David Cole of fast.MAP outlines the changes that have happened across the last 7 years of the survey.
Beginning this year, an increased focus on promotions has revealed significantly more areas where Marketers feelings are not borne out by the facts.
This presentation runs through all of the key areas correcting the impressions in some critical areas.
The Buying Acceleration and Incentive Tool (B.A.I.T.)Leo Burnett
A new marketing tool created by Leo Burnett and Arc identifies how short-term sales offerings might align with long-term brand building. B.A.I.T was based on a six-month, 9,300-person study to help brands quicken the path to purchase and reinforce brand affinity.
The document discusses the major changes occurring in marketing due to empowered consumers and new technologies. It refers to this change as the "Marketing Tsunami". Key points of change include frugal consumers, consumers trusting each other over advertisers via social media, and expecting more from brands. While some brands see social media as the answer, it really requires addressing underlying product/service issues first. Overall, it means marketing must collaborate more with customers in new ways and meet higher expectations during a time of budget constraints.
Starting with my first experience of direct marketing managing my own band (of brothers!) and explaining why direct marketing may be expensive but almost always makes you money with reference to award winning DM campaigns from round the world. Given at the inaugural Romania in Direct event - called My kingdom for a horse - that explains the predominance of horse imagery!
A fully researched insight into the state of the promotional gifts industry in 2012. The research was carried out by the industry body the BPMA and certainly makes very interesting reading for all marketers throughout the UK.
Presented by GoPromotional.com the UK's most trusted suppliers of promotional merchandise.
This document provides guidance on implementing 1-to-1 marketing strategies through building a customer database. It emphasizes that marketing to existing customers is more profitable than acquiring new customers. It recommends collecting detailed customer information and storing it in marketing software to enable targeted communications. Successful 1-to-1 marketing requires contacting customers 6-20 times to become familiar with your business and build awareness over time.
The document discusses how social media has empowered consumers and changed marketing strategies. It notes that consumers now trust peer recommendations over corporate messaging and use multiple media simultaneously. It recommends that companies listen to social media conversations, measure engagement, and actively engage consumers. It also provides examples of how social media monitoring can help with tasks like identifying influencers, tracking brand sentiment, and guiding successful campaigns.
Wunderman provides social media services across major platforms like Facebook, Twitter, and emerging platforms. They have experience integrating social and mobile strategies and are currently the lead social agency for Nike, Starbucks, and Microsoft. Their approach involves listening to customers, defining a social strategy and channel mix, engaging audiences through content, platforms, services, and outreach, and measuring success through analytics, social monitoring, and ROI reporting. They provided an example case study of a global test drive campaign they ran for Ford to maintain buzz about a new Focus model between its announcement and launch.
The Buying Acceleration and Incentive Tool (B.A.I.T.)Leo Burnett
A new marketing tool created by Leo Burnett and Arc identifies how short-term sales offerings might align with long-term brand building. B.A.I.T was based on a six-month, 9,300-person study to help brands quicken the path to purchase and reinforce brand affinity.
The document discusses the major changes occurring in marketing due to empowered consumers and new technologies. It refers to this change as the "Marketing Tsunami". Key points of change include frugal consumers, consumers trusting each other over advertisers via social media, and expecting more from brands. While some brands see social media as the answer, it really requires addressing underlying product/service issues first. Overall, it means marketing must collaborate more with customers in new ways and meet higher expectations during a time of budget constraints.
Starting with my first experience of direct marketing managing my own band (of brothers!) and explaining why direct marketing may be expensive but almost always makes you money with reference to award winning DM campaigns from round the world. Given at the inaugural Romania in Direct event - called My kingdom for a horse - that explains the predominance of horse imagery!
A fully researched insight into the state of the promotional gifts industry in 2012. The research was carried out by the industry body the BPMA and certainly makes very interesting reading for all marketers throughout the UK.
Presented by GoPromotional.com the UK's most trusted suppliers of promotional merchandise.
This document provides guidance on implementing 1-to-1 marketing strategies through building a customer database. It emphasizes that marketing to existing customers is more profitable than acquiring new customers. It recommends collecting detailed customer information and storing it in marketing software to enable targeted communications. Successful 1-to-1 marketing requires contacting customers 6-20 times to become familiar with your business and build awareness over time.
The document discusses how social media has empowered consumers and changed marketing strategies. It notes that consumers now trust peer recommendations over corporate messaging and use multiple media simultaneously. It recommends that companies listen to social media conversations, measure engagement, and actively engage consumers. It also provides examples of how social media monitoring can help with tasks like identifying influencers, tracking brand sentiment, and guiding successful campaigns.
Wunderman provides social media services across major platforms like Facebook, Twitter, and emerging platforms. They have experience integrating social and mobile strategies and are currently the lead social agency for Nike, Starbucks, and Microsoft. Their approach involves listening to customers, defining a social strategy and channel mix, engaging audiences through content, platforms, services, and outreach, and measuring success through analytics, social monitoring, and ROI reporting. They provided an example case study of a global test drive campaign they ran for Ford to maintain buzz about a new Focus model between its announcement and launch.
3 Tips on How to give your Brand a Competitive EdgeEngage At Disegno
Brand activation is the art of driving consumer action through brand interaction. It plays a huge role in adding meaning to your brand and is also able to give your brand a competitive edge. More Info - http://www.engageatdisegno.com.au/news/article/3-tips-on-how-to-give-your-brand-a-competitive-edge/
The document discusses the evolution of customer relationship management (CRM) strategies over time, including targeted marketing, database marketing, event-driven marketing, and loyalty and retention programs. It then defines CRM as an integrated business strategy focused on acquiring, retaining, and growing profitable customer relationships through coordinated policies, processes, technology, and people. The key aspects of a successful CRM program are also outlined.
