HOWEST-DM

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  • woensdag 22 december 2010
  • Er zijn een aantal sectoren waar DM hun core business is of waar DM heel belangrijk is, bv. Postordersector Banken Retailers …
  • woensdag 22 december 2010
  • woensdag 22 december 2010 Resultaten die we halen uit onze testdatabase. De hokjes in het rood geven de extreme resultaten weer: retail haalt de hoogste resultaten en press de laagste. Catalogues verwijst hier naar de VPC sector. Conclusie 1 Het gebruik van eigen adressen levert altijd betere resultaten op dan het gebruik van externe prospectie-adressen. Uitzondering = pers sector, moeilijk om hier aan cross-selling te doen. Als mensen een abonnement hebben, dan is het moeilijk om een tweede abonnement te verkopen. Conclusie 2 Vooral in de retail sector scoren externe adressen heel goed Algemene conclusie Het versturen van Direct Mailings zowel naar een eigen database als naar externe adressen levert goede resultaten op.
  • woensdag 22 december 2010
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  • woensdag 22 december 2010 Door herhaling
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  • woensdag 22 december 2010 Een test uitgevoerd door de Amerikaanse post toont de volgende resultaten: Aantal bestellingen op de site als de communicatie werd ondersteund door een cataloog = 15% Aantal bestellingen op de site als de communicatie werd ondersteund door een flyer = 13% Aantal bestellingen op de site als de communicatie werd ondersteund door een e-mail = 8%
  • woensdag 22 december 2010
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  • woensdag 22 december 2010 Enfin, le papier est surtout une ressource durable, totalement recyclable, ce qui réduit aussi fortement son impact environnemental.
  • woensdag 22 december 2010 In Europa is de papierindustrie verantwoordelijk voor slechts 0,6% van de CO2 uitstoot Als je dat vergelijkt met de uitstoot van de IT sector, dan zie je dat die 3 keer zoveel CO2 uitstoot. Die 2% staat niet op de slide, die info (dus dat percentage) is eraf gehaald om de slide wat lichter te maken.
  • Van waar is het hout afkomstig? Transport? Manier van transport? Welke afstand? Drukken? Keuze van de inkt? Keuze van de enveloppe? Met venster? Blister? Distributie? Consumptie? Recyclage? Conclusie?
  • De doelstelling van de DM carbon meter is Het berekenen van de CO2 uitstoot van een mailing rekening houdend met alle life cycle elementen Door een aantal zaken te wijzigen of te optimaliseren kan de CO2 uitstoot verminderd worden. Hierbij mogen we de uitstraling van het merk niet uit het oog verliezen. Een mailing van Jaguar zal er nooit uitzien als een Colruyt mailing. Op die manier verzamelen we ook benchmarks.
  • woensdag 22 december 2010
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  • Gain de 41% venant d’un DM partiellement écologique;
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  • woensdag 22 december 2010 Een ontvanger stelt zich vragen – onze rol is om snel (gem leesduur 1’52”) die vragen te beantwoorden
  • woensdag 22 december 2010 Personalisatie zorgt voor impact Leesbereidheid stimuleren > 1’52” Lezer stelt zich vragen : waarom krijg ik een dm, is dit iets voor mij, wat moet ik doen, wat kost het ?
  • woensdag 22 december 2010
  • woensdag 22 december 2010 Mailing aan studenten met een heel relevante boodschap : budgetissues voor een student
  • woensdag 22 december 2010
  • HOWEST-DM

    1. 1. <ul><li>Rudy Van Halle, DM Consultant </li></ul>Direct mail, an everlasting value
    2. 3. Media Mail DM consultancy Multi sectorial approach > 250 projects/year Fact based insights (>100.000 interviews B to C & B to B) Strategical support Impactstudies
    3. 4. Agenda <ul><ul><li>bpost: some general information </li></ul></ul><ul><ul><li>bpost: an operational business </li></ul></ul><ul><ul><li>The challenges of Direct Mail </li></ul></ul><ul><ul><li>10 golden rules </li></ul></ul><ul><ul><li>DM 2.0 </li></ul></ul>
    4. 5. bpost: some general information
    5. 6. A complex business <ul><li>36.000 FTE’s </li></ul><ul><li>1.400 post offices </li></ul><ul><li>5 million postboxes visited per day (private + business) </li></ul><ul><li>12.000 postal rounds </li></ul><ul><li>> 2 billion euro turnover </li></ul><ul><li>18.000 red post boxes </li></ul><ul><li>9 MM letters distributed daily </li></ul><ul><li>250.000 parcels distributed daily </li></ul><ul><li>120.000 registered letters distributed </li></ul><ul><li>daily </li></ul>
    6. 7. bpost: an operational business
    7. 8. Letter or parcel? <ul><li>Post die voldoet aan alle criteria: </li></ul><ul><li>≤ 230x350x30 mm EN - ≤ 2 kg </li></ul><ul><li>=> Te beschouwen als een BRIEF </li></ul>    >   <ul><li>Post die niet voldoet aan de criteria voor brieven: </li></ul><ul><li>> 230x350x30 mm OF </li></ul><ul><li>> 2 kg OF </li></ul><ul><li>Pakje streepjes code </li></ul><ul><li>=> Te beschouwen als een PAKJE </li></ul>
    8. 9. 3 formats SMALL LARGE SPECIAL
    9. 10. The challenges of Direct Mail?
