The mergence-of-marketing-and-emarketing-dan-rose

Is this good Direct Marketing?
2

We’ll build an ecommerce site!
3

Direct Marketing….effective?
4

7
Who are we?
 Precision Dialogue is a leading online direct
marketing company in the region.
 We develop and help manage our client’s
e-channels
- Build community
- Cross sell product
- Retain client base
- Attract profitable new customers or members

9
What is Direct Marketing?
 Direct Marketing Strategy
- Any marketing communication intended to drive a
response and/or behavior on the part of the
intended, and specifically targeted individual
 Database Marketing
- The organization of data that can be analyzed,
sorted and used to drive relevant messages to
specific targets

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Why Direct Marketing?
 Communication clutter is at an all time high
 Breaking through the clutter is job 1
 Impact and relevancy are the two proven methods
to break through and drive behavior
 Target marketing is the primary method used to
deliver impactful and relevant messages that
achieve these twin goals
 It costs less per sale than advertising and PR plus is
measurable and controllable by you

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Mass Targeted
Competitive Attention Selective Attention
Breadth Depth
Remember Respond
Impression Decision
Pay for Everyone Pay for Targets
General Advertising and Direct Marketing
A Simple Comparison
Advertising Direct Marketing

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Emarketing done right
Campaigns that results in dialogue between
two parties.
Both parties have granted permission to each
other and thus the content is precisely focused
and of value to both.
User behavior is tracked and future
communication is refined.
Yesterday: Today:
Marketer Customer
Customer Marketer

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Fundamental Marketing
shift
From…
“I have a mass of
customers.”
To…
“I have a personal
relationship.”

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Direct Marketing – What has the
biggest impact on lift?
1. Targeting, Segmentation and List – “who”
- 50-75%
2. Offer or “the deal?”
- 20-40%
3. Sequence & Frequency of Contact – “how”
- 20-40%
4. Creative – “what and how you say it”
- 10-20%

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List/Target Selection Factors
 Consumer Lists
- Age
- Income
- Gender
- Marital Status
- Homeowner
- Dwelling Type (home or
apartment)
- Mail order buying (by
product type)
- Interests
- Presence of children
- Geographical (zip, SCF,
county, state, carrier
route)
 Business Lists
- SIC (Standard
Industrial Classification)
- Employee Size
- Annual Sales/Revenue
- Title
- Any other information
captured on
subscription form
(publications)
- Corporate linkage
information
- # of years in business
- Geographical (zip, SCF,
county, state)
- Credit information

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Behind the Scenes of E-Direct Marketing
 Intelligence/
 Research
 Marketing
Database/
Analytical
Marketing
Strategic/
Creative
Marketing
Response/
Relationship
Marketing
Campaign
Objectives

17
Market Competitive Analysis - ‘the right benefits”Market Competitive Analysis - ‘the right benefits”
True Capabilities Analysis - ‘the right context”True Capabilities Analysis - ‘the right context”
Customer Analysis - ‘the right behavior”Customer Analysis - ‘the right behavior”
Positioning & Differentiating - ‘the right strategy”Positioning & Differentiating - ‘the right strategy”
Unique Selling Proposition - ‘the right offer”Unique Selling Proposition - ‘the right offer”
Creative Marketing Communications -‘the right message”Creative Marketing Communications -‘the right message”
Direct Marketing Channels –The Key LinkDirect Marketing Channels –The Key Link
Fulfillment & Service - ‘the right satisfaction”Fulfillment & Service - ‘the right satisfaction”
Measurement & Assessment - ‘the right performance”Measurement & Assessment - ‘the right performance”
Adaptation and Innovation - ‘the right change”Adaptation and Innovation - ‘the right change”
Segmenting & Targeting - ‘the right market”Segmenting & Targeting - ‘the right market”
Datamining & Profiling - ‘the right information”Datamining & Profiling - ‘the right information”
Intelligence/
Research
Marketing
Database/
Analytical
Marketing
Strategic/
Creative
Marketing
Response/
Relationship
Marketing
DirectMarketingProcess

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 Do we know what our intended customer wants or
needs?
 What benefits do they seek? What is their pain?
 There are no average customers
 The best way to find out? ASK!
 Implicit vs. Explicit information
Customer Analysis - “the right behavior”Customer Analysis - “the right behavior”

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 Internal vs. external analysis
- What is the market doing
- What are you good at doing yourself?
 Reactive vs. Proactive
- From Good to Great/Fox and Hedgehog
 Ask and audit…what do you truly do best? And,
what are you most profitable doing?
 What you think you do best vs. what your
customer/prospect thinks may be two different
things entirely.
True Capabilities Analysis - ‘the right
context”
True Capabilities Analysis - ‘the right
context”

20
 Traditional SWOT? Yes…as a place to start
 Ask the questions:
- Who are our competitors? Beyond the obvious?
- What are they doing and can we do it better than
them? Or, less expensively than them?
 Most of us will never recognize an opportunity until
it goes to work in our competitor’s business
 Competitors are harder to recognize now…in part,
because of direct marketing.
Market Competitive Analysis - ‘the right
benefits”
Market Competitive Analysis - ‘the right
benefits”

21
Intelligence/
Research
Marketing
Database/
Analytical
Marketing
Strategic/
Creative
Marketing
Response/
Relationship
Marketing

