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Is direct mail dead?




                  The Farm
Can DM create real,
trustful moments in a
virtual world?
And how?




                        THE FARM
                            The Farm
overview

1. Introduction

2. Digital media to DM

3. DM to digital media

4. Conclusion


                              The Farm
1. introduction

                  The Farm
The decision funnel: then and now




Although the decision funnel was never a
linear process, it used to be quite simple
                                               The Farm
The decision funnel: then and now




Classic media channels are ignored and
   friend recommendations and user
    generated content have become
                                             The Farm
Digital Consumer journey Model

                   • read an article on DS online about NFC enabled
 Category need       smartphones

Brand awareness:   • clicked a banner


Brand knowledge    • Google searched it


 Brand attitude    • talking about it on Twitter


Brand preference   • liked it on Facebook

  Intention to
                   • added to my Amazon list
    purchase

   Purchase        • payed for with PayPal


  Satisfaction     • bragged to my friends about it on Skype


 Brand loyalty     • following it on Twitter and receiving its newsletters
                                                                             The Farm
Strengths of dm
Dm = medium that incites the most Digital Natives to react




67,4% Beta memorization coeffient




Information received through the letterbox
is the most convincing



                                                             The Farm
So it’s not dead yet, but how
will it stay alive?

Only if direct mail finds a
connection with digital media
fast.




                                The Farm
Social media
are now here




               The Farm
If direct mail doesn’t follow
this pace,
it WILL die
                                The Farm
What are digital media?

Mobile

                                                        Smart
                                             Apps
                                                        phones


                         Tablets


Internet and pc’s
                                                    Digital tv
                      Computer
                         games
           Websites                E-books




                                                                 The Farm
What are digital media?




                    The Farm
Keep your DM alive
and kicking
online                offline




From digital media to
direct mail
online                 offline




How to use digital media to
create the perfect dm?
React to the online information overload




                                    The Farm
DM’s place in the buying process




 past         now


                                 Situate in
              find out what   which state of   personalize
                                                                 higher
Unorderd DM     people are      the buying     and cater to
                                                              reaction rate
                looking for       process        needs
                              prospects are




                                                                          The Farm
timing

 “Marketers can always figure out what to sell,
  how to sell, and to whom to sell. What they
     often can't figure out is when to sell.”
                                Lester Wunderman


What if we can figure out when to
address our target group?



                                              The Farm
Dm on demand

• Red button (digital tv)
• Foursquare (locally targeted)
•   Give people the chance to ask for a DM




                                        The Farm
Social media scraping for moments of truth




           Facebook
           Information scraping
           (used to customize the DM)




                                        The Farm
Scraping / personalization




                       The Farm
‘you don’t have to see
 Facebook as big brother, see
   it as big mother giving you
what you need when you need
                   it the most’
                        Olivier blanchard




                                   The Farm
optimization

Social media analysis tools:
    Google Insights
    Inside Facebook
    Trendistic




                                        The Farm
Search for ambassadors

• Search social media
  for ambassadors
• See what they’re
  saying about your
  brand




                                   The Farm
From
              digital media
                    to                        DM on demand



               direct mail


personalization               interactivity




                   scraping


                                     Search for
     timing                         ambassadors
offline                online




From direct mail to digital
media
offline             online




How to make your dm
interactive?
New emerging technologies




 DR     NFC

AR          QR

     RFID


                       The Farm
QR




The Farm
Rfid




 The Farm
Augmented reality: LAYAR




         + Movie example LAYAR

                                 The Farm
dm & digital media: adds an extra
                                      dimension

Provide extra content
Make it possible to share
Enable interactions
Add sweepstakes, polls,…




                                            The Farm
dm & social media can go viral



Enable sharing with others
     Put social media icons badges on DM
     Social media plugins: Tweet this (Twitter), Like button (Facebook)
     Provide extra content and let them pay with a tweet / pay with a share




                                                                               The Farm
From
            direct mail
                 to
           digital media               Social media
                                         Go viral




New emerging           interactivity
 technologies
3. conclusion
                The Farm
Be on top with digital media




                         The Farm
INNOVATION PUTS YOU IN FRONT




TECHNOLOGY KEEPS YOU THERE
                             The Farm
Direct mail should marry digital media!




                                   The Farm
Let’s discuss!