The document provides an overview of the state of ecommerce and discusses key trends. It notes that integration across social media, logistics, and mobile is important. While search and paid ads remain important, social influence during product research is now also key. The document recommends optimizing images and content, incentivizing customer reviews, and enabling social sharing of products. It also stresses the importance of mobile websites that simplify the user experience across devices. Harnessing social recommendations and interactions can help drive online sales and brand awareness.
The document discusses the importance of retention marketing and focusing on existing customers rather than solely pursuing new customer acquisition. It notes that existing customers typically represent a significant portion of annual sales and spend more over time than new customers. However, many marketers struggle with customer retention due to issues like a lack of integrated customer data. The document advocates using predictive analytics to better understand customer behavior and integrate data to improve targeted, personalized retention campaigns. This can increase sales, optimize discounts, and engage at-risk customers to improve retention rates.
The document summarizes key findings from a research study on how online consumers search for and purchase products from retail websites. It finds that (1) retail website search and search engines are the top ways consumers begin their product research, (2) search results positioning strongly influences what products consumers perceive as most relevant and of higher quality, and (3) marketers should work to attain premium positioning on retail search results pages to boost visibility and increase sales. The document also provides recommendations on how retailers and product marketers can better meet consumer preferences for information and optimize their search marketing strategies.
Undergraduate Major Project Lauri KarvonenLauri Karvonen
The document provides a literature review on customer loyalty in e-commerce. It discusses key concepts like the importance of developing customer loyalty and retention strategies, how satisfied customers differ from loyal customers, and factors that influence loyalty like value, trust and emotional attachment. The review examines approaches from companies like KPMG and PwC on developing loyalty through omnichannel experiences, social media, and loyalty programs. It also discusses challenges in creating loyalty online and the need for personalized service and communication across channels to build strong customer relationships.
The document discusses the results of an annual survey conducted with 1,200 supermarket shoppers across the United States. It finds that shoppers are dividing their shopping across more stores and formats, putting pressure on stores to increase basket size during each visit. Satisfied shoppers are higher spending and more loyal over time. The survey evaluates supermarkets on factors like quality, variety, service and value. It finds that supermarkets scored highest on food quality and cleanliness, and lowest on associate knowledge, value for money, and associate availability. Satisfaction declines as the day progresses. The document provides recommendations for supermarkets to improve satisfaction, spending and loyalty by ensuring item availability, variety, value, and excellent service from associates.
Raymark | Guide: Loyalty and the Luxury ConsumerRaymark
The needs, desires and priorities of affluent customers are shifting. No longer limited to “ladies who lunch”, today’s consumers of luxury goods are a diverse mix including
demanding millennials, busy businesspeople and conservative, mature shoppers. These individuals are highly marketed-to and they have plenty of choices. Their time is of utmost value to them. Today’s consumers, especially the younger generation, value experiences over material goods: 72% of millennials would rather spend their money on experiences than on products. (JWT Worldwide)
For more information, visit www.raymark.com.
Khảo sát hành vi người tiêu dùng Tết 2021Duy, Vo Hoang
Facebook, YouTube, and Zalo saw significant changes in usage during Tết compared to before Tết. Facebook usage decreased from 60% to 43%, YouTube decreased from 44% to 36%, and Zalo increased from 10% to 15%. This suggests consumers shifted their social media habits during the Tết holiday period.
Marketing Freakonomics: When Marketing Objectives and Customer Expectations D...Acquia
A recent global study, commissioned by Acquia, uncovered a major discrepancy between marketers’ objectives and customers’ actual experiences.
Almost three-quarters of Australians will abandon a brand for another when the online experience is poor.
Four in five marketers in Australia say when they think of their total experience with a brand, the marketing is mostly ineffective.
Almost two-thirds of marketers say they are dealing with technology that is just too complex to create good customer experiences.
The annual Acquia CX Research Report, conducted by leading market research provider Regina Corso Consulting reveals that marketers are unable to create a cohesive customer experience due to disconnected marketing technologies (losing money on their marketing investments, in the process) and consumers are still dissatisfied with brand experiences, because they aren’t intuitive or personalised.
During this live webinar, Regina Corso will explore the delta between money spent on marketing technology and revenue lost to failed customer retention each year on a global scale, as well as the opportunities that exist for success
About the presenter:
Regina Corso, president and founder of Regina Corso Consulting, is viewed as one of the nation’s premier public release experts with nearly 20 years of experience leading surveys and research projects for PR and communications programs.
She is the source of more than 2,500 public release surveys, quoted in hundreds of U.S. and international media outlets ranging from USA Today, The Wall Street Journal, and CNN, to Fox News, BBC, and Investors’ Business Daily, and more.
The study summarizes findings from a survey of over 5,300 shoppers in North America, Europe, and China about their shopping preferences and behaviors. Key findings include:
1. Mobility is an important channel, but retailers have not fully leveraged its potential. Less than half of shoppers are satisfied with retail mobile experiences.
2. Shoppers are active on social media for their own use but most purchases are not influenced by social media.
3. Shoppers want personalized experiences but have privacy concerns. Most retailers have not earned shoppers' trust with data.
4. "Buy online, pickup in store" is popular but retailers often fail with execution, with 49% reporting service issues
"From eCommerce to Multi-Channel to Omni-channel: the retail journey in the H...NeilMunzJones
This document discusses the transformation of the home improvement retail sector driven by the rise of ecommerce/multichannel/omnichannel retail. It notes that established retailers like B&Q and Home Depot have significantly increased their online sales in recent years and are dedicating large portions of their budgets to improving their omnichannel capabilities. New online category specialists are also emerging, while Amazon is expanding its home improvement product offerings globally. The document argues retailers must develop strategies to provide seamless shopping experiences across channels and lists questions for retailers to consider regarding their multichannel approach.
