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1 DATABASE PROMOTION: MARKETING Selected Issues in Marketing, By Clark Banach HWR BERLIN WS13/14 Erkan Eker Ander Gutiérrez

2 TABLE OF CONTENT DATABASE MARKETING MARKETING TYPES OF S PROS AND CONS PERMISSION RISK PURPOSES LET S MAKE IT WORK CONTENT CONTROL B2B/B2C DIFFERENCES MARKETING TOOLS EFFECTIVENES OF MARKETING COSTS OF MARKETING FUTURE OUTLOOK CONCLUSION

3 DATABASE MARKETING DIRECT MARKETING PERSONALIZED COMMUNICATION USE AND ANALYSIS OF DATABASES

4 DATABASE MARKETING DIRECT MARKETING 2000 s DIALOGUE RELATIONSHIP MARKETING MARKETING 1990 s 2010 s

5 MARKETING Types of s Transactional Direct Retenion 3rd person s Inform about customer s action: dropped basket, purchase confirmation, order confirmation. Promotional message: encourage potential customers to buy or current customers to buy more. Done with lists. Sent to strengthen the relationship between a business and its customers and encourage loyalty. Banners on s sent by other companies or other people.

6 MARKETING PROS Immediate Easy and exact KPI analysis Cheap Subscribers that opt-in Many users Saves trees CONS Legislation: need of permission

7 MARKETING PERMISSION Legislation USA EU Controlling the Assault of Non-Solicited Pornography and Marketing Act [CAN-SPAM] (2003) D. Privacy and Electronic Communications (2002) Real To and From No deceptive subject lines Opt-out on the Identification and postal address Opt-in regime : only with recipient s agreement

8 AVOID MARKETING: Risks PHISHING They send s in our name To acquire data SPAM Send s to people that don t want them Bad reputation in ISP

9 MARKETING: Purposes CROSS-SELLING UP-SELLING Encourage the purchase of similar or related products or services Encourage customers to buy more profitable goods or services INCREASE PROFITS

10 MARKETING: Other uses marketing as a branding tool marketing fitting to customer relationship lifecycle with long-term relationship marketing influencing the consumer purchasing process

11 A way to establish brand awareness and recall Brand identity address and subject lines and content imagery

12 MARKETING: Other uses marketing as a branding tool marketing fitting to customer relationship lifecycle with long-term relationship marketing influencing the consumer purchasing process

13 Customer lifecycle and marketing Prospect phase Purchase Lapsed phase Late time

14 LISTS CREATE OWN LISTS Use already existing CRM strategies and software to improve lists Segment as much as possible Ongoing list-generation lists expire at 25% per year. RENT LISTS

15 COMBINING MARKETING MARKETING SOCIAL MEDIA OR BLOGS SYNERGIES Each social network and platform is designed for and used by a specific range of users, so there should be different content posted on them.

16 Send s to people who have contancted by other networks, or who follow you Include links to social media in s INTEGRATION WITH SOCIAL MEDIA Different platform/network diferent audience segmented content Post in the different platforms links to your newsletters

17 COMBINATION WITH A BLOG New post on the blog telling about that + link FAQ autoresponder s with links to the blog Opt-in offer in the blog subscribers to the s Similarity on the content Guest posts create an with links to these guest posts Offer for free updates offer for some extra content put links to different places of your web Use other social media to promote the blog and the newsletters create more synergies multiplication of the power and reach

18 marketing can also be helpful for SEO purposes. We should archive on our website every newsletter we send. This way we create content in our page Give facilities to sign-up you will have receivers that have opt-in, so they are interested in your content Mobile-friendly s they should be readable on mobile devices. Mobile marketing : SIMPLE and SHORT Add click-to-call to every make them easy to get to you. Take into account the possible answers from sent s be prepared for answering these s. Also implement real-time replies

19 Desktop s: 5 Mobile s: 2

20 marketing can also be helpful for SEO purposes. We should archive on our website every newsletter we send. This way we create content in our page Give facilities to sign-up you will have receivers that have opt-in, so they are interested in your content Mobile-friendly s they should be readable on mobile devices. Mobile marketing : SIMPLE and SHORT Add click-to-call to every make them easy to get to you. Take into account the possible answers from sent s be prepared for answering these s. Also implement real-time replies

21

22 FACE IT!! you ll probably have unsubscribers just let them go!

23 CONTENT VALUE

24 CONTENT With the appropriate content, marketing works better than social media it moves everything to the inbox, which is much more personal The content ed should be shareable. That way, people will talk about you, they will comment on you, they will create content word of mouth s should be creative! is not about frequency, it is about value. Send customers content and offers they value and they won t complain about how much you send. Smart content deliver more relevant and personalized content

25 CONTROL Easily tracked and analyzed special marketing software Campaigner, ebay Enterprise, etc. Open Rate: how many people successfully received and clicked opens a specific instead of deleting it. Click-through Rate: percentage of people who actually clicked on links offered in the and used a particular Web site or opened a specific coupon. But, we shouldn t focus on open rates.

26

27 CONTROL: KPI Leads to Subscribers Conversion Rate Improve it by introducing a pop-up window Time On the Website In relation to Leads to Subscribers Buy Rate Average Time Before Purchase On average: 3 months Unsubscribe Rate vs. Open Rate Spam complaint rate List Churn

28 B2C & B2B Database Differences B2C Data is more personal and core data like title, name, address, gender, birthdate, passport number. There are more consumers than companies, therefore records are higher. It is easy to check validity through many channels like post office or just calling. B2B Data is more about the company s address, job title, job description, etc. 1 contact from company can be enough. Still can be called, but one has to send a verification.

29 MARKETING TOOLS

30 HOW EFFECTIVE? is effective because it s permission-based. The people on your list have given you the go-ahead to send them messages. They re bought in. And, with the prevalence of smartphones and tablets, they re always listening. In fact, is the number-one activity for people on their phones. Forbes Magazine

31 ROI: 4,300%

32 COSTS Direct Marketing Association: Every dollar spent on marketing results in an average return of $ Price Range for the Service 0 to 500 Subscribers - $14 to $19 a Month 501 to 2,500 Subscribers - $25 to $30 a Month 2,501 to 5,000 Subscribers - $49 to $55 a Month 5,000 to 10,000 Subscribers - $65 to $100 a Month Hiring An Copywriter Hourly Cost High Average $100/Hour Average $80/Hour Low Average $50/Hour Project Cost High Average $3,500 Low Average - $200

33 Smart content Channel of one Multidevice world OUTLOOK Location based + Social Media Engaged based delivery

34 CONCLUSION marketing works Value is important transmit value via content Adapt to current devices Integration is a must

35

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