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The Right Tools for the Job Warren A. Hunter Chairman & CEO DMW Worldwide Guy Patterson Vice President USI Affinity Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success The Right tools for the Job Master carpenter Master direct marketer Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success The Master Carpenter Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success The Master Carpenter Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success The Master Carpenter Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success The Master Direct Marketer Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success The Master Direct Marketer Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success The Master Direct Marketer Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success The Master Direct Marketer Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success The Master Direct Marketer Inserts FSI Magazine Billing Package Ad Packs Door hangers Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success The Master Direct Marketer Billboards Bulletins 30-sheets Transit Bus shelters Buses Trains and platforms Mobile Stadium/arena Cinema Airport Mall In-store Events Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success 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 Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success The New Tools Email (or is it now a Basic tool?) Website & Microsites SEO &SEM Online ads and sponsorships Social Networking Blogs Mobile Marketing Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success Advertising Age Study Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success 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 Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success 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 Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success On Line Ads Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success 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 Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success 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 Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success Social Networks Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success My Space Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success facebook Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success Linked in Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success Plaxo Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success Blogging Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success So We Did Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success MOBILE MARKETING Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success 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 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. Always on, always available, everywhere The connector and lifeline to our lives Personal, portable, ubiquitous, trackable Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success DMA Study Online survey of teens and adults who use mobile phone services in the US Profile current and potential responders and nonresponders to mobile marketing Assess consumers’ awareness of responsiveness to mobile marketing 24% of the survey respondents had responded to a mobile marketing offer Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success 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 Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success 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 Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success Top Response Categories Entertainment Food/Beverage Telecom, Mobile Beauty, Personal Care Automotive, Transportation Computers, Electronics Business Services Vacation, Travel Financial, Insurance 44% 21% 21% 15% 12% 12% 12% 12% 12% Source: Direct Marketing Association, Mobile Marketing: Consumer Perspectives, 2008 – survey results Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success 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 2 Mobile Marketing Association, Nov. 2006 Verizon press release, 2006 Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success 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 3 Airwide Solutions, February 2006 4 M:Metrics, Cracking the Mobile Marketing Code Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success Mobile Marketing is Permission-based and 100% Customer Opt-in Ways to Build a Cell Phone Database Contests/Promotions Include text offer in Print Ads Online cell phone opt-in Register Receipts 1-800#, Text opt-in Store signage invites Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success It’s a Bold New World Are YOU ready to be the “master direct marketer of the future”? The future is now! Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success Case Study USI Affinity Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success