[foresight research] Introduction to Brand Health TrackingDuy, Vo Hoang
The document discusses brand health tracking and provides an overview of Foresight Research's methodology. It includes 3 key points:
1. Foresight Research tracks brand health metrics like awareness, usage, attributes, communication effectiveness, differentiation, and customer relationships to assess brand health over time.
2. Their model measures metrics like awareness, usage rates, attributes, customer profiles to understand brand positioning and health. It also evaluates communication impact.
3. They have expertise conducting brand health tracking for clients in FMCG categories using a monthly sample of 12,500 consumers. Their approach provides actionable insights for improving brand appeal and market share.
Why Omnichannel Success Starts with Customer Empathy
RIS News and Cognizant examine the likes and dislikes of 5,300 shoppers to help retailers prioritize investments that range from in-store and online interactions to omnichannel integration and flexible fulfillment. The study finds gaps where retailers are underutilizing their capabilities and uncovers practical tips and methods to close them.
This document provides a summary of mobile marketing and opportunities for businesses. It discusses the growing importance of mobile, with mobile internet usage overtaking desktop globally. It outlines the opportunities for businesses to create new mobile interactions and engage customers across different mobile touchpoints. Finally, it introduces the Smart Insights Expert member resources, which provide practical guides and templates to help members improve their digital marketing results.
1. The document outlines a business plan for Textatradesman.com, a marketplace that connects local tradespeople and businesses to customers via text messaging and optimized mobile websites.
2. It describes the company's achievements to date, including developing over 100 specialized websites and marketing demonstrations, and outlines next steps such as recruiting tradespeople at construction events and implementing marketing strategies.
3. Financial projections estimate that if just one tradesman in each of the company's 3000 identified locations joined, it could generate over £54 million in revenue, though actual returns may be lower.
Presentation by CJ (All Response Media) and Mark Davies (TNT Post) at the DMA Go Integrated Conference 2012.
This slideshow looks at how offline marketing channels such as inserts and door drops can work alongside an online strategy; driving consumers online with a powerful response mechanism.
The UK Door Drop Council released figures for 2010 showing a small increase in advertising expenditure and volumes for door drop communications, representing the first annual rise since 2005. The survey found door drop volumes rose 1.8% to 7.905 billion items, while expenditure increased 3.1% to £260 million. On average, the number of door drop items delivered to UK households fell to 5.8 per week, a reduction of 35.9% since 2005, as targeting techniques improved and digital advertising grew.
3 Tips on How to give your Brand a Competitive EdgeEngage At Disegno
Brand activation is the art of driving consumer action through brand interaction. It plays a huge role in adding meaning to your brand and is also able to give your brand a competitive edge. More Info - http://www.engageatdisegno.com.au/news/article/3-tips-on-how-to-give-your-brand-a-competitive-edge/
The document discusses the evolution of customer relationship management (CRM) strategies over time, including targeted marketing, database marketing, event-driven marketing, and loyalty and retention programs. It then defines CRM as an integrated business strategy focused on acquiring, retaining, and growing profitable customer relationships through coordinated policies, processes, technology, and people. The key aspects of a successful CRM program are also outlined.
The document provides an overview of the state of ecommerce and discusses key trends. It notes that integration across social media, logistics, and mobile is important. While search and paid ads remain important, social influence during product research is now also key. The document recommends optimizing images and content, incentivizing customer reviews, and enabling social sharing of products. It also stresses the importance of mobile websites that simplify the user experience across devices. Harnessing social recommendations and interactions can help drive online sales and brand awareness.
The document discusses the importance of retention marketing and focusing on existing customers rather than solely pursuing new customer acquisition. It notes that existing customers typically represent a significant portion of annual sales and spend more over time than new customers. However, many marketers struggle with customer retention due to issues like a lack of integrated customer data. The document advocates using predictive analytics to better understand customer behavior and integrate data to improve targeted, personalized retention campaigns. This can increase sales, optimize discounts, and engage at-risk customers to improve retention rates.
The document summarizes key findings from a research study on how online consumers search for and purchase products from retail websites. It finds that (1) retail website search and search engines are the top ways consumers begin their product research, (2) search results positioning strongly influences what products consumers perceive as most relevant and of higher quality, and (3) marketers should work to attain premium positioning on retail search results pages to boost visibility and increase sales. The document also provides recommendations on how retailers and product marketers can better meet consumer preferences for information and optimize their search marketing strategies.
Undergraduate Major Project Lauri KarvonenLauri Karvonen
The document provides a literature review on customer loyalty in e-commerce. It discusses key concepts like the importance of developing customer loyalty and retention strategies, how satisfied customers differ from loyal customers, and factors that influence loyalty like value, trust and emotional attachment. The review examines approaches from companies like KPMG and PwC on developing loyalty through omnichannel experiences, social media, and loyalty programs. It also discusses challenges in creating loyalty online and the need for personalized service and communication across channels to build strong customer relationships.
The document discusses the results of an annual survey conducted with 1,200 supermarket shoppers across the United States. It finds that shoppers are dividing their shopping across more stores and formats, putting pressure on stores to increase basket size during each visit. Satisfied shoppers are higher spending and more loyal over time. The survey evaluates supermarkets on factors like quality, variety, service and value. It finds that supermarkets scored highest on food quality and cleanliness, and lowest on associate knowledge, value for money, and associate availability. Satisfaction declines as the day progresses. The document provides recommendations for supermarkets to improve satisfaction, spending and loyalty by ensuring item availability, variety, value, and excellent service from associates.
