Product Type: Market Research Report
Published by: Bloor Research
Published: October 2006
Product Code: R3467-6Description How can you gain the maximum resonance and returns from your Information Communications Technology (ICT) marketing campaigns?
By reading this report, which involves an analysis based upon our opinion of six leading and award-winning campaigns, ICT organisations will learn how to maximise the performance and results of their technology campaigns.
We do not set out to make any strategic recommendations but, as a result of our analysis, this report should help you to develop better customer relationships, increase sales and generate greater brand awareness...
Table of Contents - Executive Summary - report structure
- 1. Introduction - why is this report important?
- • B2B ICT organisations need better, integrated campaigns
- • Why do we need benchmarks for ICT campaigns?
- • Marketing’s duty and accountability
- • Examples of ‘standard’ metrics
- • Deliver effective messages with limited resources
- • Understand channel management
- • Tools, channels and drivers for ICT campaigns
- Table 1. Examples of campaign tools and drivers
- • Our view of the integrated campaigns
- Fig.1 Process diagram for campaign management
- • What would make an ideal campaign?
- Fig.2 An example campaign audit mind map
- • The role of the brand
- • Awards: not a true measure of success
- 2. Metrics - the benchmarks for analysing the campaigns
- • Potential questions to ask yourself
- • Direct Response Rates
- • Direct Marketing Benchmarks
- • Average Email Benchmarks
- • Average Direct Mail Benchmarks
- • Qualified Leads
- • Closed sales and ROI
- • Measuring the intangibles
- • Brand awareness
- • The vision and objectives
- • Innovation
- Fig.3 Ansoff’s Product/ Market Matrix
- • Creativity, emotion, attitude and perception
- 3. Award-winning B2B campaigns
- • IBM - On Demand
- • Sun Microsystems
- • Sage
- • Optimis
- • British Telecom
- • Compaq
- 4. Analysis - what can B2B organisations learn from these campaigns?
- • Topics for discussion
- • It’s not just about technology
- • Factors determining campaign success
- • Develop campaign objectives and support
- • Different perspectives and complete solutions
- • Employing an agency
- • In-house courage for change
- • Examples of campaign objectives
- Table 2. Examples of campaign objectives
- • The tools and channels deployed
- How -to gain higher direct response rates
- • Clean data increases responses
- • Segment your target audience
- • Opt-in your target audience
- • Vizmail, email and viral marketing
- • The danger of Vizmail
- • Online games
- • Humour, originality and response rates
- • Monitor response rates
- • Free downloads, increased sales enquiries
- How -to increase qualified leads
- • Leads: points raised
- • Leads: two examples
- • What is a good conversion rate?
- How -to maximise closed sales and ROI
- • ROI is open to interpretation
- Table 3. Campaign Returns on Investment
- • Measuring ROI
- • How to generate brand awareness
- • Questions to ask
- How -to resonate with creativity and innovation
- • How to harness creativity and innovation
- • What is innovation about?
- • Don’t stifle innovation
- • Test market your ideas and creativity
- How -to connect with emotion, attitude and perception
- • Emotion, attitude and perception make a difference
- • How to achieve changes in attitudes and perceptions?
- 5. Conclusion
- About Bloor Research
- About the Author
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