How OgilvyOne Takes Direct Marketing to the Next Level - and you can too!
Posted by Donna Peterson on Wed, Oct 05, 2011 @ 06:00 PM
OgilvyOne Worldwide, a leading direct marketing agency for B2B companies such as IBM and Dupont, is taking direct marketing to the next level by incorporating social media marketing trends, engaging influencers and encouraging brand advocacy.
OgilvyOne Worldwide is in charge of direct and digital marketing for some of the top B2B marketing brands. Their new approach to direct marketing mirrors the evolution of social marketing. OgilvyOne is creating integrated campaigns that target businesses as brand advocates.
For IBM, OgilvyOne created an integrated campaign to showcase Watson's - the super computer that beat two human competitors on "Jeopardy" - success and communicate what the technology could mean to businesses.
One part was a video documentary series of Watson's “journey” through the eyes of IBM researchers. It explained the technology and its benefits for businesses. The videos were on YouTube, Facebook, Twitter and its own website. Another part was white papers targeted at business execs, an email lead-nurture campaign, social media and events. IBM saw a significant increase in the number of qualified leads and additional revenue.
“Direct marketing has been evolving over the past couple of years, and very specifically over the last 18 months,” said Gunther Schumacher, COO at OgilvyOne Worldwide, New York.
“Traditional direct marketing was all about transactions. Then came an era of cross-sell and up-sell, then lifetime value and creating loyalty around lifetime value [of the customer],” he said. “Then advocacy came about, which has become more and more important in the context of social media. The next step is making your customers part of your enterprise, down to the co-creation of content and the development of products.”
How can your business apply these techniques to your direct marketing?
Start by hiring a professional to manage your direct marketing lists. Direct marketing needs constant managing to make sure you get the most out of your list.
Next, employ social media techniques and platforms in your next campaign. Make your next email campaign an integrated campaign by cross-promoting on Twitter, Facebook YouTube and anywhere else your target audience may be searching for information. Provide value to your email subscribers by giving them resources they can use to improve their business. Give your subscribers the opportunity to praise your company and become involved in your business.
You can read more at btobonline.com