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Marketing Mindsets:
Direct Response vs
Relationship Marketing
Martin Weinberg
Twitter - @MartinWeinberg
linkedin.com/in/Ma...
What this presentation
is NOT…
Not a prescription
Not a magic button
An exploration of thinking about
communications and relationships
Town Square
Mobile and moving fast
“in between time” to help connect
How can we improve the
connection with our
audience?
3 Considerations To Move from Direct
Response to Relationship Marketing
•Time
•Tactics
•Technology
Time
We typically think of a prospect as
one person.
Intern Associate Manager Director
Vice-
President
CEO /
Owner
But they travel through time
Which leads to different interests
over time.
Which leads to prospect
lifecycle charts…
They all have
common themes….
Customer-
centric
Relationship
building
Content-
driven
Linear
One-to-One
•Phone calls
•Personal emails
•Visits
Many-to-Many
•Connection
•Peer-to-peer influencing
•Memorable moments
Source: http://www.honeytechblog.com/impact-of-direct-mail-
marketing-on-humans/
Direct Response Marketing (1-to-Many)
Relationship Marketing
Social Marketing
1:1 Marketing
Content Marketing
Inbound Marketing
CRM Marketing
Direct Response is a lot like golf
Relationship Marketing is a lot
like tennis
There’s a start, and there’s an
end.
You progress sequentially
You can start out feeling like
you’re nowhere
The goal doesn’t move.
Your “target” is always moving
You
probably
need to plan
well in
advance.
You have a plan…
but it can change
You usually only know how you
really did AFTER it’s over.
You can get incremental feedback
over time.
It can get expensive, and you often
have to pay in advance.
You can play VERY deluxe…
Or for little (or sometimes no) cost
To be most effective, do both.
So if this is direct response…
And this is relationship
marketing…
Try to
avoid THIS!
Instead of the same marketing
messages for everyone…
Or mass email “blasts“…
Consider how to leverage tactics and
technology to meet people where they are.
Right
person
Right
message
Right
time
Tactics
“The most valuable
commodity of the 21st
century will be undivided
attention.”
- Phil Cooke
Capture anyone that’s entered
the orbit of your company…
Your content is the gravitational pull
Give, give, give…THEN ask
“The problem is, we’re
all using social networks
as distribution instead
of as native platforms ...
Behavioral Inertia
The tendency to repeat the same behavior once
established rather than change.
Create behavioral inertia with a series
of lower-commitment “asks”
• Short polls
• Watch video
• Crowdsource photos
• Crow...
Be ubiquitous in the lives
of your audience
Physical Economy:
scarcity creates value
Information Economy:
ubiquity creates value
Technology
(How to Make It Work)
Student: “Exams questions
are the same as last year!”
Einstein: “Yes, but this year
the answers are different.”
Comprehensive CRMs
5 Stages of CRM Grief
5 Stages of CRM Grief
1. Denial
“We just made a big investment in a
[CRM_Name] system. Unbelievably powerful
features! We ...
