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Direct Mail: Email is fast but letter is better
Crawford Hollingworth, Market Leader, Quarter 4, 2013, pp. 44-47
This article looks into the continuing power of physical post over digital communications in direct mail.
This article looks into the continuing power of physical post over digital communications in direct mail. Response rates to letters are typically 30 times better than email and despite its additional cost, letters still account for over a third of direct marketing expenditure. The reason for its strength is likely down to greater salience and higher attention rates compared with email, which are much more easily ignored. Advice for successful slow mail is to make the envelope attention-grabbing by using blank, white envelopes and postage stamps. With the text inside, it suggests using simple language and font styles, and applying bold text and colours to draw attention to key information. Examples of direct mail campaigns are included, which highlight the benefits of personalisation and how different variables affect action.
WFA Global Marketer Week 2013: Global advertising spend & economic outlook, 2012-2014
Joseph Clift and Lena Roland, Warc Data, WFA Global Marketer Week, March 2013
A report on Warc's adspend and economic forecasts for the years ahead. The global advertising sector will expand in 2013, with overall expenditure rising by 4% year-on-year.
A report on Warc's adspend and economic forecasts for the years ahead. The global advertising sector will expand in 2013, with overall expenditure rising by 4% year-on-year. In 2012, adspend increased by an estimated 3.9% year-on-year. Forecasters agree that the global economy will continue to grow by 3.2% over 2013. The report notes regional trends in marketer sentiment and adspend. Fast-growth nations in the global south, whether from Asia-Pacific, MENA and Latin America, are forecast quicker GDP and adspend growth than that of mature markets, with Europe predicted to be the slowest-growing region. That said, overall global growth is expected to quicken in 2014, compared to the previous two years.
InterContinental Hotels Group: How personalization is driving growth
Low Lai Chow, Event Reports, Loyalty World Asia, December 2012
This article outlines how InterContinental Hotels Group adapted to changing consumer lifestyles and a demand for more personalised messaging.
This article outlines how InterContinental Hotels Group adapted to changing consumer lifestyles and a demand for more personalised messaging. A new loyalty platform, LoyaltyConnect, was established to serve as a 'centralised repository' for transactions, CRM and to allow the hotel group to segment its members. Personas were then created for the most valuable segments, so hotel staff could quickly identify those guests who should be enrolled. IHG reports that personalising messages based on segment analysis has delivered strong results.
The High Stakes of Sweepstakes: Too Much of a Good Thing Can Demotivate Digital Consumers
Caroline Wilcox and Arch G. Woodside, Journal of Advertising Research, Vol. 52, No. 2, 2012, pp. 167-179
In preference-matching contexts—specifically, where people enter hoping to find some particular product or service they already know themselves to prefer—more choices should increase the likelihood that they will be successful in their search.
In preference-matching contexts—specifically, where people enter hoping to find some particular product or service they already know themselves to prefer—more choices should increase the likelihood that they will be successful in their search. Increasing the number of choices, however, actually increases the cognitive workload of consumers, and they may decide consciously or unconsciously simply to apply heuristics—such as clicking the delete button on complex e-mails. This study tested these two alternative theories in a large-field experiment focusing on advertising an experience brand (France as a vacation destination) to Americans under multiple treatment conditions. The findings supported the theory that fewer choices increase behavioral responses, but this effect reversed when an e-mail included a sweepstakes offer. Consequently, the authors found that “it depends on what is offered in conjunction with the direct-sales offers” may be the more accurate perspective than the “less-is-more” proposition.
A Content Analysis of Registration Processes on Websites: How Advertisers Gather Information to Customize Marketing Communications
Jan Ahrens and James R. Coyle, The Journal of Interactive Advertising, Vol. 11, Issue 2, Spring 2011, pp. 12-26
The proper implementation and design of registration pages is a crucial consideration in the development of websites for two reasons: First, users often navigate through them to receive future marketing communications.
The proper implementation and design of registration pages is a crucial consideration in the development of websites for two reasons: First, users often navigate through them to receive future marketing communications. Second, advertisers can gain valuable contact information through registration processes that allow them to customize marketing communications. This content analysis investigates the implementation and design of such processes by comparing the registration processes established by large and small websites, as well as websites of pure play companies versus click-and-mortar companies. Differences emerge across several variables. The results have implications for advertising researchers and practitioners and suggest some registration process best practices.
OgilvyOne Viewpoint #11 - The enormity of email
Andy Goldman, WPP Atticus Awards, Highly Commended, 2008, pp. 16-19
In today's era, when consumers not only choose but control their media consumption, email has emerged as the rising star of direct marketing.
