The E's of Marketing


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  • Welcome to our seminar The E’s of MarketingMarketing is all about engagement. So what’s more engaging than communicating with your audience on a personal level, whether they’re reading a direct mail piece,online, or at their inbox. But how can we do that efficiently and effectively? This morning we will show you how to deliver efficient engaging and effective marketing campaigns that give you an impressive return on your marketinginvestmentWe are goingto start by looking at how things have changed in our lives, how technology has impacted on our marketing strategies today
  • Advances in technology and living in the modern world means that we are constantly fed information by a large variety of sources. We receive sales emails by the truckload. Our resistance to direct mail or junk mail as many of us call it, is at an all time high,Many of us use social media throughout the day in work and personal livesIn short we are well versed in blocking out the noise.
  • So how do we cope with the overload of information?In a study made earlier this year by marketing research company Exact target entitled The Social Break up, they highlighted changes in behaviour over the last year, which was initially surprising to some marketers. 91% unsubscribed from email opt in77% are more cautious against providing their email81% have unliked or removed brand posts on social media71% are more selective in deciding which companies they “Like”And 41% have unfollowed a companyProving we can all too easily experience and react information overload! But what does this mean to us, the marketer and our customers?
  • It’s important to understand why marketing approaches need to change. Because of the internet, the role of direct mail has changed. It’s changed the way buyers buy and sellers sell. This is because more and more people have access to the internet
  • In particular we have seen a phenomenal evolution of smart phones
  • A new study by the internet advertising bureau reveals that Not surprisingly 20% of smart phone users are accessing the web in bed before they go to sleep. I have to confess I AM GUILTY OF THIS A QUICK CHECK OF my emails, a look at Facebook , before setting my alarm on my phone!AND A STAGGERING 35% of smartphone owners are accessing the internet via their smart phone before the are even up IN THE MORNING. Anybody here guilty of either of these habits? C’mon!!
  • 34% use smartphones while commuting.You only have to jump on any train in to London or even the bus and you will be surround by people using their smartphones.
  • and 26% of us are unmannerly enough to whip out iPhones or BlackBerrys out while we are eating dinner. Who said romance is dead! The study reflects what we already kind of know, smartphones and tablets, like the ipad have changed the way users access the internet as a wholePrior to the introduction of smartphones, consumers tended to use the internet in chunks – they would tend to confine their internet activities to when they had an opportunity to sit in front of a computer. Smartphones allow people to go online the very instant they get the impulse. Internet access is thus becoming more spontaneous and unplannedThis has given marketer a great opportunity to connect with customers using some amazingly creative, technology rich ideas,
  • You may have seen these or indeed might already be using QR codes. A QR code is essentially a 2d barcode that can be decoded by most modern mobile phones. The vast majority of smart phones now come with a QR reader or have access to free downloadable apps. As the barcode works in 2 dimensions (vertical and horizontal lines) it can hold far more information than a traditional bar code. What is more QR codes can be personalised so that marketers can track the trends and activities of their printed campaigns, helping them to plan future strategies. With the increasing success of the smart phone this truly is an innovative way to provide further information to customers. In one of the best examples I have seen yet, is for Tesco in south Korea, who have created a virtual store for smartphone users in a subway. While waiting for the train, mobile users could use their phone's QR code reader to scan and add items to their shopping lists for purchase. We have a short video for you to enjoy
  • So there we see what’s happening in Korea, but what are we doing in the UKHotel chain Radisson Edwardian added QR codes to the menus in its restaurants recently.
  • Upon scanning the codes, customers could see the selected dish being prepared by the chef. A great way to add to the customer experience, and also to help them decide what to eat. So this is great news for the B2C market – but what about the B2B market.
  • B2B Marketing in a Digital World Digital is now an integral part of our everyday lives; there are 1.7billion people online globally
  • and in the UK it’s 80% of the population.
