The Customer Relationship Management System (CRM) is the “conversation” driverCommunication based on Emotional Interests
The mix of media channels has shifted from a one-way broadcast model to a set of dynamic two way media forumsSource: Booz Allen HamiltonHD Marketing 2010: Sharpening the Conversation
WHAT IS OUT? Broadcast Media Television Radio Newspapers Billboards Print
WHAT IS IN? Direct Relevant Media VDP (Variable Data Print) SMS (Short Message Service) VDE (Variable Data Email) PURL (Personal Uniform Resource Locator) CRM (Customer Relationship Management)
THE DIGITAL REVOLUTION IS HERE! PRINT Digital VDP is breathing new life into Printed Mail 98% of US Citizens receive Postal Mail DIRECT MAIL IS THE WORKHORSE FOR LEAD GENERATIONStudy from: Pew Internet and American Life Project 2009
PRINT REVOLUTION Creating a conversation involves engagement with relevant printed material The strongest form of lead generation campaigns is Direct Mail Use VDP Direct Mail to start a “conversation” Make your mail work 4x to 5x harder Print less and get more
THE DIGITAL REVOLUTION IS HERE! EMAIL 90% of US internet users have gone online and sent or read email 57% do this as part of a typical day 1.4 billion email users in 2009, expected to rise to 1.9 billion by 2013 247 billion emails were sent each day in 2009Study from: Pew Internet and American Life Project 2009
EMAIL REVOLUTION Email is a very effective tool to further the brand “conversation” BUT… Challenges exist in capturing email data Lists are easily available but often very costly and out-dated!
EMAIL REVOLUTION Make your email speak! Make it relevant! Make it engaging! 83% of consumers want more control of what email content they receive Use email to further your “conversation”
THE DIGITAL REVOLUTION IS HERE! PERSONAL URL The funnel to which all digital tracking is possible Know how consumers are engaging with your brand Learn what Marketing Channel is the most effective
PERSONAL URL Know how consumers are engaging with your brand Creating a personal space for each end user to engage with your brand allows 2 things: A personal experience Capture of data to grow a relevant “conversation”
PERSONAL URL The PURL allows the brand to conduct a two-way “conversation”Capture date to feed the CRM
SOCIAL MEDIA GROWTH By creating a 2-way conversation that allows the brand to speak to its consumers, they soon become “brand advocates” and the social forward is born
MEDIA IS THE “NEW CREATIVE”Message distribution is now even more importantthan creative execution
MARKETING TODAYIS A 24/7 CONVERSATION Are you equipped to communicate?