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PARALLELS of “ The Perfect Storm” to The Evolution of Direct to Consumer Acquisition Fosina Marketing Group “THE PARALLEL” • In 1991 the Northeastern American fishing industry experienced a truly monumental weather phenomena coined “The Perfect Storm”. • Today we stand poised for a similar phenomena in Direct to Consumer Marketing. Fosina Marketing Group “To Be Or Not To Be” As the story of “The Perfect Storm” is told, the Captains of fishing ships that heeded warning and navigated this weather phenomena returned home with their bountiful catch. The Captain of the Andrea Gail drove directly through the storm and without careful calculation never returned home. Fosina Marketing Group The “Perfect Direct Marketing Storm” We are experiencing a convergence of multiple external forces all of which have powerful momentum unto themselves •Senseless and uncontrollable Postage Rates •Rising Print and Paper costs •Lower traditional consumer response •Shrinking Mail, Print and Package Insert universes •Higher transportation costs •Shift in consumer purchase behavior Mayday ….. Mayday ….. Mayday Fosina Marketing Group “Ship versus Sea” •Those Direct Marketers who are navigating the storm are casting new nets and reaping the rewards. •If we do nothing or simply the same we’ll be swallowed up by the vast marketing ocean. Fosina Marketing Group “Set Your Compass” •Acknowledge changing consumer behavior towards advertising •No longer accept the USPS as a necessity, but as an option •Find alternatives to replenish prospect universes •Recognize consumption patterns of today versus yesterday Re-cast Your Nets Fosina Marketing Group The Product Replenishment Model Lives On Consumers are still interested in continuity, subscriptions, and single sales opportunities for products and services of interest. The only changes are how consumers want to engage and marketers must address how to accommodate this evolving consumer expectation. Fosina Marketing Group The “World Wide Web” Presents New Nets to Cast Fosina Marketing Group “New Coordinates” Cost Effective Internet Options to incorporate into your media plan to weather “The Perfect Direct Marketing Storm” • Co-registration • Universal or Blended Search • Mobile Ecommerce • Social Networking •Transparency Marketing Fosina Marketing Group Co-Registration Marketing •Effectively use online co-registration to develop qualified leads to build your prospect lists Here is how to do it! Fosina Marketing Group “Can’t Resist Inquisitiveness” Human nature is to inquire. The Internet provides endless opportunities to engage in Co-registration through: • Surveys • Registrations • Incentives Fosina Marketing Group “Inquiries are not Sales Transactions” The desire to inquire or the lure of an incentive casts a very wide net The conversion to sale requires qualification and confirmation: •Ask qualifying questions at point of inquiry •Validate contract information •Convert or confirm sale prior to shipment Email Phone Postal Fosina Marketing Group • Simple, generic question on survey page: • “Are you interested in helping your child do better in school? • Data: FN, LN, Address, Phone, Email, DOB, Gender and Affirmative Opt-in. • Volume Potential2,000-5,000 per day Fosina Marketing Group Option 1 – Standard Opt-In Placement *Consumers indicate interest (Y/N) and basic information is sent to advertiser. Fosina Marketing Group Option 3 - Provider Hosted Custom Form Opt-In • Provider Hosted Lead Generation form; this will be your highest quality lead •Includes qualifying questions •Targeted paths • Sell and resell opportunity Fosina Marketing Group “Inquiries are not Sales” Immediately Follow up on Hotline Leads to Convert into a Sale Telemarketing Email Fosina Marketing Group Tips to Get it Right! Generating the inquiry •Cost per Performance ( Cost Per Lead) •Feature Your Brand •Copy and Creative Counts •Media Placement Critical •Ask Qualifying Questions Fosina Marketing Group Inquiry to Sale Telemarketing Call all records within 48 to 72 hours Call. Call. Call. The records until you reach the consumer Remember the consumer gave you permission to call Closely Monitor Calls Test. Measure. Optimize Develop more Qualifying Questions Be ready for Alternative Sales Close the Sale Fosina Marketing Group Inquiry to Sale Email • Email within seconds of inquiry • Feature your Brand • Resell the offer • Provide opt-out • Develop multiple email contact strategy • Test and retest offers • Close the sale Fosina Marketing Group Co-registration Critical Success Factors • Build a solid contact strategy to compliment your target customer • First email should be an auto-responder deployed within hours of lead generated • Send as many as 6 emails •Remember the consumer