Bpost, the Belgian Post Service wanted to know if DM can survive in a digital era. The Farm by Proximity BBDO tackled the issue and Julie Bogaerts & Eveline Smet presented the outcome.
5. The decision funnel: then and now
Although the decision funnel was never a
linear process, it used to be quite simple
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6. The decision funnel: then and now
Classic media channels are ignored and
friend recommendations and user
generated content have become
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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
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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
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9. So it’s not dead yet, but how
will it stay alive?
Only if direct mail finds a
connection with digital
media fast.
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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
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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
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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?
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20. Dm on demand
• Red button (digital tv)
• Foursquare (locally targeted)
• Give people the chance to ask for a DM
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21. Social media scraping for moments of truth
Facebook
Information scraping
(used to customize the DM)
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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
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33. dm & digital media: adds an extra
dimension
Provide extra content
Make it possible to share
Enable interactions
Add sweepstakes, polls,…
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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
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35. From
direct mail
to
digital media Social media
Go viral
New emerging interactivity
technologies