Reinventing Interactive and Direct Marketing: Leading Experts Show How to Maximize Digital Roi with Idirect and Ibranding Imperatives - Hardcover

Rapp, Stan

Hardcover

ISBN 10: 0071638024 ISBN 13: 9780071638029

Verlag: McGraw-Hill Education Ltd, 2009

Inhaltsangabe

Attract New Customers and Exceed Revenue Goalswith iDirect Marketing!

“A simple concept ties this incredibly useful book together.Every marketer now is an iDirect marketer. You ignore thisconcept, and this book, at your own peril.”
Al Ries, author of War in the Boardroom

“How do you get your brand heard, trusted, and remembered? The answeris in the confluence of digital and direct to form a torrent of minimalcost/maximal result opportunities. Rapp’s vision of an iDirect future and theinsights of the book’s contributors put marketing supremacy in your grasp.”
Tim Suther, SVP, Acxiom Global Multichannel Marketing Services

“The internet brings about the reinvention of everything. Now it is marketing’sturn. Rapp compiles the best thinking on a future with low-cost and no-costconnections between products and consumers. Essential reading for marketers.”
Chris Anderson, author of The Long Tail

“Direct marketing is interactive, and interactive marketing is direct. Withan ‘iDirect’ mindset, digital platforms and innovative analytics impact thedata-driven, online, offline, lead-generating, customer-retaining, multichanneldirect marketing process. Rapp’s vision for reinventing marketing is a wake-upcall for CMOs to think and act differently in a profoundly changed world.”
John Greco, President and CEO, Direct Marketing Association

“It’s increasingly important to rely on an agency for accountableiDirect solutions. The advertising agency of the future must be adeptat reinventing yesterday’s interactive, direct and branding. Rapp’scohort of experts show the way in this book.”
Michael McCathren, Chick-fil-A Conversation Catalyst

About the Book

Reinventing Interactive and Direct Marketingfocuses on how to benefit from a fundamentaltruth about marketing in the digital era. InteractiveMarketing is direct. Direct Marketing isinteractive. What has been seen mistakenly asseparate disciplines actually are one and thesame. Every marketer now is an interactivedirect marketer.

To help you profit from this new reality, StanRapp introduces a new paradigm—iDirect—the 21st-century growth engine at the intersectionof digital technologies and directmarketing practices. The gap between whatyou once took for granted and the iDirectMarketing future is so vast that a team ofthought leaders is needed to deal with it. Noone person has all the answers.

In this book, Rapp brings together marketingluminaries with a variety of perspectives thatwill open your eyes to astonishing, new opportunities.It contains surprising insights fromthe top minds in direct marketing, including:

• John Greco, President of the Direct MarketingAssociation: How to Market Directlyor Be Left Behind
• Professor Don Shultz, PhD, NorthwesternUniversity: Media Allocation for a Mass NetworkingLandscape
• Lucas Donat, President, Donat/Wald: ROIpositiveAdvertising via TV and Print for theiDirect Marketer
• Mike Caccavale, Founder and CEO, PlurisMarketing: Instant Delivery of Thousands ofIndividualized Messages
• Michael Becker, VP Mobile Strategies,iLoop Mobile: Hold the Consumer in thePalm of Your Hand with Mobile
• Melissa Read, PhD, Vice President ofResearch and Innovation, Engauge: ThePsychology of Motivating Desired BehaviorOn- and Offline
• Tim Suther, Acxiom SVP Global MultichannelMarketing Services: Releasing theFull Power of iDirect Fundamentals

Über diesen Titel

Über die Autorin bzw. den Autor

Stan Rapp is Chairman of Engauge, a pioneeringcustomer engagement agency foundedthree years ago with private equity partnerHalyard Capital. He is coauthor of six books,including the international best-seller Maxi-Marketing. Advertising Age included him asone of the 101 individuals who shaped advertisingin the 20th century. Rapp, over a 30-yearperiod, served as CEO of two agencies thatnow generate combined revenues of one billiondollars. Rapp is a member of the DMAHall of Fame.

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Reinventing Interactive and Direct Marketing

Leading Experts Show How to Maximize Digital ROI with iDirect and iBranding ImperativesBy Stan Rapp

The McGraw-Hill Companies, Inc.

Copyright © 2010 Engauge Marketing LLC
All right reserved.
ISBN: 978-0-07-163802-9

Contents

Chapter One

Time for Marketing to Really Get Direct about Creating Value

John Greco President and CEO, Direct Marketing Association

Today, we find ourselves living in a world that's changing in profound ways. The same thing is absolutely true in marketing. Even before all the current economic challenges facing us began, marketing was already in the throes of a paradigm shift that had been steadily gaining steam for several years. Now the enormous impact of macroeconomic changes and market restructuring has accelerated this changeover, intensifying its effect.

In this transition, marketing dollars are shifting from general advertising to measured direct marketing practices. Brand advertising has moved away from one- way, mass media in favor of twoway, one-to-one interactive marketing. Marketing managers are being held increasingly accountable for results, and organizations are making higher and higher demands for obtaining measurable return on investment.

