Multi-channel campaigns that focus on a central brand theme deliver the best return on investment, according to a new report published by the IPA.
In its “New models of marketing effectiveness. From integration to orchestration” report, the IPA looked to identify what works in terms of integration and why.
Kate Cox, co-author of the report says the analysis aims to “put a stake in the ground” for the industry by defining ways of integrating marketing activity and assessing their effectiveness.
To See how you can implement your own multi-channel campaign, log on to www.cflmarketing.co.uk
Friday, 8 July 2011
Don't let your customers fade from view
Latest figures indicate that people are becoming less inclined to hand over their personal details in return for benefits such as discounts and samples, challenging marketers to step up their powers of persuasion.
Data may be the magic ingredient that allows marketers to finetune their targeting, but research exclusive to Marketing Week shows that consumers have become significantly less willing to provide their details to brands.
According to the latest Data Tracker, conducted by consultancy fast.MAP and the Direct Marketing Association (DMA), incentives to provide data, such as store cards, discounts, money-off vouchers and free samples, are losing their appeal for increasingly critical consumers.
CFL Marketing have created a Data Capture Best Practice presentation to help brand maximise the capture of customer data. See the presentation below or log onto www.cflmarketing.co.uk
Data may be the magic ingredient that allows marketers to finetune their targeting, but research exclusive to Marketing Week shows that consumers have become significantly less willing to provide their details to brands.
According to the latest Data Tracker, conducted by consultancy fast.MAP and the Direct Marketing Association (DMA), incentives to provide data, such as store cards, discounts, money-off vouchers and free samples, are losing their appeal for increasingly critical consumers.
CFL Marketing have created a Data Capture Best Practice presentation to help brand maximise the capture of customer data. See the presentation below or log onto www.cflmarketing.co.uk
Data Capture - 12 tips
View more presentations from CFL Marketing
Retailers missing a trick with emails
Over two-thirds of emails from UK retailers have no personalisation at all, a new industry study reveals.
Most of the UK’s top retailers adopt a one size fits all approach to their email marketing, according to the report. 87% of messages sent following a purchase were identical to those sent to cold prospects and only 13% of retailers customised their emails based on gender.
The study shows that retailers are missing opportunities for personalised targeting and cross-selling from their email marketing. The vast majority of retailers apparently made no attempt to drive cross-sell, up-sell or repeat purchase based in the customers previous online buying behaviour.
Only one retailer (Amazon.co.uk) followed up an online purchase with an email marketing message tailored to that purchase.
However, there were some encouraging results, with 93% using triggered emails following a purchase to reassure and build customer loyalty and 67% keeping online purchasers informed on the progress of their order, through the use of timely emails.
Top five post-sales email targeting tips
1. Invite web customers to sign up during checkout – ask for the most important data.
2. Incentivise customers to sign up to your email marketing – e.g. with loyalty points, discounts off future purchases or exclusive special offers or previews.
3. Map put the data you need to collect from your customers, the data you can collect from their transactions, and how can you use it to personalise and tailor post-sale communications.
4. Use customer surveys as part of your post sale messages to collect valuable data on the customer experience and help build loyalty and trust.
5. Don’t forget basic triggered communications like order confirmations – purchasers expect this at minimum.
There are some good resources on this subject on the DMA website including the DMA Email Marketing Council’s two white papers: Guide to data analysis and segmentation and Split testing.
For more information on how to use Email marketing as part of an integrated marketing campaign please call CFL on 01225 782669 or log onto www.cflmarketing.co.uk
Most of the UK’s top retailers adopt a one size fits all approach to their email marketing, according to the report. 87% of messages sent following a purchase were identical to those sent to cold prospects and only 13% of retailers customised their emails based on gender.
The study shows that retailers are missing opportunities for personalised targeting and cross-selling from their email marketing. The vast majority of retailers apparently made no attempt to drive cross-sell, up-sell or repeat purchase based in the customers previous online buying behaviour.