  • In fact recent research shows that business purchasers spend 73% of their work related media consumption time, online.
  • Almost ¾ of C-Level Executives use the internet every day at work and 83% of B2B buyers research online, with 70% starting their research process on their search engine. We know that the buying process for businesses is more complex than for consumers there are multiple influences involved in the majority of business purchase decisions and these individuals are often using a wide variety of information sources.
  • B2B marketer’s previous approach was quite straight forward, we centred our go to market strategies around answering three key questions, who are we targeting, what are we offering and how do we communicate this in the most effective way.
  • Digital has dramatically increased the complexities of the marketing challenge making these questions harder to answer. Understanding where your customers are and targeting the right message to the right person at the right point of the buying cycle is critical for success.Marketers need to change their approach and integrate digital values into the core of their marketing plans. We see three shifts taking place which form the basis for new digital marketing.
  • Firstly there is a shift from research to real time insight, today’s technology gives you immediate access to data on user behaviour enabling you to keep up and react to change much more quickly.
  • Traditionally to find answers to questions such as, how much interest is there in my product? you would look to put together some customer research.
  • Now you can find online tools which offer additional real time insights to compliment anyoffline research
  • To find out what messages your customers are most receptive to you could run focus groups,
  • online you can now also see in real time, how many people engage with your ad creative and optimise your campaigns accordingly.
  • Secondly we see a see a tighter partnership between creative and content,
  • the types of information that B2B buyers search for depends on where they are in the buying cycle, their roles and their needs.
  • The internet gives them access to a wealth of information and easy to consume content. Marketers therefore need to understand their audience and provide appropriate content at the right stage of the buying cycle. B2B buyers consume content in many forms.
  • Over half of IT buyers subscribe to RSS feeds, Really simple syndication
  • two thirds of C-levelExecutives view work related videos online at least once a week.Marketers need to distribute content wherever prospects are looking. Effective marketing does not use just one line of communication or touch points, such as print. In fact it’s documented that for each campaign you should aim to have at least 3-5 touch points. What’smore the growing trend of social media demands the content should be shareable as well.
  • Number of Cross Media TouchesAccording to an October 2010 Info Trends in-depth study entitled Capturing the Cross Media Direct Marketing Opportunity, the study reported a shift towards not only using more electronic and online marketing, but also more channels.The survey results indicated that marketers are using an average of 2.7 media channels per campaign. Another revealing data point was that 53.1% of marketers are using 3-5 marketing touches per campaign!This data clearly illustrates how quickly marketers are evolving their tactics to leverage the improved results of more personal and relevant communication across multiple touches.Number of Personal Channels for Each ConsumerThe other area on the increase is the area of personal channels.  Recent studies have confirmed that the average consumer can be reached on an average of 7.2 channels in today’s world, most typically:A landline phoneA mobile phone (this counts as two channels when you consider voice and text)A Skype accountA Facebook accountA Twitter accountA personal and business e-mailMembership in online forums with private messaging facilities (e.g., LinkedIn)A home address for traditional mailIn addition, you have to add all of the mass media in use and remember that the overall goal is to optimize and maximize each touch for improved visit and conversion results.Study data indicates that 55% of marketers today don’t have a “formal” tracking and measurement program in place.  The number one reason is it is difficult to accomplish and they lack the resources to get it done.Today’s marketing service providers have an opportunity to help the marketer in this critical area.  To do so, you have to make it a part of your initial discussion on their marketing objectives, typical conversion levels and ROI for all media in use.  Typical questions such as, “How do you capture the visit and conversion levels for each media touch in use for your campaigns” and “How do you identify non-responders for each media touch” are two examples of information you need to gather.
  • The final shift we see is from one way push marketing to two way push and pull. Brands and businesses need to master the digital strategies to pull customers to content, push content to customers and also to combine push and pull marketing to drive better efficiencies in the overall marketing mix .