Advances in data processing, list compilation, and digital asset management are feeding this appetite for accountability. As a result, much of today's advertising carries at least one direct response option. All types of marketers are applying new digital technology to begin a conversation with prospects and customers—they're "marketing directly" both online and offline to create data-informed, one-to-one relationships with customers, donors, and prospects.

At the same time, consumers are increasingly comfortable in their new and evolving role as citizens of the constantly expanding multichannel universe. They increasingly live, work, and play through multimodal, multimedia experiences, enabled by the emergence of apparently limitless networking and bandwidth. Successful marketers recognize that today's consumers have an unprecedented range of choices available in both their personal and professional lives for receiving information and making buying decisions. Readers and viewers ultimately make a decision about media, mode, and channel—whenever they choose to engage with a marketer—online or offline, on paper or on screen, at home, at work, or anywhere else.

The primary function of marketing at its heart is to create value for both buyer and seller in any transaction, purchase, donation, or query. This is an ever- changing process, and victory in marketing is accorded to those who do the best job of keeping up with and responding to the changing requirements of consumer preferences and internal accountability. This is the time for marketing pros to seize the moment by really getting direct—truly putting to work all the interactivity and intelligence pervasive in what direct marketing offers.

We have tremendous possibilities right now for accomplishing this change and to really move ahead with ideas and actions that marketers have only talked about for years. This will not be easy. It requires melding the knowledge and discipline of the direct marketing process with breakthroughs in digital interactivity, data gathering, and analytic capabilities. The value we can create by marketing directly will far outweigh the time and cost that go into the effort.

We know from many years of experience that the traditional direct marketing tools of addressability, personalization, direct response, relationship building, testing, and measurement constitute an approach that can be effectively applied across all communication channels. The direct marketing process can be used to add value in many different channels, from direct mail to e-mail, from postcards to catalogs and Web sites, from text messages to online video, social networks, mobile services, addressable cable, and beyond. Beginning with the original non-face-to-face, interactive communications channel—postal mail—direct marketing has morphed as it has moved along, first to the telephone, then to the personal computer, and now on to the mobile device and the set-top box. Today we have a multichannel interfacing world, and marketing must be fluent and facile in all the ways to market directly, from the multidimensional mail stream to the digital bit stream.

At a macroeconomic level the direct marketing process is huge, adding incremental final demand of nearly 10 percent of the entire U.S. gross domestic product (GDP). Direct marketing campaigns in all channels drive well over $2 trillion worth of annual sales. Sales driven by Internet and e-mail direct marketing have grown very quickly over the past few years and now exceed $500 billion. At the same time, the mail channel is driving a total of more than $700 billion in sales—including nearly $155 billion in catalog sales. Telephone marketing delivers more than $360 billion in additional sales, and direct response advertising in newspapers, on television, and in other media drive more than $450 billion. Even under difficult economic conditions, direct marketing–driven sales continue to grow at a pace that's faster than the overall B-to-C and B-to-B sales growth rate.

This advantage represents an enormous opportunity for direct marketing—and the people who know how to make it work effectively. This is also precisely why more than 52 percent of all advertising spending now goes into direct marketing channels—over $176 billion in 2008. Direct mail campaigns and catalogs make up more than $56 billion of that amount, with growth rates in the low single digits. Much higher growth rates are associated with e-mail and Internet marketing, which last year attracted more than $24 billion of ad spending.

Even with the cuts in traditional advertising budgets made in the downturn, we fully expect to continue seeing increases in key direct channels. Growth is likely to be spectacular in the newest direct channels: social networks and addressable cable. Direct marketers will continue to use data and analytics across every one of these new marketing channels and traditional channels alike, online and offline, to hone customer relationships in ever more precise measurable levels of value.

Marketing directly is the most powerful force in lifting return on investment (ROI). How do we know? Here at the Direct Marketing Association (DMA), we keep a close watch on the sales driven by direct marketing campaigns and the spending that goes into them. Across all channels, every dollar spent in 2008 on direct marketing advertising returned $11.63 of incremental sales on average. Commercial e-mail produces a return of $45, while Internet marketing returns almost $20. Direct mail commands more than $15 in returns. On average, direct marketing advertising returns more than twice the average for nondirect general advertising. More than anything else, this fact explains the shift of advertising dollars to direct marketing. Recently, tough conditions have increased the pace of this changeover.

Marketers need to ensure the ability to survive and thrive in good times and bad by investing in the latest technology, constantly educating and reeducating staff, and nurturing a mindset that focuses on value. We need to engage customers in a dialogue in order to understand how they use evolving media and learn their personal preferences. We need to be open-minded in every aspect of our approach to the future and to test and evaluate...

Details zur Ausgabe

• Verlag: McGraw-Hill Education Ltd
• Erscheinungsdatum: 2009
• Sprache: Englisch
• ISBN 10: 0071638024
• ISBN 13: 9780071638029
• Einband: Gebundene Ausgabe
• Auflage: 1
• Anzahl der Seiten: 238
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar