Insights

Insights Round Up: June 2015

June 29, 2015

A recap of our social media activity this month. 1. Book a Test Drive This summer is all about Automotive Digital Marketing. We’re talking to dealership groups and agencies about how to reach in-market buyers with hyper-targeted email advertising. Book a free Test Drive with Future Flow Media and kick your automotive marketing into overdrive! #Automotive Marketers! Conquest in-market…

A recap of our social media activity this month.

1. Book a Test Drive This summer is all about Automotive Digital Marketing. We’re talking to dealership groups and agencies about how to reach in-market buyers with hyper-targeted email advertising. Book a free Test Drive with Future Flow Media and kick your automotive marketing into overdrive!

2. How Ford NZ Reached Auto Shoppers at the Right Moment Discover how Ford New Zealand and agency JWT NZ were able to reach consumers at different stages of their purchase cycle with tailored messaging to drive awareness, consideration, and purchase. Read the case study.   ford-logo-smthinkwithgoogle                

 

 

 

3. Email Beats Social Constant Contact’s latest research reveals 68% of consumers say they prefer email as a way of communicating with brands, compared to only 5% for social media.

 

4. “The Viral Email Report” Check out the presentation from Litmus’ &  

 

5. Congratulations! To our friends at Point to Point Inc. on winning two BMA Awards. Well deserved!

Take a Test Drive with Future Flow Media

June 15, 2015

  Kick Your Automotive Marketing into Overdrive Millions of consumers who are in-market, or currently researching a vehicle purchase, are ready to be conquested. Our hyper-targeted email advertising capabilities, optimization services, and proven campaign framework create the winning formula for successful and painless digital media campaigns. For a limited time, Future Flow Media is offering…

 

Kick Your Automotive Marketing into Overdrive

Millions of consumers who are in-market, or currently researching a vehicle purchase, are ready to be conquested. Our hyper-targeted email advertising capabilities, optimization services, and proven campaign framework create the winning formula for successful and painless digital media campaigns.

For a limited time, Future Flow Media is offering Free Test Drives to help automotive marketers successfully conquest buyers with hyper-targeted email. Build a campaign plan that’s ready to drive off the lot with expert insights and recommendations.

Book a Free Test Drive button

Dealership groups and their agencies are using Future Flow Media’s proven Automotive Marketing Program to make their media more effective and more valuable. Plus, they’re proving ROI and campaign influence with 1-to-1 sales match back attribution.

For more information please visit futureflowmedia.com/testdrive

Email Advertising for Restaurants

May 11, 2015

  Why is Email Advertising Key for a Restaurant’s Brand to Grow? Email advertising increases restaurant brand preference with customer groups, builds loyalty, and is proven to drive traffic into restaurant locations. It’s currently one of the most underutilized marketing channels in the restaurant industry, providing the opportunity to influence unreached and under-engaged customers. Digital…

 

Why is Email Advertising Key for a Restaurant’s Brand to Grow?

Email advertising increases restaurant brand preference with customer groups, builds loyalty, and is proven to drive traffic into restaurant locations. It’s currently one of the most underutilized marketing channels in the restaurant industry, providing the opportunity to influence unreached and under-engaged customers.

Digital advertising efforts have never been more important as consumers increasingly make their dining purchasing decisions online. It’s not surprising that:

  • 89% percent of diners research restaurants online before visiting in person. (AIS Media)
  • 57% of respondents stated they make restaurant reservations online, and about 40% of those completed the reservation on the restaurant’s own website. (Cornell University)
  • 67% of Internet users prefer email as the method of communication with brands. (eMarketer 2014)
  • Pizza Hut recently revealed in 2014 that 30% of all sales now come from digital marketing.

Hyper-Targeted Advertising Ensures Successful Digital Campaigns

  • Go beyond the key demographic profiles.
  • Integrate marketing efforts to make each tactic more effective and more valuable.
  • Partner with firms that have proven digital campaign planning and optimization expertise.
  • Stay current on how other restaurant group marketers leverage digital media to attract customers.

Future Flow Media reaches hyper-targeted contacts currently unreached, or under-engaged, by existing digital media efforts and drives more of the best quality traffic that’s been measured and proven to achieve desired dining purchase activities.

Entertainment Industry Spotlight: Connecting with Fickle Consumers

January 7, 2013

Whether you’re promoting a professional sports team, a NASCAR race, a movie opening, a rock concert, a gallery exhibition, subscriptions to a symphony orchestra season, or any other entertainment event, you need to find more cost-effective ways to build brand loyalty and get your message to the right people at the right time. Entertainment marketers…

Whether you’re promoting a professional sports team, a NASCAR race, a movie opening, a rock concert, a gallery exhibition, subscriptions to a symphony orchestra season, or any other entertainment event, you need to find more cost-effective ways to build brand loyalty and get your message to the right people at the right time.