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 Know your audience takes on a new meaning
 Buying 3rd
party data to overlay
 Mounds of data…are just mounds of data. Convert
it to useful information
 Analyze and interpret to make is actionable and
useful to you
Datamining & Profiling - ‘the right
information”
Datamining & Profiling - ‘the right
information”

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 Mom was right…not everybody will like you no
matter what you do
 Ideal of 1:1 is not fully realized just
yet....Segmentation is the place to start
 Continue sub segments until you have clear and
distinguishable differences in your audience.
 Segments allow you to make different offers,
provide different content, test, etc
Segmenting & Targeting - ‘the right
market”
Segmenting & Targeting - ‘the right
market”

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Segmentation > Relevant Content
Dependant
Customer
segment
Age? Household
breadwinner?
Employed? Children at
home?
Independent
adult
New family
Established
family
Mature
family
No
Yes
<34
>35
No
Yes
No
Yes
No
Yes
No
Yes
No
Yes
No
Yes
No
Yes

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 Wikipedia: “A product's position is how potential
buyers see the product relative to the market“
 Niche thyself. Everyone here can narrow their
focus. Specialize and reduce your competition
 Employ the ABC’s of positioning.
- Attributes
- Benefits
- Claims
Positioning & Differentiating - ‘the right
strategy”
Positioning & Differentiating - ‘the right
strategy”

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Intelligence/
Research
Marketing
Database/
Analytical
Marketing
Strategic/
Creative
Marketing
Response/
Relationship
Marketing

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 What is your value equation?
- The unique delivery of a particular value
that the targeted audience in fact needs.
- Value is always defined by the customer or
recipient of the message.
 Take the position of your customer or
prospect and ask the question: “What’s in
it for me?” and “Why do I care?”
Unique Selling Proposition - ‘the right
offer”
Unique Selling Proposition - ‘the right
offer”

29
 Segmentation and targeting strategies mean we have
more than “one” right message.
 Consider the single salient benefit or selling point and
lead with this concise point to each segment.
 Because you can, doesn’t mean you should. Beware of
too much “flash” in using technology or a channel.
 Specific tactical suggestions available on our website.
Creative Marketing Communications -‘the
right message”
Creative Marketing Communications -‘the
right message”

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 The premise: Remove all barriers between the customer
and the provider….control moving from provider to
customer.
 The Traditional:
- Direct Mail
- Telephone
- Direct Sales
 The New
- Email
- Targeted Web/blogging/podcasts/etc.
- SEM
- Mobile

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Intelligence/
Research
Marketing
Database/
Analytical
Marketing
Strategic/
Creative
Marketing
Response/
Relationship
Marketing

32
 Fulfillment and service models built to follow your
segmentation and customer targeting strategies
 Converting valued customers into loyal/repeat
customers
 Building brand loyalty and reducing defection
 Cross selling and up-selling
 Referral programs and incenting both parties
 This is a relentless ongoing process
Fulfillment & Service - ‘the right
satisfaction”
Fulfillment & Service - ‘the right
satisfaction”

33
“Half of my
advertising is
wasted; I just
don’t know
which half.”
-- John Wanamaker,
retail pioneer in the late
1800’s

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 A key value in online direct marketing…immediate and
ongoing feedback
 What are you measuring? Why?
 Timely review of data and a tracking process
 Update metrics of measurement
 A/B testing and optimize
 Periodic surveying of your customer and prospect base
is relatively easy and affordable
Measurement & Assessment - ‘the right
performance”
Measurement & Assessment - ‘the right
performance”

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 Launch a campaign
 Monitor in
real-time
 React to results
in real-time
Real-time Reporting and Adaptation

Test and adjust….don’t give up
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 Emarketing allows us to see results quickly and
adjust future campaigns easily
 Act upon the ongoing results
 Change offers, content, graphics, headers,
signatures, etc to continually optimize the ongoing
campaigns
 Challenge your staff and yourself to “fix” declining
results by tweaking the efforts before overhauling
the entire campaign
Adaptation and Innovation - ‘the right
change”
Adaptation and Innovation - ‘the right
change”

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Bonus Slides – Tactical Suggestions
Available for download at
Precisiondialogue.com

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Interact and Customize: Walk
B: Non Health
A: 1-9 employee
C: Renewal up
Sample Customer Segments Sample Content Categories
Non Health :B
1-9 employee :A
Renewal up :C
Custom Communication
•Best guess reasoning
•Limited variations
•Pre-defined matching

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Interact and Customize: Run
Single Customer
Mass Customization
•Fact based reasoning
•Unlimited variations
•Smart matching
Content Categories
Predictive Interest
Customer Profile
Dynamic Assembly

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Interact and Customize: Run
One-to-one
Mass Personalization
•Fact based reasoning
•Unlimited variations
•Smart matching
…by the thousands

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Step 1
Link to
One Form
Step 1
Link to
One Form

45
Step 2
Manage
Campaign
Step 2
Manage
Campaign

46
Step 3
Launch
Campaign
Step 3
Launch
Campaign

47
Full Circle
Track
Results
Full Circle
Track
Results

48
Dynamic Email content
•Variable Data
•More relevant
•Higher open rates
•Higher Click troughs

52
A Fail Safe Campaign
“Take a brownie break”
 Call first to confirm the contact and title
 Send a “package” with 4 brownies
 The enclosed letter starts with
“Take a brownie break on us, and while
you’re doing so, you might like to read my
letter”
 Call within 3 days of receipt
 Cash the check

The mergence-of-marketing-and-emarketing-dan-rose

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