There’s a very common misconception about the history of advertising, and that’s the idea Arron Montgomery Ward created direct mail catalogs. While Ward was a pioneer, he was far from the first.
Welcome back! This is part three in our series of articles highlighting some of the less-known or less-often used products that can be produced with direct digital printing services. (Here are Part 1 and Part 2 if you missed them.)
There’s no need for more buildup; let’s just get right into more great ideas for integrating digital print into your marketing and outreach!
It’s easy to neglect real-world advertising and outreach when there are so many new and trendy ways of engaging in e-marketing. However, while electronic media have gotten all the press, digital printing service options have been continuing to get ever-better.
Digital printing now offers numerous new options for getting your message out, and physical media is still one of the most effective forms of local outreach you can engage in. So, we wanted to write a few blogs highlighting some of the lesser-used forms of printed marketing, in hopes of giving you new ideas for your local campaigns.
Welcome back! This is Part 2 in our ongoing series exploring many of the lesser-used options in marketing when businesses uses a digital printing company. (You can find Part 1 here.)
Digital printing has revolutionized print marketing in many ways, as well as re-energizing some older forms of advertisements which had previously been seen as passe‘ thanks to the outdated technologies behind them. However, with today’s digital print options, there’s a new world of options for reaching out through printed mediums.
So, we have some more ideas you might be able to employ to kickstart your local marketing campaigns.
When it comes to holiday marketing, it’s time to start planning for it. The Holiday season – starting with Black Friday and continuing through New Years – is prime retail season for everyone, and you should focus your budget on proven direct marketing tactics.
Direct marketing via postal mail can still have a vital role to play, especially for smaller shops looking to compete with the “big box” stores in town. Creative, interesting, and engaging holiday marketing materials will help ensure people remember you, no matter what Macy’s has on special.
One of the most contentious issues in marketing today is the issue of privacy, especially in regards to data-gathering. A recent Pew Poll showed significant across-the-board concerns about the amount of private information that’s getting into the hands of business, and this is undoubtedly affecting customers’ attitudes towards companies and targeted direct mail campaigns.
Direct mail is still one of the most popular, affordable, and effective forms of marketing available… but you need to catch people’s attention quickly. 44% is never opened, and most of that boils down to a failure of presentation and not using well-known direct mail tips.
When consumers are time-pressed, your direct mail needs to immediately grab their attention and become the first thing they open.
You may think the advantages of direct mail might seem like last century’s marketing, but it’s not!
Despite all the advances in digital advertising in the previous decades, good old direct mail is still one of the single most effective and cost-effective marketing options available for local outreach. Physical mail never went away, and it’s still one of the most-used communications methods in the country.
If you haven’t thought about direct mail lately, here are a few things you might want to know about just how effective it still is!
One common mistake we see when an organization embraces direct mail is creating only one piece of mail for a given campaign. Sure, a little mail marketing is better than none, but it’s not the most effective method to develop successful direct mail campaigns.
Mailbox marketing can be a rewarding way of building brand awareness and engaging your leads via multiple types of messaging. Since virtually everyone checks their mailbox once a day, it gives you ample opportunity to put your brand in front of people… and in a format that’s separate from the distractions of nonstop electronic advertisements.
With the dawn of the new year, it is time to look ahead at what trends will take shape. At the center of discussion will be direct mail. However, we will also look at some of the more general marketing trends that will play into direct mail’s destiny.
Omnichannel and Data Driven Marketing
Two of the biggest things that marketer analysts are predicting for 2017 is an increase in omnichannel and data-driven marketing. More businesses, specifically retailers, are getting more accustomed to the idea of having customers start a purchase on one device and finish on another or in-store according to Eliza Fisher, Marketing Strategist and Editor at Social Annex, Inc.
Connected to omnichannel success is the analysis of data from 2016. Devin Fitzpatrick, Founder, and CEO of CDF Consulting predicts that data will be king. The first step with any marketing campaign is to understand the customer first. To get a better understanding of how to reach your targeted audience, analyze as many layers of data as possible.
What This Means For Direct Mail
Based on the previous two trends, direct mail will be affected in a positive way. This is due to direct mail’s strengths as a marketing asset. Firstly, direct mail is great at driving results through other channels. With direct mail, you can further advance your omnichannel efforts. Secondly, it is a perfect for targeting specific audiences. This plays into data-driven marketing. By wielding your data surgically, you can greatly increase your personalization and reach your desired audience with a relevant message.
With Personalization Comes Variable Printing
Part of the above domino effect that marketing trends will have on direct mail, we will see businesses making greater use of variable printing. It is now easier and more affordable for companies to print direct mail marketing materials with greater variety. According to Arrow Marketing, small businesses are starting to realize that local marketing efforts can be improved with a direct mail campaign. In fact, they state that direct mail still makes up 43% of local retail advertising, and 76% of business owners say that their marketing strategy combines digital with print communication.
2017 Outlook: Direct Mail Integral To Marketing Success
With omnichannel and data-driven marketing trends predicted for 2017, we have seen how this will make direct mail an important part of company’s marketing campaigns. Due to direct mail’s ability to drive customers through different channels, deliver highly personalized messages to targeted audiences, and remain affordable with variable printing, we expect to see another productive year for direct mail.
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