    10. 11. “ PAPER COMMUNICATION IS AN IMPORTANT DRIVER FOR FUTURE BUSINESS.”
    11. 12. FACT: 60 billions of sales are directly related to Direct Mail colruyt Source: BDMA – Size of the direct marketing market in Belgium (2009) Direct Mail drives business
    12. 13. FACT: Integrated with other media DM increases the ROI of your campaigns with at least 20% Brand perception Sales activation Boosting of ROI Loyalty building DM is a strong sales activator Integrated with other media DM increases the ROI of your campaigns with at least 20% DM builds strong long term relations with your customer DM improves brand perception High recall rate DM gets high recall rates even of complex messages 1 2 3 4 5 15% to 200% extra sales >25% more loyal customers Source: Post – 15 DM pilot surveys N: > 25.000 2 to 20 times better recall >50% of brand attributes improved Consumers are strongly being activated by Direct Mail
    13. 14. <ul><li>230 clients </li></ul><ul><li>360 results </li></ul><ul><li>253 results </li></ul><ul><li>for Direct Mailing </li></ul><ul><li>107 results Door-to-door </li></ul>FACT: Our database of test results
    14. 15. Response rates by sector Direct Mail works % Internal addresses % External addresses Retail 8,22% 6,69% Services 10,48% 4,08% Catalogues 6,72% 4,33% Press 5,07% 4,82%
    15. 16. “ PAPER IS THE DIRECT MARKETING MEDIUM OF THE FUTURE.”
    16. 17. Addressed Direct Mail represents 10% of gross media spending Mass Media (CIM MDB) Direct Mail (Pige DM) Sources (03/02/2010): CIM-MDB, Mediaxim (Mass Media); DM Pige Mediaxim-Post (Direct Mail) 9,9% Gross Media investments 2009 (in mio eur)
    17. 18. Impact Source: Mindshare - Henley Centre (and TNS Media & Post survey) 200 TV ads 150 radio ads 1000’s of ambient ads ... Weekly number of advertising messages per capita 20 e-mail ads 3 cinema ads 400 press ads/inserts 350+ outdoor ads 2+ DM pieces Opportunity for Direct ! More than 3.000 messages / day 52 get attention 4 are positively remembered
    18. 19. The MAIL MOMENT… 97% opens mailbox every day … but receives only 2 DM/ week 78% is opened Consumers spend 1’52’’ per mail … and behind every letterbox is a unique person you can target Source: Study Mailmoment, bpost, MAS 2005
    19. 20. Involvement Source: Synovate-Censydiam, 2007 … to be appreciated as a customer … to have a connection with the brand … to be appreciated … to be important to the brand … to be unique 73% 19% 63% 8% 52% 8% 57% 7% 51% 7% DM gives me the feeling … DM Other media (average)
    20. 21. Decreasing physical contacts urge for new touchpoints/engagement DISCOVER Evaluation of alternatives DEAL Purchase DESIRE Need recognition/ Problem Awareness DELIGHT Post purchase
    21. 22. Case : DESIRE Dbase mgt combined to the power of hyper-personalisation © bpost - DM Discovery 8 - 30.08.2010
    22. 23. The power of hyper-personalisation © bpost - DM Discovery 8 - 30.08.2010
    23. 24. 1 to 1 personalisation increases results © bpost - DM Discovery 8 - 30.08.2010 Source: 1 to 1 Lab – Xerox – Stratégies - bpost 1 to 1 Lab  Global Conversion Funnel Traffic creation x10 Communication Recall = 74% Want to act = 39% POS traffic = 15-20% POS conversion x3 Offers = 12% Sales profit +++ Sales = 6%
    24. 25. Case : POSTPURCHASE The quality of invoicing has an impact on both the customer experience as on cross and upselling