  • We knew that by integrating digital into the core of our marketing strategy that we would be able to reach more customers and measure our results. We needed to achieve results in a number of areas. We wanted to:Clean our data baseReignite conversations with our customers and prospectsFind out what our customers really wanted from our services and engage with them and their businessAnd do all this effectively, efficiently and be able to track our results.We analysed how we could achieve our objectives. Using various forms of communication / touch points we used purls to push our brand to our customers & pull customer insight back into our data.
  • The purl literally contains the recipients name in the website address itself. The purls we created for this campaign used first name/last name before the urn.
  • Companies that utilize targeted campaigns, using relevant data, graphics and text can see a 2-5 fold increase in response rates
  • CuriosityPURLs catch the attention of your prospects and opens the door to further communication. They cut through the noise!Increase Response RatespURLs typically increase response rates by 50-100%!Higher EngagementVisitors who go to their pURLs tend to stay engaged longer and have higher conversion rates.Instant Follow-Up Receive Real-Time email alerts for your sales team to follow up with interested prospects.Highly TractableTrack who visited their pURL, when they visited, and how interested they are.
  • Lead NurturingCollect additional information about your visitors and push responses to sales team in real time.EnrollmentEncourage enrollment for trade shows, classes, or memberships. A pre-populated form makes enrollment easy.Renewals Easily renew a membership, contract or subscription by simply visiting the PURL.Direct Sales Suggest products based on past purchase history.Questionnaires Provide your customers with an quick and easy way to give feedback.
  • How many of your customers on your database fit your ideal customer profile?Tracking & measurement of your data will help you put a percentage on this. So most of you are here because of our recent campaign. So how did we set about delivering this task?
  • THE BRIEF After a thorough consultation with the board of directors, we looked for the campaign to achieve the following results: Gain customer insights; Find out our customers’ preferences for receiving our newsletter; Profile customers; Clean our database; Gain permission for future digital campaigns; Showcase design skills and cross-media capabilities
  • Following some heavy brainstorming and creative planning, we presented two strategies to achieve our brief: 1) Basic communication. Asking for newsletter preferences 2) Election Campaign based Print v’s Email v’s Social Media We chose the Election Campaign as it would provide us with a good reflection of the industry as a whole, and also had more scope for engagement. It was the more expensive and riskier of the two options, but we knew, that with good creative this campaign would really get us the results we wanted.
  • We were to run a voting campaign where we were asking our customers to vote on how they wanted to receive the Repropoint newsletter. Did they want it on a hard copy in print or by email or did they want to read it on line via a blog. For each of these channels of communication we created a character. Annie Shot, Paige Turner & Will Yublog
  • We new that the creative would be key to us getting a great result. The three characters helped us do exactly that. We came up with the character names first and then wrote profiles of the personality traits for each character. Depending on the detail of information in your database, you can personalise a huge amount of information to each recipient. This applies to not only the text within your campaign, but the images too.You could for instance send different emails and have different landing pages for both male and female recipients. We wanted to engage a wide audience across various sectors and speak to different people on different levels. The three characters helped us do exactly that. the questions we used in our survey were equally important
  • Survey questionsWe thought long and hard about the information we wanted to gleam from our customers and how we would word our questions to capture that information
  • We new that no matter how faith we had in human nature – people were not going to give us something for nothing.We chose to offer some john Lewis vouchers and 12 bottles of bubbly. And a voucher for fotoboox for each participant.
  • The campaign was launch in accordance to our communication plan
  • We segemented our data in to four data sets. First we split it into two one representing the print side of the business and one representing the machine sales and maintenance side. We then split these data sets again so that we had four data sets Top Machine, Top Print, Rest of Machine and rest of print. The top data sets were targeted with the following touch pointsNon buying customers & prospects
  • Campaign tracking was instantaneous from the moment it's deployed. All tracking is in real time too, so you can measure the results accurately throughout the campaign - succesfulpurl campaign would get 10 – 12% standard email campaign can have click throughs anywherebetween .8 to 3% - very pleased!
