Tag Archives: measurements

Make your marketing a winner in the summer of sport

As Euro 2012 kicks off and the Olympics is walking to the starting blocks, the one thing we can all be sure about – aside from a summer of hope and heartbreak – is that companies and brands of all sizes will be looking to harness the hype and excitement around this year’s events by running their own special sports-themed promotional campaigns.

Big sporting events are brilliant for retailers, brands and marketers alike. They bring people together, generate untold excitement and create unique optimism. The Olympics in particular has the potential to the give the UK extra economic boost.

There’s no doubt that well-timed sales promotion activity can be a brilliant mechanism for delivering increased sales and influencing customers to try new products. But when the fuss dies down and the events are forgotten how we can actually make sure that our clients can use such marketing activity towards long-term brand loyalty?

Small vs Big

Depending on the size of the business different mechanisms may need to be employed. Small business will probably use pre-fabricated off-the-shelf packages, which thankfully require little effort for both sides!

Regardless of how big or small a business is, whether a promotion is targeting all of England’s Euro 2012 fans or just a select Olympic audience, a part of sales promotion activity that’s often forgotten or misused is its ability to gather customer data.

Data, data, data?

Customer data is gold dust to many of us. It helps us to understand our customers better and most importantly, it can be the starting point for developing meaningful, long-term relationships. Data captured from promotional campaigns can be used as a basis for building customer and prospect databases, which can then be used to drive personalised and follow-up comms.

If combined with multi-channel lifestyle data from other sources, then you have the foundations for a highly effective CRM programme.

One easy way to really use the web to capture customer data is through online redemption forms. The benefits are great and with the right analytic tools in place collecting online browsing data which, when combined with personal contact information, can be used to trigger tailored communications and offers.

We’ve all got to be aware though of the ever stricter data messages being brought in. This means that any company that deals with customers’ credit card information will need to comply with higher standards to ensure the protection of the customers’ details. For brands to be sure promotions will not backfire through non-compliance they need to make sure the fulfilment companies involved are fully regulated with accreditations such as PCIDSS (Payment Card Industry Data Security Standard).

Sporting events offer a great opportunity for brands to make initial contact with customers, learn more about those buying their products and begin to form a more engaged meaningful relationship. But in order to be able to make the most of this opportunity, sales promotion activity must be well thought through and set up with clear objectives in mind, otherwise you might score an own goal!

By DMA guest blogger Jo Varey, chair of the DMA Response Management Council and managing director of Granby Marketing Services

Social media marketing: Time to take some adult responsibility

The grace period for social media – the new kid on the marketing block – is over. No longer will brands forgive its foibles and excesses as youthful abandon. It’s time to grow up and take on some proper adult responsibility. That was the message I walked away with from the DMA’s social media debate at DMA Towers as part of national social media week.

Hosted by the DMA Social Media Council’s chair Roger Warner, panellists Christie Fidura of Adobe and Jai Kotecha of Red Brick Road debated the issues that have been taxing marketers since brands switched on to the immense direct marketing potential of plugging into social networks. Three hot-button questions dominated:

  1. Who ‘owns’ a social media account?
  2. How do you avoid the ‘creepiness’ factor?
  3. How do you measure social media ROI?

I’m taking my followers with me
You’ve built up a large following and you’re ranked as being highly influential on any number of online tools. So, what happens when you move to a new company? Who owns your account – you or your employer? Does your social media account migrate with you?

Many companies have experienced the problem of employees taking their followers with them to their next job. Take a recruitment consultant, for example. They have a lot of followers looking for jobs. Then the consultant moves company taking his employer’s clients with him to a rival. Ouch.

Without having a clear company policy in place setting out the boundaries between a corporate and personal social media account, then the question of ownership could be costly.

Big Brother online
The panellists at the debate confessed that they were uneasy with the sheer amount of data Facebook holds on them and what they might do with. The irony of this feeling was not lost on them. The potential social media data offers makes direct marketers salivate. The holy grail of laser-guided targeting is now a reality.

But, with great power comes great responsibility. Just because you can follow someone around the internet doesn’t mean that you should. People are ‘creeped out’ when one visit to the bed section of an online retailer results in banner ads for beds popping up on every website they visit. They feel like they’re being watched. If marketers as consumers don’t like this experience, then why do they persist with this tactic?

Social media is going through a maturation process. The golden rule of ‘do unto others as you would have them do to you’ should be the abiding principle by which marketers should set their boundaries of engagement.

Measuring social media ROI
If Facebook was a country, then it would have the third largest population on the planet. More than 200 million tweets are sent everyday. Brands understandably want to be part of the social phenomenon and have a presence where their customers are. But in the rush to get involved, many brands have deferred asking the crucial question of ‘how can we prove the value of our investment?’.

Now that the dust is settling and the finance guys are asking for a justification for the social media marketing spend, it’s time to think long and hard about how to measure the effectiveness of social media marketing and how it impacts on the bottom line. After all, it’s what social’s other direct siblings have to do.

So, what to measure? Number of followers? Likes? Positive sentiments? Direct sales? This year, the DMA Social Media Council will publish the sector’s first metrics guidelines, which will provide a standardised measure of all components of a social media campaign. The comprehensive guidelines will be the industry’s gold standard that will translate social media activity into the language of the balance sheet. It will be the first real step that social marketing takes towards financial responsibility.