Raymark | Guide: Loyalty and the Luxury ConsumerRaymark
The needs, desires and priorities of affluent customers are shifting. No longer limited to “ladies who lunch”, today’s consumers of luxury goods are a diverse mix including
demanding millennials, busy businesspeople and conservative, mature shoppers. These individuals are highly marketed-to and they have plenty of choices. Their time is of utmost value to them. Today’s consumers, especially the younger generation, value experiences over material goods: 72% of millennials would rather spend their money on experiences than on products. (JWT Worldwide)
For more information, visit www.raymark.com.
Khảo sát hành vi người tiêu dùng Tết 2021Duy, Vo Hoang
Facebook, YouTube, and Zalo saw significant changes in usage during Tết compared to before Tết. Facebook usage decreased from 60% to 43%, YouTube decreased from 44% to 36%, and Zalo increased from 10% to 15%. This suggests consumers shifted their social media habits during the Tết holiday period.
Marketing Freakonomics: When Marketing Objectives and Customer Expectations D...Acquia
A recent global study, commissioned by Acquia, uncovered a major discrepancy between marketers’ objectives and customers’ actual experiences.
Almost three-quarters of Australians will abandon a brand for another when the online experience is poor.
Four in five marketers in Australia say when they think of their total experience with a brand, the marketing is mostly ineffective.
Almost two-thirds of marketers say they are dealing with technology that is just too complex to create good customer experiences.
The annual Acquia CX Research Report, conducted by leading market research provider Regina Corso Consulting reveals that marketers are unable to create a cohesive customer experience due to disconnected marketing technologies (losing money on their marketing investments, in the process) and consumers are still dissatisfied with brand experiences, because they aren’t intuitive or personalised.
During this live webinar, Regina Corso will explore the delta between money spent on marketing technology and revenue lost to failed customer retention each year on a global scale, as well as the opportunities that exist for success
About the presenter:
Regina Corso, president and founder of Regina Corso Consulting, is viewed as one of the nation’s premier public release experts with nearly 20 years of experience leading surveys and research projects for PR and communications programs.
She is the source of more than 2,500 public release surveys, quoted in hundreds of U.S. and international media outlets ranging from USA Today, The Wall Street Journal, and CNN, to Fox News, BBC, and Investors’ Business Daily, and more.
The study summarizes findings from a survey of over 5,300 shoppers in North America, Europe, and China about their shopping preferences and behaviors. Key findings include:
1. Mobility is an important channel, but retailers have not fully leveraged its potential. Less than half of shoppers are satisfied with retail mobile experiences.
2. Shoppers are active on social media for their own use but most purchases are not influenced by social media.
3. Shoppers want personalized experiences but have privacy concerns. Most retailers have not earned shoppers' trust with data.
4. "Buy online, pickup in store" is popular but retailers often fail with execution, with 49% reporting service issues
"From eCommerce to Multi-Channel to Omni-channel: the retail journey in the H...NeilMunzJones
This document discusses the transformation of the home improvement retail sector driven by the rise of ecommerce/multichannel/omnichannel retail. It notes that established retailers like B&Q and Home Depot have significantly increased their online sales in recent years and are dedicating large portions of their budgets to improving their omnichannel capabilities. New online category specialists are also emerging, while Amazon is expanding its home improvement product offerings globally. The document argues retailers must develop strategies to provide seamless shopping experiences across channels and lists questions for retailers to consider regarding their multichannel approach.
[foresight research] Introduction to Brand Health TrackingDuy, Vo Hoang
The document discusses brand health tracking and provides an overview of Foresight Research's methodology. It includes 3 key points:
1. Foresight Research tracks brand health metrics like awareness, usage, attributes, communication effectiveness, differentiation, and customer relationships to assess brand health over time.
2. Their model measures metrics like awareness, usage rates, attributes, customer profiles to understand brand positioning and health. It also evaluates communication impact.
3. They have expertise conducting brand health tracking for clients in FMCG categories using a monthly sample of 12,500 consumers. Their approach provides actionable insights for improving brand appeal and market share.
Why Omnichannel Success Starts with Customer Empathy
RIS News and Cognizant examine the likes and dislikes of 5,300 shoppers to help retailers prioritize investments that range from in-store and online interactions to omnichannel integration and flexible fulfillment. The study finds gaps where retailers are underutilizing their capabilities and uncovers practical tips and methods to close them.
This document provides a summary of mobile marketing and opportunities for businesses. It discusses the growing importance of mobile, with mobile internet usage overtaking desktop globally. It outlines the opportunities for businesses to create new mobile interactions and engage customers across different mobile touchpoints. Finally, it introduces the Smart Insights Expert member resources, which provide practical guides and templates to help members improve their digital marketing results.
1. The document outlines a business plan for Textatradesman.com, a marketplace that connects local tradespeople and businesses to customers via text messaging and optimized mobile websites.
2. It describes the company's achievements to date, including developing over 100 specialized websites and marketing demonstrations, and outlines next steps such as recruiting tradespeople at construction events and implementing marketing strategies.
3. Financial projections estimate that if just one tradesman in each of the company's 3000 identified locations joined, it could generate over £54 million in revenue, though actual returns may be lower.
Presentation by CJ (All Response Media) and Mark Davies (TNT Post) at the DMA Go Integrated Conference 2012.
This slideshow looks at how offline marketing channels such as inserts and door drops can work alongside an online strategy; driving consumers online with a powerful response mechanism.
