Our simple 3 step plan will help you make sense of it all and dramatically increases response rates. For clients still struggling to get to grips with declining response rates from more traditional media and direct marketing techniques we provide a friendly and jargon free approach that sheds lights on how to plan and maximise your marketing budget to embrace new forms of social media and harder to reach customers.

Most importantly we don’t advocate a “ditch everything you know” strategy, far from it, we help you marry techniques and ideas from the old world and blend them with the new so that the engagement process is rewarding and educational and the results are stellar.

To us, digital response and eCRM is an evolving discipline at the very heart of the digital world. It’s not just about PPC, email or SMS campaigns; your customers don’t follow such simple and linear rules as they weave their way towards engaging with you. Digital response and eCRM reflects the need to engage with new and existing customers using every possible online touch point in personalised, memorable and relevant ways.

Importantly, one of the biggest issues to get your head around is the fact that in the digital world it’s NOT always about selling. The growing influence of online communities and social media has meant the role of creating interesting and compelling content, blogging, twittering, WOM, third party endorsements and recommendations and such like plays a critical part in your sales success.

The web is an evolving playground of conversations that you need to be part of. In the online world it’s important to remember three simple things: channels are networks, audiences are communities and brands are experiences.

To make it as easy as possible for clients to break from the past we have created a simple 3 stage methodology called P.A.R (Persuade. Activate. Retain):

STEP 1: Create “Persuasion Pathways”
The first challenge is to create online “persuasion pathways” that allow customers to find and interact with your brand, product and services across an increasingly fragmented online landscape. In many cases you might have some form of traditional marketing idea or activity that acts as a campaign keystone. This is then supported with core online elements such as search, online media, content creation, micro sites and all forms of social influence media that allow your customers to engage with you and make an informed opinion about your product or service. Often these online pathways appear invisible to your customers and are the result of detailed data and media planning as well as a strong creative idea and execution.
STEP 2: Seed “Activation Candy”
The second challenge is to seed “activation candy”, these are the relevant and personalised offers and promotions that are triggered by 1-2-1 insights, data personas and other forms of intelligent customer understanding. Activation candy is a form of lead nurturing that seeks to shorten the sales cycle based on an intelligent understanding of the needs of your prospects and customers.
STEP 3: Manage “Retention Happiness”
The third stage is to manage “retention happiness”, these are the compelling ways you continually learn about your customers in order to effectively cross sell and up sell additional services in ways that seem natural and organic. At this stage, providing access via customer portals or interfaces inside the walls of your business so that your customers can “self manage” their relationship with you are playing an increasingly pivotal role.

If you are currently experiencing the pain of low or even zero response rates using traditional marketing ideas and media then pick up the phone for a chat and we can hopefully light the way.