* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Establishing a Common Understanding of Marketing
Neuromarketing wikipedia , lookup
Food marketing wikipedia , lookup
Marketing channel wikipedia , lookup
Affiliate marketing wikipedia , lookup
Target audience wikipedia , lookup
Marketing communications wikipedia , lookup
Sports marketing wikipedia , lookup
Marketing research wikipedia , lookup
Target market wikipedia , lookup
Ambush marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Multi-level marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Marketing strategy wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Advertising campaign wikipedia , lookup
Sensory branding wikipedia , lookup
Viral marketing wikipedia , lookup
Marketing plan wikipedia , lookup
Multicultural marketing wikipedia , lookup
Direct marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Green marketing wikipedia , lookup
Using email for Marketing ISPA 8 September 2004 John Arnesen Background • IPSA requested that a representative of the Marketing Federation of Southern Africa present the mfsa Guideline on using email for marketing to this conference – www.mfsa.co.za – mfsa setting up GAMPP (Generally Accepted Marketing Principles and Practice) which would include this guideline. Acknowledgement – Marketing Federation of Southern Africa Background continued • GAMPP – Codes, Standards, Legislation, Guidelines, Best practice. First edition 2005. – Profession is gaining substance (teeth) • Also wanted a non-technical marketer. – – – – Professional member of mfsa Chartered Marketer Commercial perspective Still in a strategic marketing role at SAQA Acknowledgement – Marketing Federation of Southern Africa The Marketer’s perspective Acknowledgement – Marketing Federation of Southern Africa Consider • • • • • • Mercedes vs BMW ABSA vs Standard Bank Vodacom vs MTN Pick‘nPay vs Checkers SAA vs British Air Castle vs Windhoek • All actually very similar ito specifications, performance and price Acknowledgement – Marketing Federation of Southern Africa Differentiation • In addition to providing quality and value they maintain and grow market share by continuously enhancing: – Brand equity (perception) – Experience (sensory) – Design (look and feel) • The digital medium provides new and exciting ways to do this Acknowledgement – Marketing Federation of Southern Africa Acknowledgement – Marketing Federation of Southern Africa Marketing paradigms! Acknowledgement – Marketing Federation of Southern Africa Paradigm 1 • 20th Century – Customer was satisfied with tangibles. • 21st Century – Tangibles are a given! Intangibles will provide the significant differentiator Acknowledgement – Marketing Federation of Southern Africa Paradigm 2 • 20th Century – – – – – Idea Product Market Sell Happy consumer • 21st Century – – – – – Understand customer Understand need Develop solution Present and Satisfy Receive payment Acknowledgement – Marketing Federation of Southern Africa Paradigm 3 • 20th Century – The important things were • Value for money • Good service • reliability • 21st Century – The important things are • Values of the corporation • Relationship with the community • Integrity/reputation Acknowledgement – Marketing Federation of Southern Africa Marketing today • Way beyond the 4 P’s – Product, Price, Promotion, Place • Is both a Science and an Art – GAMPP • Is becoming a profession in its own right – 4 Std Based Q’s on NQF 7 plus Professional status CM(SA) Acknowledgement – Marketing Federation of Southern Africa Marketing perspectives Just like Finance: • Marketing is everyone’s responsibility • Marketing is disciplined • Marketing requires a unique set of resources • Marketing has a range of sub functions • Marketing is measurable Acknowledgement – Marketing Federation of Southern Africa Marketing scope • Research – Needs, Trends, Opportunities • Strategy – Position, Branding, Products/Services, Packaging, Channels, ROMI • Communications – Above the line, Below the line, PR • Customer Management – Retention, Acquisition, Service, Data Acknowledgement – Marketing Federation of Southern Africa The guideline…. Acknowledgement – Marketing Federation of Southern Africa Understanding the Guideline • Mfsa Corporate and individual members subscribe to the code of conduct – Moral obligation to comply with all codes and guidelines – Mfsa, if need be, will take action against a member. (self regulation) – mfsa adopts a positive approach of encouraging compliance Acknowledgement – Marketing Federation of Southern Africa Email a new form of Direct Mail? • Initially thought by most marketers to be similar. In fact just a new medium similar to Print, Radio, TV and Outdoor! • mfsa Committee (born out of the DMA) which I joined concluded that email was in fact significantly different and therefore need a separate guideline. (to counter SPAM) Acknowledgement – Marketing Federation of Southern Africa Core differences in business (my perspective) • No effective filters – Post and for that matter all other mediums can be screened out • Cost insignificant • Invades time I could be using to do other work Acknowledgement – Marketing Federation of Southern Africa Reason for guideline • Excellent tool that unless well managed would be “blocked” out of the marketers tool kit – Some worrying trends in that regard already • Educate the marketing community of how best to make use of the tool. – Still a long way to go… Acknowledgement – Marketing Federation of Southern Africa SPAM is… • Unsolicited email - in other words there has been no prior relationship between the two parties • Can be done individually or in bulk • All commercial (advertising and promotions) communications included in the definition Acknowledgement – Marketing Federation of Southern Africa Upfront requirements • Express verifyable permission • Clear understanding of purpose • Choice to opt out simple • Ongoing choice to opt out Acknowledgement – Marketing Federation of Southern Africa Senders must also ensure…. • Data bases are clean • Failures are regularly deleted permanently • Publish their privacy policy • Have a valid postmaster and abuse address • Ensure email is not objectionable Acknowledgement – Marketing Federation of Southern Africa Bulk email senders must… • Maintain complete and accurate records • Have a valid and workable removal procedure • Apply the same removal procedure per unique brand • The agent (if outsourced) complies as above Acknowledgement – Marketing Federation of Southern Africa All marketing messages must include…. • Accurate sender details • Valid contact information • Clear honest subject line • Automatic option for un-subscribing • Authorisation if sent by agent Acknowledgement – Marketing Federation of Southern Africa Where responses are called for… • The terms and conditions must be clear • This is especially important where personal data is requested. A specific message should be included stating that this data will not be used for other commercial activity. Acknowledgement – Marketing Federation of Southern Africa Senders must also… • Use extreme caution when using third parties • Focus on properly segmented customer groups • Respond promptly Acknowledgement – Marketing Federation of Southern Africa Who needs to know this? • Academics • Marketers • IT Practitioners • Marketing industry service providers – Research – Communication – Agents – CRM partners Acknowledgement – Marketing Federation of Southern Africa Where do we stand? • Extensive communication to mfsa members has • • been done Also significant media exposure IT world is still leading the discussion! – IT world is introducing anti SPAM products • Marketers by “osmosis” are integrating email into the marketing mix – 1998 IMM ran the first 3 day course on e Marketing! Acknowledgement – Marketing Federation of Southern Africa Closing comments • Too valuable to loose • Lots of educating still needs to be done • Blow the whistle where needed • Work together with all the parties in the value chain • Compliance become a natural a way of doing business Acknowledgement – Marketing Federation of Southern Africa Thanks for listening Questions Remember www.mfsa.co.za Acknowledgement – Marketing Federation of Southern Africa