In today's era, when consumers not only choose but control their media consumption, email has emerged as the rising star of direct marketing. Andy Goldman discusses how email can grow from now with heatmapping techniques and encouraging the opt-in process.
Foxtel – Gossip Girl: The Chosen
Warc Word of Mouth Marketing Awards, Best Targeting Award, 2008
FOXTEL, an Australian pay-TV provider, was launching Gossip Girl, an American drama set in Manhattan's Upper East Side, on its main entertainment channel, FOX8.
FOXTEL, an Australian pay-TV provider, was launching Gossip Girl, an American drama set in Manhattan's Upper East Side, on its main entertainment channel, FOX8. The show follows the friendships, loves and scandalous lives of New York's young and reckless. 'You're nobody until you're talked about' is the tagline for the show, and the use of an exclusive, word of mouth platform therefore aligned perfectly with the show's plot line. Dramas hadn't performed strongly on FOX8 previously, and the launch campaign for Gossip Girl aimed to take a completely new strategy. This involved creating a targeted online community hub; seeding content and key information from the show to the community; harnessing word-of-mouth through 'ripple' to raise awareness of the show and content to truly influential people; and to empower 'influentials' to spread news and content amongst their social connections. The campaign targeted females with an appetite for being 'in the know'. Over the course of the six-week Gossip Girl campaign, 150,000 emails were sent, and psychometric testing was used to identify respondents as 'influencers'. As a result of the word of mouth generated, FOX8 almost doubled its primetime share for 2007, recording 4.0% prime time share, with its share for the timeslot up 5.6 share points to 6.7%.
Turning FMCG onto mobile: Kraft, Arla and Unilever case studies from the Mobile Marketing Forum Budapest 2008
Carlos Grande, Warc Exclusive, October 2008
Mobile marketing has often been trumpeted as a medium with enormous potential, but it has, so far at least, only had a limited impact among planners.
Mobile marketing has often been trumpeted as a medium with enormous potential, but it has, so far at least, only had a limited impact among planners. This article discusses a variety of case studies to assess how mobile can be used effectively. The first details Kraft's use of mobile - in combination with print and TV - to encourage sampling of its German coffee, where an opt-in campaign resulted in 450,000 responses from consumers. The second discusses the advent of a downloadable cookbook by Arla, which was accessed by some 80,000 people in Sweden. Thirdly, deodorant brand Lynx/Axe created a mobile campaign featuring a variety of features that could be downloaded from the web to help men in the 'mating game' - receiving 100,000 downloads in the target market of the UK, and double that number from elsewhere. Finally, a campaign for Italian gum brand Vigorsol, based around a series of embarrassing sound-effects for mobiles, recorded 500,000 registered downloads, with a greater number of users thought to have accessed the mobile features virally.
The future of research for advertising
Jane Bloomfield and Greg Nyilasy, Admap, October 2008, Issue 498, pp. 24-27
This article discusses digital advertising, in terms of what it assumes, how it works and how it can be measured.
This article discusses digital advertising, in terms of what it assumes, how it works and how it can be measured. It argues that the framework for digital fits in with the model emphasising persuasion, involvement, salience and promotion, but that each of these conceptual elements has a behavioural counterpart: explore, play, share and transact. Successful digital advertising should include elements of both sides. A study involving 600 pieces of digital creative work, 23000 online interviews and 250 brands, found that most digital advertising is, in fact, rather conservative. Current campaigns are similar to direct marketing, with low clickthrough rates. The most effect ads combine different models, and when they achieve genuine interaction, can drive consumer involvement and build strong brand relationships.
Your mobile marketing future is now
Thomas Wailgum, ANA Magazine, October 2008, pp. 76-80
Brand marketers no longer need to be convinced of the power in the mobile marketing channel. The world now has more than 2.4 billion mobile subscribers, and users have become more accepting of advertising on their phones.
Brand marketers no longer need to be convinced of the power in the mobile marketing channel. The world now has more than 2.4 billion mobile subscribers, and users have become more accepting of advertising on their phones. Wireless networks are faster, and higher 3G data-transmission speeds have made mobile Web surfing more palpable and text messaging easier. Expertise in the channel has never been higher and the devices themselves can handle almost any mobile campaign a marketer can dream up. Having a WAP site is critical and marketers need to be aware than phones now have browsers, making mobile internet a more compelling experience. Knowing your audience is key and many rules that apply to good web marketing, also apply here. In closer study, Procter & Gamble demonstrates how they approach a mobile marketing intiative.
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