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Is direct mail dead?




                 The Farm
Can DM create real,
trustful moments in
a virtual world?
And how?




                      THE The Farm
                           FARM
overview

1. Introduction

2. Digital media to DM

3. DM to digital media

4. Conclusion


                              The Farm
1. introduction

                  The Farm
The decision funnel: then and now




Although the decision funnel was never a
linear process, it used to be quite simple
                                             The Farm
The decision funnel: then and now




Classic media channels are ignored and
   friend recommendations and user
    generated content have become
                                         The Farm
Digital Consumer journey Model

                   • read an article on DS online about NFC enabled
 Category need       smartphones

    Brand          • clicked a banner
  awareness:
    Brand          • Google searched it
  knowledge

 Brand attitude    • talking about it on Twitter


Brand preference   • liked it on Facebook

  Intention to     • added to my Amazon list
    purchase

   Purchase        • payed for with PayPal


  Satisfaction     • bragged to my friends about it on Skype


 Brand loyalty     • following it on Twitter and receiving its newsletters
                                                                             The Farm
Strengths of dm
Dm = medium that incites the most Digital Natives to react




67,4% Beta memorization coeffient




Information received through the letterbox
is the most convincing



                                                             The Farm
So it’s not dead yet, but how
will it stay alive?

Only if direct mail finds a
connection with digital
media fast.




                                The Farm
Social media
are now here




               The Farm
If direct mail doesn’t
follow this pace,
it WILL die
                         The Farm
What are digital media?

Mobile

                                                        Smart
                                             Apps
                                                        phones


                         Tablets


Internet and pc’s
                                                    Digital tv
                      Computer
                         games
           Websites                E-books




                                                                 The Farm
What are digital media?




                    The Farm
Keep your DM
alive and kicking
online             offline




From digital media
to direct mail
online              offline




How to use digital media
to create the perfect dm?
React to the online information overload




                                    The Farm
DM’s place in the buying process




 past           now


                                   Situate in
                find out what   which state of   personalize
                                                                   higher
Unorderd DM       people are      the buying     and cater to
                                                                reaction rate
                  looking for       process        needs
                                prospects are




                                                                           The Farm
timing

 “Marketers can always figure out what to sell,
  how to sell, and to whom to sell. What they
     often can't figure out is when to sell.”
                                Lester Wunderman


What if we can figure out when to
address our target group?



                                              The Farm
Dm on demand

• Red button (digital tv)
• Foursquare (locally targeted)
•   Give people the chance to ask for a DM




                                        The Farm
Social media scraping for moments of truth




              Facebook
              Information scraping
              (used to customize the DM)




                                           The Farm
Scraping / personalization




                       The Farm
‘you don’t have to see
  Facebook as big brother,
see it as big mother giving
you what you need when
       you need it the most’
                      Olivier blanchard




                                 The Farm
optimization

Social media analysis tools:
    Google Insights
    Inside Facebook
    Trendistic




                                        The Farm
Search for ambassadors

• Search social media
  for ambassadors
• See what they’re
  saying about your
  brand




                               The Farm
From
         digital media
              to                         DM on demand



          direct mail


personalization              interactivity




                  scraping


                                   Search for
    timing                        ambassadors
offline             online




From direct mail to
digital media
offline           online




How to make your
dm interactive?
New emerging technologies




   DR     NFC

  AR          QR

       RFID


                      The Farm
QR




The Farm
Rfid




The Farm
Augmented reality: LAYAR




           + Movie example LAYAR

                                   The Farm
dm & digital media: adds an extra
                                dimension

Provide extra content
Make it possible to share
Enable interactions
Add sweepstakes, polls,…




                                      The Farm
dm & social media can go viral



Enable sharing with others
     Put social media icons badges on DM
     Social media plugins: Tweet this (Twitter), Like button (Facebook)
     Provide extra content and let them pay with a tweet / pay with a share




                                                                               The Farm
From
           direct mail
               to
          digital media              Social media
                                       Go viral




New emerging         interactivity
 technologies
3. conclusion
                The Farm
Be on top with digital media




                         The Farm
INNOVATION PUTS YOU IN FRONT




  TECHNOLOGY KEEPS YOU THERE
                           The Farm
Direct mail should marry digital media!




