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&Then2018: Integrated Marketing in New and Emerging Channels

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World-class marketers are reinterpreting the core principles of direct marketing in award-winning and sales-increasing ways. Marketing efforts have moved from 2D to 3D via the TAO of campaign integration.

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&Then2018: Integrated Marketing in New and Emerging Channels

  1. 1. ©2018 Smith Browning Direct, Inc. All Rights Reserved. S P E A K E R N A M E T I T L E , C O M PA N Y Integrated Marke,ng Across Established and Emerging Channels Beth Smith – Smith Browning Direct, Inc./DirectMarke,ngSmarts.com
  2. 2. ©2018 Smith Browning Direct, Inc. All Rights Reserved. Richard Rosen, Convergence Marketing Today’s world-class marketers are masters of 3-dimensional marketing 1 10 100% Brand Image 100% Direct SalesRichard Rosen, Convergence Marke,ng Pedigree Dentas,x 2018 Echo Finalist
  3. 3. ©2018 Smith Browning Direct, Inc. All Rights Reserved. 3D campaign integration trends T A O Target Audience
  4. 4. ©2018 Smith Browning Direct, Inc. All Rights Reserved. $12,300 $84,200 $184,200 $253,800 Millennial (22-37) Gen X (38-53) Baby Boomer (54-72) Silent Gen (73-90) Median HH Net Worth by Generation (Households headed by each generation) Source: Pew Research Center Analysis of Survey of Consumer Finances public use data, 8/18 Beyond demographics – How well do you know your Target Audience?
  5. 5. ©2018 Smith Browning Direct, Inc. All Rights Reserved. DNA The path from 2D to 3D marketing
  6. 6. ©2018 Smith Browning Direct, Inc. All Rights Reserved. DMA EchoAward, ARF Gold Cox Communications (Cable, internet, phone, home security) •  New Customer Research –  Confusion –  Setup headaches –  Anger at first bill –  Marketing disconnect •  Goal –  Reduce attrition –  Increase revenue –  Prove results through testing The commitment to go deep New Customer attrition 230% higher in first 30 days
  7. 7. ©2018 Smith Browning Direct, Inc. All Rights Reserved. 1. Personalized welcome video within 24 hours of purchase 2. Direct mail with PURL at 1 week 3. Thank you/ welcome call 1 week later 4. Personalized video with customer’s own bill 120-day onboarding 5. Months 2-4: Personalized direct mail and email nurture/offers – by predictive analytics
  8. 8. Courtesy: Persado ©2018 Smith Browning Direct, Inc. All Rights Reserved. The opportunity to go deeper with AI “What makes the biggest difference in email engagement?” 1.  Call to action 2.  Description –  product/offer/service 3.  Emotional language 4.  Formatting –  stylistic elements 5.  Positioning –  placement of words/phrases
  9. 9. ©2018 Smith Browning Direct, Inc. All Rights Reserved. •  5% remember statistics •  25% remember statistics with a picture •  63% remember stories Understanding your audience
  10. 10. Finding their story & making an emotional connection WIIFM
  11. 11. ©2018 Smith Browning Direct, Inc. All Rights Reserved. 3D campaign integration trends T A O Align Message & Media
  12. 12. ©2018 Smith Browning Direct, Inc. All Rights Reserved. Message & Media Relevance DMA EchoAward Search & Display
  13. 13. ©2018 Smith Browning Direct, Inc. All Rights Reserved. Are Direct Marketers Cannibals? Media Spend facts vs. fiction
  14. 14. ©2018 Smith Browning Direct, Inc. All Rights Reserved. YOY Media Spend Comparison 2017-2018 2017 2018 Cinema Social Email Mobile Other Internet OOH Newspapers Magazines Radio Teleservices Search Direct Mail Digital Display Television $0 $10 $20 $30 $40 $50 $60 $70 $80 Traditional Internet/ Digital Source: Winterberry Group 2017 and 2018 Annual Outlook
  15. 15. ©2018 Smith Browning Direct, Inc. All Rights Reserved. Media Polygamy 60% of Mature Multichannel Marketers said multichannel integration = >10% revenue lift and better business results Source: Forrester Consulting, The Multichannel Maturity Mandate
  16. 16. ©2018 Smith Browning Direct, Inc. All Rights Reserved. The Halo Effect: TV + Digital -27% Paid Search ROI Without TV’s halo, Paid Search’s average brand ROI would decline by 27% -22% Without TV’s halo, Paid Social Media’s average brand ROI would decline by 22% Source: Accenture 2018 Media Strategy Paid Social ROI
  17. 17. ©2018 Smith Browning Direct, Inc. All Rights Reserved. What’s the right media formula? “In working on over 500 engagements, we’ve found that applying analytics effectively can allow companies to free up 15-30% of their total marketing budget.” McKinsey & Company
  18. 18. ©2018 Smith Browning Direct, Inc. All Rights Reserved. Making the right choices •  1 perfect moment •  1 perfect channel •  Unlimited budgets 1% Average Response
  19. 19. ©2018 Smith Browning Direct, Inc. All Rights Reserved. 3D campaign integration trends T A O Offer Integration
  20. 20. ©2018 Smith Browning Direct, Inc. All Rights Reserved. 2018 DMA Echo Finalist
  21. 21. ©2018 Smith Browning Direct, Inc. All Rights Reserved. How much is a Starbucks customer worth?
  22. 22. ©2018 Smith Browning Direct, Inc. All Rights Reserved. Acquisition without Retention = ZERO
  23. 23. ©2018 Smith Browning Direct, Inc. All Rights Reserved. Offer Integration Align Message & Media Target Audience 3D campaign integration trends T A O

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