Move Your Message – The Power Of Integrated Marketing

[Estimated reading time: 2 minutes, 11 seconds] In today’s world of Omni-channel marketing, every channel is at a marketers disposal – email, social media, mobile apps, search engine optimization, as well as traditional forms such as print, direct mail, TV, etc. Often marketers think in terms of their channels when developing marketing strategies for their organizations. Social Media has have to carefully selected platforms and content. Emails need tailored subject lines and messages that can be quickly scanned by a reader. Radio and TV have considerations for sound-bites and image views that can be encapsulated into 30 seconds or less.  

A frequently overlooked channel that can prove to be highly impactful is Direct Mail. Direct Mail sometimes is seen as an outdated channel for reaching contacts by marketers. However it still remains one of the best options to get messages and offers directly into the hands and the eyes of targeted prospects and constituents. An objective that Email and other channels cannot always achieve. While claims of Direct Mail being dead have been widely made, direct mail is far from being an outdated channel.

Direct Mail can serve as a launching point for an omnichannel campaign by initiating the original web traffic that triggers all of the other digital events. When a customer holds a piece of your mail in their hands, it creates a strong impression on the brain with visual and tactile elements that establishes an anchor for a marketer’s message and brand experience.

While many marketers recognize the value of Direct Mail in this increasingly online world, it can be difficult to figure out where it fits in their omnichannel marketing strategies. According to performance studies made by the Merkle Group, marketing campaigns that used direct mail and one or more digital media channels experienced a 118 percent lift in response rates. The key is to use direct mail as the vehicle that drives the entire omnichannel marketing experience.

If a campaign has been optimized to dynamically hit the right people at the right time with the right messages (using the right data and personalization ingredients), the recipient will respond in one of two ways:

1. Make a purchase/act on an offer.

2. Put the piece aside until they’re ready to act on it when most convenient for them.

Omnichannel marketing and the omnichannel customer journey are now recognized as important aspects of marketing in almost all organizations. With a properly executed omnichannel strategy, including Direct Mail, every touchpoint can provide a consistent message and reflect well on your brand.

Reference: Merkle Group Inc. is a global, data-driven, technology performance marketing agency providing Consulting, Media Performance and Advanced Analytics.



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