@juliebogaerts
@evelinesmet




                 The Farm

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Direct mail is dead

  • 1. Is direct mail dead? The Farm
  • 2. Can DM create real, trustful moments in a virtual world? And how? THE FARM The Farm
  • 3. overview 1. Introduction 2. Digital media to DM 3. DM to digital media 4. Conclusion The Farm
  • 4. 1. introduction The Farm
  • 5. The decision funnel: then and now Although the decision funnel was never a linear process, it used to be quite simple The Farm
  • 6. The decision funnel: then and now Classic media channels are ignored and friend recommendations and user generated content have become The Farm
  • 7. Digital Consumer journey Model • read an article on DS online about NFC enabled Category need smartphones Brand awareness: • clicked a banner Brand knowledge • Google searched it Brand attitude • talking about it on Twitter Brand preference • liked it on Facebook Intention to • added to my Amazon list purchase Purchase • payed for with PayPal Satisfaction • bragged to my friends about it on Skype Brand loyalty • following it on Twitter and receiving its newsletters The Farm
  • 8. Strengths of dm Dm = medium that incites the most Digital Natives to react 67,4% Beta memorization coeffient Information received through the letterbox is the most convincing The Farm
  • 9. So it’s not dead yet, but how will it stay alive? Only if direct mail finds a connection with digital media fast. The Farm
  • 10. Social media are now here The Farm
  • 11. If direct mail doesn’t follow this pace, it WILL die The Farm
  • 12. What are digital media? Mobile Smart Apps phones Tablets Internet and pc’s Digital tv Computer games Websites E-books The Farm
  • 13. What are digital media? The Farm
  • 14. Keep your DM alive and kicking
  • 15. online offline From digital media to direct mail
  • 16. online offline How to use digital media to create the perfect dm?
  • 17. React to the online information overload The Farm
  • 18. DM’s place in the buying process past now Situate in find out what which state of personalize higher Unorderd DM people are the buying and cater to reaction rate looking for process needs prospects are The Farm
  • 19. timing “Marketers can always figure out what to sell, how to sell, and to whom to sell. What they often can't figure out is when to sell.” Lester Wunderman What if we can figure out when to address our target group? The Farm
  • 20. Dm on demand • Red button (digital tv) • Foursquare (locally targeted) • Give people the chance to ask for a DM The Farm
  • 21. Social media scraping for moments of truth Facebook Information scraping (used to customize the DM) The Farm
  • 23. ‘you don’t have to see Facebook as big brother, see it as big mother giving you what you need when you need it the most’ Olivier blanchard The Farm
  • 24. optimization Social media analysis tools:  Google Insights  Inside Facebook  Trendistic The Farm
  • 25. Search for ambassadors • Search social media for ambassadors • See what they’re saying about your brand The Farm
  • 26. From digital media to DM on demand direct mail personalization interactivity scraping Search for timing ambassadors
  • 27. offline online From direct mail to digital media
  • 28. offline online How to make your dm interactive?
  • 29. New emerging technologies DR NFC AR QR RFID The Farm
  • 32. Augmented reality: LAYAR + Movie example LAYAR The Farm
  • 33. dm & digital media: adds an extra dimension Provide extra content Make it possible to share Enable interactions Add sweepstakes, polls,… The Farm
  • 34. dm & social media can go viral Enable sharing with others  Put social media icons badges on DM  Social media plugins: Tweet this (Twitter), Like button (Facebook)  Provide extra content and let them pay with a tweet / pay with a share The Farm
  • 35. From direct mail to digital media Social media Go viral New emerging interactivity technologies
  • 36. 3. conclusion The Farm
  • 37. Be on top with digital media The Farm
  • 38. INNOVATION PUTS YOU IN FRONT TECHNOLOGY KEEPS YOU THERE The Farm
  • 39. Direct mail should marry digital media! The Farm

