World-class marketers are reinterpreting the core principles of direct marketing in award-winning and sales-increasing ways. Marketing efforts have moved from 2D to 3D via the TAO of campaign integration.

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S P E A K E R N A M E
T I T L E , C O M PA N Y
Integrated Marke,ng
Across Established and Emerging Channels
Beth Smith – Smith Browning Direct, Inc./DirectMarke,ngSmarts.com

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Richard Rosen, Convergence Marketing
Today’s world-class marketers are
masters of 3-dimensional marketing
1 10
100%
Brand Image
100%
Direct SalesRichard Rosen, Convergence Marke,ng
Pedigree Dentas,x
2018
Echo
Finalist

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3D campaign integration trends
T
A
O
Target Audience

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$12,300
$84,200
$184,200
$253,800
Millennial (22-37) Gen X (38-53) Baby Boomer (54-72) Silent Gen (73-90)
Median HH Net Worth by Generation
(Households headed by each generation)
Source: Pew Research Center Analysis of Survey of Consumer Finances public use data, 8/18
Beyond demographics –
How well do you know your Target Audience?

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DNA
The path from 2D to 3D marketing

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DMA EchoAward,
ARF Gold
Cox Communications (Cable, internet, phone, home security)
• New Customer Research
– Confusion
– Setup headaches
– Anger at first bill
– Marketing disconnect
• Goal
– Reduce attrition
– Increase revenue
– Prove results through testing
The commitment to go deep
New Customer attrition 230% higher in first 30 days

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1. Personalized welcome
video within 24 hours
of purchase
2. Direct mail with
PURL at 1 week
3. Thank you/
welcome call 1
week later
4. Personalized video with
customer’s own bill
120-day onboarding
5. Months 2-4:
Personalized direct
mail and email
nurture/offers – by
predictive analytics

8. Courtesy:
Persado
©2018 Smith Browning Direct, Inc. All Rights Reserved.
The opportunity to
go deeper with AI
“What makes the biggest
difference in email
engagement?”
1. Call to action
2. Description
– product/offer/service
3. Emotional language
4. Formatting
– stylistic elements
5. Positioning
– placement of words/phrases

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• 5% remember statistics
• 25% remember statistics with a picture
• 63% remember stories
Understanding your audience

10. Finding their story &
making an emotional
connection
WIIFM

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3D campaign integration trends
T
A
O
Align Message & Media

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Message & Media Relevance DMA EchoAward
Search &
Display

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Are
Direct Marketers
Cannibals?
Media Spend facts vs. fiction

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YOY
Media Spend
Comparison
2017-2018
2017
2018
Cinema
Social
Email
Mobile
Other Internet
OOH
Newspapers
Magazines
Radio
Teleservices
Search
Direct Mail
Digital Display
Television
$0 $10 $20 $30 $40 $50 $60 $70 $80
Traditional
Internet/
Digital
Source: Winterberry Group
2017 and 2018 Annual Outlook

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Media Polygamy
60% of Mature Multichannel
Marketers said multichannel
integration = >10% revenue lift
and better business results
Source: Forrester Consulting,
The Multichannel Maturity Mandate

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The Halo Effect: TV + Digital
-27%
Paid Search ROI
Without TV’s halo, Paid
Search’s average brand
ROI would decline by 27%
-22%
Without TV’s halo, Paid Social Media’s
average brand ROI would decline by 22%
Source: Accenture 2018 Media Strategy
Paid Social ROI

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What’s the right
media formula?
“In working on over 500
engagements, we’ve
found that applying
analytics effectively can
allow companies to free
up 15-30% of their total
marketing budget.”
McKinsey & Company

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Making the
right choices
• 1 perfect moment
• 1 perfect channel
• Unlimited budgets
1% Average Response

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3D campaign integration trends
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Offer Integration

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2018 DMA
Echo
Finalist

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How much is
a Starbucks customer worth?

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Acquisition without
Retention = ZERO

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Offer Integration
Align Message & Media
Target Audience
3D campaign integration trends
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