    25. 26. <ul><ul><li>FACT: New generation color printed invoices have a 30% faster payment term </li></ul></ul>Today, physical invoices are more than figures and account numbers <ul><li>Color increases the understandability with 73%. </li></ul><ul><li>Readability increases with 14% when high-lighted colors are used instead of bolds. </li></ul><ul><li>Reduce inbound calls with 73% </li></ul><ul><li>Customers are 2,5% more willing to pay the full amount if color print is used. </li></ul>Source: Invoice survey – N=1.000 – 2009 – Ask
    26. 27. <ul><li>18% would be angry at their supplier, if they were forced to switch to electronic invoices. </li></ul><ul><li>31% of people interested in e-invoicing still want a paper copy by the post and 10% would print their invoice themselves. </li></ul><ul><li>51% of the current e-invoice users print their invoices. </li></ul>Source: Invoice survey – N=1.000 – 2009 – Ask <ul><ul><li>Paper remains a tangible asset procuring </li></ul></ul><ul><ul><li>a sense of reliability </li></ul></ul>FACT: For invoices, the power of paper is so strong that…
    27. 28. Case : postpurchase – tactical Cross-selling/upselling
    28. 29. Case : postpurchase – strategic Loyalty
    29. 30. Regelmaat baat
    30. 31. “ Do you feel you receive too many Direct Mail? ” 82% say no, only 18% say yes Only a few do not want free unaddressed publicity in their mailbox. FACT: Consumers ask for more paper communication People like paper as medium 13,6% Source: study ‘E loves p’: bpost – TNS Dimarso, n=1150, 2007
    31. 32. <ul><li>“ Via which channel a company should inform you as a loyal customer ?” </li></ul>FACT: Consumers feel valorized when approached by Direct Mail Direct Mail makes a relation personal DM: 57% @: 14% Source: study ‘E loves p’: bpost – TNS Dimarso, n=1150, 2007
    32. 33. “ ONLINE IS THE NEW DIRECT MARKETING MEDIUM BUT WITH A LOWER COST.”
    33. 34. DM is an ROI driven medium The cost of DM
    34. 38. DM is an ROI driven medium DM vs e-mailing Email marketing benchmarks 2010 IAB
    35. 39. Source: Market research on 1800 customers, utility sector case Received DM/Email Recall DM/Email Read DM/Email Correct recall content Paper mail 100% 49 49 55 27 81 22% E-mail 100% 28 28 57 16 75 12% Direct mail is more effective throughout the media funnel leading to an 83% higher content recall rate compared to e-mail FACT: Paper Mailing generates a better content recall than e-mail Paper mail has by far more effect on the long run
    36. 40. E LOVES P <ul><li>DM + E-mail </li></ul><ul><li>E-mail only </li></ul><ul><li>100 </li></ul>30 42 Clicked Intentions Opened Received 70 <ul><li>100 </li></ul>34 60 93 <ul><li>+ 255% </li></ul><ul><li>113% </li></ul><ul><li>161% </li></ul>Source: DMix survey Mail order (2007) <ul><li>34 </li></ul><ul><li>21 </li></ul><ul><li>23 </li></ul><ul><li>30 </li></ul><ul><li>13 </li></ul><ul><li>9 </li></ul>Media recall E-mail and Direct Mailing are complementary
    37. 41. Direct mail vs email
    38. 42. It’s not a question of DM or e-DM, it’s both <ul><li>factors that drive channel choice </li></ul><ul><li>include convenience, trust, robustness of content and environmental values </li></ul><ul><li>marketers must employ a fully integrated data-driven multichannel, multi-touch approach in order to ensure maximum engagement with customers </li></ul><ul><li>Single winning strategy for achieving increased sales , greater brand awareness and more loyal customers . </li></ul>Epsilon/Icom august 2010
    39. 43. How DM supports e-business? Source: UNITED STATES POSTAL SERVICE (USPS) – results tests % of orders on the website supported by catalogues % of orders on the website with e-mails % of orders on the website supported by a flyer  15%  13%  8%
    40. 44. “ PAPER MARKETING HAS MORE IMPACT ON THE ENVIRONMENT THAN E-MARKETING.”
