10 things I learned from the ADMA Forum 2011

Well another ADMA forum is over and while navigating my way back to Melbourne I reflected on what I had learned in the past 2 days participating in the ADMA Forum for 2011.  

1.     Digital marketing evangelists still promote digital as a replacement to off-line marketing channels instead of being complementary.   They need to think broader!

2.     Social media is the mostly hotly discussed channel, presenting significant opportunity and risk for marketers.

3.     Brian Featherstonhaugh is a legend.

4.     I am hopeless at trying to manage cutlery, a drink and a plate of food at a stand up luncheon.

5.     Multichannel marketing poses a number of challenges for marketers – particularly in the areas of creating the right recipe of channels for a winning campaign and then measuring performance.

6.     Direct marketers know how to enjoy a cocktail party!

7.     Measuring ROI is one of the most important issues facing marketers and marketing attribution techniques are still developing.

8.     Portuguese Custard Tarts are freaking awesome! (To be honest I already knew this but it was important enough that I felt it needed to be restated.)                  

9.     No matter how much you think you know; there is always something new to learn.

10.   ADMA is going to continue engaging with the industry and seeking new ways to increase the value it provides to members, which can only be a good thing.

Thanks to the team at ADMA, the presenters, the tweeters, the questioners and all the sponsors who contributed to putting on a good conference.

See you next year!

GP

Marketing Attribution at ADMA Forum 2011

With the ADMA Forum kicking off today I reflected back on some of the other ADMA forums I’ve attended in years gone by.  This year the hot topic is multichannel marketing and understanding how to get the mix right so marketers can maximise return on investment.

I’m not sure the essence of this forum is that different from previous forums.  As direct marketers we have always been multichannel – just we didn’t have quote so many to use or manage as we do today.  There is no questioning that on-line channels have added a new dimension to direct marketing, but they haven’t changed the goal.

The energy and discussion on how to integrate on-line into the marketing mix is enormous.  We are even seeing some marketers suggesting they will move all their marketing to on-line away from the more traditional off-line channels to market.

What the?  Surely such suggestions are nothing more than emotional and rash responses driven by frustrations with the lack speed and measurability with off line channels that the new exciting (and sometimes cheaper) on-line forms offer.   To move away from tried and true channels impetuously could be disastrous for the marketer.

One of the doyens of our industry David Ogilvy once said, "What really decides consumers to buy or not to buy is the content of your advertising, not its form."

It is my view that this still stands today as true as it did back in the days of Mad Men.  Sure the channel plays a key part in connecting a business to its customer; but you still need a good product, supported by a good offer that hits the right customer at the optimum time in their day/year/life when their need is greatest.

The channel is secondary to understanding the customer and their needs.  Each customer segment has different drivers, different needs and responds to different types of stimulus.  The challenge for the marketer is to understand this and then utilise the best channel to connect with a customer. 

If on-line only works best for a particular type of customer – use it!  If another type of customer responds best to off-line – use it!  And if another type of customer needs multiple touches across on-line and off-line – use both!

Direct marketing built its credibility on being able to provide tangible and direct measures on the contribution created from direct marketing campaigns.  The rapid growth in on-line has created some challenges – but the opportunities are far greater! 

I think this year’s forum will be a very interesting event with some thought provoking discussion and plenty of robust debate!