MU School of Journalism one2one

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A presentation to a class at my alma mater, the University of Missouri Journalism School, into the intricacies and arguments for one2one marketing using variable data in direct, cross-platform campaigns. Also some suggestions on job-searching as new graduates and personal brand awareness.

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MU School of Journalism one2one

  1. 1. WHY ONE2ONE? PROJECT DATE AUDIENCE 28 APRIL 2009 MU J-SCHOOL/STRAT. COMM. STUDENTS
  2. 2. agenda one2one about martech personal brand job market
  3. 3. what is one2one? ➡ An extreme form of segmentation, with a target segment of size one ➡ Matching high-value targets with high-value pieces ➡ Dynamic messages that leverage the use of variable data ➡ Driven by advances in data analysis and technology ➡ Works best in cross-platform channels ➡The future.
  4. 4. one2one uses... ➡a stronger emphasis on tactics ➡tools and CTAʼs to move prospects or customers to the next level ➡Two forms: personalization and customization. ➡Personalization occurs when the firm decides what marketing mix is suitable for the individual. It is usually based on previously collected customer data. ➡Customization occurs when the customer proactively specifies one or more elements of his or her marketing mix. A distinguishing feature is its reliance on statistical analysis of customer data to predict customer response to prices, promotions, or communications. Source: Springer Science + Business Media, LLC 2008
  5. 5. 3 levels mass market (one-to-all) — each customer receives the same coupon. 1) segment (one-to-n)—each member of the same customer segment receives the same coupon. 2) individual (one-to-one)—each customer receives an individualized coupon.
  6. 6. case in point Portola Plaza Hotel, California OBJECTIVE to increase revenue and reduce inventory. PROGRAM Invitations are sent to previous customers directing them to a personalized URL (PURL) e.g. www.portolahotel.com/stephanie.odear to gather information about guest preferences. After detailed analysis, direct mail was sent to these customers offering them discounts and other promotional offers to encourage them to come to the hotel. RESULT Saw a significant increase in revenue and was successful in retaining its customers SUPPORTIVE RESEARCH Rossi et al. (1996): utilizing household purchase history data and empirically found that individual personalization improves 7.6% over mass optimization. Ansari and Mela (2003): content-targeting can potentially increase the expected number of click through by 62%.
  7. 7. VARIABLE DATA FIELDS UNLIMITED PERSONALIZATION variable data in action
  8. 8. challenges INVASION OF PRIVACY Personalization thrives on data, driving companies to stretch the envelope on what data they collect. Personalization is expensive. It requires data and expensive software for implementation. Smoother implementation needs future advances: (Black and Thomas 2004) (1) collecting the data (2) transforming the data into insights (3) operationalizing the results. ACCURATE PREDICTOR MODELS ➡ The simpler the better ➡ RFM = Recency–Frequency–Monetary Value ➡ Uses information about a customerʼs most recent purchase, her frequency of purchase, and the dollar value of her past purchase to predict her likelihood of purchasing a product in the future.
  9. 9. about martech ➡ Founded 1988 located in Kansas City, KS ➡ Privately owned, family company with 67 employees ➡ Experts using variable data in cross-platform marketing channels ➡ www.martechonline.com "We are a strategic communications firm specializing in one-to-one marketing and dynamic, direct programs using sophisticated, targeted vehicles." Brand Essence c r e a t e c o n n e c t c a p t u r e Brand Value everything matters The 1 Thing “We will be the firm of choice for premier one-to-one marketing and CRM programs by developing and delivering dynamic strategic communications consulting and output and offering best-in-field client service and results.”
  10. 10. personal brand Grooming Clothes Cell Phone Ringtone Voicemail Greeting for work and cell Reading material Food and Drink Who you live with Business cards E-mail
  11. 11. personal brand SOCIAL MEDIA PITFALLS Link, Poke and Tweet: Amping Your Personal Brand, Digitally HTTP://WWW.SLIDESHARE.NET/PATCHCHORD/LINK-POKE-TWEET
  12. 12. I NEED A JOB. OR A DRINK.
  13. 13. CREATE CONNECT CAPTURE

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