gave you permission to email • Phone follow up must be quick and relevant Fosina Marketing Group “Stop Hiding” Universal and Blended Search Making it Easier to be Found Fosina Marketing Group Search Engines now provide for blended search results: What is Universal and Blended Search? When the engines crawl websites pages, they will blend listings not only from content but news, video, images, local and book search Fosina Marketing Group Universal or Blended Search Example Fosina Marketing Group “Harness Consumer Ambiguity” As with this illustration “Search for Mount Everest”, the user may be searching for: Mountain’s height View a picture Read the Latest News About Expeditions View a Video of a Climber Find a Book Any Number of other reasons Fosina Marketing Group “Establish Relevance” Blended search will provide more search engine inventory marketers must take advantage of: •Image display in search result •Closely related information in search result copy •Call to action with promise to pay off •Optimized digital assets making it easier to be found Fosina Marketing Group “Relevance to Direct Marketers” Ranked images and videos on search pages provide for a visual and closer look at products rather than just copy explanation • Consumers more likely to click through products of interest •Higher propensity to purchase Call to action in ad copy • Provide immediate gratification for consumer • Will drive more sales Fosina Marketing Group “Control Costs” Blended and universal search provides more inventory, will drive more engaged consumers, more qualified clicks, thus reducing overall costs • Utilize video and voiceover •Drive inquirer to desired transaction •Refine internal search for abandons •P&L every search return configuration •Set bid parameters Fosina Marketing Group Mobile E-Commerce One of the Hottest Emerging Media Fosina Marketing Group “All Oceans are Connected” Who knows where one ocean starts and where the next ocean ends….. •Mobile reach shifts market messaging from the household to the individual without any geographic boundaries •The mobile device is the most interactive medium available to the individual away from home or office •Consumers WILL adapt to transacting via their mobile device Fosina Marketing Group US Wireless Market Statistics • 203 million plus wireless subscribers • 70% wireless penetration in most metropolitan areas • 10 billion plus text messages per month • $3.7 billion in revenues generated from wireless data • 200% plus growth expected by 2009 • 10 billion plus revenue opportunity predicted by 2010 Source MMA Research 2006 Fosina Marketing Group ‘Who is Marketing Text Today’ Weatherbug has a service when installed on a mobile device can deliver real time weather content to subscribers eBay Mobile allows buyers to search for items, view a simplified items listing and bid and buy on selected goods Staples developed web and mobile based contests for younger consumers to purchase their in store supplies and products online or in store Warner Music Group developed offline and online media campaign for consumers to access their ring tone service for its Atlantic Records subsidiary to directly access ring tones from WMG artists from their mobile phones Fosina Marketing Group The Barrier to Critical Mass Mobile Ecommerce Today's wireless providers are stuck in yesterday’s contractual pay for minutes /data business model 1) Incoming messaging is at the cost of the consumer 2) Your plan adjustments require new lengthy commitments 3) Requires explicit permission to contact rather than provision of notice and choice The Mobile E-commerce market will change with the introduction of advertising supported wireless plans Fosina Marketing Group “Pull versus Push” In the meantime, how do you drive consumers to their mobile device and get them to take action: 1) Educate your consumers on how and what they an access via mobile devices 2) Develop affirmative opt-in strategy for mobile contact information 3) Offer consumer incentives to engage mobile interaction Fosina Marketing Group “The Incentive” Fosina Marketing Group “The Incentive” Fosina Marketing Group Is Mobile E-Commerce Right for You? •Does your brand, product or service lend itself for viewing on small mobile devices •Do your customer demographics fit with this medium •Do you have online and offline access to advertise mobile awareness •Do you have affirmative opt-in and opt-out ability “Stay Tuned to This New Emerging Media” Fosina Marketing Group Social Networking Social Networking online is the largest and most uncontrolled positive or negative public relations medium today Fosina Marketing Group “No More Hiding” •Technology provides viral reach at exponential levels •Marketing message and customer services totally exposed •Chat rooms and blogs growing at unmeasured rates •Member oriented sites becoming popular at all demographic levels Fosina Marketing Group “Socializing Behind the Screen” Social networking enables mass viral interaction with those we know and others we don’t know •MySpace is still the largest player in this space and industry sources estimate it generates $525 million in the US •Facebook revenue estimates are $125 million in the US •Estimates for both indicate they represent 75% of the US social network ad spending •Experts in this media estimate social networking to be a $2.5 billion business by 2011 Source MySpace 2007 Study Fosina Marketing Group “Why Social Media” 1) Consumers are connecting with other consumers and the trust tends to increase credibility of offering 2) There is a great deal of buzz about this media as the newest form viral of marketing 3) About 2/3rds of all North American Youth use it daily 4 )About 1/3rd of all North American Adults use it at least one a month* Data from Forrester Research 2008 Fosina Marketing Group “Member Get a Member on Steroids” Think of social media in terms of offline Member get a Member Fosina Marketing Group “Critical Differentiation” •The campaign focus should meet the needs of the community, before the needs of the marketer •Effective campaigns will first understand the core drivers, interests, and rituals of the community and learn how to meet those desires Fosina Marketing Group “Zero to Sixty in …….” Encourage Member Interaction: •Successful social networking campaigns involve the audience Quickly Scale: •Social networks are designed for information to quickly move from member to member The Attributes: •Velocity, Viralness, and Spread are key Fosina Marketing Group “Targeting” Reach the right people: • Create a Social Ad and target it precisely to the audience you choose • The ads can be targeted to users whose friends have recently engaged with a Social Network Page • Social Ads are more likely to influence users when they appear next to a story about a friend's experience or interest Fosina Marketing Group “Engage” Utilize Media: •The best way to engage members is to offer them interactive media-- audio, videos, or demos Foster self-expression or communication: •Members in social networks like to communicate with each other • Campaigns should satisfy these needs with the appropriate applications Offer a satisfying User Experience: •The language and overall look and feel should be familiar and identify to the audience Fosina Marketing Group “Consumer Value” Enhance Value as Community participants: •As more people contribute or interact with the campaign, the value is increased •This can be in the form of content that is created by the community, contests, voting, or games Fosina Marketing Group “Media Mix” Integrate with other marketing activities: Successful social marketing campaigns aren’t single channel, they utilize multiple channels and mediums to enhance the overall activity Such as: •Websites •Email newsletter •Offline media •Blogs •Podcasts Fosina Marketing Group “Test Early” Design your offer to be interactive •Choice •Flexibility •Reference Design your creative to engage multiple audiences at the same time •Variable Banner Messaging •Product Videos and Demos Negotiate CPA or Controlled CPM Fosina Marketing Group Transparency Marketing With today’s technology and consumer protection awareness, it is critical that your customer fully understand your total “value proposition” Fosina Marketing Group Transparency Marketing If a consumer is unsure about the integrity of a company’s product or services…. •They will simply Google its name and look for reactions of others, especially those unrelated to the company Fosina Marketing Group Transparency Marketing •If the consumer is not certain a company is charging a fair price for a product or service….. •They will simply check out one of the existing forums, discussion boards or blogs related to a product or service •Consumers will tell you exactly what they think Fosina Marketing Group “You can run, but you can't hide" In this viral information age companies need to provide for full disclosure •Reveal “must know” information to consumers •Pay attention to your markets values •Share your business ideology and mission statement Fosina Marketing Group Today customers expect nothing less than honest and fair advertising claims regardless of the medium your using. Fosina Marketing Group “In Closing” •The World Wide Web, the Internet is the largest mass marketing body of ocean known to marketers as the sea is to fisherman •It is our opportunity to seize the World Wide Web by casting our nets, evaluating our catch and bringing home the fruits of our labor! Fosina Marketing Group THANK YOU Fosina Marketing Group