    41. 45. FACT: When customers talk about green, there is a paradox Of all customers 85% prefer paper for admin mail and/or commercial offers 45% perceive paper as polluting <ul><ul><li>while 51% of </li></ul></ul><ul><ul><li>all e-mails and </li></ul></ul><ul><ul><li>e-invoices are being printed </li></ul></ul><ul><ul><li>Companies and consumers will have to solve this paradox together </li></ul></ul>
    42. 46. Google = 1,5 mio servers (2% op wereldschaal) 7 gr CO2 per search 2 google searches = CO2 nodig om waterketel op te warmen
    43. 47. Pulp and paper 0,6% Source of greenhouse gas emissions in Europe FACT: In Europe the paper industry contributes to only 0,6% of greenhouse gas emissions <ul><ul><li>0,6% is 3 times less than the contribution of the IT sector (2%) </li></ul></ul>
    44. 48. The DM Carbon meter and the life cycle of a DM
    45. 49. DM Carbon Meter: purpose <ul><ul><li>Calculate carbon (CO2-equivalent) emissions of a standard mailing </li></ul></ul><ul><ul><li>Propose low-carbon alternatives </li></ul></ul><ul><ul><li>Collect easy comparative benchmarks </li></ul></ul>
    46. 50. Input screen
    47. 51. Result screen
    48. 52. De keuze van papier en de gebruikte inkt kan een positieve invloed hebben op de ecologische impact
    49. 53. Het resultaat : Van 227 naar 135 g CO2 per mail. Winst 41% !
    50. 54. 10 golden rules
    51. 55. What influences a campaign Mediamix Segmentation Creative execution Proposition Timing
    52. 56. What influences a campaign? The right offer at the right person at the right time
    53. 57. The screening process <ul><li>The screening process takes 20 seconds and consists of 3 phases </li></ul><ul><li>1) Screening of the mailing = 7 seconds </li></ul><ul><ul><li>- Front side of the envelop (3 seconds) </li></ul></ul><ul><ul><li>- Back side of the envelop (4 seconds) </li></ul></ul><ul><li>2) Content check = 3 seconds </li></ul><ul><ul><li>- What’s inside the envelop? </li></ul></ul><ul><ul><li>- Letter, magazine, coupons, etc. </li></ul></ul><ul><li>3) The scanning of the letter (10 seconds) </li></ul><ul><ul><li>- Eye tracking systems show that the eyes follow a fix scanning path (anchoring points) </li></ul></ul><ul><li>After this screening process, the person decides to read or to throw away the letter </li></ul>Average time to scan a DM 0’ 20 ’’ Average reading time per DM 1’52 ’’
    54. 58. The screening of the letter … Source: Das Verkaufs-gespräch per Brief und Antwortkarte (S. Vögele), Verbeter uw direct mail brieven R. Woelinga, W. Van der Mark), Secrets of successful direct mail (R. V. Benson), Team analysis <ul><li>Mr. … </li></ul><ul><li>Park Street,17 </li></ul><ul><li>78750 Jouy </li></ul><ul><li>Dear …, </li></ul><ul><li>P.S.: </li></ul><ul><li>H. Kydrink </li></ul>1a 1b 2 2 2 3 4 4 4
    55. 60. Wie schrijft mij? Waarvoor is het? Waarom naar mij? Waarom moet ik dit lezen? Ben ik hierin geïnteresseerd? Wat kost het? Wat moet ik doen? Rule 1: WIIFM?
    56. 62. Rule 2: customer benefits <ul><li>No product features </li></ul><ul><li>Your message should offer one key benefit the reader just can’t resist  this benefit is the main reason why someone should buy your product or service </li></ul><ul><li>This key benefit has to be unique & credible </li></ul><ul><li>Use visuals to explain / </li></ul><ul><li>to visualize the offer </li></ul>Dankzij microgaatjes in de rubberbuitenzool kan voetzweet naar buiten.
