five things your marketing vendor isn't telling you
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Be sure to read the notes below that accompany each slide! How you spend your marketing dollars and the return on your investment are paramount to your effectiveness and growth. Is there something your marketing vendor isn’t telling you? Learn five strategies that can save you money while increasing the reach and impact of your marketing.TRANSCRIPT
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…but should!!!
Featuring Stephanie D’Amico. A 20-year direct marketing veteran eager to help you define the difference between the B.S. (Biggest Shiny Objects) and the B.S. (Best Successes)
The Five Things Your Marketing
Provider Isn’t Telling You
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1. Your fancy direct mailer will only get you so far
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Are you striking the RIGHT balance?
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Priority: List, Offer, Creative…
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What’s in it for ME??
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2. Social is… Social
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Social is… Just Being Social
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Social is… Listening
1 PRNewswire. “Morpace Reports: Facebook's Impact on Retailers.” March 2010.
<http://www.prnewswire.com/news-releases/morpace-reports-facebooks-impact-on-retailers-89590997.html>2 July 2009 Nielsen Global Online Consumer Survey3 “Marketing to the Social Web,” Larry Weber, Wiley Publishing 2007
90%
14%
Trust Peer
Recommendations
Trust
Advertisements
Social is… Advocacy
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Email, mobile and digital spend is increasing rapidly
Channel Selection Prudence…
“Pioneers often miss the best opportunities, which are obscured by technological and market uncertainties. In effect, early entrants may
acquire the ‘wrong’ resources, which prove to be of limited value as the market evolves.”
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3. You got a high response… so what?
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You got a high response… so what?
Response and ROI are not always correlated
Great Response!
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Responses and ROI
• Gain = New Account Quantity x Average Revenue• Cost = Marketing Cost
Then, calculate percent ROI as:
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4. It’s not Big Data, it’s Useful Data
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Perfection Paralysis
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5. Your Data may not be as Clean as you THINK!
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Data Hygiene
Data quality and hygiene can save you more money than they cost
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How did you hear about us?
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How are you Targeting?
Modeling and Segmentation are Key to success
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The 5 things your Marketing Provider SHOULD be telling you
1. Your fancy direct mailer will only get you so far2. Social is… Social3. So you got a high response… so what?4. It’s not big data, it’s useful data5. Your data isn’t as clean as you think it is!
+Are you armed to cut through the B.S. to get
to the B.S??
Stephanie D’Amico SourceLink