5 Stages of CRM Grief
2. Anger
“It’s going to take more than we thought, and
nobody here has the time to run it properly!”
5 Stages of CRM Grief
3. Bargaining
“Maybe we can get an additional resource in here
just to focus on running the system.”
5 Stages of CRM Grief
4. Depression
“We spent all this time and money, and we’ve
gotten nowhere.”
5 Stages of CRM Grief
5. Acceptance
“This isn’t about software. We have to transform
the way we approach our business.”
What’s possible?
Staff Skills
Budget Commitment
Time
Here’s where you can
start, right now…
WebSocial
Email
Reach the Audience You Have
Cross-Promote:
• Email list to Fans and Visitors
• Facebook Page to Subscribers and Visitors
• Web Landing Pages to Subscr...
Leverage existing platforms
Facebook – Website Custom Audiences
Display ads on
content sites
Video pre-roll and
companion ads
Facebook posts and
sidebar ads
Twitter
promoted tweets
Remarketing lists for
search ads (RLSA)
Summary
It’s a new game.
Be open to new possibilities.
Email
WebSocial
Reach the audience you have.
Right
person
Right
message
Right time
Make the most
of existing
platforms
to connect
with people.
Leverage the power of CRMs when ready.
Marketing Mindsets:
Direct Response vs
Relationship Marketing
Martin Weinberg
Twitter - @MartinWeinberg
linkedin.com/in/Ma...
Marketing Mindsets: Direct Response vs. Relationship Marketing By: Martin Weinberg (USA), Friendly Planet Travel
Marketing Mindsets: Direct Response vs. Relationship Marketing By: Martin Weinberg (USA), Friendly Planet Travel
Marketing Mindsets: Direct Response vs. Relationship Marketing By: Martin Weinberg (USA), Friendly Planet Travel
Marketing Mindsets: Direct Response vs. Relationship Marketing By: Martin Weinberg (USA), Friendly Planet Travel
Marketing Mindsets: Direct Response vs. Relationship Marketing By: Martin Weinberg (USA), Friendly Planet Travel
Marketing Mindsets: Direct Response vs. Relationship Marketing By: Martin Weinberg (USA), Friendly Planet Travel
Marketing Mindsets: Direct Response vs. Relationship Marketing By: Martin Weinberg (USA), Friendly Planet Travel
Marketing Mindsets: Direct Response vs. Relationship Marketing By: Martin Weinberg (USA), Friendly Planet Travel
Marketing Mindsets: Direct Response vs. Relationship Marketing By: Martin Weinberg (USA), Friendly Planet Travel
Marketing Mindsets: Direct Response vs. Relationship Marketing By: Martin Weinberg (USA), Friendly Planet Travel
Marketing Mindsets: Direct Response vs. Relationship Marketing By: Martin Weinberg (USA), Friendly Planet Travel
Marketing Mindsets: Direct Response vs. Relationship Marketing By: Martin Weinberg (USA), Friendly Planet Travel
Marketing Mindsets: Direct Response vs. Relationship Marketing By: Martin Weinberg (USA), Friendly Planet Travel
Marketing Mindsets: Direct Response vs. Relationship Marketing By: Martin Weinberg (USA), Friendly Planet Travel
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Marketing Mindsets: Direct Response vs. Relationship Marketing By: Martin Weinberg (USA), Friendly Planet Travel

