Some people operate under the assumption that, since so much of our lives are digital these days, our marketing needs to become the same. Direct mail is meaningless in a world where everyone is carrying around smartphones all day long.
Simply put, those people are wrong.
Digital marketing has its benefits, but it alone is not enough to get this particular job done – nor will it ever be, for a number of reasons that are certainly worth exploring.
Overcoming the Challenges of Digital Marketing
By far, the biggest hurdle you have to overcome in terms of digital marketing success has to do with the fact that people’s attention is more fractured than ever these days. We’re being bombarded by marketing messages at every minute of every day. Therefore, “out of sight, out of mind” is a phrase that essentially rules the day when you leverage digital marketing alone.
But when you pair those efforts with the right direct mail collateral, on the other hand, you create a genuine omni-channel marketing strategy in every sense of the word. You can start a conversation with someone via direct mail in a way that is far more immediate and tangible. You can then continue that conversation online by including a call-to-action that points to your website, a unique landing page, or your various social media channels.
Likewise, if you really want to increase the response rate of your marketing campaign, you need to prove that yours is a brand worth caring about in the first place. This means that not only should you focus on creating as much value as possible with your collateral, but you need to do what you can to build customer loyalty, too.
Always make sure that you’re using targeted mailing to get your messaging in front of the people who are the most likely to be receptive to it. Create the most specific promotional offers that you can – ones that acknowledge an issue that someone might be having and prove that you and you alone can solve them. This level of specificity is again not just a great way to leverage the full might of direct mail to your advantage, but it does so in a way that can empower your digital marketing efforts, too.
If you’d like to find out more information about why digital marketing alone isn’t enough to generate the results that you’re after, or if you have any additional questions that you’d like to discuss with someone in a bit more detail, please don’t delay – contact us today.
