The E's of Marketing

The E’s of Marketing

Efficient, Engaging, Effective

The Social Break Up91% unsubscribed from email opt in

77% are more cautious against providing their email compared to last year

81% have unliked or removed brand posts on social media

71% are more selective in deciding which companies they “Like”

And 41% have unfollowed a company

Night then darling!

Multi-tasking

Are you kidding me?

1.7billion people online globally

and in the UK it’s 80% of the population.

Almost ¾ of C-Level Executives use the internet every day at work and 83% of B2B buyers research online, with 70% starting their research process on their search engine

who are we targeting? what are we offering ?and how do we communicate this in the most effective way?

targeting the right message to the right person at the right point of the buying cycle

you immediate access to data on user behaviour

how much interest is there in my product?

online tools which offer additional real time insights

run focus groups

online you can see in real time how many people engage

shift from creative to content

the types of information that B2B buyers search for depends on where they are in the buying cycle, their roles and their needs.

B2B buyers consume content in many forms.

Over half of IT buyers subscribe to RSS feeds,

two thirds of C-Suite Executives view work related videos online at least once a wee

Capturing the Cross Media Marketing Opportunity

Marketers are using an average of 2.7 media channels per campaign. 53.1% of marketers are using 3-5 marketing touches per campaign!

• A landline phone• A mobile phone (this counts as two channels when you consider voice

and text)• A Skype account• A Facebook account• A Twitter account• A personal and business e-mail• Membership in online forums with private messaging facilities (e.g.,

LinkedIn)• A home address for traditional mail

55% of marketers today don’t have a “formal” tracking and measurement program

The final shift we see is from one way push marketing to two way push and pull

So how did we do this for our own business?

A Personalized URL, or "PURL"

is a unique website personalized for each recipient of a direct mail, or email marketing campaign.

When the recipient goes to the Internet and types in the pURL, they will be greeted with a website that is personalized to them.

Benefits of using purls• Curiosity

• Increase Response Rates

• Higher Engagement

• Instant Follow-Up

• Highly Trackable

Ways to Use pURLs• Lead Nurturing

• Enrollment

• Renewals

• Direct Sales

• Questionnaires

Who are pURLs for?

Any business looking to engage with their customers in way which is unique for each recipient, and want to measure and track their marketing spend.

The devil is in the data!• What do you know about your

database?• Rate your database, what

percentage of your database fits your ideal customer profile?

• Using pURLs to track & measure your data will help you find out this percentage.

The Brief• Gain customer insights• Find out our customers’ preferences

for receiving our newsletter• Profile customers• Clean our database• Gain permission for future digital

campaigns• Showcase design skills and cross-

media capabilities

CONCEPT AND STRATEGY

Annie Shot

Paige Turner

Will Yublog

Illustrations montage THE CREATIVE

Image Online survey and printed form

Cu image of copy and images of the incentive

Campaign launch.

Communication Plan

Lead generation and analysis.

All visits and online activities are tracked

Reports to help “fine tune” your marketing

Automated data delivery React immediately to leads Distributed via email or PDA/cell

phone No need for cold-calling

Steve Salesperson,

Carolyn Sample just responded to your campaign.

Contact information: 123 High Street Woking

Survey Results: May I call you to discuss? Yes

Dashboard

Best practices• Consistency is Key

• Get a strong design.

• Memorable Domain Name• Be Crystal Clear• Leverage your database.• Follow up leads • Test, Test, Test

Cross Media Marketing, endless options…Generate New Sales Leads and OpportunitiesSeminar and Event RegistrationPerform Customer Satisfaction SurveysOnline QuestionnairesDistribute Personalised VouchersInvitation to Attend an Event (trade show, seminar etc.Announce a Special Offer or SaleClean a Database (update, clean and verify database, plus gather further intelligence and personalised information)Drive Prospects to your Website or redirect them to another websiteDrive Traffic to a Trade show StandSecure AppointmentsAppointment Reminder (inform customer of annual check up or service, they can then make appointment on their personalised landing page)Market Research & Campaign TestingProduct AnnouncementsLoyalty Marketing (personalised offers)Product Warranty RegistrationService Contract Renewals

Cutting Through the NoiseDaily we encounter 2904 media messages…

We may remember 52 of them…

But 4 of them we will positively remember!

How will YOU cut through the noise to engage your customers more effectively?

Deploy a more personal and relevant communication

The results that are being achieved with relevant content are outstripping those of traditional static communications by an average of 56% - 275%.

Get the results you deserve!

Improve your ROI or ROMI

A well executed multi-channel marketing campaign will generate a sales lift of 7-34% versus traditional marketing approaches

Internet Advertising Bureau

Efficient Engaging

Effective