Didgebridge taps into the sensory power of mobile video and measurement technology which transforms any and all advertising touchpoints – TV, radio, print, out of home, in-store displays, social, web, direct mail—-into a highly engaging, information-rich mobile video experience.
I met recently with Didgebridge CEO John McNulty who talked about his company’s unique offering at the confluence of interactive mobile video and engagement metrics.
We are in an unprecedented era that comes with opportunities offered by new relevant and impactful marketing technologies which are allowing marketers to measure their marketing tactics with previously unrivaled precision— and demonstrate ROI-value more effectively. Consumers in the US, other developed countries and even emerging markets are becoming more and more resistant to intrusive ads and communications. The reason why Didgebridge relies so heavily upon mobile video, has it logic origin within the field of behavioral science.
You often say that Didgebridge is on a mission of disruption—particularly when it comes to advertising ROI metrics.
When you have spoken at major conferences and even at universities, you commented that much of today’s so-called digital marketing, actually is based upon homeland security “big data” collection—and is being force fed into mainstream marketing. Our goal is to get our clients to think differently about their marketing and advertising investments and ROI. Our NewsletterThe Macali Enterprise newsletter offers ideas, insights, and best practices for your business and communications success. You’ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing.
Achieving engagement with a customer or fan base is not so much about tactics such as Facebook or tools like Radian6, but how these are best leveraged to enable meaningful interaction with the consumer.
We also have a new guide by Andrew Campbell describing how to create a customer retention plan, again part of a long-term process to build relationships. The people that have already bought from you are super-special, I mean really special when you think about it.
There are multiple ways to generate insight, some of it should be engrained in your business day-to-day, other elements should be done at key times of the year. Get data from those masses who do nothing on your site, tools like 4Q and Kampyle are great since they're low commitment, fast and anonymous. Email surveys are good if you lack a steady stream of data and prefer to ad-hoc, mass questioning of your database, annually for example.
With the proliferation of social media usage, the idea of message amplification is really key, I feel. We're talking about the consumers experience of your product or service and how they feed that back. Reactive - Zappos are the best example we hear of a customer obsessed brand who put tools and process around their consumer.
Proactive - Think Dell as past masters at this, and where Gary Vaynerchuck pushes with his The Thank You Economy book. Each approach isn't mutually exclusive, after all they're just processes dependent on how an organisation wants to (and can) work. Of course, capturing and using data is at the heart of informing the creation of tailored content for the consumer.
Useful content is at the heart of such a content strategy, on-topic content enables you to demonstrate a continued relevance to consumers who are buying certain types of products from you, or at least they're giving you indicators as to what is motivating and helping solve problems in their world.
This approach has obvious potential for re-promotion of your products in the right way, and at the right time, adding value and re-engaging re-affirms relevance and earns you that right. A platform to share - One of the most powerful ways to remain valuable is to enable the consumer to connect and share with other like-minded consumers, this allows the like-minded to flock together and simultaneously deliver ongoing insight for the brand hosting the platform. It's a complex space, our recommendation would be to start with simpler tools such as Office Autopilot where the focus is segmentation of a lead database (based on whatever makes sense: preferences, subject of interest, product type) since this enables the communication of the most relevant content. This table summarises our recommendations on content marketing KPIs related to retention (Engage) and other parts of our RACE framework. Use our hub pages as a reference to get up-to-speed on all the main digital marketing techniques. In this section we show techniques and examples of how to plan and execute effective integrated marketing campaigns to attract more people to your sites or engage with your brand. If you want to maximize reach of online campaigns and to acquire new customers online you have to work hard to master the full range of RELEVANT online and offline marketing communications tools or digital media channels.
To review the approaches relevant to you we recommend you review the 6 tools summarised in the diagram from Dave Chaffey's and Fiona Ellis Chadwick's Digital Marketing:Strategy Development and Practice Book which are available in our advice on how to build your reach online. The starting point in improving your traffic for existing companies is reviewing your current mix of traffic using the standard last-click approach. 2 Campaign insight – which data about customer and competitor behaviour is available to inform our campaign? Integrated campaign planning involves selecting the right mix of these marketing tools or channels to reach and influence your audience and so meet your campaign objectives.
This chart from the traffic mix post above shows a typical referrers from sites using Google Analytics. Brand Republic - A traditional marketing magazine with the online portal covering digital marketing campaigns well in different channels and its Wall Digital Marketing Blog. These are the related techniques which we recommend as important for managing Marketing campaign planning effectively. Cross-sell campaign: Banks try to sell a new product to existing customers by cross-sell campaigns. Balance transfer campaign: This is a special type of campaign which is carried out to pay outstanding balances on a credit card. Re-activation campaign: Objective of such campaigns is to target customers who are inactive for a long period of time and make them active by offering activation incentive offers to them. Proactive retention campaign: Most of the research studies1 show that it costs 4-10 times more to acquire a new customer than it does to retain an existing one. Having discussed the concept of various types of marketing campaigns, we would next discuss the steps to design a marketing campaign.


The four blogs would cover the entire process of marketing campaigns from designing to execution to post campaign monitoring. Our combined experience over the years has taught us that any marketing campaign is only as good as the results.
And being able to read those results is critical - because that's what will lead you to effective future campaigns.
Thanks for your professional counsel on developing an effective data base for our preschool marketing program! Didgebridge’s proprietary platform has been deployed by a variety of brands, including Crest, Gillette, IBM, SAP, General Growth Properties Malls, JW Marriott, PHIT America.org, The Chicago Association of Direct Marketers, etc. As Seth describes in the quote above, open and maintain conversation, ask questions, listen, build better products and market in a more relevant way - add value to the relationship with the consumer. What insights do we have about our customers, their needs from online services and perceptions of our service? They paid you money - they bought into what you said and now have a unique perspective of what it is like to journey from finding you, to evaluating you against the competition, then deciding to purchase and… then what? The questions we'd suggest that you ask are surrounding satisfaction with the process, what it's like to deal with you from an outside perspective.
It's the most common form of insights gathering though done last minute when things feel broken, it's certainly better than no insights, just. Build relevant data capture at key buyer stages so that you learn more about your consumer as they near purchase, and beyond. It's not that everything has to be commercially orientated either, though personally I'd ensure it ties back. If you can engage any visitor on at least some level, then worst case, you can see how well your content and messaging resonates with an audience.
Do you understand the gap between your customer needs and your delivery and how do you improve and prioritise satisfaction? As a business tools like Twitter and Facebook are channels back to customer service, no matter what they customer wants, apparently. Dell's approach is to listen to the whole market and seed out unhappy (and happy) customers in order they can pro-actively solve customer problems.
Both require tools, customer process and at the more progressed, Dell, high-end a CRM software or community of some form (see question 5 and 6). Blogs are a way to centralise this, to form the content hub, then repurposing your content into Facebook, Twitter, LinkedIn and Google+ represent additional ways to reach (with permission) and so re-connect. It's right-side up marketing in that sense since it has an inbound effect over interruptive outbound promotions that feel random to the recipient. How do we create an integrated communications lifecycle, integrating channels, content and marketing around the customer?
Marketing automation can help here and Dave has reviewed marketing automation tools before in this post. The power is layering on purchase intent (inferred through click behaviour and explicit through web forms) to then tone up or down promotional intensity and the strength of offers as relevant to the consumer. Through measurement and then improvement through testing against objectives, it's only as complex as it needs to be for your organisation. They will help you quickly understand how to make the most of the technique through definitions and recommendations on our member resources and blog articles covering strategy, best practices and the latest statistics. This famous line proved true in the 1989 film Field of Dreams, but unfortunately, it doesn't apply to gaining sales whether they're via you desktop site, mobile site, social media presence or offline channels.
If you're investing a large amount in media and have a complex product involving multiple touchpoints and visits to your site then media attribution will be important. If you're looking for a template to structure yours, see our Word campaign planning template. Goal setting and tracking – which specific goals should be set for online campaigns and how do we measure success? Budgeting and selecting the digital media mix – how should we set the budget and invest in different forms of digital media? Integration into overall media schedule or plan – how should we plan the media schedule which incorporates different waves of online and offline communications? Banks run this campaign at regular intervals to keep the highly engaged customers’ engagement level high at all times and take the low engaged customers to a higher level of engagement. Using balance transfer facility from bank A, customers can pay their dues of other credit card using bank A’s card.
This is another very important type of campaign as dormancy (long term inactivity) invariably leads to attrition. Other than the magnificent new 4-G enabled, video accommodating, large screen smartphones being carried by 110 million USA consumers today. To create these conversations and build relationships is challenging - the biggest challenge in marketing perhaps. You thank them if, they're lucky, reward them somehow, just re-sell to them or simply ignore them?
Did you even meet the customer's requirements and is there a quality gap from the users reality. But better is designing insight capture into the marketing and sales process in a robust way, for example using email sequences since it brings the consumer to the marketing table. This can be as simple questions built into existing enquiry, purchase and post purchase forms.
You can easily ensure that commercial goals tie to customer engagement or marketing KPIs by developing a simple matrix.
Commercial sales are the end goal, and yet they're still preceded by a number of KPIs that are more manageable and meaningful to those working on the front line.
