ONE-TO-ONE MARKETING GOES 3D
As published on Brand Republic & Mad.co.uk
Lord Leverhulme famously said that “Half the money I spend on advertising is wasted, and the problem is I do not know which half”. In a downturn it is vital that none of the marketing pound is wasted and as planning director at Leeds-based direct response agency PCD, I can reveal how to be smarter with your marketing spend.
Whether you call it direct marketing or one-to-one marketing, the all important goal is to promote your message to your customers in a more targeted way. Achieving this goal becomes ever more vital as company boardrooms insist marketing teams justify their budgets and as such decisions, strategies and plans will become more customer data insight driven.
Digital opportunities and channels provide marketers with never before seen levels of interactions with customers and prospects. Integrating in a single process, for example via direct mail, sms, web or email, with levels of personalisation that are no longer restricted to simple variables but include imagery, product messages and copy to fit an individual customer’s particular purchasing habit and lifestyle, help to engage with target audiences.
Yes, this comes at a higher cost, however experience has shown that cost per pack whilst increasing is countered by an overall increase in conversion, lowering overall acquisition costs.”
To reflect this explosion in alternative on and offline media platforms, we at PCD have refocused the business and developed a 3D approach – data, digital and direct.
- Data means knowledge and provides insight, information and understanding which results in targeted planning, segmentation and a well defined strategy
- Digital means one-to-one dialogue, delivering relevant and personalised comms. This means that the right message is being delivered the right way at the right time, both on and offline
- Direct means accountable and results in brand building, generating response, measuring, learning and improving.
I believe that we needed to develop this unique 3D approach in order to provide clients with targeted methods to reach their consumers and increase customer value.
What’s different about our 3D approach is that you will realise it’s not just about sending complex mailing packs, building the biggest websites, sending the most emails or developing ‘flashy’ online campaigns. It’s about taking data and using it to understand your customers. It’s about understanding a customer’s journey with your brand, the touchpoints and conversations you’ll have and those you should have. It’s about segmenting data to target creative more effectively and then delivering campaigns that embrace and engage the customers.
This is all before a creative concept is hatched and means that clients fully understand their customers, allowing them to embrace and engage with them in a way they have not been able to do before.
I believe that our approach begins by understanding our clients data, the segments they form, the impact these segments can have on your business and then the creative message we can deliver, ultimately ensuring the right customer receives the right message by the right channel.
For more information on our 3D thinking, please contact Steve Moncrieff on 01943 872505 or email meet@pcdagency.com
