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Drupa 2012 - Direct Mail Day - Ogilvy
The document discusses how the advertising model is shifting from intrusive to participative as consumers gain more control over their media consumption. It notes that consumers, especially younger generations, are more digitally savvy than advertisers. The document then provides suggestions for how direct marketing can be more creative and effective by listening to customers, inviting them into a dialogue, and engaging them with relevant product offers that create surprise. It asks how marketers can catch potential customers' interest and discusses the need to create relevance while surprising consumers.
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Drupa 2012 - Direct Mail Day - Ogilvy
- 2.
- 3. The advertising modelis evolving from intrusive to participative
- 4. The consumer isin control Growing power of digital influencers Consumers are more digital native than advertisers and agencies People are multi-tasking continuously There is no single model of consumer behavior
- 5. How to becreative ?
- 6. Redefining the medium. DirectMarketing is no longer about push only.
- 7. How ? creative list Who ? offer What ? What we used to do whilst creating a Direct Mail
- 8. The new DirectMarketing paradigm Listen to your customers Invite them into a dialogue Engage them with your product offer
- 9. LISTEN TO YOURCUSTOMERS
- 11. INVITE THEM INTOA CONVERSATION
- 13. ENGAGE THEM WITH YOURPRODUCTS
- 15. HOW CAN WECATCH A LEAD IN MID AIR ?
- 16.
- 21. Thank you foryour attention
Editor's Notes
- #8 How it was : the ideal mix
- #10 Evolution towards customer centricity : can only be done if we understand the consumer betterCapturing the right data in a central database platfom to understand ROISocial media is an ideal platform to listen to your customers
- #11 Ex EVA (Belgacom)
- #12 CRM is about customer relationsRelations means having a dialogueWhich dialogue ?Product centric dialogue versus customer centric dialogue A dialogue driven by product behavior is what traditional CRM will doCreatie relevance : a relevant dialogue, based upon customer needs, will respect and value your customers and create more Net PromotorsSocial CRM
- #13 Mercedes – missing puzzle
- #14 During the dialogue, we must try to engage our customers with our productsCreate ambassadors / Net promotors people need to talk about your brand Be remarkable like Harley DavidsonOr Mitsubishi that has just created its own postal stamps
- #15 Mitsubishi laatmensenpostzegelskleven van hunmerk
- #16 How can direct mail work to engage with our target audience and identify
- #17 Use the new technologies of print !
- #19 Use new print or handling technologies to be remarkable
- #22 Mercedes – missing puzzle