Only one retailer (Amazon.co.uk) followed up an online purchase with an email marketing message tailored to that purchase.
However, there were some encouraging results, with 93% using triggered emails following a purchase to reassure and build customer loyalty and 67% keeping online purchasers informed on the progress of their order, through the use of timely emails.
Top five post-sales email targeting tips
1. Invite web customers to sign up during checkout – ask for the most important data.
2. Incentivise customers to sign up to your email marketing – e.g. with loyalty points, discounts off future purchases or exclusive special offers or previews.
3. Map put the data you need to collect from your customers, the data you can collect from their transactions, and how can you use it to personalise and tailor post-sale communications.
4. Use customer surveys as part of your post sale messages to collect valuable data on the customer experience and help build loyalty and trust.
5. Don’t forget basic triggered communications like order confirmations – purchasers expect this at minimum.
There are some good resources on this subject on the DMA website including the DMA Email Marketing Council’s two white papers: Guide to data analysis and segmentation and Split testing.
For more information on how to use Email marketing as part of an integrated marketing campaign please call CFL on 01225 782669 or log onto www.cflmarketing.co.uk
Tuesday, 5 July 2011
Direct mail drives digital response
Direct mail plays an important role in integrated campaign, according to one industry expert.
Writing on uktalkmarketing.com, Luke Griffiths, vice-president of client services at e-Dialog said that although future lies in digital marketing, print is still extremely effective.
He went on to say that email marketing and other digital influences have encouraged advances in direct mail.
A recent Mail Media Centre report backs this up with some encouraging figures on how direct mail works with digital activity.
The report reveals that direct mail can help online search – 58% of people said they were more likely to click on a search link for a company if they’re received something in the post.
And 67% refer to physical mail when searching for a new product or service online.
Direct mail can also improve the performance of other channels. For example, the TV component of campaigns is 37% more effective when direct mail is in the media mix. In the report Tess Alps, chief executive of Thinkbox says: “Direct mail can satisfy those appetites that TV provokes.”
Direct mail has seen its ROI level rise steadily over the last three years, a trend credited to improved targeting.
To see how an integrated marketing campaign can work for you please call CFL on 01225 782636 or log onto www.cflmarketing.co.uk
Writing on uktalkmarketing.com, Luke Griffiths, vice-president of client services at e-Dialog said that although future lies in digital marketing, print is still extremely effective.
He went on to say that email marketing and other digital influences have encouraged advances in direct mail.
A recent Mail Media Centre report backs this up with some encouraging figures on how direct mail works with digital activity.
The report reveals that direct mail can help online search – 58% of people said they were more likely to click on a search link for a company if they’re received something in the post.
And 67% refer to physical mail when searching for a new product or service online.
Direct mail can also improve the performance of other channels. For example, the TV component of campaigns is 37% more effective when direct mail is in the media mix. In the report Tess Alps, chief executive of Thinkbox says: “Direct mail can satisfy those appetites that TV provokes.”
Direct mail has seen its ROI level rise steadily over the last three years, a trend credited to improved targeting.
To see how an integrated marketing campaign can work for you please call CFL on 01225 782636 or log onto www.cflmarketing.co.uk
Tuesday, 21 June 2011
How the Leisure and Licensed Trade can target Students
Currently the student market is a thriving segmented area which is constantly changing and moving and is proven to be highly profitable.
They might lead a fast paced lifestyle but don’t be fooled! They are very careful with the expenditure and can loose interest at a click of a finger.
So it is crucial that business’s adapt to maintain interest, and demand through their marketing. Fortunately there are some key tools which will help gain and retain students.
Please find below our top tips to accessing the student market
They might lead a fast paced lifestyle but don’t be fooled! They are very careful with the expenditure and can loose interest at a click of a finger.
So it is crucial that business’s adapt to maintain interest, and demand through their marketing. Fortunately there are some key tools which will help gain and retain students.
