Mcom30 slidedeck- class 11 - digital
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Transcript of Mcom30 slidedeck- class 11 - digital
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DIGITAL DM
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DIGITAL DM•Easy to test, and adjust mid-stream
•Relatively low-cost, especially CPR
•Direct can lead to viral
•Wide reach
•Consumer convenience
•Consumer interaction
PROS
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DIGITAL DM•Lots of competition
•Consumers feel overwhelmed
•Easy backlash
•Unregulated
•Lack of control
•Privacy concerns
•Need technical expertise / supportCONS
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DM websites•campaign specific
•unique domain name
•subscribe, sign up, pass on, buy
•step 2 or even 3 in a DM campaign
0.05-1% response rate** (variable)
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VITAL Aspects of a DM Website?
The produ
ct
The offer
Call to
action
The terms
Appeal(but which one?)
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DM email•campaign specific
•timing is key!
•click, pass on, buy
•step 1 usually
19.47% open rate6.64% click-through 1.73% conversion 0.77% unsubscribe rate
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offer
product
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DM search
ppc (listings + banners)
Organic (challenging)
3.81% response rate
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Heat map reporting demonstrates areas of high visual concentration on web pages.
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DM socialImmediacy
Testing / adapting
Cost
Integration
2-28% response rate (small vs big)
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Click to edit the title text format
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Click to edit the title text format
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