From End-to-End, Digital Direct Technology Works
Digital Direct is designed to ensure that, during the execution of a mass opt-in e-mail campaign, all necessary requirements from a regulatory standpoint are strictly adhered to. It is the goal of the Broadplay team to guide you through the end-to-end process as smoothly and efficiently as possible. Digital Direct allows Broadplay to:
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Plan e-mail campaigns that best support your business processes |
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Deliver millions of simultaneous e-mails to as many targeted segments as defined thereby maximizing the customer response |
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Administer outbound electronic distribution of information to your customer base |
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Customize each delivery detail in order to fully represent your Brand |
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Scheduled delivery (immediate, scheduled or recurring) |
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Determine point of access and access frequency. Broadplay's API integrates directly into your secured system |
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Determine content based on recipient profile differentiation |
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Track each customer as they open e-mails |
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Track clickthroughs and follow your customer interactions |
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Track real-time details that allow you to understand and segment your customers better |
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Track forwarded e-mails |
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Track and manage each relationship to its fullest advantage through Broadplay's customized Digital Relationship Management process |
Understanding and Strategizing
Before the Broadplay team executes a Digital Direct campaign for you, we undertake a detailed discovery process to fully understand the marketing goals and communication objectives of your company. Our team is keenly interested in the profile details that your company has collected for the intended audience, as this has a comprehensive effect on the promotional content and delivery strategy. If details are not known about the customer base, then Broadplay focuses the campaign process on determining what information is lacking and how best to harvest pertinent customer details. The Broadplay team will then work with you to execute a needs analysis which will guide the gathering of useful metrics to best determine the ROI of the overall campaign. If your company does not have an existing database of customer e-mail addresses, Broadplay will step back further to devise a strategy for collecting these details through offline promotions and/or contests.
Connecting
Digital marketing allows you to communicate with your customers on a real-time basis. A Digital Direct campaign provides power to marketers by giving your team the ability to understand, almost instantly, each individual customers' reaction to your digital communications and promotions. The Broadplay method allows you to test multiple messages and promotional offers on different user groups before deploying the best suited message to your full customer base. This ensures that the end-result will be most effective and achieve maximum results. Your customers will appreciate receiving information or offers that appear to be tailored to fit their needs exactly. This will reinforce positive associations about your company and strengthen relationships with your customers.
Identifying
The identification process occurs at two stages during the lifecycle of a Digital Direct campaign:
The first stage of identification , as mentioned above, capitalizes on the true value of a digital campaign by affording you the opportunity to change marketing direction and focus in mid-stream, as the campaign unfolds. As such, Broadplay tests customer reaction prior to executing your Digital Direct campaign by sending out multiple messages and promotional offers as directed by you to gauge customer feedback and acceptance. The best responses are then compared and integrated into the final "e-mail versions" for campaign deployment. Using this process, Broadplay is able to ensure that the campaign proper is positioned to achieve success.
The second stage of identification occurs at the conclusion of each campaign deployment. During the campaign, Broadplay tracks each customer interaction and response. By doing so, we are able to identify correlations between customer profiles and their responses, in a thorough and comprehensive customer segmentation exercise. Using this information, Broadplay is able to align each customer profile with his/her wants and needs by association. The responses garnered at this stage contribute to valuable customer understanding, previously unknown to your organization.
Maximizing
Digital Direct campaigns result in detailed metrics. These findings are used to assess the success of the campaign as they relate to the Key Performance Indicators (KPIs) you use to monitor your business. These metrics encompass any measurable target or goal and range from online sales figures to electronic coupon redemption at retail. Compiling a detailed account of these metrics ensures that the Digital Direct campaign has allowed your company to realize the targeted return on investment. In addition, as an extension of our service, Broadplay proposes the next digital iteration, using your new honed and segmented customer profile knowledge base as the foundation to maximize future success.
Regulatory Standards Surrounding Privacy
Broadplay takes the Privacy of you and your customers extremely seriously. The Broadplay technology allows our team to administer secure campaigns that account for:
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