Beyond the Banner: Teaching Powerful Creative Techniques in Digital Direct Marketing
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Transcript of Beyond the Banner: Teaching Powerful Creative Techniques in Digital Direct Marketing
DIRECT MARKETING EDUCATIONAL FOUNDATION
Peter Johnson October 17 2009
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Beyond the Banner: Teaching Powerful Creative Techniques in Digital Direct Marketing
Peter Johnson
Pace University, New YorkSaturday October 17, 2009
DIRECT MARKETING EDUCATIONAL FOUNDATION
Peter Johnson October 17 2009
Beyo
nd th
e Ba
nner
: Tea
chin
g Cr
eativ
e in
Dig
ital D
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Teaching Digital Creative Special Session Agenda
1. Understanding and defining the digital creative process1. Similarities with traditional direct
2. Differences from traditional direct
2. Ecommerece: where creativity and technology meet
3. Bring real-world B2B direct creative into the classroom
DIRECT MARKETING EDUCATIONAL FOUNDATION 2009
Students think:You’re Either Creative – or You’re Not
• “Creativity” comes from Latin creatus which literally means "to have grown”
• Creativity is a process
• Creative is a powerful way to accomplish business objectives
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DIRECT MARKETING EDUCATIONAL FOUNDATION 2009
Creativity is a PROCESS
1. Saturation
2. Incubation
3. Illumination
4. Validation
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Poincaré (1908 )Wallas (1926)Edwards (1986)
DIRECT MARKETING EDUCATIONAL FOUNDATION
Peter Johnson
Students need to understand the math
October 17 2009
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Representative Response Rates For 2009:•Direct Mail 1.65% to 3.65%•Catalog 1.85% to 3.95%•Newspaper & Magazine 0.50% to 1.00%•Telephone (outbound) 2.92% to 4.4%•E-mail .100% to 1%
DIRECT MARKETING EDUCATIONAL FOUNDATION
Peter Johnson October 17 2009
Beyo
nd th
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Direct Marketing success is a combination of factors
• 40% of DM success is determined by lists & media
• 25% is affected by the offer
• Design affects 20%
Most marketers spend a disproportionate amount of time on creative and formats.
•15% is based on timing, ease of response, etc.
Source: DIRECT Magazine, Grant Johnson, January 2006
DIRECT MARKETING EDUCATIONAL FOUNDATION 2009
Creativity in Digital Direct
• Targeting • Integration• Innovation
HP “Pong” Banner 1996
DIRECT MARKETING EDUCATIONAL FOUNDATION 2009
Targeting by time & space
Synchronized Banners.1. In the top banner the cap comes off and the bottle begins to pour.
2. As the bottle pours, the side banner fills with Bud.
DIRECT MARKETING EDUCATIONAL FOUNDATION 2009
Campaigns designed to work only online
DIRECT MARKETING EDUCATIONAL FOUNDATION 2009
Understand different cultures AND intersections between creative and technology people
TechnologyCreative
Ecommerce Marketing
Create opportunities for intersection
DIRECT MARKETING EDUCATIONAL FOUNDATION 2009
Teaching creativity requires technology
ECommerce is about creating “Branding Applications”
– Branding Apps are functional software tools that serve user requirements/behaviors
– Focus is on “Users”, not buyers
Userneeds
Data
Application Useful Results
DIRECT MARKETING EDUCATIONAL FOUNDATION 2009
Advertising applications drive search…
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http://blog.compete.com/topics/advertising-effectiveness/
DIRECT MARKETING EDUCATIONAL FOUNDATION 2009
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Advertising Designed to be run
ONLY online
Create Branding Applications
DIRECT MARKETING EDUCATIONAL FOUNDATION 2009
Technology may not just be on the computer
• Gesture-recognizing touchscreen billboard games installed on New York, Boston and Chicago storefronts
Fall 2009 14
DIRECT MARKETING EDUCATIONAL FOUNDATION 2009
Understand different cultures AND intersections between creative and technology people
TechnologyCreative
Ecommerce Marketing
Create opportunities for intersection
DIRECT MARKETING EDUCATIONAL FOUNDATION 2009
Contact Information
Peter JohnsonPace UniversityNew York City212-427-7600 ex. [email protected]
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