feel overwhelmed •Easy backlash •Unregulated •Lack of control •Privacy concernsCONS •Need technical expertise / support
    4. 4. DM websites •campaign specific •unique domain name •subscribe, sign up, pass on, buy •step 2 or even 3 in a DM campaign 0.05-1% response rate** (variable)
    5. 5. The offer Call to actionThe product VITAL Aspects of a DM Appeal (but which one?) Website? The terms
    6. 6. DM email •campaign specific •timing is key! •click, pass on, buy •step 1 usually 19.47% open rate 6.64% click-through 1.73% conversion 0.77% unsubscribe rate
    7. 7. offer product
    8. 8. DM search ppc (listings + banners) Organic (challenging) 3.81% response rate
    9. 9. Heat map reporting demonstrates areas of high visual concentration on web pages.
    10. 10. DM social Immediacy Testing / adapting Cost Integration 2-28% response rate (small vs big)
    11. 11. Click to edit the title text format
    12. 12. Click to edit the title text format