Editor's Notes

  1. Eersteidee: klassiek, saai mediumWeinigaffiniteitmeeKrijgen het bijnanooitaan, noggeenverzadiging, irritatie-effect nognietbereikt.Weinigedm’szijn irrelevant en saai = opportunity ommeer in tespelen op DGWijalsbeginnendemarketeerszoudennietmeteenaanpapermaildenkenomeencampagnemeeteversterken.
  2. Alhoeweldat de decision funnel altijdwerdafgebeeldalseensoort tunnel, is eenbeslissingsprocesnooiteenrechtlijnigeaangelegenheid. Erkunnenaltijdobstacelszijn.Wel was het zodaterveel minder informatiebinnenhandbereik was en erlangnietzoveel over merkenwerdgesprokenals nu.
  3. Je ziethierdat het procesveelcomplexer is geworden. Mensenverkiezen de mening van hunvrienden en zelfvreemdenboveninformatiegegeven door de traditionele media en gaanactief op zoeknaarforawaarproductenwordenbesproken en andereplaatsenwaarmensenhunmeningengeven. Eenmerk of product met eenslechte online reputatiekanweleenmassief budget aantelevisiereclamebesteden, veelmeeromzetzullenzenietbereiken. Op de zoektochtnaarmeningen en reviews van producten, komt de surfer ookvaakaanbiedingen en reclame van de concurrentietegen (die zo slim is op Google Adwords op de naam van de concurrent teadverteren) Ditallesbemoeilijk het beslissingsproces ENORM
  4. Stappenplan doorlopen.. Je ziet dat elke stap van het koopproces perfect online kan gebeuren. Met kan dus een categoriebehoefte ontwikkelen tot brand loyalty uitdrukken zonder ook maar van achter zijn bureau te komen. Dit is op vele vlakken een nadeel, omdat traditionele mediakanalen ondergeschikt worden aan de opinie van peers. Maar wat wel goed nieuws is, is dat perfect te volgen is in welk fase van het koopproces men zich bevindt. Je kan nagaan wat mensen opzoeken op Google en daarop inspelen met Google Adwords. Je kan adverteren bij artikels op krantensites. Je kan aan social media listening doen om te weten te komen wie er over je merk praat en hierop inspelen. (Door dm?!) Alleen moet het wel snel gaan! Vroeger duurde dit stappenplan minimum een aantal dagen. Men had reclame gezien, wat informatie gevraagd aan zijn vriendenkring en ging daarna naar de winkel. Maar nu kan iemand dit stappenplan perfect in een uur doorlopen. Mensen zijn ingelogd op hun sociale netwerken, tegelijk op google aan het zoeken en misschien wel online aan het shoppen.
  5. Dus: dm lokt de meeste reacties uit, heeft de hoogste herrinneringsgraag en is het meest overtuigende medium.Zelf deskresearch gedaan om dit te bevestigen. Veel trendrapporten en artikels gelezen en positiviteit over dm is groot.Op dit moment. Verder kijken dan dit om innovatief te blijven..
  6. Julliewetendit,andershaddenjullieonzehulpnietgevraagd. Net zoalsalleandere media, heeftdmtemaken met eenverandering van het landschap. Geenrekeninghouden met digitalisering van onzewereld = stilletjessterven
  7. Nu e
  8. Sneller en complexer gewordenmeegaan
  9. We schetsen nu verder wat digital media nu kunnen betekenen voor direct mailDaarom geven we eerst een kort overzicht van wat we verstaan onder digital mediaDigital media is a form of electronic media where data is stored in digital (as opposed to analog) form. It can refer to the technical aspect of storage and transmission (e.g. hard disk drives or computer networking) of information or to the "end product", such as digital video, augmented reality or digital art.De meest voor de hand liggende zijn natuurlijk Internet en pc’s, maar de mobile markt groeit ook enorm met haar smartphones en hun apps
  10. Sociale media (Engels Social media) is een verzamelbegrip voor online platformen waar de gebruikers, zonder of met minimale tussenkomst van een professionele redactie, de inhoud verzorgen. Tevens is er sprake van interactie en dialoog tussen de gebruikers onderling. Kaplan en Haenlein definieren sociale media als "een groep internetapplicaties die gebruikmaken van de ideologie en de technologie van Web 2.0 en de creatieve uitwisseling van User Generated Content".Onder de noemer sociale media worden onder andere weblogs, fora, sociale netwerken als Hyves, Facebook en LinkedIn en diensten als Twitter geschaard. Sinds 2011 is er ook Google+ op de markt.Via deze media delen mensen verhalen, kennis en ervaringen. Dit doen zij door zelf berichten te publiceren of door gebruik te maken van ingebouwde reactiemogelijkheden. Denk hierbij aan weblogs, waar lezers reacties kunnen achterlaten via een reactieformulier of middels trackbacks.
  11. Men zoekt naar meer gerichtere informatieDM kan in dit proces een rol spelenOp internet al applicaties te zien om enkel te filteren wat je wil zien, leesvriendelijke versie enzReader mode op IOS5 (nieuwe iphone systeem)
  12. WatzezoekenWelkefase van het koopprocesPersonaliseren en zobetereresponscreeren