How this is done is dependent on what kind of organisation you are in terms of budgets and resources available.


Layer on segmented email communications to such solid social media programme and you're pioneering brand communications!
This is an area being pioneered by high-end, fully integrated marketing automation platforms like EDialog and Eloqua, and being made accessible to the rest of us by companies such as Genius, Office Autopilot and Marketo.
Integrating email communications, SMS and outbound with direct mail is pretty obvious and totally possible with these platforms since you get to design the communications sequences for each segment, and sub-segment.
Focus on the basics as to what content, tools and techniques drive re-engagement, referral and re-purchase evidenced by your measurement dashboard. But first, you need the right campaign concept which will engage your audience and be shareable.
This is a very effective way of building portfolio as banks can use the existing information of the customers to identify the right set of target population. In activation campaigns, banks try to incentivize newly acquired customers to use their card in the first 30 days. Balance transfer facility provides lower than usual rate of interest rate for a promotional period. Such campaigns are designed to identify the set of customers whose engagement level is high and have the potential of increasing it further if they are given a high end product.
Proactive retention campaigns are designed to give an incentive offer to customers who are expected to close their accounts in near future. The human brain in marvelously efficient at processing sight, sound, and motion—and leading us to action. There are no quick tips we can give here, but we can offer this structure which will step you through the decisions you need to make to work towards long-term relationships. The first step is to understand how they perceive you based on the service and experience you have provided.
Of course you can target particular groups of customers with email, so they're powerful in this sense.
Think about using tools such as Get Satisfaction for feedback too since it offers you progression into a feedback community and crowd-sourcing. Using this approach allows people at different levels, with different perspectives, within an organisation to see the value in an engagement or retention programme. Being useful adds an incomparable value to a consumer relationship post purchase as well as keep you front of mind. Marketing automation is a huge area and different platforms have strengths in different areas.
The offer is generally tailored to address the potential reason (based on past behavioral data) of attrition for the customer. We as a human species have been keeping ourselves alive long before the advent of spoken language, by allowing our brains to process sight-sound-motion.
So you need to harness insights  you have about this super special group of people, and what insights could you have to help you do a better job to generate more sales? You can also use the "Watch don't ask" approach of using analytics to see what customers click on or don't click on.
For example, take the idea of customer making a second or third (repeat) purchase vs a referral of your brand to friends, both matter, both will tie to traffic to your domain and so can be tied to sale.
Two reasons - you're connecting the consumer with others, and deepening their experience of subject area. Marketing automation includes analytics and intelligence gathering, automating lead generation and conversion and advanced cross-department workflow. So long as the KPIs can be tied broadly to sale (question 1) then discussions with management are much simpler and meaningful at the commercial level. If I own a local restaurant or flower shop, I think social-media is probably pretty effective for marketing. For the customer, repeat purchase can manifest in 'lifetime value' commercial goals as well as 'new vs returning' visitors for the marketers using in Google Analytics. The practical start point is to take a lead from B2B marketers who focus around the automation of lead generation and lead conversion, with "get lead, convert lead" being the mantra, focussing mostly on email and outbound telemarketing in its simplest sense. But when you consider the value of video and its effect on consumers and the lack of Board Room level metrics, we know that our offering challenges the norm—and is thus fairly disruptive. However with big brands, social is increasingly being questioned on genuine engagement and relevant metrics that stand up in the board room. Then guiding our actions.  This is the genesis of why TV advertising has been so effective, for so long.
You can just as easily use other counters of engagement, such as use of Facebook (usually more customer orientated) and any owned web property such as customer forums or groups. Most advertising experts will agree, that there is no form of advertising which rivals the power of video in its persuasive power. We thus find it intriguing that the Saudi Prince Alwaleed bin Talal and his investment firm recently became Twitter’s second largest investor. Our platform transforms these ads into “ROI-Measurable-Interactive-Mobile-Video” engagement experiences for the reader, once again providing our instant “Depth of Engagement TRUTH METRICS.” We sometimes present our TRUTH METRICS technology, as a thermostat, or temperature gauge, for each advertising touchpoint, and content placed within. How to reach the consumer, with my highly persuasive, information-rich, video content—when that consumer is not watching my TV ads, and they deplore my interruptive Internet video pre-rolls?
We feel that, regardless of sample size, these predictive analytics from the “real shopper world” provide a far-more-valuable ROI, vs the money which marketers continue to spend on focus groups, where the consumer’s stated shopping behaviors, often bear little resemblance to their actual shopping patterns. We convert all marketing touchpoints into non-intrusive, non-interruptive, information-rich, mobile video interactive experiences—while providing brand marketers with instant consumer insights.



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