  • Brand ConsistencyThe mail piece, email, and microsite should all look very similar. This way the recipient knows they are part of the same campaign. Get a strong design.Use Mostly short text / click through / some images . Keep it simple . You have 1.5 second on a direct piece to connect & engage the recipientDon't be afraid to break the rules – our content length worked.We had more than the recommended number of questions – if you know your market well enough you should be able to judge what will work best for youMemorable Domain NameA simple and memorable domain name will strengthen the campaign.Be Crystal Clear The visitor should know exactly what your offering within 5 seconds of looking at your message.Leverage your database.What you know about your target, make your content relevant. Our personas on our direct mail piece were designed to engage and speak to our audience across all ages Test, Test, Test pURLs allow you to test at a much deeper level than traditional marketing. Take advantage of it.
  • Think about how you can use implement cross media marketing within your business to successfully leverage more sales.
  • So if we think back towards the start of this presentation we spoke about cutting through the noise.
  • If your current marketing strategies are not giving you the results you need to convert prospects into customers and customers into loyal clients.
  • So this campaign has demonstrated what amazing results you can achieve with efficient
  • Thank you for listening
  • The E's of Marketing

    1. 1. The E’s of Marketing<br />Efficient, Engaging, Effective<br />
    2. 2.
    3. 3. The Social Break Up<br />91% unsubscribed from email opt in<br />77% are more cautious against providing their email compared to last year<br />81% have unliked or removed brand posts on social media<br />71% are more selective in deciding which companies they “Like”<br />And 41% have unfollowed a company<br />
    4. 4.
    5. 5.
    6. 6. Night then darling!<br />
    7. 7. Multi-tasking<br />
    8. 8. Are you kidding me?<br />
    9. 9.
    10. 10.
    11. 11.
    12. 12.
    13. 13. 1.7billion people online globally <br />
    14. 14.
    15. 15. and in the UK it’s 80% of the population. <br />
    16. 16. Almost ¾ of C-Level Executives use the internet every day at work and 83% of B2B buyers research online, with 70% starting their research process on their search engine<br />
    17. 17. who are we targeting? what are we offering ?and how do we communicate this in the most effective way?<br />
    18. 18. targeting the right message to the right person at the right point of the buying cycle <br />
    19. 19. you immediate access to data on user behaviour <br />
    20. 20. how much interest is there in my product? <br />
    21. 21. online tools which offer additional real time insights <br />
    22. 22. run focus groups<br />
    23. 23. online you can see in real time how many people engage<br />
    24. 24. shift from creative to content<br />
    25. 25. the types of information that B2B buyers search for depends on where they are in the buying cycle, their roles and their needs. <br />
    26. 26. B2B buyers consume content in many forms. <br />
    27. 27. Over half of IT buyers subscribe to RSS feeds, <br />
    28. 28. two thirds of C-Suite Executives view work related videos online at least once a wee<br />
    29. 29. Capturing the Cross Media <br />Marketing Opportunity<br />Marketers are using an average of 2.7 media channels per campaign. <br />53.1% of marketers are using 3-5 marketing touches per campaign!<br /><ul><li>A landline phone
    30. 30. A mobile phone (this counts as two channels when you consider voice and text)
    31. 31. A Skype account
    32. 32. A Facebook account
    33. 33. A Twitter account
    34. 34. A personal and business e-mail
    35. 35. Membership in online forums with private messaging facilities (e.g., LinkedIn)
    36. 36. A home address for traditional mail</li></ul>55% of marketers today don’t have a “formal” tracking and measurement program<br />
    37. 37. The final shift we see is from one way push marketing to two way push and pull<br />
    38. 38. So how did we do this for our own business?<br />
    39. 39. A Personalized URL, or "PURL"<br />is a unique website personalized for each recipient of a direct mail, or email marketing campaign. <br />
    40. 40.
