From Static to Viral- Marketing Mediums will never be the same
The rising popularity of Social Networks have opened up to marketers an entirely new arena to pursue. In a recent study by Nielson Group they found , two-thirds of the world’s internet population visits a social network or blogging site and the sector now accounts for almost 10% of all internet usage time, according to a study by Nielson group.1 As new dynamics in this industry are emerging, the basic questions as to how to effectively merge traditional marketing mediums with social networks has not been answered……until now.
Consider this:
You are sending a traditional marketing email to your database (2,500 records). This means the absolute maximum reach potential of your campaign will be those 2,500 customers.
With the integration of social sharing into your email marketing campaign you are not just gaining access to your current customer database, but you are now gaining access to your Customer’s Friend List. Whether their friends on Facebook, Twitter, or any other social networking site, integrating this simple step into your marketing mediums will expand your reach exponentially.
With the simple theory of multiplication, your reach has the potential to double, triple, and beyond by accessing your customer’s friends, who also have the potential to share with their friends.
New Maximum Reach: Exponential
Cost increase: $0
Being able to integrate sharing on Social Networks into an email marketing campaign allows the retailer to reach customers at an unprecedented rate. Traditional Email Marketing doesn’t create communication between the retailer and customer, however, with Dukky’s Software integrated into a Traditional Email Campaign, the customer is engaged, leading to higher redemptions.
Three powerful things occur from Sharing on Social Networks:
- 1. Company Awareness Increases
- 2. Customer Base is expanded
- 3. Friend-to-Friend Sharing is more powerful than Company to Customer sharing.
Local Companies
Bra Genie, a specialty bra-fitting salon, was looking for a way to promote their Holiday Specials and Offers to their customers and surrounding area. With no online shopping options on their website, all marketing goals are to increase in-store traffic. Their traditional medium, email marketing, was not generating the response they wanted or needed.
Campaign Objective: Increase store traffic for Holiday Sales
After the simple addition of Dukky’s Software to their email marketing, they saw a 19.27% response to their email marketing campaign with Dukky. Better than any other response before.
Dukky Analytics reported:
Email Database: 5,274 Records
Emails Opened: 2,056
Response Clicks: 709
Social Sharing: 44
Response from Social: 253 (from 44 of Response Clicks that shared)
Total Response: 1,104 (19.27%)
The Dukky Platform used Bra Genies compelling offer for “10% off the Next Purchase” to drive customers to a custom micro site. From there, customers were taken through a survey and card activation process. This process was vital, not just to gather information about Bra Genie’s customers, but because the time invested created a psychological commitment between Bra Genie and the customer further reinforcing the end goal: Redemption.
Bra Genie was able to gather valuable data from their customers to help with future marketing campaigns. They were able to gather Purchase Intent for that offer, gain information on if they should add an online store to their website, and hear from their customers about adding more products to their store and which ones were most desired.
Customers were then given the opportunity to receive an additional offer by sharing the offer with friends on any social network. Bra Genie reported 44 customers shared the coupons on social networks resulting in 253 additional responses from social sharing.
The 253 responses as a result of Social Sharing, increased the total response by 25%.
The proof is in the numbers. As a result of the one-week campaign, Bra Genie was provided with real time data stats on their campaign through Dukky’s Analytics Platform. As customers responded and shared the offers, Bra Genie was able to learn about their customers, monitor the new customers from Social Sharing and respond to capitalize on those responses.
Thanks to Dukky, Bra Genie, a locally owned company, will never advertise the same again. But Dukky isn’t just for local companies.
WEB BASED RETAILERS
CanadaFlowers.com is a family-run flower shop located in Southern Ontario. They have developed a strong web presence over the past 5 years with Online Marketing, but were ready to take their company to the next level. Equipped with Dukky’s technology, an email promotion was sent out to customers in their database promoting a 3-week special offer campaign.
Campaign Objective: Increase Online Presence
The Process: An email offer for $5 off your next flower order equipped with a PURL (Personalized Url) was sent to 3,202 customers in an email promotion. The email promotion personally addressed the customer and provided a link for them to click on to activate their offer. PURL Example: www.canadaflowersoffer.com/johnsmith
Results: Canada Flowers had a 26.10% total response rate from their email campaign with a total of 1096 responses coming from Emails and Sharing. Of the total responses, 367 were the results of adding Sharing to their campaign resulting in 385 of their total hits.
Conversion: The campaign results in 230 conversions, a 7.14 % conversion rate.
The results from this campaign compared to previous periods, grew 450%.
Increase Traffic, Increase Rankings
As a result of an increase in traffic to their website, the email campaign had a dramatic effect on the organic rankings of the website’s standing with search engines. Canadaflowers.com increased from a ranking of 131 to 8 for searches for flowers. Dukky’s software drove traffic to the site, which had a powerful domino effect on the continual marketing of the company reaching beyond the campaign dates.
It’s all about Conversion
The goal of every marketing campaign is ultimately to turn your advertising dollars into revenue. Until now, no other marketing mediums provided the means to track and engage customers in order to maximize a retailers customer base through sharing on social networks. Dukky’s cutting edge software is leading the way in the industry to establish a new normal for conversion.
Using Dukky’s Spider PURLS, retailers can 1) Engage customers, 2) Encourage social interaction, 3) Promote Business Offers and Specials, 4) Gather highly valuable information, and 4) Track each step of the process. From the moment the email is sent, received, shared, and until redemption occurs, the Dukky Analytics platform allows you to watch your reach increase. Reach maximization leads to increased conversion, which ultimately generates higher profits.
Dukky’s Software was designed with two things in mind: Conversion and Results
Social Networks integrated into current Email Marketing Campaigns result in exponential potential.
SOURCES: 1) “Global Faces and Networked Places.” Nielson Study Group. March 2009
Tags: Dukky, Email Marketing, social media, viral marketing campaigns