The UK Door Drop Council released figures for 2010 showing a small increase in advertising expenditure and volumes for door drop communications, representing the first annual rise since 2005. The survey found door drop volumes rose 1.8% to 7.905 billion items, while expenditure increased 3.1% to £260 million. On average, the number of door drop items delivered to UK households fell to 5.8 per week, a reduction of 35.9% since 2005, as targeting techniques improved and digital advertising grew.
Colin Harper, the Head of Insight for the IPM explains the huge gap between what shoppers actually do, vs what marketers think they do.
In the headlong rush for the new, integration with existing techniques can be lost, and a focus on what can be achieved by ensuring that one incentive works as hard as possible, goes at the same time.
Colin suggests that working across barriers as the IPA also suggest gets by far the best result, and flagged areas already under test, as well as those to come.
This report summarizes annual trends in the UK door drop industry from 2007-2013. It finds that total unit volumes have fluctuated between 6.5-8 billion units annually since 2007. Volume declined 8.98% from 2013 to 2014, though it had increased in previous years. Expenditure has followed a similar trend to volume, totaling £259 million in 2013. The cost per thousand of door drops has risen steadily since 2007. The number of marketing communications received by the average UK household via door drop has decreased from 7.7 per week in 2007 to 4.8 in 2013.
A summary of the presentations made during our SMART-Drop door drop seminar in which better targeting of leaflet distributions was demonstrated. This also reduces wastage and provides an improved ROI.
This assignment was carried out in order to analyse Tesco Ireland strategy using PESTLE, Porter's Five Forces, SWOT and Value Chain as part of our Business Strategy module.
Dominos pizza direct marketing campaignVishal Mehta
This document provides a situational analysis and marketing campaign plan for Domino's Pizza UK. It analyzes Domino's current strong position in the UK and global pizza markets. The objectives are to increase brand awareness, digital orders, and market share through an interactive campaign targeting wealthy individuals ages 15-35. The strategy involves direct mail leaflets promoting pizza flavors that drive customers to the website to receive promotional offers. The campaign will be evaluated based on website traffic and social media engagement. The total budget is £500,000 spread across promotional prizes, advertising, leaflet distribution, and other activities from April to July 2011.
The document provides 64 analytical questions to lead a deep-dive business review organized into 10 questions each for analyzing the marketplace, consumers, competitors, channels, brand, brand finances, and marketing execution. The questions are designed to provide insights on performance, opportunities, strengths, weaknesses, and risks across these key areas to identify challenges and inform strategic decision making.
The document discusses how print service providers can transition to becoming marketing service providers by expanding their service offerings to include integrated multi-channel marketing solutions and data management capabilities. It provides examples of how marketing campaigns can be executed across multiple channels including direct mail, email, social media, and websites. Key aspects that are addressed include developing marketing and sales strategies, operational plans, and educating internal teams and customers on the business transformation.
Organic Marketing - An Evolving Landscape (Michael Fleischner)Michael Fleischner
This document discusses the evolving landscape of organic marketing. Small businesses now make up the majority of businesses due to low barriers to entry. Most consumers now shop online and are influenced by social media recommendations and reviews. While digital marketing has changed how larger businesses market, most small businesses still use traditional methods and do not collect much customer data or focus on relationships. The document recommends that marketers integrate digital techniques like SEO, social media, email marketing, and events with traditional methods to better target audiences and measure results. Marketers should focus on education, automation, and measurement to help all businesses adapt to changes.
The document outlines a marketing plan for launching a new fitness app called FitNitWit. It discusses targeting active professionals aged 23-55 by segmenting an existing customer database. Goals are to reach the same sales level as the company's fitness band within 12 months. Key performance indicators like sales, ROI, and social media engagement will be used to measure success. The plan includes email campaigns, A/B testing, and integrating digital and traditional advertising.
Holiday shopping preferences 20 nov 2013Rusty Warner
This document summarizes the findings of a survey on holiday shopping preferences in 2013. Some key findings include:
- Consumers do research across channels like catalogs, mobile, and online, but social media is less used for research.
- Both online and in-store shopping are popular, with consumers valuing product evaluation, deals, and convenience differently between the channels.
- Mobiles are well used for product research but less for purchases. Consumers expect a consistent experience across channels.
- Most consumers will pay more for a better customer experience and are not loyal to any single brand.
This document discusses the future of e-marketing and how marketing has changed from traditional methods to digital marketing. It notes that Ireland has high internet usage and online spending is expected to increase significantly by 2020. The ways people shop has also changed, with more research done online through various stages of the purchasing funnel. E-marketing utilizes tools like search engine optimization, social media, email marketing, and online advertising to target customers. Measurement of digital marketing campaigns allows optimization based on analytics. The future will see a blend of e-marketing and traditional methods for highest impact.
PSE has over 25 years worth of experience within the offline marketing sector. As we are a marketing agency who specialise in offline marketing, we thought who better to write The Ultimate Guide to Offline Marketing than us?
STEP BY STEP GUIDE
In this step by step guide, we delve into every stage of the campaign from planning to reviewing and everything in between including categories like:
What is offline marketing
Planning your offline marketing campaign
Sourcing and cleansing data
Creating and Designing
Postage
Campaign circle of life
Tips from over 25 years of experience in offline marketing
And much much more………
This in-depth over 77-page guide will be your partner when running a Direct Mail, Door Drop, Partially Addressed Mail, Insert or Programmatic Mail campaign.
This document provides an overview of key marketing concepts in 3 pages. It begins with definitions of marketing, selling, needs, wants and demands. It then explains the differences between consumers and customers. Segmentation, targeting and positioning are defined as the core components of developing an effective marketing strategy. The marketing mix, also known as the 4Ps of marketing, is introduced along with its elements - product, price, place and promotion. Examples are provided to illustrate each concept.
