1. Is direct mail dead?The Farm

2. Can DM create real,trustful moments in avirtual world?And how?THE FARMThe Farm 3. overview1. Introduction2. Digital media to DM3. DM to digital media4. ConclusionThe Farm 4. 1. introductionThe Farm 5. The decision funnel: then and nowAlthough the decision funnel was never alinear process, it used to be quite simple The Farm 6. The decision funnel: then and nowClassic media channels are ignored and friend recommendations and usergenerated content have become The Farm 7. Digital Consumer journey Model read an article on DS online about NFC enabled Category need smartphonesBrand awareness: clicked a bannerBrand knowledge Google searched it Brand attitude talking about it on TwitterBrand preference liked it on FacebookIntention to added to my Amazon listpurchase Purchase payed for with PayPalSatisfaction bragged to my friends about it on Skype Brand loyalty following it on Twitter and receiving its newsletters The Farm 8. Strengths of dmDm = medium that incites the most Digital Natives to react67,4% Beta memorization coeffientInformation received through the letterboxis the most convincing The Farm 9. So its not dead yet, but howwill it stay alive?Only if direct mail finds aconnection with digital mediafast.The Farm 10. Social mediaare now here The Farm 11. If direct mail doesnt followthis pace,it WILL dieThe Farm 12. What are digital media?MobileSmart Appsphones TabletsInternet and pcsDigital tvComputer games WebsitesE-books The Farm 13. What are digital media?The Farm 14. Keep your DM aliveand kicking 15. onlineofflineFrom digital media todirect mail 16. online offlineHow to use digital media tocreate the perfect dm? 17. React to the online information overloadThe Farm 18. DMs place in the buying process past now Situate infind out what which state of personalize higherUnorderd DM people arethe buying and cater toreaction ratelooking for processneedsprospects areThe Farm 19. timing Marketers can always figure out what to sell,how to sell, and to whom to sell. What they often cant figure out is when to sell.Lester WundermanWhat if we can figure out when toaddress our target group?The Farm 20. Dm on demand Red button (digital tv) Foursquare (locally targeted) Give people the chance to ask for a DMThe Farm 21. Social media scraping for moments of truth Facebook Information scraping (used to customize the DM)The Farm 22. Scraping / personalization The Farm 23. you dont have to see Facebook as big brother, see it as big mother giving youwhat you need when you need it the mostOlivier blanchard The Farm 24. optimizationSocial media analysis tools: Google Insights Inside Facebook TrendisticThe Farm 25. Search for ambassadors Search social mediafor ambassadors See what theyresaying about yourbrand The Farm 26. Fromdigital mediatoDM on demand direct mailpersonalization interactivity scraping Search for timing ambassadors 27. offlineonlineFrom direct mail to digitalmedia 28. offline onlineHow to make your dminteractive? 29. New emerging technologies DR NFCARQR RFID The Farm 30. QRThe Farm 31. Rfid The Farm 32. Augmented reality: LAYAR + Movie example LAYAR The Farm 33. dm & digital media: adds an extradimensionProvide extra contentMake it possible to shareEnable interactionsAdd sweepstakes, polls,The Farm 34. dm & social media can go viralEnable 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. Fromdirect mail to digital media Social media Go viralNew emerging interactivity technologies 36. 3. conclusionThe Farm 37. Be on top with digital media The Farm 38. INNOVATION PUTS YOU IN FRONTTECHNOLOGY KEEPS YOU THERE The Farm 39. Direct mail should marry digital media! The Farm 40. Lets discuss!@juliebogaerts@evelinesmet The Farm