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The Right Tools for the Job

The Right Tools for the Job. Warren A. Hunter Chairman & CEO DMW Worldwide Guy Patterson Vice President USI Affinity. The Right tools for the Job. Master carpenter Master direct marketer. The Master Carpenter. The Master Carpenter. The Master Carpenter. The Master Direct Marketer.

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The Right Tools for the Job

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  1. The Right Tools for the Job Warren A. Hunter Chairman & CEO DMW Worldwide Guy Patterson Vice President USI Affinity

  2. The Right tools for the Job • Master carpenter • Master direct marketer

  3. The Master Carpenter

  4. The Master Carpenter

  5. The Master Carpenter

  6. The Master Direct Marketer

  7. The Master Direct Marketer

  8. The Master Direct Marketer

  9. The Master Direct Marketer

  10. The Master Direct Marketer • Inserts • FSI • Magazine • Billing • Package • Ad Packs • Door hangers

  11. The Master Direct Marketer • Billboards • Bulletins • 30-sheets • Transit • Bus shelters • Buses • Trains and platforms • Mobile • Stadium/arena • Cinema • Airport • Mall • In-store • Events

  12. The Basic Tools • Direct Mail • Creative • Lists • Data:M/P • Models • Print • Magazines • Newspapers • Inserts • Broadcast & Cable • DRTV • DR radio • Out of Home • Alternate “analog” media

  13. The New Tools • Email (or is it now a Basic tool?) • Website & Microsites • SEO &SEM • Online ads and sponsorships • Social Networking • Blogs • Mobile Marketing

  14. Advertising Age Study

  15. E-mail Marketing • One of the most powerful marketing tools available • The backbone of digital communication • Think about getting “inside the box” and making e-mail more than one-size-fits-all • According to the Forrester Research report entitled “E-Mail Marketing Comes of Age,”97% of consumers and 94% of marketers are now using e-mail • This is an increase from a CMO Magazine study a year ago that stated 72% of marketers are using e-mail as a marketing channel • According to DMA Interactive, 54% of small businesses surveyed rated e-mail as the top online promotion to drive visitors and customers to their Websites and storefronts

  16. The Website • Design • Extension of brand, appeal to audience • Copy Content • Scanable, bulleted, include text links • Clear calls-to-action “above the fold” • Display copy in various sizes • Navigation • Intuitive, consistent, everything should be found within a few clicks • Feature internal site search • File Structure • Allows you to be found, visible • Naming convention • Title tags, META tags, ALT tags, indexing

  17. On Line Ads

  18. Search Engine Marketing • Described as “pull marketing” (a.k.a. reverse direct marketing), where people come looking for you, with a purpose in mind • Multiple-layer methodology within the following search engine marketing (SEM) vehicles: • Paid Inclusion Content Feeds • Yahoo! Search Marketing, AltaVista, and Lycos • Paid Listings Management • Overture/Yahoo!, Google AdWords, and Find What/MIVA • Natural Search Optimization • Google, Yahoo!, and MSN

  19. Search Engine Marketing • Increases qualified traffic to a Website, landing page, and/or microsite in a short period of time • Provides immediate visibility for short-lived programs such as events, seminars, promotions, and contests • Offers control over placement within search results, and flexibility in pricing and overall marketing spend • Offers the ability to provide Geo and IP address targeting • Supplements natural search efforts

  20. Social Networks

  21. My Space

  22. facebook

  23. Linked in

  24. Plaxo

  25. Blogging

  26. So We Did

  27. MOBILE MARKETING

  28. Mobile Marketing:The channel of Preference for ?? • MORE TEXT MESSAGES ARE SENT EVERYDAY THAN THERE ARE PEOPLE IN THE WORLD! • 1 billion text messages exchanged daily in US • 80% of world’s population lives within a cell phone network • 73% use mobile instead wristwatch • Always on, always available, everywhere • The connector and lifeline to our lives • Personal, portable, ubiquitous, trackable Thx 4 being a CB2 cust! New fall catalog arrives this week. View it online@ CB2.com. Cool sofas, office & dining! 4 info call 800.280.8970. 2 Opt-out Reply STOP.

  29. DMA Study • Online survey of teens and adults who use mobile phone services in the US • Profile current and potential responders and non-responders to mobile marketing • Assess consumers’ awareness of responsiveness to mobile marketing • 24% of the survey respondents had responded to a mobile marketing offer

  30. Overall Attitudes • Few respondents expressed interest in receiving marketing offers sent to their mobile phone (7%), or in viewing videos downloaded (10%). • 60% felt text ads were very annoying • Majority favored “do not email/message” registry for mobile phones (67%). Source: Direct Marketing Association, Mobile Marketing: Consumer Perspectives, 2008 – survey results

  31. Response to Mobile Offers • Text messages for products or services elicited the highest response rate ─ 70%, followed by • Mobile survey participation ─ 41% • Mobile email ─ 30% • Web offer ─ 22% Source: Direct Marketing Association, Mobile Marketing: Consumer Perspectives, 2008 – survey results

  32. Top Response Categories • Entertainment 44% • Food/Beverage 21% • Telecom, Mobile 21% • Beauty, Personal Care 15% • Automotive, Transportation 12% • Computers, Electronics 12% • Business Services 12% • Vacation, Travel 12% • Financial, Insurance 12% Source: Direct Marketing Association, Mobile Marketing: Consumer Perspectives, 2008 – survey results

  33. Text Messaging • Text messaging is the most widely used data service on the planet • 72% of mobile phone users worldwide, or 1.9 billion subscribers in 2006, were active users of text messaging. • In the US there are 200+ million mobile phone users • 68% use text, and 44% use it daily/weekly.1 • US carrier Verizon set an all time monthly record in June 2007 when 10 billion text messages were sent and received on its network alone.2 1 Mobile Marketing Association, Nov. 2006 2 Verizon press release, 2006

  34. Text Messaging • 89% of major brands are planning to market via mobile phones by year-end 2008 • 40% of major brands have already deployed text messaging campaigns. • More than half of the brands in the next five years are planning to spend 5% to 25% of their total marketing budget on mobile marketing.3 • In August 2007, nearly 40 million US consumers received SMS ads ─ 12% responded.4 • 3Airwide Solutions, February 2006 • 4 M:Metrics, Cracking the Mobile Marketing Code

  35. Mobile Marketing is Permission-based and 100% Customer Opt-inWays to Build a Cell Phone Database Contests/Promotions Include text offer in Print Ads Online cell phone opt-in Register Receipts Store signage invites 1-800#, Text opt-in

  36. It’s a Bold New World • Are YOU ready to be the “master direct marketer of the future”? • The future is now!

  37. Case StudyUSI Affinity

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