Please find below our top tips to accessing the student market
Accessing students
View more presentations from CFL Marketing
Monday, 20 June 2011
Tomorrow’s marketers believe in door drops
A new study has found that the next generation of marketers recognises the valuable role of traditional door drops in marketing campaigns.
The research, carried out among marketing students at University of Hertfordshire, underlines the role of unaddressed mail in future communications strategies.
Nearly half (45 per cent) of those surveyed said they believe that door drops have a valid role to play in the media mix.
The study by Royal Mail Door to Door also found that over one third (35 per cent) believe that current marketing directors underestimate the value that unaddressed mail can add.
One fifth of the students said they plan to use the door drops in their future campaigns. This is an encouraging statistic for the future growth of door drops, which currently account for four per cent of total media spend.
The Royal Mail study also highlighted the key benefits of door drops as a channel. Respondents identified its ability to deliver product samples directly to the hands of the consumer, reach, and tangibility as its key strengths.
CFL Marketing have recently organised a number of door drops for a national bowling company as well as one of the UK's largest pub chains
Phil Martin, Marketing manager CFL Marketing said "We are seeing an increased demand of door drop distribution, and providing done in the correct way can return a compelling ROI, especially when used as part of an integrated marketing campaign. That said we would still see personalised direct mail much more responsive"
To find out how a door drop can help your business call CFL today on 01225 782 669 or log on to www.cflmarketing.co.uk
The research, carried out among marketing students at University of Hertfordshire, underlines the role of unaddressed mail in future communications strategies.
Nearly half (45 per cent) of those surveyed said they believe that door drops have a valid role to play in the media mix.
The study by Royal Mail Door to Door also found that over one third (35 per cent) believe that current marketing directors underestimate the value that unaddressed mail can add.
One fifth of the students said they plan to use the door drops in their future campaigns. This is an encouraging statistic for the future growth of door drops, which currently account for four per cent of total media spend.
The Royal Mail study also highlighted the key benefits of door drops as a channel. Respondents identified its ability to deliver product samples directly to the hands of the consumer, reach, and tangibility as its key strengths.
CFL Marketing have recently organised a number of door drops for a national bowling company as well as one of the UK's largest pub chains
Phil Martin, Marketing manager CFL Marketing said "We are seeing an increased demand of door drop distribution, and providing done in the correct way can return a compelling ROI, especially when used as part of an integrated marketing campaign. That said we would still see personalised direct mail much more responsive"
To find out how a door drop can help your business call CFL today on 01225 782 669 or log on to www.cflmarketing.co.uk
CFL Sponsor and Present the Award for Digital Promotions at The IPM awards
Over 650 people attended this years IPM Awards at the London Hilton, Park Lane, to cheer on the winners of the coveted trophies – all 98 of them.
CFL Marketing MD - Mike Bronson and Creative Director - Paul McCoombe attended the IPM Awards last Thursday to present the Award for Digital Promotion.
The award went to "The Big March" campaign.
Campaign: The Big March
Promoter: Beatbullying
Agency: Beatbullying/Arnold KLP
Account director: Karen Delaine-Smith
Creative director: Andrew Watkinson
Bullying, particularly cyber-bullying, is a huge issue in the UK, and charity Beatbullying wanted to use the UK’s existing National Anti-bullying Week platform to mobilise children, teachers, parents, businesses and brands to get a debate on bullying in Parliament. They needed 100,000 petition signatures to do so: this campaign delivered 915,000. The key element was the idea of a virtual march, with avatars of petition supporters ‘marching’ across the websites of participating companies, brands, personalities and organisations before arriving at the No 10 Downing Street website. The more than 75 brands included MTV, Orange Rockcorps, Robinsons Fruit Shoot and The Sun, while celebrities included JLS, Pixie Lott and Archbishop Desmond Tutu. All on a budget of less than £50,000.
Mike Bronson said "we would like to extend our congratulations to the Beatbullying team for their Big March promotion - a worthy winner!, we would also like to thank the IPM for a fantastic night and for allowing us to be involved"
For a full list of winners click here>>
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