Thought of sharing an interesting presentation on effectiveness of Promotional Products vis-à-vis other Marketing & Advertizing activities in an Organization. Do leave your comments to enrich the insights shared herein.
The document provides an overview of direct mail fundraising and best practices. It discusses how direct mail has been used for over 800 years and can be used to acquire, retain, and convert donors. Key tactics discussed include personalization, endorsements/testimonials, and including premiums. Choosing the right database and testing lists is presented as both an art and a science. Metrics like response rate and long-term donor value are important to measure success. The document also compares different media like email, SMS, telephone and recommends direct mail for its ability to reach all potential donors and build brand awareness. Tips for writing effective direct mail letters include using simple, concrete stories told from a first-person perspective.
13 June Free Email Marketing Event - Torfaen Business CentreDaytodayebay
This Email Marketing event will cover:
Does Email Marketing work?
How to Get Email Subscribers ?
Planning & Delivering Email Campaigns
The Science of Email Marketing
Integrating Email + Twitter + Facebook
How to Set Up Campaigns ?
Legal Considerations
This document provides information about marketing and advertising a product. It begins with defining key terms like marketing, advertising, and sales. It then discusses different forms of advertising like posters, magazines, TV commercials and more. The document also explains different aspects of marketing, including research, advertising, sales, public relations, and customer service. It notes that while advertising is one part of marketing, marketing involves additional strategic planning and efforts to meet customer needs.
PureProgression – Email marketing in a post GDPR world, email list growth & p...Pure360
Our 2nd PureProgression workshop of 2018, was held in London on 16th May 2018.
This workshop focused on email marketing in a post GDPR world. We discussed areas you should be considering, how to grow your email lists and we took an in-depth look at the increasing importance of intelligent email personalisation.
Our Customer Success and Account Management team were on hand to help work towards our customers objectives. We outlined best practice and gave valuable insight into how to utilise personalisation and grow our customers email list, whilst adhering to the new GDPR legislation*.
The workshop covered:
- Tactics on how to optimise sign up forms and grow your email lists organically post GDPR
- Expert advice on how to grow your email list
- How to use personalisation to add real value to your customer experience
- Practical examples of next level personalisation any business can implement
- Plus much more hands-on strategy and practical advice
*Please note that our advice on GDPR compliance is only for best practice and should not be considered legal advice.
This document discusses the results of a survey of over 3000 loyalty program members. It finds that:
1) Customers want relevant communications from brands on their own terms, rather than frequent emails, and will disengage if their expectations are not met.
2) Younger customers prefer rewards like prize draws and partner offers, while older customers prefer exclusive access and previews.
3) Not all customers are active on social media, so brands should use a variety of channels for communications.
4) Loyalty programs are still effective at increasing customer spending, though the relationship varies by age.
This document discusses the current state of email marketing in the US. It provides statistics that show email is still the preferred method of communication for consumers across all age groups. However, marketers face challenges like information overload and keeping messages relevant. The document also outlines email marketing trends, such as increased mobile adoption and use of personalized and triggered automated campaigns. It concludes that integrating email with other channels in interactive campaigns can maximize impact.
The document provides guidance on building trusting online relationships with customers. It recommends starting with planning, understanding your customers and business objectives. Key strategies include making the customer experience simple and focused on their needs, empowering customers and building trust through consistency, transparency and ethical practices across all marketing channels. The goal is to attract and retain customers by engaging them in an ongoing dialogue.
1) Marketing efforts continue to struggle as effectiveness of delivering quality leads drops while costs rise due to increased competition, data, and consumer annoyance with online ads.
2) While the internet is important, balancing traditional and online media is key as many quality leads still originate from offline sources like direct mail triggering online responses.
3) Targeting the mass affluent is important as they are responsible for the majority of spending and more likely to purchase. Consistent, personalized multi-channel marketing keeping your brand top of mind at all stages of the buyer's journey is needed to generate ongoing leads.
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The fashion industry is dynamic and ever-changing, continuously sculpted by trailblazing visionaries who challenge norms and redefine beauty. This document delves into the profiles of some of the most iconic fashion personalities whose impact has left a lasting impression on the industry. From timeless designers to modern-day influencers, each individual has uniquely woven their thread into the rich fabric of fashion history, contributing to its ongoing evolution.
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The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...APCO
The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...BBPMedia1
Nathalie zal delen hoe DEI en ESG een fundamentele rol kunnen spelen in je merkstrategie en je de juiste aansluiting kan creëren met je doelgroep. Door middel van voorbeelden en simpele handvatten toont ze hoe dit in jouw organisatie toegepast kan worden.
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I dive into how businesses can stay competitive by integrating AI into their core processes. From identifying the right approach to building collaborative teams and recognizing common pitfalls, this guide has got you covered. AI transformation is a journey, and this playbook is here to help you navigate it successfully.
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This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
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37. Landline crawls back into favour Are there any things that you don’t mind receiving marketing calls about?
38. The free opt out service enabling you to record your preference on the official register and not receive unsolicited sales or marketing calls.
39. Why do people enrol on the TPS (Telephone Preference Service ) The free opt out service enabling you to record your preference on the official register and not receive unsolicited sales or marketing calls.
40. Why do people enrol on the TPS (Telephone Preference Service )
56. Mis-redemption of coupons What about coupon mis-redemption? Do you ever attempt to redeem coupons when you have not bought the products specified on them?
Our beliefs, LIFE EXPERIENCE and outlook are usually FUNDAMENTALLY different to that of our customers AND the world never STOPS. Its always CHANGING. So what was right last year can be VERY VERY wrong this NOW.
