As the media landscape continues to shift, it is increasingly vital for marketers to adapt their brands’ marketing mix and strategies accordingly. With an ever-growing number of platforms and mediums used to circulate information, savvy brands must evolve or suffer. All too often, though, more and more marketing dollars […]
Great marketing is as much about creating relationships as it is conveying a message. Rather than using tired mail merge and template emails, employ data-rich information to make marketing messages more personal and make them stand out from the clutter. As with email, direct mail provides the opportunity to deliver highly-customized and unique messages to consumers. Dividing them by geographic region and keeping track of purchase patterns in order to anticipate needs will help you meet customers’ specific wants and needs. Applying this strategy to your already-engaging direct mail medium will yield an impressive ROI.
There is nothing quite like teaching an old dog new tricks. Creating a digital tie-in with print mediums greatly improves the sometimes-limiting medium. Though the possibilities are endless for incorporating digital elements into printed materials, here are a few quick examples:
– Use a QR code to direct customers to a landing page, social campaign or video.
– Embed traceable links that will allow your team to capture rich user information, like location, demographics, referrals and conversions, all of which will inform future campaign strategy and expectations and help measure ROI, as well as provide a data-rich understanding for how your consumers are engaging with your brand across channels.
While these tips only scratch the surface for building a fully integrated marketing campaign, they may serve as a catalyst for your next brainstorming session, and inspire the creative minds in your organization who develop your brand’s unique strategies.
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