9/2/2023 0 Comments Best b2b direct mail examplesKnowing your audience isn’t just about mailing lists, it’s about understanding what they want and whether they have the propensity to buy in the first place. “No matter what happens though,” says Molly, “the basics of marketing will continue to stick for direct marketing.” So whether you’re going all out on an augmented reality DM, or plumping for something a little more conservative, here are the five things you need to bear in mind:Įven if the DM isn’t part of an ABM campaign, act as if it is. “Brands can enhance the offline experience by offering additional content and information through AR.” Indeed AR technology is a prime example of how DM can merge the digital and physical, enabling marketers to tell complex and visual stories in new ways. “I have a feeling augmented reality (AR) will play a big part in direct mail in 2017,” says Molly. Using unique URLs to personalised landing pages, marketers can convert an offline campaign into a more familiar (and measurable) online one. With technology, though, we can not only reduce risk but also offer something a tad more racy than a plain postcard. “But that’s because companies have done a poor job of properly tracking ROI or are still using boring techniques like sending out a plain postcard without anything creative or unique to connect with their target audience.”ĭirect marketing stakes are often high higher than your run-of-the-mill email blast. “Direct marketing is occasionally dubbed an old-school technique,” says Molly Koernke, head of SMB Marketing at Insight. So why has the practice had a hard time of it recently? That’s the nub of it, and it’s where the ol’ faithful direct marketing can assist. In doing so, we’re able to create more interesting and congruous customer experiences across – in theory – all touchpoints. Once we accept that ‘digital marketing’ is ubiquitous, we realise the challenge for marketers is to engage with customers and prospects in the physical world through digital technologies. , head of SMB Marketing at Insight, in defence of direct marketing Physical doesn’t mean obsolete DM isn’t dead.
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