The fast .MAP/IPM Marketing-GAP Tracking Study, is the direct marketing and promotional industry's most high profile t racking study . It has been run annually by fast .MAP since 2005 and this year we are PROUD to PARTNER with the IPM And VERY grateful for MMC’s sponsorship of the STUDY It monitors consumers direct marketing and promotional activity and records their changing attitudes It is UNIQUE in not only tracking consumer opinion, but SIMULTANEOUSLY monitoring how closely marketers are keeping in TOUCH with changes in CONSUMER motivation and tastes.
All of the MAJOR MARKETING MEDIA and many of the UK’s top direct marketing SUPPLIERS quote its content In 2010 there were over 50 media mentions Marketing Week have a MAJOR ARTICLE on the content appeariing tomorrow
If you complete your short feedback form there is a copy of the most recently printed report – FRESH OFF THE PRESS
There is so much choice for the marketer these days. And it is changing all of the time.
These were the results for 2010. showing an overwhelming preference for EMAIL and DIRECT MAIL
In 2011 EMAIL gets very close to Direct Mail in popularity
And HERE we see what MARKETERS think. There is a GENERAL OVER- ESTIMATE of how enthusiastic consumers are with EACH CHANNEL There is a MASSIVE over estimate with SOCIAL MEDIA and TWITTER as well as SMS, MOBLE and LANDLINE
Mail and email EQUALLY POPULAR ANY OTHER MEDIUM remains exceedingly low With AVERAGES OF LESS THAN TWO %
We asked what SUBJECTS consumers would be happy to hear about through which route.
It’s a LITTLE DIFFICULT to READ, but it shows two things. FIRSTLY, and GENERAL OVERWHELMING affinity to Direct Mail and EMAIL Secondly MARKED differences within a medium for particular product / services. The detail of these are available in the main report. (WAVE REPORT
Direct Mail is a very MATURE and ESTABLISHED medium but one that consumers are relatively positive about So what DO CONSUMERS think about it? And how has this CHANGED in the last YEAR And what is the GAP with MARKETERS?
Highest MARKETING MAIL opening level since tracking began in 2005 87% of consumers OPEN DIRECT MAIL Increases in number opening BOTH WARM and COLD mail.
Nine out of ten people open mail packs (up 8% in a year)…. Why?
From a brand or company THAT I KNOW And PERSONALLY ADRESSED to me were the main reasons last year
And this ONE is the results for 2011 in RED
Here we see what Marketers thought Whilst quite CLOSE on some there is a significantly overvaluation of AESTHETICS
SO to CONCLUDE ; We now have the Highest MARKETING MAIL OPENING LEVEL since tracking began in 2005 Increases in BOTH NUMBERS opening WARM and COLD For 7 years now more than HALF of consumers have been most likely to open mail from a known company/brand PERSONALISATION has increased in importance as a motivator and moved into second place INTERESTED IN PRODUCT or SREVICE is almost as important
Now we look at different SECTORS
These are the 2010 results
And this is the 2011 results for CONSUMERS
Again a GENERAL OVERESTIMATION of how POSITIVE consumers are specifically in some areas. LOAN/CREDIT CARD CARS EDUCATION / FURTHER EDUCATION COURSES a massive 40% over estimation
These are LAST YEAR’s results
And this years - 2011.
Gaining the INTEREST OF THE CONSUMER seems to be key Although this INTEREST generation is not necessarily about AETHETICS which yet again is heavily OVER EMPHASISED There is a big GAP here on some important areas Lack of PERSONALISATION is cited by only 20% of consumers for a reason to throw mail away, whereas Marketers believe this accounts for 60% Perhaps surprisingly incorrectly addressed, is given by only 8% of consumers as reason to throw mail away, whereas marketers see this as 46%, a five fold GAP
We asked some general questions about ADVERTISING MAIL
This is how CONSUMERS ANSWERED Although CONSUMERS are generally positive towards advertising mail VERY FEW TRUST IT 40% KEEP MAIL that’s useful and a SILIMAR amount appreciate reading it if it is RELEVANT A HIGH 1/3 rd ACTIVELY SEARCH FOR COUPONS / DEALS
Marketers OVERESTIMATE the TRUST that consumers place in advertising mail. Even at 20% it is HUGELY with trust only at 2%. Marketers consider that 60% of consumers will be “REALLY ANNOYED” by the amount of mail, when the number is close to 40%. And yet again the way the mailing LOOKS is seen as significant by 40% of marketers whereas only 18% of CONSUMERS
Now we turn our ATTENTION to the PHONE and SMS MARKETING What do CONSUMERS think of these. And are MARKETERS ACCURATE Is there a GAP?
There is a SLIGHT IMPROVEMENT on last year with 8% expressing a preference for contact. BUT even the most POPULAR areas, are RELATIVELY UNPOPULAR for telephone. The FAVOURITE – COMPETITIONS is only 24%. So; TARGETTING AND TIMING is everything with this INTRUSIVE AND EXPENSIVE channel
Given the strong feeling people have about marketing phone calls it is not surprising that such high numbers are registered with the TELEPHONE PREFERENCE SERVICE. This allows you to stop cold marketing phone calls. WHY DO PEOPLE REGSITER
Interestingly marketers generally UNDERESTIMATE consumer reaction towards TPS The highest reason is “ BEING DISTURBED IN LESIURE” at nearly 75% for CONSUMERS and 50% for MARKETERS In 2010 SILENT CALLS were the main reason 71% but this has dropped back slightly to 67% ( confirmation that the telemarketing industry is successfully addressing the silent calls issue) . Surprisingly only 18% of CONSUMERS cite BAD EXPERIENCE WITH COMPANY in contrast to an expectation of 45% of Marketers thinking this. This indicates it is the medium rather than the way it is executed that is the cause.