  13. Zegeven nu eenpaarmogelijkhedenomeen link teleggen van het digitalenaareen offline direct mailZoalsdaarjuistvermeldmogenze digital tvnietvergetenalsnieuw mediumrapportagereclamespot …Alsmensenvaakinchecken en je kanhungegevensverkrijgendmsturen met meer info…
  14. Dit is de mindset die meer en meeringeburgerdgaatworden. In plaats van je tekantentegen het feitdat de wereld 1 grootdorp is geworden, kan je je erbeterbijaansluiten en ervanprofiteren.Zoek je vaaknaarfacebookpages over kledingmerken? Dan zal je facebook ads zien die daarovergaan. Hou je van auto’s? Veelkansdat de advertentiesvoor de nieuwe BMW passeren.Welzomakkelijktoch? Zowordt je heel veel clutter bespaard.
  15. Als je nietzoverwilgaanals scraping, maar je dmwelwiloptimaliserenvoor je doelpubliek, kan je ookaltijdgebruikmaken van volgende tools omeenbeterinzichttekrijgen in het gedrag van je doelgroep.Adwordsom call to action tebekijken
  16. De grotemassavolgen is voor de meestebedrijvennietmogelijk, maar je kanwelgemakkelijk je ambassadors identificeren. Ditzijnmensen die influential zijn over jouwmerk en hiervaak over praten en anderenovertuigen van de kwaliteiten van het merk. Eensdeze ambassadors geidentificeerdzijnkan je zebepaaldevoordelengevenzoals previews of exclusiviteiten. Je zalmerkendat je hiereenenorme ROI van terugkrijgt.
  17. De letters QR zijn een afkorting van Quick Response ("snelle reactie"). De code werd ontwikkeld om snel decodeerbaar te zijn. QR-codes waren oorspronkelijk bedoeld voor het identificeren van auto-onderdelen, maar worden in Japan inmiddels algemeen gebruikt in tijdschriften, op bushaltes en op visitekaartjes. In Nederland is de code terug te vinden op de e-tickets van de NS, maar ook steeds vaker op posters.aanbieden van een URL -> gecodeerd tot een QR-codedie wordt afgedrukt in een tijdschrift, op een poster, of op de verpakking van een product. De gebruiker richt zijn cameratelefoon op de QR-code, en neemt hiervan een foto. De code wordt door een QR-lezer in de telefoon omgezet in een URL, waarna in de webbrowser van de telefoon de bijbehorende website wordt getoond. Deze methode bespaart de gebruiker het moeizaam op een telefoon intypen van een URL. Tegenwoordig beschikken alle smartphones over een QR-codescanner. Recente scanners op mobiele telefoons (Redlaser op iOS) hoeven niet meer eerst een foto te nemen om die vervolgens te analyseren. Deze scanners kunnen realtime een QR-code scannen, waarmee het scannen van QR-codes ook echt snel wordt.
  18. Radio frequency identification (identificatie met radiogolven, RFID), is een technologie om van een afstand informatie op te slaan in en af te lezen van zogenaamde RFID-tags die op of in objecten of levende wezens zitten.Voordeel ten opzichte van QR:Unieke code zodat ieder individueel object altijd en overal gevolgd kan worden (ook terug); Er is geen fysiek contact nodig (zoals bij bankpasjes); Er is geen zichtlijn nodig (zoals bij de streepjescode);Uitnodiging event ‘Brief’ (kaart, gadget,..) meebrengen: winnen? Toegang?
  19. What’s new: diminished realityhttp://www.youtube.com/watch?v=AsD0DuPT1GIThe ability to interact (AR sweepstake)The ability to share (Social Media buttons)The ability to give extra info (movie included)The ability to interact (AR sweepstake)
  20. Met al dezetechnologieënkan je eendmveelaantrekkelijkermaken. Daarwaareendmgelimiteerd was in zijn content en vorm, kunnendezetechnologieënervoorzorgendat film, foto, geluid, spelletjes en eenderwelkedigitalebestandenmeegeleverdkunnenworden.Stel je voordat je eendmopenmaakt, de qr code scant en meteenweet of je ietsgewonnenhebt.Of dat je je smartphone tegeneen tag tikt en ermeteeneenfilmpje met een demo van de nieuwe Honda opent.Of dat je via layarkanstemmen op een poll die in de dmstaat en meteen je antwoordkansharen op facebook en twitter.De mogelijkhedenzijnlegio!
  21. Merkentegenwoordigwillenallemaalviraalgaan. Met eendm was dat tot voorkortnietmogelijk. Maar door het bijvoegen van social media badges op je dmvindenlezer je op dezekanalentoch al gemakkelijkerterug. Hang hierweleen incentive aan vast. Anders gaanmensenechtniet met je dmvoor de pc zitten. Je kanook extra en relevante content online bieden, zoalseen gratis game of een film, die zedankunnenunlocken door tebetalen met een tweet of een share op Facebook.
  22. Aan de hand van de verzamelde gegevens perfect mogelijk om al deze momenten te achterhalen en er perfect op in te spelen.Dit op een interactieve manier, want initiatief ligt nu ook bij consument zelf: dm on demand
  23. Daarnaast zagen we een aantal technologieën die een zeer vernieuwende wind kunnen blazen in het nog klassieke landschap van direct mail
  24. DM is still alive.. But not yet kicking.