This document summarizes Central Ohio COG Inc.'s core competencies in marketing services including strategy development, creative design, data management, consultation, print, direct mail, personalized URLs, email, video, and social media. It discusses how the digital revolution has shifted marketing from one-way broadcast media to dynamic two-way conversations across various digital forums. It emphasizes that successful marketing now involves starting and engaging in ongoing relevant conversations with customers through integrated channels like print, email, personalized URLs, and social media to turn customers into brand advocates.
11. The
Customer Relationship
Management System (CRM) is
the “conversation” driver
Communication based on Emotional Interests
12. The mix of media channels has
shifted from a one-way broadcast
model to a set of dynamic two
way media forums
Source: Booz Allen Hamilton
HD Marketing 2010: Sharpening the Conversation
13. WHAT IS OUT?
Broadcast
Media
Television
Radio
Newspapers
Billboards
Print
14. WHAT IS IN?
Direct Relevant
Media
VDP (Variable Data Print)
SMS (Short Message Service)
VDE (Variable Data Email)
PURL (Personal Uniform Resource Locator)
CRM (Customer Relationship Management)
15. THE DIGITAL REVOLUTION
IS HERE! PRINT
Digital VDP is breathing new life into
Printed Mail
98% of US Citizens receive Postal Mail
DIRECT MAIL
IS THE WORKHORSE FOR LEAD GENERATION
Study from: Pew Internet and American Life Project 2009
16. PRINT REVOLUTION
Creating a conversation involves
engagement with relevant printed material
The strongest form of lead generation
campaigns is Direct Mail
Use VDP Direct Mail to start a
“conversation”
Make your mail work 4x to 5x harder
Print less and get more
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22. THE DIGITAL REVOLUTION
IS HERE! EMAIL
90% of US internet users have gone
online and sent or read email
57% do this as part of a typical day
1.4 billion email users in 2009,
expected to rise to 1.9 billion by 2013
247 billion emails were sent each day
in 2009
Study from: Pew Internet and American Life Project 2009
23. EMAIL REVOLUTION
Email is a very effective tool to further the
brand “conversation” BUT…
Challenges exist in capturing email data
Lists are easily available but often very
costly and out-dated!
24. EMAIL REVOLUTION
Make your email speak!
Make it relevant!
Make it engaging!
83% of consumers want more control of
what email content they receive
Use email to further your “conversation”
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28. THE DIGITAL REVOLUTION
IS HERE! PERSONAL URL
The funnel to which all digital tracking
is possible
Know how consumers are engaging
with your brand
Learn what Marketing Channel is the
most effective
29. PERSONAL URL
Know how consumers are engaging
with your brand
Creating a personal space for each
end user to engage with your brand
allows 2 things:
A personal experience
Capture of data to grow a relevant
“conversation”
30. PERSONAL URL
The PURL allows the brand to conduct
a two-way “conversation”
Capture date to feed the CRM
31.
32. SOCIAL MEDIA GROWTH
By creating a 2-way conversation that
allows the brand to speak to its
consumers, they soon become “brand
advocates” and the social forward is
born
33. MEDIA IS THE “NEW CREATIVE”
Message distribution is now even more important
than creative execution