Entertainment marketers who have learned how to obtain a comprehensive view of the demographics, psychographics, and behavioral characteristics of consumers have been able to get relevant, timely messages in front of exactly the kind of people who are interested in their events. By engaging their audience with desirable offers and information, these marketers realize dramatic increases in response and conversion rates.

Imagine being able to target local men who like to watch sports. Or imagine being able to precisely deliver a customized promotional offer for subscription to your upcoming concert season to middle-aged, high-income, couples with an interest in classical music. Unsure exactly which way someone’s cultural tastes lean? Imagine sending them multiple offers and being able to track exactly which ones they click through to. These are just a few examples of the ways that hyper-targeting can deliver the right message to the right people.

To learn more about targeted email advertising for entertainment marketers, read the full Hyper-Targeted Email Advertising Entertainment Industry Spotlight.

5 Steps to Effective Content Marketing

November 27, 2012

Content marketing is one of the top five most used lead generation tactics, according to the MarketingSherpa 2012 Lead Generation Benchmark Report. It is a great way to build a relationship with your customer by offering them something valuable in exchange for subscription (to your newsletter, etc). It is a way to convert attention into…

Content marketing is one of the top five most used lead generation tactics, according to the MarketingSherpa 2012 Lead Generation Benchmark Report. It is a great way to build a relationship with your customer by offering them something valuable in exchange for subscription (to your newsletter, etc). It is a way to convert attention into interest, so that when they actually need your services, you, and not your competitor, will be the first thing on their mind. Here are five steps from a recent MarketingSherpa webinar to make the most of content marketing:

1.      Map your existing content across the funnel

You’re relationship with your customer should involve moving in microsteps toward a final commitment. Each time they answer “yes” to the next offer, they are moving along the funnel to the ultimate goal. When you’re mapping your content, the goal is to simplify and sequence your content to continuously nudge prospects along your funnel.

 2.      Craft a biographical sketch of your ideal customer

Often, a message that seems clear to you can be confusing to your customer.  As a marketer, you have to learn to see your offerings through the eyes of your customers. Try to imagine who your ideal customer is, and then get into his/her head. Think about their needs. Content must be relevant, important, and urgent.

 3.      Identify content distribution channels in which you have the greatest potential influence

Once you have created content, you need to effectively get it in front of the right people at the right time. One can measure the potential influence of a channel with three criterion/factors: Reach (how many people you’re influencing), capacity (to what depth are you influencing each person), and intensity (to what degree can each person you’ve influenced enact change).

 4.      Connect Decisions

Create a clear connection from the relational, to the transactional, to the contractual commitments that make up your funnel. Marketing only exists where choice exists, and a marketer’s job is to influence choice. Think about how you are going to influence someone to take the next step.

 5.      Optimize your message at the transactional and then contractual transitions in your funnel

Once you have the connection, you’ve got to get the message right. The value proposition is key.

To learn more about effective content marketing, watch the full web clinic by Marketing Experiments.

CPG Spotlight: Regrowing Brand Loyalty

November 20, 2012

Over the past three years, many Consumer Packaged Goods marketers like you have seen brand loyalty decline as consumers changed their shopping behavior in response to ongoing economic hardship. You need to work harder on building closer relationships directly with consumers. In this highly competitive environment, you need to redefine value and differentiate your products…

Over the past three years, many Consumer Packaged Goods marketers like you have seen brand loyalty decline as consumers changed their shopping behavior in response to ongoing economic hardship. You need to work harder on building closer relationships directly with consumers. In this highly competitive environment, you need to redefine value and differentiate your products for specific customer niches based on quality and branding instead of on price. But building that close relationship is extremely difficult unless you can reach precisely the right people at the right time with the right message.

Top CPG marketers have successfully used Hyper-Targeted Email Advertising to combine hundreds of very specific demographic, psychographic, and behavioral characteristics to connect with and emotionally engage a precisely-targeted audience for a particular offer. They have effectively promoted a wide range of products, including:

  • food products to people who enjoy cooking
  • pet products to pet owners in a specific income bracket
  • a new health drink to higher-income people interested in a healthy lifestyle
  • a low-calorie snack to women who are dieting
  • eco-friendly cleaning products to “green” consumers
  • with a little imagination, the possibilities for targeted campaigns are endless

To learn more about email list rental for consumer packaged goods, read the full Spotlight on Hyper-Targeted Email Advertising in the CPG Industry.