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While communication has transitioned from postal to mostly digital, the legacy direct response approach often becomes the default mindset for online campaigns. While that can still be effective, it's missing a powerful opportunity to multiply your efforts by creating, nurturing and developing relationships online over time, segmenting messages by interest and intent.

- Get a fresh perspective on prospect lifecycles
- Leverage the sales funnel to make communications more effective
- Explore ways to scale up technologies based on time, budget and resources
- Create synergy between web, social and email tactics
- Leverage analytics better to focus on the metrics that matter

Published in: Marketing
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Marketing Mindsets: Direct Response vs. Relationship Marketing By: Martin Weinberg (USA), Friendly Planet Travel

  1. 1. Marketing Mindsets: Direct Response vs Relationship Marketing Martin Weinberg Twitter - @MartinWeinberg linkedin.com/in/MartinWeinberg #jboye15
  2. 2. What this presentation is NOT…
  3. 3. Not a prescription
  4. 4. Not a magic button
  5. 5. An exploration of thinking about communications and relationships
  6. 6. Town Square
  7. 7. Mobile and moving fast
  8. 8. “in between time” to help connect
  9. 9. How can we improve the connection with our audience?
  10. 10. 3 Considerations To Move from Direct Response to Relationship Marketing •Time •Tactics •Technology
  11. 11. Time
  12. 12. We typically think of a prospect as one person.
  13. 13. Intern Associate Manager Director Vice- President CEO / Owner But they travel through time
  14. 14. Which leads to different interests over time.
  15. 15. Which leads to prospect lifecycle charts…
  16. 16. They all have common themes….
  17. 17. Customer- centric Relationship building Content- driven Linear
  18. 18. One-to-One •Phone calls •Personal emails •Visits
  19. 19. Many-to-Many •Connection •Peer-to-peer influencing •Memorable moments
  20. 20. Source: http://www.honeytechblog.com/impact-of-direct-mail- marketing-on-humans/ Direct Response Marketing (1-to-Many)
  21. 21. Relationship Marketing Social Marketing 1:1 Marketing Content Marketing Inbound Marketing CRM Marketing
  22. 22. Direct Response is a lot like golf
  23. 23. Relationship Marketing is a lot like tennis
  24. 24. There’s a start, and there’s an end.
  25. 25. You progress sequentially
  26. 26. You can start out feeling like you’re nowhere
  27. 27. The goal doesn’t move.
  28. 28. Your “target” is always moving
  29. 29. You probably need to plan well in advance.
  30. 30. You have a plan… but it can change
  31. 31. You usually only know how you really did AFTER it’s over.
  32. 32. You can get incremental feedback over time.
  33. 33. It can get expensive, and you often have to pay in advance.
  34. 34. You can play VERY deluxe…
  35. 35. Or for little (or sometimes no) cost
  36. 36. To be most effective, do both.
  37. 37. So if this is direct response…
  38. 38. And this is relationship marketing…
  39. 39. Try to avoid THIS!
  40. 40. Instead of the same marketing messages for everyone…
  41. 41. Or mass email “blasts“…
  42. 42. Consider how to leverage tactics and technology to meet people where they are.
  43. 43. Right person Right message Right time
  44. 44. Tactics
  45. 45. “The most valuable commodity of the 21st century will be undivided attention.” - Phil Cooke
  46. 46. Capture anyone that’s entered the orbit of your company…
  47. 47. Your content is the gravitational pull
  48. 48. Give, give, give…THEN ask “The problem is, we’re all using social networks as distribution instead of as native platforms to actually tell stories.” - Gary Vaynerchuk
  49. 49. Behavioral Inertia The tendency to repeat the same behavior once established rather than change.
  50. 50. Create behavioral inertia with a series of lower-commitment “asks” • Short polls • Watch video • Crowdsource photos • Crowdsource stories • Guest articles
  51. 51. Be ubiquitous in the lives of your audience
  52. 52. Physical Economy: scarcity creates value
  53. 53. Information Economy: ubiquity creates value
  54. 54. Technology (How to Make It Work)
  55. 55. Student: “Exams questions are the same as last year!”
  56. 56. Einstein: “Yes, but this year the answers are different.”
  57. 57. Comprehensive CRMs
  58. 58. 5 Stages of CRM Grief
  59. 59. 5 Stages of CRM Grief 1. Denial “We just made a big investment in a [CRM_Name] system. Unbelievably powerful features! We haven’t even scratched the surface of what it can do!”
  60. 60. 5 Stages of CRM Grief 2. Anger “It’s going to take more than we thought, and nobody here has the time to run it properly!”
  61. 61. 5 Stages of CRM Grief 3. Bargaining “Maybe we can get an additional resource in here just to focus on running the system.”
  62. 62. 5 Stages of CRM Grief 4. Depression “We spent all this time and money, and we’ve gotten nowhere.”
  63. 63. 5 Stages of CRM Grief 5. Acceptance “This isn’t about software. We have to transform the way we approach our business.”
  64. 64. What’s possible? Staff Skills Budget Commitment Time
  65. 65. Here’s where you can start, right now…
  66. 66. WebSocial Email Reach the Audience You Have
  67. 67. Cross-Promote: • Email list to Fans and Visitors • Facebook Page to Subscribers and Visitors • Web Landing Pages to Subscribers and Fans Email WebSocial Email WebSocial
  68. 68. Leverage existing platforms
  69. 69. Facebook – Website Custom Audiences
  70. 70. Display ads on content sites
  71. 71. Video pre-roll and companion ads
  72. 72. Facebook posts and sidebar ads
  73. 73. Twitter promoted tweets
  74. 74. Remarketing lists for search ads (RLSA)
  75. 75. Summary
  76. 76. It’s a new game. Be open to new possibilities.
  77. 77. Email WebSocial Reach the audience you have.
  78. 78. Right person Right message Right time Make the most of existing platforms to connect with people.
  79. 79. Leverage the power of CRMs when ready.
  80. 80. Marketing Mindsets: Direct Response vs Relationship Marketing Martin Weinberg Twitter - @MartinWeinberg linkedin.com/in/MartinWeinberg #jboye15

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