    41. 41. When the recipient goes to the Internet and types in the pURL, they will be greeted with a website that is personalized to them.<br />
    42. 42. Benefits of using purls<br />Curiosity<br />Increase Response Rates<br />Higher Engagement<br />Instant Follow-Up <br />Highly Trackable<br />
    43. 43. Ways to Use pURLs<br />Lead Nurturing<br />Enrollment<br />Renewals <br />Direct Sales<br />Questionnaires<br />
    44. 44. Who are pURLs for?<br />Any business looking to engage with their customers in way which is unique for each recipient, and want to measure and track their marketing spend.<br />
    45. 45. The devil is in the data!<br />What do you know about your database?<br />Rate your database, what percentage of your database fits your ideal customer profile?<br />Using pURLs to track & measure your data will help you find out this percentage.<br />
    46. 46. The Brief<br />Gain customer insights<br />Find out our customers’ preferences for receiving our newsletter<br />Profile customers<br />Clean our database<br />Gain permission for future digital campaigns<br />Showcase design skills and cross-media capabilities <br />
    47. 47. CONCEPT AND STRATEGY <br />
    48. 48. Annie ShotPaige TurnerWill Yublog<br />
    49. 49. Illustrations montage <br />THE CREATIVE<br />
    50. 50. Image Online survey and printed form<br />
    51. 51. Cu image of copy and images of the incentive<br />
    52. 52. Campaign launch.<br />Communication <br />Plan<br />
    53. 53.
    54. 54. Steve Salesperson,<br />Carolyn Sample just responded to your campaign. <br />Contact information:<br /> 123 High Street<br />Woking<br />Survey Results: <br /> May I call you to discuss? Yes<br />Lead generation and analysis<br />.<br /><ul><li>All visits and online activities are tracked
    55. 55. Reports to help “fine tune” your marketing
    56. 56. Automated data delivery
    57. 57. React immediately to leads
    58. 58. Distributed via email or PDA/cell phone
    59. 59. No need for cold-calling</li></ul>Dashboard<br />
    60. 60.
    61. 61. Best practices<br />Consistency is Key<br />Get a strong design.<br />Memorable Domain Name<br />Be Crystal Clear<br />Leverage your database.<br />Follow up leads <br />Test, Test, Test <br />
    62. 62. Cross Media Marketing, endless options…<br />Generate New Sales Leads and Opportunities<br />Seminar and Event Registration<br />Perform Customer Satisfaction Surveys<br />Online Questionnaires<br />Distribute Personalised Vouchers<br />Invitation to Attend an Event (trade show, seminar etc.<br />Announce a Special Offer or Sale<br />Clean a Database (update, clean and verify database, plus gather further intelligence and personalised information)<br />Drive Prospects to your Website or redirect them to another website<br />Drive Traffic to a Trade show Stand<br />Secure Appointments<br />Appointment Reminder (inform customer of annual check up or service, they can then make appointment on their personalised landing page)<br />Market Research & Campaign Testing<br />Product Announcements<br />Loyalty Marketing (personalised offers)<br />Product Warranty Registration<br />Service Contract Renewals<br />
    63. 63. Cutting Through the Noise<br />Daily we encounter 2904 media messages…<br /> We may remember 52 of them…<br /> But 4 of them we will positively remember!<br /> How will YOU cut through the noise to engage your customers more effectively?<br />
    64. 64. Get the results you deserve!<br />Deploy a more personal and relevant communication<br />The results that are being achieved with relevant content are outstripping those of traditional static communications by an average of 56% - 275%.<br />
    65. 65. Improve your ROI or ROMI<br />A well executed multi-channel marketing campaign will generate a sales lift of 7-34% versus traditional marketing approaches<br />Internet Advertising Bureau<br />
    66. 66. Efficient<br />Engaging<br />Effective<br />