5 Holiday Email Marketing Ideas

November 15, 2012

The holidays are coming, and with them comes the opportunity to increase holiday sales. The trick is to get your offers and promotions in front of the right audiences (those most likely to buy) at the right time. Retailers have proven that email marketing is one of the most effective tactics for achieving this; last year, more than 83% of major online…

The holidays are coming, and with them comes the opportunity to increase holiday sales. The trick is to get your offers and promotions in front of the right audiences (those most likely to buy) at the right time. Retailers have proven that email marketing is one of the most effective tactics for achieving this; last year, more than 83% of major online retailers increased their email volume during November and December. Here are five sets of ideas for maximizing the ROI from your 2012 holiday campaigns:

1. Target early bird shoppers with time-limited deals.

Early bird shoppers are organized consumers who know what they want. This group is looking for deals and want to beat the avalanche of holiday shopping to come. They’re shopping now! Appeal to them with special offers:

  • Create urgency with a “Limited Time” offer
    (i.e., Save 20% before Dec. 10)
  • Offer a free gift with purchase while supplies last
  • Announce special pre-holiday hours
  • Invite them to beat the rush and sales

2. Make your emails stand-out for big-time shoppers. Holiday shopping enters the period of peak orders and revenue highs from November to mid December, as the big time shoppers start spending. Competition can be tough during this time, so make your emails stand out in the inbox with these ideas:

  • Send an offer with a “Hurry Before Offer Expires on December 5” – it’s been proven that a simple “Hurry get it before it expires offer” goes a long way toward increasing store sales.
  • Create a series for Hanukkah or the 12 Days of Christmas, and present a new offer/gift idea each day.
  • People like lists. Try “most popular products” or “top 10 gifts under $20.”
  • Remind shoppers that you offer gift cards and gift certificates for those hard-to-buy-for friends and relatives.

3. Make it easy for last-minute shoppers. Research and experience show that many holiday shoppers wait until the last minute to purchase their gifts. This period of holiday shopping is called the “Last Minute Frenzy,” and starts mid-December. Schedule a few emails in December that’ll speak to this audience by offering easy, last-minute gift suggestions and mentioning benefits:

  • Most popular products list
  • Top 10 gifts under  $20
  • Gift cards and gift certificates
  • guaranteed delivery by X
  • Last-minute gifts for under $50
  • extended hours for more holiday shopping
  • free gift-wrapping

4. Appeal to bargain shoppers from late December through the New Year. Just because the holidays are over, that doesn’t mean the spending and shopping have stopped. Plan to send a few bargain bounty emails touting your end-of-year sales and discounts:

  • holiday clearance sale
  • Post holiday sales
  • Stock up for the new year and save
  • Return that ugly sweater from grandma and get what you want

5. Use targeted email advertising to expand your reach and grow your house list. If you don’t have a large enough in-house email address list to make email marketing an effective addition to your holiday mix of tactics, hyper-targeted email advertising can provide you with a fresh, highly targetable opt-in email address list of over 70 million consumers.

Holiday email marketing should be relevant, timely, and valuable for your customers. Keeping important dates and holiday shopping patterns in mind will help you to target products, services, and offers to your new customers at the right time.

Still unsure about what your most effective Holiday campaign looks like? Along with our high-integrity, high-performance email list rental, we offer full-service consulting expertise, and a proven campaign optimization framework, making sure that it’s a happy holiday for everyone.

Contact us to discuss your holiday marketing plans.

Email Marketing Outperforms Social and Most Other Sources

November 7, 2012

A chart published by MarketingSherpa revealed that, after organic searches, targeted email advertising provides the greatest volume of traffic (close to one quarter of overall traffic) to the websites of the study’s participants. Most importantly, email marketing campaigns resulted in conversion rates almost on par with organic searches, even though the latter had almost twice…

A chart published by MarketingSherpa revealed that, after organic searches, targeted email advertising provides the greatest volume of traffic (close to one quarter of overall traffic) to the websites of the study’s participants. Most importantly, email marketing campaigns resulted in conversion rates almost on par with organic searches, even though the latter had almost twice the traffic volume.

According to Brad Bortone at MarketingSherpa, “email marketing offers marketers the opportunity to generate a high volume of targeted traffic to specific landing pages. This creates an engaging experience that is ideal for qualified lead generation.” That’s what we’ve been saying!

Clearly, if you haven’t done so already, it’s time to divest some of the time and money you’ve been putting into social media, and test hyper-targeted email advertising as a component in your campaign mix.

