Date post: | 22-Oct-2014 |
Category: |
Business |
View: | 1,749 times |
Download: | 0 times |
See Sony PIM in action Personalised Integrated Marketing
DMA West 5th November 2008
Daniel FinnDigital Media Consultant
Sony DADC
Agenda
• Marketing landscape • Cross Media Marketing• What is Sony PIM?• PIM Case Studies
• Google• Mercedes• Tottenham Hotspur
• PIM measuring success in real time
“In 1965, 80% of 18-49 year olds in the U.S.
could be reached with three 60- second TV spots…
Media reach - then
Reference: Revenue Science Inc., Procter&Gamble
– Jim StengelGlobal Marketing Officer, Procter & Gamble
…In 2002, it required 117 primetime commercials to produce the same result.”
Reference: Revenue Science Inc., Procter&Gamble
Media reach - now
digital media:•Search•SEM•SEO
digital media:•Search•SEM•SEO
PULL
physical media:•above the line•TV•print
Direct Response Marketing Landscape
digital media:•Behavioural Targeting•Email Marketing•Mobile Marketing
PUSH
physical media:•pURL•QR Code•Integrated DM
guiding mediatarget media
TV Print Direct Mail POS Radio Online Mobile
TV
Direct Mail
POS
Radio
Online
Mobile
Cross Media Marketing
“While there are significant benefits to optimising across digital channels, the big win comes through making on and offline channels work together.”
Power of DM and Digital
– Mike NutleyMarketing Week: Interactive
DM as lead – Digital as follower
Reference: Royal Mail & Quadrangle: DM & Email 2007. DM & Online 2007
I am more likely to click on an online advert if I have already received something from the company in the post
54% agree
Digital as lead – DM as follower
I am more likely to read mail from a company if I have already seen advertising for the company online
56% agree
Reference: Royal Mail & Quadrangle: DM & Email 2007. DM & Online 2007
DM & Digital as partner channels
I am more likely to remember something if it is communicated to me by post and online
69% agree
Reference: Royal Mail & Quadrangle: DM & Email 2007. DM & Online 2007
What is Sony PIM?
• Unique and patented marketing solution• Integrates offline and online channels• Personalise and tailor the experience• Measure engagement & response in real
time
Google – case study
• Promote Google AdWords• SME target audience• Objective
• Increase awareness in this segment• Acquisition of AdWords clients
• Campaign features• Digital voucher• Google AdWords eLearning course
Personalised & interactive DM
Personalised Offline Landing page
eLearning course
Engaging & relevant content
Digital voucher to drive online response
Seamless offline to online
Google – campaign performance
"The eBridge campaign was an unmitigated success for us! eBridge has given us a way to explain complex products like Google AdWords creatively and so acquire new customers.
Confirmed by the initial success we haveplanned further campaigns with eBridge withina very short time frame."
- Katharina FriedrichProduct Marketing Manager Google Germany
Case Study - Mercedes
• New CLC Coupe launch• Reach younger demographic
• Engaging content• Car racing game
• Objective• Generate test drives
• Integrate all marketing channels• Outdoor / press / DM / Web
Personalised DM to individual contact
Virtual test drive experience
Virtual test drive experience
Take the real test drive experience
Microsite for campaign
Mercedes – campaign outcome
• Campaign ongoing• 75% who have engaged have gone on to
test drive• Viral marketing – offline & online
Case Study – Tottenham Hotspur
• Membership / season ticket renewal program
• Objective• Promote upgrade packages• Increase use of online channel for
signup• Integrated DM campaign
• 7 segments by membership grade• Tailored content and incentives
Personalised to each supporter
Personalised offline landing page
Engaging and interactive content
Cross promote partners and sponsors
Tottenham Hotspur – campaign outcome
• 60K mailed• Online signup increased from 30% in
2007 to 65% in 2008• 6K upgraded their package• Follow up welcome campaigns launched
PIM measure success in real time
PIM online analytics dashboard
Immediate feedback on response
Geo Targeting your respondents
Customised analytics and tracking
Thank you
Questions
Daniel FinnDigital Media ConsultantSony [email protected] 675 536www.sonydadc.com/ebridge