Weekly Roundup: Drip vs. Burst Marketing – What Each Means and Best Practices for the Two Different Approaches
May 30, 2014
Whether you refer to them as drip or nurture, burst or disruptive campaigns, they are two marketing tactics that have been used by brands for years. The big questions are: is one of these approaches to marketing more effective than the other? Are some campaigns better executed with one of these tactics? And what are some best practices for each. This week, the Balihoo marketing team is exploring each of these questions. Take a look at what we’ve come up with below.
Lana Odintsova – Managing Editor
eConsultancy: Mo Farah v Usain Bolt: Drip v Burst Marketing
Before delving into examples of drip vs. burst marketing, as well as best practices, I wanted to kick-off the post with clear descriptions of what each of means, with the help of this article from eConsultancy.
Drip (also referred to as nurture) marketing campaigns use the philosophy that ‘slow and steady wins the race,’ or, in our case, the customer. Drip campaigns often focus on email, but this doesn’t mean just emailing leads with the same message over a period of time (that’s spam!). To execute on a successful drip campaign, you need to have a plan in place in terms of moving a lead from the initial stages of the sales cycle to a position of purchase. To do this, ensure that the messages you are sending out not only change, but the cadence of when they are delivered varies as well.
A successful burst (often referred to as disruptive) marketing campaign is explosive and captures the immediate attention of the audience. Burst marketing campaigns often involve a variety of media, such as television ads, website promotions, event sponsorships, etc. and generate a much greater impact almost instantaneously.
While reading through the rest of this blog post, keep in mind that the key is choosing the right campaign, at the right time for your product.
Marcie Ellison – Marketing Manager
MediaPost: 5 Successful Campaigns to Remember
At the end of the day whether it makes sense for your national brand to implement a drip campaign or fire off a “burst” effort depends completely on your product (and its history) and your customers (and their history or perhaps, lack of history, with said product). In many cases a combination of both strategies can deliver the greatest overall benefit. With that said, I think one of the first steps a brand can take to determine which (or both) strategies to embrace is to take a step back and evaluate how you’ve been marketing and what your results are showing you. With those findings, you should be able to identify inefficiencies and inadequacies to improve upon. This article will help you determine how to get off the “marketing hamster wheel” and on the right path to create a nurture campaign. And if you’re looking for inspiration on formulating a plan for a “burst” effort, I recommend checking out this article which is full of powerful examples that will, hopefully, get your “burst marketing” mental juices flowing.
AmandaCash-Crowley – Marketing Implementation Manager
Business2Community: Don’t “Blast Email” your List – Here Are Two Healthy Alternatives
This article dives deep into the reasons behind planning (and sticking to!) a Database Marketing Regimen, or a collection of drip campaigns, calibrating specifically against the age of the lead. You might assume that the older a lead is, the more you should ignore it, but that’s not necessarily the case – it could just be that these leads aren’t ready to buy, but still love to “keep up” with your brand. Therefore, you probably need to treat them a little differently from a fresh lead. If you need some inspiration for how to structure your plan, check out the example strategy used by an online martial arts business. Bonus content includes tips on using your subject line to increase your open rate.
Alden Dale – Marketing Technology Manager
eConsultancy: Email Marketing Segmentation: Dead Man Walking?
Without a doubt email is the easiest, and one of the most effective, forms of “drip” marketing. However, instead of simply spamming an entire database with a message on a regular basis, consider list segmentation, which is becoming increasingly important – especially in the B2B space. This article looks at the power (and popularity) of email list segmentation for making drip campaigns more effective.
At the other end of the marketing spectrum is social marketing related to current and timely events. The World Cup (although not as popular in the US, but wildly popular in almost every other country) is a huge avenue for B2C advertising. Not only are the brands that are interested in capturing attention trying to go for quick sells of small products, but they are marketing around an event that will come and go quickly. Nike, Samsung, and Castrol are clear winners (measured by social shares/interactions) in this year’s World Cup burst marketing campaigns.
Matt Long – VP of Product Management
I love this guy and was a devoted follower of his Wine Library TV series where he compared the aromas (or nose) of wines to things like “sheep butt” and the taste to things like “gravel.” He has a great way of taking complex – and pretentious – things and explaining them in laymen’s terms. He does some of that in this article, and the topic is marketing. Whatever you want to call the strategies, “Drip vs Burst” or “Tortoise vs Hare,” there’s a place for both.
Susan Tormollen – VP of Marketing
Regardless if you decide to “drip” (also called nurture, triggered) or “burst” (big, punchy, sometimes unexpected campaign efforts), make sure a strategic use of email is in the mix. A McKinsey study found that email is nearly 40 times better than Facebook and Twitter at acquiring customers. The McKinsey blog article states that it’s probably because 91 percent of all US consumers still use e-mail daily, and the rate at which e-mails prompt purchases is not only estimated to be at least three times that of social media, but the average order value is also 17 percent higher.
The McKinsey study also found powerful proof for having mobile optimized landing pages:
- 45 percent of all marketing emails are opened on mobile devices and customized landing pages can increase conversion rates by more than 25 percent
- By using event-based triggered campaigns, brands realize 10X improvement in response rates
Remember, marketers can have their cake (big, sexy campaigns) and eat that darn cake too (with strategic use of drip/triggered/nurture efforts).
Intrigued by drip and/or burst marketing campaigns, but don’t know where to start? Contact Balihoo – the premier provider of local marketing automation – for a free demo to learn how we can help your national brand reach consumers through either drip or burst campaigns.