    57. 63. Rule 3: targeting <ul><li>Relevant targeting / segmentation is a key success factor </li></ul><ul><ul><li>“ You can no longer survive by interrupting strangers </li></ul></ul><ul><ul><li>with a message they don’t want to hear, </li></ul></ul><ul><ul><li>about a product they’ve never heard of, </li></ul></ul><ul><ul><li>using methods that annoy them. </li></ul></ul><ul><ul><li>Consumers have too little time </li></ul></ul><ul><ul><li>and too much power to stand for this any longer.” </li></ul></ul><ul><ul><li>Seth Godin, “Permission Marketing” </li></ul></ul>
    58. 64. Impact on cost Impact on creation Impact on impact NAL Socio demo (generation!) Transactional Lifestyle, Lifestage Purchase intention
    59. 67. Rule 4: data quality <ul><li>Wrong data can cost a lot of money </li></ul><ul><ul><li>Average moving rate in Belgium = 10% </li></ul></ul><ul><li>Bad data quality irritate as well </li></ul>
    60. 70. Rule 5: think out of the box
    61. 79. Creative use of the envelope increases impact © bpost - DM Discovery 8 - 30.08.2010 <ul><li>Size : + 52% </li></ul><ul><li>Material : + 21% </li></ul><ul><li>Color / Message offers an added value for the memorisation and the opening </li></ul><ul><li>Envelope opening rates </li></ul><ul><ul><li>(index versus standard) </li></ul></ul>Source: Response Rate Database - bpost
    62. 81. Card mailing (DtD)
    63. 82. Card mailing (DtD)
    64. 83. Rule 6: create interaction <ul><li>Objective of a direct mailing is evoke reaction </li></ul><ul><li>Create a dialogue with the reader </li></ul><ul><li>Readers have to so something: </li></ul><ul><ul><ul><li>They have to call a 0800 number </li></ul></ul></ul><ul><ul><ul><li>They have to visit a site </li></ul></ul></ul><ul><ul><ul><li>They have to fill and send back a response card </li></ul></ul></ul><ul><ul><ul><li>They have to subscribe for a seminar </li></ul></ul></ul><ul><ul><ul><li>… </li></ul></ul></ul>
    65. 84. Interact Bon terugsturen Fax Internet site
    66. 85. Ga langs Maak afspraak Bel naar
    67. 86. Interact Telefoontje
    68. 89. Rule 7: KISS <ul><li>Your message should be designed according to the KISS principle : Keep It Simple and Stimulating </li></ul><ul><li>No abstract concepts but simple and accessible language </li></ul><ul><li>No complicated jargon </li></ul><ul><li>Tell the reader clearly what he has to do </li></ul>
    69. 91. Rule 8: test <ul><ul><li>Test different offers </li></ul></ul><ul><ul><li>Different target groups </li></ul></ul><ul><ul><li>Different creative approaches </li></ul></ul><ul><ul><li>Different address files </li></ul></ul><ul><ul><li>Different incentives </li></ul></ul><ul><ul><li>Different call to actions </li></ul></ul><ul><ul><li>Different response methods </li></ul></ul><ul><ul><li>… </li></ul></ul><ul><li>But test one variable at the time! </li></ul>
    70. 93. Rule 9: e loves p <ul><li>Integrate ‘on-line’ and ‘off-line’ communication </li></ul><ul><li>The future is not on-line only, the future is direct </li></ul><ul><li>Objectives of both media are different </li></ul><ul><li>A good combination of both always results in a higher impact </li></ul>
    71. 94. One day …
    72. 95. Same day
    73. 96. 2 weeks later
    74. 97. 2 weeks later
    75. 98. With adapted visuals An Didier
    76. 99. Few weeks later
    77. 100. Rule 10: evaluation <ul><li>Evaluate every mailing you send </li></ul><ul><ul><li>Number of reactions? </li></ul></ul><ul><ul><li>Number of new clients? </li></ul></ul><ul><ul><li>ROI? </li></ul></ul><ul><li>What went well? What went wrong? What can be improved next time? </li></ul><ul><li>Without objectives, you will never know if your action was a success or a failure </li></ul>
    78. 101. DM 2.0
    79. 102. DM 2.0 Beta coefficient of DM
    80. 103. Media in the future… See more – remember less Number of media is proliferating 3 screen convergence Attention fragmentation is increasing, 2 senses Clutter is increasing Scanning & skimming No time to go in depth
    81. 104. DM 2.0 Behavioural targeting Beta coefficient of DM
    82. 105. Behavioural targeting
    83. 106. DM 2.0 Media-mix improvement based on segmentation Behavioural targeting Beta coefficient of DM
    84. 107. Media evolution leading to new segmentation necessities on the level of media-mix Digital Illiterates Digital Immigrants Digital Natives
    85. 108. Gap between consumers’ channel preferences and marketing spendings 18-34 year olds prefer to learn about marketing offers via postal mail and newspapers Epsilon/Icom august 2010 High level of trust!
