These days marketing is multichannel, with multiple efforts, multiple touchpoints, and multiple ways of reaching consumers. And although reaching out may be a multi-channel, multi-effort endeavor, the way consumers respond is now more singular than ever before...
Get Ready to Pivot: Marketing’s Evolution in an Ever-Changing World
Amid COVID-19 and global conflict, marketing has not stopped evolving.
Newsflash: Marketers around the country identified trusted relationships as their customers’ highest priority in 2021. Impressively, the highest percentage of marketers reported that their customers now focus more on “trusting relationships” than “low price,” despite the economic downturn. This is not a fluke: according to the Chief Marketing Officer (CMO) Council, customers’ focus on trusting relationships has increased by 47% since this question was first asked in 2009.
It’s hard to talk about direct mail right now without talking about COVID-19.
Over the last 24 months, we have gone through the near-normal… we are now in the new normal — and are starting to head into the next normal.
Looking back, we see that in 2020, US marketers spent less and mailed fewer pieces than the previous year, according to Winterberry Group.
Direct mail volume was down 18.1% in 2020, with 63.8 million pieces of direct marketing mail being sent.
Spending on direct mail, along with other forms of offline media, experienced a steep decrease in 2020, too — down 17.2% over 2019 to $34.9 billion. This is a continuation of a multi-year slide in volume, although 2020’s slide was steeper.
However... direct mail came roaring back in 2021
Henry David Thoreau said we need to "simplify" over 150 years ago...
And it's still just as true today.
Especially in the world of direct mail design.
Because direct mail design, much like digital design, has been changing over the years.
There is a long-standing debate in direct mail —
Long detailed copy? Or short, quick-hitting copy?
What’s the best? Most effective? Most responsive?
Today’s online shoppers face an ever-growing number of choices and mountains of information as they traverse the long and winding path toward a purchase.
Well recent research from Google has revealed that there are some specific strategies to help marketers make sense of what’s often referred to as the “messy middle” of that purchase journey. And it may help your brand land in the right place with the right messaging to the right shopper at the right time.
A good direct marketing campaign does three things well: 1.) It promotes the right product/service, 2.) It conveys a strong benefit and 3.) It persuades consumers to action.
Direct marketing also gives you a chance to deliver your best offer directly to the people who most need them.
In times like these, it’s important to remember that direct marketing is a good way to:
But a good direct marketing campaign requires careful planning and a firm grasp of direct marketing tactics and techniques. Knowing how and when to use direct marketing can help you achieve your business goals. But before you get started, there are a few things to keep in mind:
Converting leads has proven to be a major challenge for marketers during the COVID-19 crisis.
Well, here’s a solution that could help with this dilemma — direct mail.
Direct mail is having a moment right now.
In fact, the USPS "COVID Mail Attitudes" report shows that 65% of those surveyed said that getting mail actually puts them in a better mood. And 54% said direct mail made them feel more connected.
Modern insurance marketing strategies can encompass a wide variety of choices in terms of channels, tactics and technologies. When you’re looking to create just the right mix under tight budget constraints, it’s easy to get overwhelmed.
And to be fair, the insurance industry itself has experienced big shifts over the past decade, including many significant macroeconomic, social and regulatory changes.
Improv actors and comedians are a clever bunch.