We are currently offering a special bite-sized pilot program that makes it easy to measure the impact that email list rental can have on your business. Contact us to learn more.

 

Media Buying in the New Multi-Screen World

October 24, 2012

We all know that consumer media consumption patterns are rapidly changing, but an August 2012 research study by Google, Ipsos, and Stirling Brands, provides some startling data on the predominance of multi-screen based interactions. The insights provided in The New Multi-screen World: Understanding Cross-platform Consumer Behavior, may help you craft better advertising campaigns: We are multi-screeners:…

We all know that consumer media consumption patterns are rapidly changing, but an August 2012 research study by Google, Ipsos, and Stirling Brands, provides some startling data on the predominance of multi-screen based interactions. The insights provided in The New Multi-screen World: Understanding Cross-platform Consumer Behavior, may help you craft better advertising campaigns:

  • We are multi-screeners: 90% of all media interactions are screen-based, spread across smartphones, tablets, desktops/laptops and TVs; leaving just 10% of interactions to radio and print. Your ad budgets should reflect that split.
  • We move seamlessly between multiple devices to complete a task over time, in either a sequential (starting a task on one devices and completing it on another) or simultaneous mode. Your marketing strategies can no longer be viewed as “digital” or “traditional,” and your plans must consider the whole consumer experience across channels, making it as seamless as possible.
  • TV no longer commands our undivided attention: 77% of TV viewers use another device at the same time during a typical day.
  • The prevalence of sequential usage of multiple screens makes it imperative that you enable customers to save their progress between devices. Saved shopping carts, “signed-in” experiences or the ability to email progress to oneself helps keep consumers engaged, regardless of device used to get to you.
  • During simultaneous usage, content viewed on one device can trigger specific behaviour on the other. You should therefore not limit conversion goals and calls to action to only the device where they were initially displayed.

More than ever, your campaigns need to be designed as seamless multi-screen consumer experiences that integrate email advertising, web, social, TV, and more. Read the complete report here.

DMA2012 Recap: Exploiting Data for Better Targeting

October 22, 2012

At the Direct Marketing Association (DMA) 2012 conference that just wrapped up in Las Vegas, Future Flow Media Principal Consultant, Chris O’Neill shared his experience with hyper-targeted email advertising as an invited speaker alongside executives from IBM, Strongmail, and Rapleaf. Chris’ main message was echoed throughout the conference that was attended by 10,000 direct marketers:…

At the Direct Marketing Association (DMA) 2012 conference that just wrapped up in Las Vegas, Future Flow Media Principal Consultant, Chris O’Neill shared his experience with hyper-targeted email advertising as an invited speaker alongside executives from IBM, Strongmail, and Rapleaf. Chris’ main message was echoed throughout the conference that was attended by 10,000 direct marketers: a huge competitive advantage is being realized by the marketers who are most effectively utilizing data to deliver the right message to the right people at the right time.

Keynote speakers Chris Anderson, Editor-in-chief of Wired, and David Fischer, VP of Facebook, both pointed out that 21st century markets are all about long tail niches of people with unique, specific tastes. Marketers can no longer target the average, mass market; they need to use data to cost-effectively identify and reach the specific people most able to convert.

Some of the key take-aways from the conference include:

  • Better targeting is an ongoing challenge: a top priority for all marketers in attendance is to find more targeted, higher quality, and more cost-effective methods to reaching new prospects.
  • ROI needs to drive mix decisions: the number of marketing channels available to marketers is increasing (re-marketing, email, social, etc.) but overall budgets are not. This means that budgets need to be carefully spread across many tactics. Planning the best tactical mix is a big challenge and requires accurate measures of ROI and cost-effectiveness.
  • All industries are realizing gains with more targeted advertising: successes are being realized across all industries with some of the biggest winners being: B2B, healthcare and wellness, and automotive.
  • Better integration is needed: there is an explosion of specialized, fragmented direct marketing products and services (widgets, data, analytics, etc.), driving a need for better integration of all offline and online tools and tactics.
  • Social is now a staple: social is no longer a new buzzword, nor is it a stand-alone cure-all; it is an established tactic that needs to fit alongside all of the other tactics in an integrated campaign mix.
  • Process matters: all of today’s available data and tactical opportunities do not deliver results unless campaigns are planned and delivered with a solid process and proven methodology. Without expert advice on best practices, a smooth project execution framework, and careful management of every detail, the most promising campaigns will fall flat. More than ever, the right agency and execution partners are critical to success.

Conference keynote speeches and highlights are available on the DMA2012 YouTube channel.

 

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