Driving Customer Engagement: Ford's Multichannel Approach

March 15, 2012

• Presented By: DirectMarketingIQ
• Sponsored By: Xerox
• Duration: 40 minutes

• Speakers: Jeff Sierra, Vice President Marketing and Product Development, Budco, The Dialogue Company; Joe Wiegand, Direct Marketing Manager, Ford Extended Service Business, Ford Motor Company

• Moderator: Ethan Boldt, Chief Content Officer, DirectMarketingIQ

• Click Here: Driving Customer Engagement: Ford's Multichannel Approach


This is just one of the great sessions that was available for free, LIVE on March 15th as part of the 2012 Direct Marketing Day @ Your Desk Virtual Conference & Expo. The show is now available on-demand until June 19th, 2012.

Read on for more details about this particular webinar, and click below to check out the show archive, or to get more information about the rest of the show agenda!

Part of any marketers success now depends on the ability to deliver relevant content through the right combination of channels at the right time. This session will describe specific methods and applications Ford's Extended Service Business uses to create and distribute digital content in concert with traditional marketing channels.

Ford were early adopters of personalized direct mail and email and are now using multichannel communications to increase customer engagement and improve sales penetration. It's used a more customized and targeted approach in the direct mail letters, incorporating the many data points that they had on car owners — such as geographic location, age, gender, type of car purchased, mileage, financing options, etc. Now they supplement their direct mail efforts with interactive digital content that further realized great results -- 13 percent response and 24 percent in sales penetration!

Participants can expect to learn the following:
> How the use of relevant personalized content delivered through both traditional offline channels and digital online channels can increase response and improve customer engagement
> How direct mail can effectively drive a multichannel approach
> What digital interactive collateral is and how to use it
> See a demonstration of a proprietary application where consumers can create highly customized brochures in an online environment and produce it in real-time

Click here to register for Direct Marketing Day @ Your Desk today!