    86. 109. Profile of Digital natives <ul><li>Generation Y </li></ul><ul><li>Born 1979 - 1997 </li></ul><ul><li>Accessibility/skills to digital technologies </li></ul><ul><li>Interaction/infuence with/by peers, viral ! </li></ul><ul><li>Extensive disclosure of personal data </li></ul><ul><li>Consumerism </li></ul><ul><li>Culture of sharing </li></ul><ul><li>Children of baby-boomers </li></ul><ul><li>Oldest starting families, youngest in school </li></ul><ul><li>Listen to me, respect me </li></ul><ul><li>Generation Z </li></ul><ul><li>Born mid 90’s </li></ul><ul><li>Children of generation X </li></ul>“ 15 – 24 years old are highly receptive to DM, greater Tendency to buy items in shops -“they want it now”attitude Less access to credit cards” Experian
    87. 110. Profile of Digital immigrants <ul><li>Generation X </li></ul><ul><li>the baby busters, indifferent generation </li></ul><ul><li>Born 1965 – 1980 </li></ul><ul><li>grew up with recessions, single-parent households, cable TV, the Internet and other personal technology, skeptical, cynical </li></ul><ul><li>Technically savvy, initial computer generation </li></ul><ul><li>“ people sleeping together before they got married, were not taught to believe in God,no respect for the parents” </li></ul><ul><li>According to a study conducted by InnoMedia, NuStats, and Vertis, 68% of Gen X retail direct mail readers have used coupons received in the mail. Gen X consumers rate 75% of the mail they receive as valuable. !Combine with internet </li></ul><ul><li>evaluate their choices and reach their own purchasing decisions </li></ul><ul><li>Buying because they want it </li></ul>
    88. 111. Profile of Digital “illiterates” <ul><li>Baby boomers </li></ul><ul><li>Born 1946 - 1964 </li></ul><ul><li>Committed to social causes </li></ul><ul><li>Greater access to public education and college </li></ul><ul><li>Independent thinking and experimentation </li></ul><ul><li>Look and feel young, nostalgia </li></ul><ul><li>Buying because they needed it </li></ul><ul><li>Value for money </li></ul><ul><li>Communicate the experience, not the age. </li></ul><ul><li>Powerwords : mature, experienced, invest in your future </li></ul><ul><li>Readability, contrasting colours, white spaces </li></ul><ul><li>No timepressure </li></ul><ul><li>“ Ambiance” </li></ul>
    89. 112. DM 2.0 Integration of technology Media-mix improvement based on segmentation Behavioural targeting Beta coefficient of DM
    90. 113. Purl’s
    91. 114. QR
    92. 115. Augmented reality
    93. 116. DM 2.0 Integration of technology Web to print Variable data personalization Media-mix improvement based on segmentation Behavioural targeting Beta coefficient of DM
    94. 117. Web to print
    95. 118. Variable data personalization
    96. 119. Segmentation
    97. 120. DM 2.0 Integration of technology Web to print Variable data personalization Cross-media Media-mix improvement based on segmentation Behavioural targeting Beta coefficient of DM
    98. 121. DM 2.0 Integration of technology Web to print Variable data personalization Cross-media 5 senses Media-mix improvement based on segmentation Behavioural targeting Beta coefficient of DM
    99. 122. DM 2.0 Integration of technology Web to print Variable data personalization Cross-media 5 senses Media-mix improvement based on segmentation Branded content : customer magazines Behavioural targeting Beta coefficient of DM
    100. 123. DM 2.0 Integration of technology Web to print Variable data personalization Cross-media 5 senses Media-mix improvement based on segmentation Branded content : customer magazines The art of sequencing Behavioural targeting Beta coefficient of DM
    101. 124. Viral DM : the art of sequencing, integrating social media Segmentation based on profile Personalized DM including PURL Microsite including coupon Like, push to social media Register Response rate >200%
    102. 125. WAT HEBBEN WE VANDAAG GELEERD
    103. 126. Summary <ul><li>Paper has a strong impact on the performance of </li></ul><ul><li>businesses due to its proven communication qualities : </li></ul><ul><ul><ul><li>Excellent reach via the mailbox </li></ul></ul></ul><ul><ul><ul><li>Willingness to read and respond </li></ul></ul></ul><ul><ul><li>Paper in combination with OTHER MEDIA </li></ul></ul><ul><ul><li>reinforces your ROI </li></ul></ul>Paper does not have the environmental impact as generally stated
    104. 127. Rudy Van Halle

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