2. THE FOUR PILLARS OF MARKETING
THE FIRST PILLAR: THE THIRD PILLAR:
The funnel will never change. Digital marketing is the most effective discipline.
As long as marketing has been organized and formalized, there has existed an Consumers all around the world are available to marketing messages on
inextricable link to the sales conversion process, often depicted as a funnel. multiple screens at virtually all hours of the day. The proliferation of devices
While there have been many alterations, and the media have evolved and and the rush to engage with social platforms are just two of many important
the audiences have splintered, the process has remained remarkably intact: movements in the digital space. Like direct marketing, digital marketing is
our job is to create movement. The speed and the locations change highly scalable, swiftly deliverable and infinitely measurable. CGSM has been
from market to market, from industry to industry, but the pillar stands tall. integrating digital opportunities into our everyday plans for all our clients.
Digital & Direct:
Remarkable Similarities
At CGSM, we believe that digital and
Awareness Interest Desire Action Sale Involvement direct marketing share the same DNA.
In virtually every digital deliverable,
there is a direct interaction: it may be
a click, a tweet, a status update or a
“share/like” action - but it is always a
measurable and definable encounter
between marketer and consumer on
some level. That’s why we bring the
same discipline - planning, targeting,
At CGSM, we strive to continue the funnel beyond the sale, into an area of involvement and segmenting, messaging - to digital.
engagement, where consumers continue to buy and continue to influence others, creating a
community centered around the product/service and its consumption.
THE SECOND PILLAR: THE FOURTH PILLAR:
Direct marketing is the most practical marketing discipline. Those who don’t measure are certain to misjudge.
Of all the strategies available to marketers, direct marketing has demonstrated The measurement of marketing has become increasingly important, as
its value as the most practical, most measurable and most misunderstood marketers and agencies strive to justify expenditures and demonstrate
aspect of marketing management. It has been maligned, called names and progress to shareholders and stakeholders alike. To effectively measure
even pronounced extinct by pundits, and yet it survives and thrives in practice marketing - direct, digital or otherwise - marketers must understand the
by many of the world’s largest and smartest brands. Why is this? Simply put, relationship of marketing to the company, to the customers and even to
direct marketing works. investors in some cases. CGSM builds analytics into every plan that are tied
to our clients’ marketing goals and business objectives. We strive to be
strategic business partners, not just tactical vendors.
Looking for results? What to measure, and how?
Direct marketing enables At CGSM, we believe it’s not enough to
you to identify interested just measure the standard KPIs. We go
prospects, and then engage deeper into every metric to find the
them in a highly personal, seeds of growth and the most strategic
timely and contextual DNA of every execution.
conversation.
Whether we’re measuring
customer acquisition costs,
or cost per lead, or basic
ROI, we look inside every
Since 1996, CGSM has been helping marketers identify the most engaged and return for deeper breakdowns,
most profitable prospects. Whether it’s businesses or consumers, when you and often find valuable customer
know who’s interested and why, you can engage them appropriately. information stored in the findings.
3. SERVICES OVERVIEW
The Right Mix for Your Business
CGSM is a team of dedicated
professionals from various disciplines:
creative, production, strategy,
account management, media,
technology, sales, support.
DIRECT MARKETING SERVICES DIGITAL MARKETING SERVICES
Planning & Program Design Website Development
List Selection & Targeting Email Marketing
Data Management GUI/Design
Creative Development Flash Programming
Print Production Social Media Programs
Mailing & Fulfillment Mobile Marketing
DRTV & Radio Online Promotions
Back End Analysis E-Commerce
Statistical Modeling SEO/SEM Programs
BUSINESS BRANDING INTEGRATED MARKETING
Research & Analysis Marketing Strategy
Positioning Programs Creative & Messaging
Brand Architecture Media Planning
Naming/Nomenclature Research & Focus Groups
Identity Systems Advertising
Literature Systems Sales Promotion/Events
Brand Strategy & Alignment Account/Project Management
Brand Implementation Analytics & Control
Procedures & Systems
11 Grumman Hill Road
Wilton, CT 06897
203-563-9233
www.cgsm.com
