Our Quote of the Day:
"We all do better when we work together. Our differences do matter, but our common humanity matters more." ― William J. Clinton, 42nd U.S. President
Improving Media Sustainability
Scale and sustainability have now become major focal points for most businesses. Therefore, business operations must consider integrating sustainability strategies into the media mix. Marketing teams are more cognizant of environmental sustainability requirements and concerns thanks to the holistic consumer movement. The concepts behind sustainability include
- having safer brand environments,
- better data privacy and formalities,
- avoiding wasting data, and
- addressing the hidden costs of generating media noise
In addition, there is an unsubstantiated belief that direct mail is responsible for generating an unfriendly environment. That is a mistake and one that is typically associated with direct mail. Whether online, offline, experiential or other, all media produce an unwanted impact on the environment. In short, it is entirely plausible for direct mail media to optimize brand engagement and responses while simultaneously reducing the brunt of environmental concerns.
Direct Mail Decodes the Mess
Due to the rise in digital reliance and new technological advancements, consumers are experiencing a transformative mindset, focusing on local and home. In fact, for many, the home has become the communication hub, where decisions and connections take place.
Organizations must comprehend that it is critical to understand that consumers expect brands to deliver within these epicenters. Consumers require experience and convenience to move forward and purchase what you are selling. That said, the consumer decision-making process reaches a more complex altitude. Google produced a study entitled, "Decoding Decisions: Making Sense of the Messy Middle," which states there are no longer typical journeys. The report goes on to state, "Instead, there is a confusing web of touchpoints we likened to spaghetti." Equally important, the study reveals two specific consumer mindsets described as "the messy middle," where touchpoint needs to deliver guidance through exploration and evaluation.
The good news is that direct mail marketing can be easily integrated into the marketing mix and offers marketers the opportunity to resolve or bypass the consumer's messy middle journey entirely. In other words, reaching people at home can speed up exploration and reduce evaluation times. Integrating direct mail marketing makes it quicker and more efficient to create and present communications and rise above other messaging. Further, delivering content into the hands of the right consumers combines and enhances the brand and the consequent responses.
Join Direct Mail with Other Channels
Media channels routinely are typecast to fit a specific fulfillment or marketing category. In the new world, Christopher Columbus burned his ships to incentivize his crew to embrace the opportunities in the new land. That said, there are more ways to utilize a channel than its perceived notions. In today's world, marketers have to be savvier. They should feel free to depart from old-school thinking regarding media fit. It's ok to think outside of the box, especially when considering the fragmentation of channels and how people consume media.
Most marketers agree that direct mail marketing is a strong performance marketing channel. However, not many understand that direct mail also offers brand-building capabilities. Like all compelling stories, direct mail encapsulates a beginning, a middle, and an end.
Studies show that direct mail plays a role at every customer journey stage. Consumers constantly look to experience or understand a product before purchasing. The US Association of National Advertisers (ANA) offers a forceful case for direct mail integration. Pouring more resources and energy into the same digital channels only means more. It does not mean that the results will improve. That is why marketers should consider pairing digital tactics with physical ones to get better results. By joining digital media with direct mail, the messaging and content can increase the impact of an integrated campaign, which will diversify the roles that channels play and how they can work more efficiently when used together.
The Net-Net
When marketers routinely integrate direct mail into the marketing mix and consider how brands can expand the roles of marketing channels, the results can be routinely excellent. We hope you found value in this post. Thanks for reading "How To Routinely Integrate Direct Mail!"
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