I’d argue that direct marketing is more alive now than ever. The core principles of direct marketing are being used across a number of different channels, especially digital channels.
I’d argue that direct marketing is more alive now than ever. The core principles of direct marketing are being used across a number of different channels, especially digital channels.
I’d argue that direct marketing is more alive now than ever. The core principles of direct response marketing are being used across a number of different channels, especially digital channels. 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 measurable response and action.
Over the past year direct mail has continued to be one of the most effective ways to communicate with customers and prospects. Direct mail headlines have included topics such as response rates, best practices and personalization.
New technologies have emerged and changed everything, including how people discover products, shop, buy, share with friends and communicate with brands. This new landscape has helped to evolve consumers to become empowered participants who fluidly move across a seemingly endless marketing spiral—search, content, social, display and offline channels. With the rise of social media, the lines between paid, owned and earned media blur as participant interactions are tracked across a wide spectrum, leaving behind 2.5 quintillion bytes of data each day.
Direct mail is probably one of the most misunderstood channels. There are a number of contributors that determine direct mail success and failure. The reality is that creative isn’t one of the primary drivers. There are a number of factors that are likely to impact response more than creative.
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.
Companies are accumulating more and more data on their prospects and customers. With the proliferation of channels, marketers now are able to access and collect information across a number of different channels and sources. This includes information about prospective and current customers’ interests as well as behavior.
Architecting a successful direct mail campaign is as much science as art. When companies utilize direct mail and it doesn’t perform, they often blame the channel as a whole, rather than dissecting that individual direct mail initiative and looking for improvements.
Developing effective direct mail is as much science as it is art. Direct marketing is a discipline that is defined by response and action. Applying proven best practices and techniques to direct mail letters can be the difference between direct marketing success and failure.
Digital marketing and digital media have changed the way many marketers communicate with their customers and prospects. Email has provided a cost-effective and expeditious vehicle to communicate with customers. Online vehicles, such as banner ads and content marketing, are demonstrating value as effective pull marketing mechanisms.