![Aims for the next 30 minutes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Lorien Unique - Maximising The Benefits of Dynamic Content Marketing - Its All In The Planning - 220909
Similar to Lorien Unique - Maximising The Benefits of Dynamic Content Marketing - Its All In The Planning - 220909 (20)
Lorien Unique - Maximising The Benefits of Dynamic Content Marketing - Its All In The Planning - 220909
- 1. It’s All in the Planning Chris Mott Head of Marketing
- 3. It’s All in the Planning
- 4. The Four Factors for Success Extensive planning Clean and accurate data Relevant content Strong Creative
- 11. Chris Mott Head of Marketing [email_address] 01753 768491
Editor's Notes
- My name is Chris Mott and I’m the Head of Marketing at Lorien Unique So, now you understand what dynamic content marketing is AND why you should be doing it, I’m here today, as the title suggests, to run through how to actually plan campaigns like these. And to give you some practical advice gained from my own experiences as both a client and now provider of dynamic content marketing solutions.
- So, the aims for the next 30-minutes will be to look at:
- Now, it will probably come as no surprise to hear that the process of planning a dynamic content marketing campaign isn’t really that different to that of a traditional direct marketing campaign. BUT there are some differences which can largely be attributed to the planning and can ultimately determine whether you have a great experience. And by great experience I don’t only mean that your campaign is a success but that the journey for you and your clients was great one because it was all delivered on time, to plan, to budget, and subsequently you would want to repeat again. Because if you get the planning wrong and don’t give it the attention it requires then you can still achieve success but it will seem like a long and arduous journey that could put you off for life! So,…it’s all about the planning!
- I believe that there are four factors which are key to designing and delivering a successful dynamic content marketing campaign: Extensive planning Clean and accurate data Targeted and relevant content Strong creative And if you get all of these elements right then the chances of success and a really great experience are exceptionally high. However, if you fail in one or more of these areas then the propensity to fail increases the less you get right.
- Planning is key – essential to all campaigns but more to consider, more variables, more content, more creative Allow enough time - more time you spend planning –quicker and easier process and better experience, timings can range from 2-3 weeks for your average single wave campaigns, more complex the project the longer the lead time particularly with more bespoke solutions Plan carefully and extensively – determines the project build, changes later on impact on time and cost, decide measurement and analysis requirements at the beginning, if can’t measure it you can’t manage it Business issue and not novelty – may sound obvious but if only motivation is names and pictures then no – maybe 3-4 years ago but not now; not to say you shouldn’t personalise because you should but it needs to be combined and driven by specific objectives, and a need to send different messages, different offers to communicate to different groups, what does success look like Integration = increased response- can be applied to all channels, integration works best like direct marketing, should definitely use PURLs, receipt through to response Know your data – driving force and determines what you can and can’t do. So, you need to know your data in order to plan a campaign that maximises your opportunities Eight or eighty thousand - majority of time and therefore your cost is the build, same time spent building for one as one million, most cost effective are repeat projects or daily, weekly, monthly, no typical cost, few projects the same, brief a realistic wish list, there’s always a solution Measure and analyse – tie in to objectives, plan at the beginning, keep realistic, don’t drown in the data
- Data is the driving force – from the very beginning must have a thorough understanding, it shapes the campaign, determines what you can and can’t do and what you may need to do. Need to know what data you have, how much, what historical, what loyalty, purchasing behaviour, what trigger points…and what you’re missing, allow enough time to plan additional work…lets us see it early and get it audited. Clean and accurate - DCM is unforgiving - bear this in mind throughout the whole data process, personalisation = greater scrutiny, errors noticed and voiced. ‘Don’t assume anything…know’. So, how clean is your data? And how do you know? and have you looked at it? How do you fix it and enhance it – free data audit, highlights condition and accuracy, and solutions for cleaning, enhancing, supplementing So, which data should you use? – L&R – best data only, which will eliminate waste and free up budget. For Acquisition – complete trust, your brand and clients brand value at stake. Why we always insist that you actually look carefully at your data – again it sounds obvious but you would be amazed at what we sometimes have to work with.
- Personalisation creates the impact- but it needs to be applied carefully so it enhances the communication and not ‘gimmicky’ But relevancy and content is what generates the response – don’t get carried away, keep all aspects of copy and creative relevant. This is what will engage the recipient to generate a response How do you know if it is? Tone of voice – if your data allows, then consider how the tone of the copy and imagery could change depending on your target groups – age being the obvious example. Language – are you able to communicate to them in their first language. Again tone of voice may be important here also. Personas – can you split your audience in to a series of target groups which brings together a combination of variables and permutations Subject lines – dynamic content marketing based emails still need to be opened before the main content becomes visible. So, subject lines are key and can be dynamic and personalised. However, we advise that you do this with 50 characters or less in order to bypass the spam filters PURLs – Use these to complement and enhance the overall campaign message rather than simply imitate the content within the direct mail or emails. Think about how they can be used to engage your customers and find out more about them and how you can service their needs best rather than your own
- Strong creative is essential because without one the campaign will fail regardless of how good your data or planning is because it won’t be opened or read Generate the creative early on – makes planning process easier, allows you to visualise dynamic content, realise affects of variables, steer clear of pitfalls, shorter lead time The earlier we can see it the earlier we can advise Make it and keep it relevant – everything All aspects of the artwork can in theory be dynamic From a print perspective, there are a wide variety of substrates that can be printed on via our HP printers and the quality is now as good as, if not, better than litho. From an email perspective, you need to keep the ratio of copy to imagery at 60:40. Final artwork – once we start work, making changes will impact on time and costs Extensive testing and proofing – from one proof to many depending on database size and variables, if using PURLs then additional detail to check, variations in copy, greater scrutiny
- Finally, I’ve put together a list of just some of the ways that you can use dynamic content marketing to segment and personalise your campaigns across retention, loyalty and acquisition.
- So, to summarise…