Direct Marketing - The Paradigm Shift


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Direct Marketing - the Paradigm Shift in last few years

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Direct Marketing - The Paradigm Shift

  1. 1. Yogesh Aggarwal – Global Director Yellow Umbrella Direct marketing Paradigm Shift in Last Decade
  2. 2. World is changed • Nothing Left to Discover • Everything is been created • Time to think & Plan is not available • Lot of things to Do • Lot of Channels • Consumers Trust is all time low • Competition is All time High • Responses are all time low • Costs are All time High
  3. 3. Shift in Channels Yesterday Today
  4. 4. Shift in Consumer Yesterday Today
  5. 5. Shift in Marketers Yesterday Today
  6. 6. Shift in Competition Yesterday Today
  7. 7. Demassification – Focus is Toward Minimarkets Consumers Lack of Time Convenience of Ordering From Direct Marketers Growth of Customer Databases The Growth of Direct Marketing
  8. 8. Growth Catalysts 1. Increase in Customized Products 2. Fragmented Markets 3. Product Price Sensitivity 4. Shrinking Audiences for Network TV and Newspapers 5. Emphasis on Immediate Sales
  9. 9. Media Planning & Full Presence was never so Important Tele Facing/F2F Email / Connect Direct Mail / Retention Mails Linked In /Professional Network Video Marketing / Viral /You Tube Google / SEO /Search Engines Twitter / What’s up/Speak Out Facebook/Social Network PR / Media Media Plan Programs & Work
  10. 10. OUR CHANGING LANDSCAPE • Our industry is changing because the consumers we market to and create for have changed. • For the first time in a long time we are being forced to listen to consumers and what they are thinking, feeling and now commenting about the brands we represent. • The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2
  11. 11. TECHNOLOGY AND ITS ROLE IN OUR WORLD • First marketers and media mavens controlled how we consumed media. – “Your contract with the network when you get the show is that you’re going to watch the spots … Any time you skip a commercial …you’re actually stealing the programming” - Jamie Kellner, CEO of Turner Broadcasting, April 2002 • Then…. The Power Shifted Anytime - Any Place - Any Way
  12. 12. DON’T CREATE DIGITAL TACTICS - CREATE CONVERSATIONS • Often marketers think that creating a slick website, a video on YouTube or an email is the answer to their marketing needs and can move product off shelves. • It is not. • The paradigm shift has happened. – The noise we have made over the years has frustrated consumers and they have tuned us and our advertising out. – Now we are monologue-ing in the corner of the room talking to ourselves. • We are in the Conversation Economy.
  14. 14. WHAT CREATES CONSUMER CONVERSATIONS? of consumers don’t believe that companies tell the truth in advertisements 76%
  15. 15. THE DIGITAL MEDIUM 1. Rapid Response Culture 2. Integrated interactive media channels • Corporate website • Microsite • Email • Mobile • Online Media • On Demand 3. Immediate Results • User Clicks • User Registrations • Traffic • Optimization • All = Engagement measurement factors 4. Optimization of sites and Online Media campaigns • Just because we launch it does not mean our job is done - WE’VE ONLY JUST BEGUN • The internet is a live and interactive medium where the consumer expects and often demands fresh and innovative content and experiences.
  16. 16. DIGITAL MARKETING & COMMUNITY Its is all about the audience. Playing in the digital landscape… Using promotions that give consumers something to talk and that are relevant to our consumers’ lives We will tell brand stories that encourage Word of Mouth (WOM) and positive brand experiences.
  17. 17. DIGITAL BRAND EXPERIENCES • On the web, or on the phone we are creating strategic design. • We create brand identities and consumer interfaces. • Our three rules: – User Interface = Brand – Design is how it looks & works. – Simplicity. • The introduction of Interactive and Experience Design • The Introduction to Consumer Engagement Mapping – Which communicates the story that you are telling consumers • Interaction Design (ID) is the professional discipline that defines the behavior of interactive products and how products communicate their functionality to the people who use them. • Good interaction design makes products ranging from computer software to clock radios to cars more useful, usable, and desirable.
  18. 18. MICROSITES & DIGITAL MEDIA- How do they work? • The Presentation Layer – This layer controls the look and feel as well as the consumer interacts with the site or media – HTML, JavaScript – Vector Design Files • The Business Logic – This layer controls how the site works, takes in information, pushes out confirmations – Object Oriented Programming • The Data Layer – Databases and stored procedures • MS SQL Server, My SQL, Oracle Universal symbol for database php pages not seen by the consumer Business Logic is functional
  19. 19. User Centered Design = EXPERIENCE NOT NOISE • The key to creating best online experiences is all in the execution of the Team. – They must be great story tellers – They must be consumers – They must be strategic artists • It is important to have a well-balanced team that has the skills needed to implement a user-centered design approach to site, media and mobile, often referred to as User Experience (UE).
  20. 20. Thank You