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Is multichannel ability the most critical attribute for top direct marketing agencies?

Posted by Sheera Eby on November 20, 2013

As a member of one of the top direct marketing agencies, I believe there are a number of attributes that define the top direct marketing agencies. It seems that direct marketing is often misunderstood. Many people equate direct marketing with direct mail. Direct marketing is actually a set of tools and techniques that use targeted communications to drive response and action.

 

 

These tools and techniques include targeting a group with relevant messaging and offers in a measurable medium with action-oriented language and response triggers. The techniques can be used in a myriad of marketing communications tactics, including direct mail, email, landing pages, banner ads, search engine marketing ads, print ads and even broader-based mediums such as TV ads. The reality is that top direct marketing agencies need to possess a number of skills that work across multiple channels.

 

As marketers consider finding a direct marketing agency, there are a number of attributes they should consider. These are the attributes that separate the top direct marketing agencies from the rest.

 

1. Top direct marketing agencies can apply response best practices to a number of channels.
Successful direct marketing is meant to drive you to action. This response can be clicking through an email, visiting a web page, picking up the telephone or sending in a response form. Top direct marketing agencies know how to apply the tools and techniques of direct marketing to a number of channels. I personally believe this is the single biggest differentiator between top direct marketing agencies and the rest. Top direct marketing agencies have such a mastery of response techniques that it allows them to apply these to a number of channels.11.20 2

Techniques and mechanisms that generate response include utilizing proven language, placement of calls-to-action, how to ask for the action, how to construct offers that deliver urgency and how to apply data to generate action. These techniques require adaption across channels but always have the same aim: to generate response.

It’s a red flag if an agency doesn’t discuss how direct marketing best practices can be applied across a number of channels. Top direct marketing agencies are experts at response best practices as well as how to adjust and apply those techniques across a range of channels.

 

2. Top direct marketing agencies understand how to leverage data to increase relevancy.
11.20 3Top direct marketing agencies have been trained to deliver targeted and tailored messaging in an actionable and acceptable user format. These are necessary skills for current marketing where data is readily available and users expect relevancy.

Top direct marketing agencies aren’t satisfied with mass communications. They are believers in delivering meaningful, relevant messages based on segmentation, behavior or a number of other data-driven techniques.

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3. Top direct marketing agencies discuss measurement every step of the way.
Top direct marketing agencies have measurement flowing through their veins. Top direct marketing agencies are trained to ask about how the program will be measured before initiating planning. This process ensures every decision made along the way links back to the critical objectives and also enables the establishment of the appropriate tracking and measurement mechanisms prior to program launch.

 

4. Top direct marketing agencies have a test-and-apply culture.
Direct marketing is predicated on measurement and response. Top direct marketing agencies must possess a thorough understanding of testing or they just don’t have direct marketing chops. Direct marketing agencies simply need to have a structure and process in place for efficient and measurable testing.

Today, it turns out that digital marketing channels often provide a more efficient way to gain quick learnings. Top direct marketing agencies are proficient at leveraging digital channels to generate learnings. Applying direct marketing testing techniques to digital mediums such as banner ads, search engine marketing and email can provide learnings that can be quickly applied to larger-scale integrated marketing programs.

 

5. Top direct marketing agencies understand tailoring leads to complexity.
11.20 5Top direct marketing agencies understand that tailoring equals complexity. Top direct marketing agencies are accustomed to complex execution and typically require a depth in data management, personalization, email operations and analytics. Today, top direct marketing agencies need to demonstrate a proficiency in operational expertise across multiple channels, devices and platforms.

 

6. Top direct marketing agencies provide consultation on how to deliver optimal results.
Top direct marketing agencies have roots in measurement and tend to be more results-oriented. They don’t fear being evaluated based on performance and are willing to provide clients with constant consultation on what will deliver the best results.11.20 6

Marketers are under ever-increasing pressure to demonstrate tangible results and understand the best opportunities for generating a return on their marketing investment. And most are accustomed to being evaluated based on actual program performance.

 

7. Top direct marketing agencies love numbers.
Top direct marketing agencies are accustomed to utilizing analytics and data to inform decision making. They embrace numbers, data and information. In today’s changing world, marketers are demanding that agencies have analytical and empirical evidence for their decisions. Marketing leadership expects agencies to understand best and next practice techniques that can positively impact their marketing objectives.

 

These are the 7 attributes that top direct marketing agencies possess. Which one do you think is most critical?

Topics: Direct Marketing

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