Mcom30 slidedeck- class 11 - digital

DIGITAL DM

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

DIGITAL DM•Lots of competition

•Consumers feel overwhelmed

•Easy backlash

•Unregulated

•Lack of control

•Privacy concerns

•Need technical expertise / supportCONS

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)

VITAL Aspects of a DM Website?

The produ

ct

The offer

Call to

action

The terms

Appeal(but which one?)

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

offer

product

DM search

ppc (listings + banners)

Organic (challenging)

3.81% response rate

Heat map reporting demonstrates areas of high visual concentration on web pages.

DM socialImmediacy

Testing / adapting

Cost

Integration

2-28% response rate (small vs big)

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