Sony's Personalised Integrated Marketing Solutions

1,272 views

Published on

Presentation to Direct Marketing Association West in Bristol on 5th November 2008

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,272
On SlideShare
0
From Embeds
0
Number of Embeds
16
Actions
Shares
0
Downloads
56
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Sony's Personalised Integrated Marketing Solutions

  1. 1. See Sony PIM in action Personalised Integrated Marketing DMA West 5th November 2008 Daniel Finn Digital Media Consultant Sony DADC
  2. 2. Agenda • Marketing landscape • Cross Media Marketing • What is Sony PIM? • PIM Case Studies • Google • Mercedes • Tottenham Hotspur • PIM measuring success in real time
  3. 3. Media reach - then “In 1965, 80% of 18-49 year olds in the U.S. could be reached with three 60- second TV spots… Reference: Revenue Science Inc., Procter&Gamble
  4. 4. Media reach - now …In 2002, it required 117 primetime commercials to produce the same result.” – Jim Stengel Global Marketing Officer, Procter & Gamble Reference: Revenue Science Inc., Procter&Gamble
  5. 5. Direct Response Marketing Landscape PULL PUSH digital media: digital media: digital media: •Behavioural Targeting •Search •Search •Email Marketing •SEM •SEM •Mobile Marketing •SEO •SEO physical media: physical media: •above the line •pURL •TV •QR Code •print •Integrated DM
  6. 6. Cross Media Marketing guiding media Direct TV Print POS Radio Online Mobile target media Mail TV Print Direct Mail POS Radio Online Mobile
  7. 7. Power of DM and Digital “While there are significant benefits to optimising across digital channels, the big win comes through making on and offline channels work together.” – Mike Nutley Marketing Week: Interactive
  8. 8. DM as lead – Digital as follower I am more likely to click on an 54% agree online advert if I have already received something from the company in the post Reference: Royal Mail & Quadrangle: DM & Email 2007. DM & Online 2007
  9. 9. Digital as lead – DM as follower I am more likely to read mail from a company if I have already seen 56% agree advertising for the company online Reference: Royal Mail & Quadrangle: DM & Email 2007. DM & Online 2007
  10. 10. DM & Digital as partner channels I am more likely to remember 69% agree something if it is communicated to me by post and online Reference: Royal Mail & Quadrangle: DM & Email 2007. DM & Online 2007
  11. 11. What is Sony PIM? • Unique and patented marketing solution • Integrates offline and online channels • Personalise and tailor the experience • Measure engagement & response in real time
  12. 12. Google – case study • Promote Google AdWords • SME target audience • Objective • Increase awareness in this segment • Acquisition of AdWords clients • Campaign features • Digital voucher • Google AdWords eLearning course
  13. 13. Personalised & interactive DM
  14. 14. Personalised Offline Landing page
  15. 15. eLearning course
  16. 16. Engaging & relevant content
  17. 17. Digital voucher to drive online response
  18. 18. Seamless offline to online
  19. 19. Google – campaign performance quot;The eBridge campaign was an unmitigated success for us! eBridge has given us a way to explain complex products like Google AdWords creatively and so acquire new customers. Confirmed by the initial success we have planned further campaigns with eBridge within a very short time frame.quot; - Katharina Friedrich Product Marketing Manager Google Germany
  20. 20. Case Study - Mercedes • New CLC Coupe launch • Reach younger demographic • Engaging content • Car racing game • Objective • Generate test drives • Integrate all marketing channels • Outdoor / press / DM / Web
  21. 21. Personalised DM to individual contact
  22. 22. Virtual test drive experience
  23. 23. Virtual test drive experience
  24. 24. Take the real test drive experience
  25. 25. Microsite for campaign
  26. 26. Mercedes – campaign outcome • Campaign ongoing • 75% who have engaged have gone on to test drive • Viral marketing – offline & online
  27. 27. Case Study – Tottenham Hotspur • Membership / season ticket renewal program • Objective • Promote upgrade packages • Increase use of online channel for signup • Integrated DM campaign • 7 segments by membership grade • Tailored content and incentives
  28. 28. Personalised to each supporter
  29. 29. Personalised offline landing page
  30. 30. Engaging and interactive content
  31. 31. Cross promote partners and sponsors
  32. 32. Tottenham Hotspur – campaign outcome • 60K mailed • Online signup increased from 30% in 2007 to 65% in 2008 • 6K upgraded their package • Follow up welcome campaigns launched
  33. 33. PIM measure success in real time
  34. 34. PIM online analytics dashboard
  35. 35. Immediate feedback on response
  36. 36. Geo Targeting your respondents
  37. 37. Customised analytics and tracking
  38. 38. Thank you Questions Daniel Finn Digital Media Consultant Sony DADC Daniel.finn@sonydadc.com 07872 675 536 www.sonydadc.com/ebridge

×