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Relationship Director, Eliot Skyes, recently wrote an article for online marketing portal, mad.co.uk – discussing the importance of new emerging channels within retention marketing…

Since Sainsbury’s has sold sliced bread, we’ve all known that keeping hold of a customer is far more efficient than acquiring a new one. So why do marketers still insist on splashing their budgets on flashy ATL campaigns? I know the 80’s are making a revival but are there marketers among us secretly harbouring new-romantic desires? It’s high time to move on and wake up and smell the fresh aroma of today’s multifaceted retention full-flavoured brew. Sure, there are some of us out there investing in retention, seemingly only in response to the recession; but only a handful of smart marketers are getting to grips with the full array of channels available – today’s customer is a new animal that expects and demands the ‘moon-on-a-stick’ in terms of quality, service and value who will blog, review, publish, YouTube and Ebay your brand to your beloved target market.

The recent white paper, published by Marketing Week / SAS (Marketing Perspectives 2010: Creating Profitable Customer Relationships in a Multi-Channel World), demonstrated that retention and loyalty are amongst the most important KPI’s to marketers, which perhaps reflects the economic climate, but share of budget remains strong in traditional acquistion channels such as national and regional press, radio, TV and outdoor. Whilst it is understandable that these channels are the most expensive, it is interesting to note why people are continuing to invest here. Although these channels are often easiest to measure in terms of returns, they are not necessarily the best performing channels for ROI. Marketers seem to be running to their safe-havens of measurability and targeting rather than investing in new, less easy to measure, channels that are likely to assist integration and potentially deliver more to the business.

Retention today is a dynamic discipline that blurs boundaries and demands touch-points and integration across all marketing functions. It has become more focussed and targetable than ever, yet 75% intend to invest in traditional press media. I’m not advocating we throw the ‘baby out with the bath water’ but brands need to take a long hard look at themselves and where they are going to remain on top of their game and continue to be relevant to their audiences.

Emerging channels that assist today’s marketer are underinvested in and often seen as a bolt-on to an existing discipline rather than tools to integrate channels – a problem that is likely to be a symptom of lack of knowledge and capability. Couple this with the fact that there is little in the way to demonstrate scientific measurement akin to traditional channels and it’s easy to see why we’re stuck in the world of Marketing 1.0. We always encourage our clients to integrate their marketing disciplines wherever possible as this leads to more cohesive and coherent strategies and communications. Furthermore, it promotes fluidity in the use and selection of channels and emerging opportunities, making for true channel integration and a halo effect across channels where the whole is greater than the sum of its parts.

So not only does retention need to argue for a greater share of the marketing pot, but more importantly, marketing as a whole needs a stronger voice at the board room table to demand greater investment in creating the right infrastructure for marketers to develop new skills, knowledge and understanding of the channels available to them and how best they can be measured. The ultimate result being true relevance, effectively targeted communications that resonate with marketers’ audiences and allow for more successful integration with other key business areas.

Social networks, virtual events, brand butlering, perkonomics, etc, etc – all great buzz words and new tools that not only drive retention, but also acquisition and everything in-between; up-selling and cross-selling that deliver a multi-product holding, repeat purchasing and higher revenue driving consumers. Marketers need to understand that mere brand exposure is not enough and whilst brand experience has its advantages, we must harness the power of engagement to deliver empowerment. But this needs investment and an improved ability to measure return. So, for real returns, convince your keeper of the purse-strings to reassess the budget split and move some cash from the old world of brand exposure into the new retention world of brand experience and brand engagement – you never know, it may even help the acquisition targets.

The wonders of Google never ceases to amaze us here at BD. Ben Sturgess spotted this story on Ad Freak – this is a job application with a digital twist – getting the attention of some top creative directors, the Google way…

"Alec Brownstein was another copywriter/director in need of a job when he decided to take advantage of human nature—or at least, the nature of people who like to Google themselves. Brownstein bought up Google keywords like David Droga, Tony Granger, Gerry Graf, Ian Reichenthal and Scott Vitrone, and when those folks Googled themselves, a message from Brownstein popped up asking for a job. The price was 10 cents a click. For a grand total of $6, Brownstein got four interviews, landed a job at Y&R, won a Clio and got some press. Another great example of knowing your audience".
Soure: AdFreak

Digital guy Robby, spotted some rather peculiar activity coming from his son one morning. I'll leave it to him to explain (if you have a dislike for feet, I'd look away now!).

Over breakfast a couple of days ago my son Monty discovered another way to express himself! I'd never heard of giving someone the 'middle toe' before and it's more effective than I thought.

No extra pocket money for his creativeness and no surprise to receive the attitude! Needless to say, I will not be buying him sandals this year.

With the last day of campaigning well under way for the 2010 general elections, balloon dog's Senior Planner, Peter James, shares his views on a particular advisor's attempts to win over those all important final voters…

I don't know about you but I freely admit to being gripped by 'election fever'. From not voting in previous elections I'm now glued to the TV for the live debates and even tuning into Radio 4 to hear Mr. Humphries give various politicians a 'good ol fashioned grilling' on my way to work. However, the best part is the sheer desperation as the final hours draw closer and the pressure mounts. Classic moments such as Mr. Brown's microphone gaff add to the entertainment value as we watch otherwise smug party leaders swear and panic in the heat of the moment.

But top prize for 'bare faced cheek' must go to the 'king of spin' Peter Mandelson, who has accused Tories of orchestrating a media 'smear' campaign against Nick Clegg.

Anybody with any knowlegde of Mandelson's 'previous' in this dept will surely find this amusing. Labour really must be desperate if they are sending 'Mandy' out to lecture on the manipulation of the media!