                                   The Farm
Let’s discuss!



@juliebogaerts
@evelinesmet




                 The Farm

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The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 

Is direct mail dead?

  • 1. Is direct mail dead? The Farm
  • 2. Can DM create real, trustful moments in a virtual world? And how? THE The Farm FARM
  • 3. overview 1. Introduction 2. Digital media to DM 3. DM to digital media 4. Conclusion The Farm
  • 4. 1. introduction The Farm
  • 5. The decision funnel: then and now Although the decision funnel was never a linear process, it used to be quite simple The Farm
  • 6. The decision funnel: then and now Classic media channels are ignored and friend recommendations and user generated content have become The Farm
  • 7. Digital Consumer journey Model • read an article on DS online about NFC enabled Category need smartphones Brand • clicked a banner awareness: Brand • Google searched it knowledge Brand attitude • talking about it on Twitter Brand preference • liked it on Facebook Intention to • added to my Amazon list purchase Purchase • payed for with PayPal Satisfaction • bragged to my friends about it on Skype Brand loyalty • following it on Twitter and receiving its newsletters The Farm
  • 8. Strengths of dm Dm = medium that incites the most Digital Natives to react 67,4% Beta memorization coeffient Information received through the letterbox is the most convincing The Farm
  • 9. So it’s not dead yet, but how will it stay alive? Only if direct mail finds a connection with digital media fast. The Farm
  • 10. Social media are now here The Farm
  • 11. If direct mail doesn’t follow this pace, it WILL die The Farm
  • 12. What are digital media? Mobile Smart Apps phones Tablets Internet and pc’s Digital tv Computer games Websites E-books The Farm
  • 13. What are digital media? The Farm
  • 14. Keep your DM alive and kicking
  • 15. online offline From digital media to direct mail
  • 16. online offline How to use digital media to create the perfect dm?
  • 17. React to the online information overload The Farm
  • 18. DM’s place in the buying process past now Situate in find out what which state of personalize higher Unorderd DM people are the buying and cater to reaction rate looking for process needs prospects are The Farm
  • 19. timing “Marketers can always figure out what to sell, how to sell, and to whom to sell. What they often can't figure out is when to sell.” Lester Wunderman What if we can figure out when to address our target group? The Farm
  • 20. Dm on demand • Red button (digital tv) • Foursquare (locally targeted) • Give people the chance to ask for a DM The Farm
  • 21. Social media scraping for moments of truth Facebook Information scraping (used to customize the DM) The Farm
  • 23. ‘you don’t have to see Facebook as big brother, see it as big mother giving you what you need when you need it the most’ Olivier blanchard The Farm
  • 24. optimization Social media analysis tools:  Google Insights  Inside Facebook  Trendistic The Farm
  • 25. Search for ambassadors • Search social media for ambassadors • See what they’re saying about your brand The Farm
  • 26. From digital media to DM on demand direct mail personalization interactivity scraping Search for timing ambassadors
  • 27. offline online From direct mail to digital media
  • 28. offline online How to make your dm interactive?
  • 29. New emerging technologies DR NFC AR QR RFID The Farm
  • 32. Augmented reality: LAYAR + Movie example LAYAR The Farm
  • 33. dm & digital media: adds an extra dimension Provide extra content Make it possible to share Enable interactions Add sweepstakes, polls,… The Farm
  • 34. dm & social media can go viral Enable sharing with others  Put social media icons badges on DM  Social media plugins: Tweet this (Twitter), Like button (Facebook)  Provide extra content and let them pay with a tweet / pay with a share The Farm
  • 35. From direct mail to digital media Social media Go viral New emerging interactivity technologies
  • 36. 3. conclusion The Farm
  • 37. Be on top with digital media The Farm
  • 38. INNOVATION PUTS YOU IN FRONT TECHNOLOGY KEEPS YOU THERE The Farm
  • 39. Direct mail should marry digital media! The Farm