The Disruption of Direct to Consumer Sales

Nine Key initiatives we need

Affiliate Search Engine

SEO

SEM

Email

Social

Blog

Search

localization

E-catalog

Video

Mobile Push Chat

Call Center

Package Inserts

Retargeting

Catalog

TV / DRTV

DR mail

Advertising

APPS

QR codes

Mobile SMS

Banner

TV / DRTV

Catalog

Call Center

Package Inserts

Direct Response

Mail

Advertising / periodicals

1980

2012

The Opportunity

!   The disruptive change from “One to Many” in the past is “One to One” in the future

!   The key is to TOUCH each customer several times in their preferred channels

!   Studies tell us consumers need 6 touches before purchasing

Localization !   Targeting the correct segment in the universe of potential

customers has always been driven by what marketing dollars must be spent to create a sale

!   Segmentation has been limited to the availability of clear data to create a list with high potential

!   As people allow more data to be tagged to their habits and preferences we can create profitable segmentation of the population

!   The ultimate goal is one to one marketing while maintaining profitability – target 2016

Metrics !   We must continue to analyze and create a list of industry

agreed upon metrics by channel

!   We must use these metrics to drive channel provider pricing for parity

!   We must learn, understand and measure how an offering in one channel creates a sale in another treating channels as fluid rather than stand alone sales vehicles

Tools !   We must continue to drive vendors for software tools to

measure Cross Channel Campaign Management (CCCM)

!   Leaders in the market are working hard but the fear is they may not be able to keep pace with customer change

!   We must ask for tools which are more customer centric to build programs based on customer behaviors and complex state changes – for example we need support for social listening, mobile push notifications and location based campaigns based on real-time input

Legislation !   How will patent litigation affect the development of vendor

application tools – for example Yahoo versus Facebook first is not always best

!   How will privacy issues affect the combining of data – for example video, social listening, google+ privacy policy changes

!   This traditionally slow process needs to be played out in the digital media sphere to set direction and not in the courts – example Kony 2012

I know YOU

want to buy this