We have been tracking consumers desire for a TEXT PREFERENCE SERVICE
In 2010 this was VERY HIGH at 70%
..and EVEN HIGHER in 2011 at 72%. This is an EXTRAORDINARILY HIGH level for a service that does not exist and has never been promoted.
Marketers SIGNIFICANTLY UNDERESTIMATED the demand for this service.
Since the Marketing GAP report started in 2005, coupons have proven to be an ENDURING CONSUMER FAVOURITE, often UNDERESTIMATED by MARKETERS
In 2010 a massive 86% of CONSUMERS said they redeemed coupons or vouchers
And in 2011 this had INCREASED to 89%
The trend is increasing year on year BUT Marketers are WELL BEHIND their expectation and consider that 33% would NEVER redeem vouchers.
the fast.MAP/MARKETING GAP report has been tracking the level at which consumers will redeem coupons since 2005.
These are the 2007 results showing that nearly 20% OF CONSUMERS would REDEEM A COUPON worth just 20p
In 2008 this increased to nearly 40%
The trend has been GENARLLY POSITIVE since tracking began
Marketers CONSITANTLY underestimate the amount of CONSUMERS that will redeem at each level Number of shoppers who redeem coupons continues to grow - to a massive 88% Almost four out of ten will redeem a 20p coupon More than half will redeem a coupon worth £1 or more
In 2010 a very high 55% of consumers said they NEVER mis-redem coupons and another 38% only OCASSIONALLY MISREDEEM
This improved EVEN MORE in 2011 72% NEVER misredem with only 3% REGULARLY mis redeming
And another HUGE GAP opens up for Marketers Marketers fear that 30% s huge fearing that 30% regularly mis-redeem when it is 4%. Out by a factor of 8.
We now looked at what the REASON for the MIS-REDEMPTION WAS
Not only is Coupon misredemption LOW The GOOD NEWS IS that ALSO it can fall STILL FURTHER if RETAILERS take a more SUPERVISORY ROLE Misredemption attempts are most likely where SELECTED RETAILLER has no stocked the featured brand
Now we TURN our ATTENTION TO PROMOTIONS
Almost SIX OUT OF TEN consumers used a REWARD OR LOYALTY SCHEME this year. Consumers are LEAST LIKELY to have taken part in EVENTS at which FREE or DISCOUNTED goods are available.
Marketers were generally more positive about the USE of PROMOTIONS And Marketers were correct in identifying LOYALTY SCHEMES were the most-used. Marketers were LEAST ACCURATE at the use of Coupon websites with an overestimate of 200%.
The aim of any promotion is to CHANGE BEHAVIOUR. So we asked CONSUMERS about it.
The OVERWHELMING WINNER was CLUB CARDS such as Tesco, Nectar, Boots and Costa Coffee which TEMPTED 35% of shoppers to buy more products PLANNED. Other promotions were ONLY ONE QUARTER AS SUCESSFUL in motivating extra product purchase.
Again there was some significant OVERESTIMATION by Marketers
Another KEY AREA of MARKETING that we explored was the INFLUENCE OF SAMPLING
This was the question that we asked
A FIFTH of CONSUMERS went on to buy a product for the first time after TRYING A POSTAL SAMPLE 17% bought goods after requesting a SAMPLE VIA WEBSITE and 14% after TRYING SOMETHING IN STORE. However, ( NOT SHOWN ON THIS CHART) MOST shoppers (61%) had either NOT SAMPLED GOODS in the last 12 months or FAILED to BUY the goods they’d sampled .
Marketers were VERY POOR at estimating the EFFECTIVENESS OF SAMPLING. MASSIVELY OVERESTIMATING in NEARLY ALL AREAS PARTICULARLY with At a FRIENDS/RELATIVE or COLLEAGUE
7 years of tracking Marketing GAP has repeatedly illustrated that some marketers cling to outmoded industry theory rather than listening to and learning from the consumers they claim to be scientifically targeting. Meanwhile, at the other end of the spectrum, marketing’s frontiersmen are enthusiastically embracing SMS, mobile marketing, Twitter and social networks, seemingly unaware that their enthusiasm is not shared by nine out of ten members of the public who say they do not want to be contacted by these routes. It’s easy to forget that text messaging was around as a viable marketing contact route before email, yet email’s popularity has risen steadily to rival – and in some instances – overtake the supremacy of direct mail. Meanwhile, SMS messaging and mobile marketing have failed to spark the public’s enthusiasm as marketing media. If marketers are to ensure they make the most cost-effective use of the many promotional routes now on offer, they need to spot consumer preferences as they emerge to exploit them ahead of the herd, while simultaneously avoiding wasting budget on unpopular fads.
7 years of tracking Marketing GAP has repeatedly illustrated that some marketers cling to outmoded industry theory rather than listening to and learning from the consumers they claim to be scientifically targeting. Meanwhile, at the other end of the spectrum, marketing’s frontiersmen are enthusiastically embracing SMS, mobile marketing, Twitter and social networks, seemingly unaware that their enthusiasm is not shared by nine out of ten members of the public who say they do not want to be contacted by these routes. It’s easy to forget that text messaging was around as a viable marketing contact route before email, yet email’s popularity has risen steadily to rival – and in some instances – overtake the supremacy of direct mail. Meanwhile, SMS messaging and mobile marketing have failed to spark the public’s enthusiasm as marketing media. If marketers are to ensure they make the most cost-effective use of the many promotional routes now on offer, they need to spot consumer preferences as they emerge to exploit them ahead of the herd, while simultaneously avoiding wasting budget on unpopular fads.