The Marketing Buzz

Tips, insights and thoughts for marketers

Brian Snider

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7 Integrated Direct and Digital Marketing Tactics

To stay competitive brands need an integrated direct marketing program, with clear, concise messaging across all channels, to boost consumer engagement and conversion rates. This is best accomplished by looking at your media landscape as a whole - not just the individual parts, and understanding how consumers engage with your product or services. Today's consumer expects more from brands; personalization, relevance, convenience, simplicity and value. Below are a few tips that work.

integrated direct and digital

1). Direct and digital integration strengthens your brand and also gives your prospects who did not respond to your direct mail, email or banner ads another chance to see your message. GRI crafted a 3-tier integrated program involving direct mail, email and telemarketing for a large IT services company. This turned out to be the most successful lead generation program the company had ever had producing a pipeline of $20 million in new business in 6 weeks!Direct mail and email marketing generated the interest, but the follow-up telemarketing was key to the explosive sales activity that followed.

When testing an integrated direct and email program, it is important to know the in-home arrival date of the direct mail package.  Then you can test whether it is best to send the email before the package delivers, after or to send multiple emails.

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A.I. powered digital marketing

Artificial Intelligence (A.I.) is estimated to grow 53% faster than any other type of marketing technology over the next 2 years, according to Salesforce's annual State of Marketing report.  51% of respondents expressed some level of familiarity with A.I. powered digital marketing, while a quarter planned to begin a pilot program within the next 2 years.

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A.I. is expected to have a big impact for direct marketers in 2018. Some of the top benefits include:

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Why are Facebook videos an excellent marketing tool?

Two main reasons are audience and algorithm.

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8 Email Metrics that Matter

We know today that 52% of marketers plan to increase spending on email marketing and 68% believe email is core to their businesses. Before sending your next email, pause for a few minutes and ask yourself: What is the goal of my email marketing? Is it to grow my subscriber database? Generate more leads? To convert more existing leads into customers? Whatever you decide your goal is (and you can have more than one), the next thing you need to do is figure out which metrics you'll need to track in order to determine how you're progressing toward that goal.

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Successful Integrated Direct and Digital Campaigns

Integrated Marketing strategy plays an important role in delivering the right brand message, to the right prospect, at the right time, via the right media channel to assist in a purchase decision or build brand awareness. This strategy requires evaluation and investment in multiple direct and digital marketing channels.

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Why Direct Mail Customers Spend More Online

The longstanding channel of direct mail is still the foundation for marketing campaigns and it compliments digital efforts as a sales medium, building a brand, acquiring leads and strengthening existing relationships. J.C. Penney recently brought back its catalog after stopping it 5 years ago. Why? They found that online sales came from shoppers inspired by what they saw in print. While shoppers are increasingly buying clothing, home goods and automobiles online, many sales are actually from catalog shoppers using the website to place their orders.

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BtoB Lead Gen Tips and Tactics

Generating leads is the biggest challenge that BtoB marketers are facing today. These BtoB lead gen tips will help you reach more prospects, engage them more thoroughly and ultimately close more sales.

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6 Fascinating Email Marketing Insights

Eye-tracking studies have been around for some time and offer fascinating insights into how readers view emails and web pages. These studies closely monitor where the eye looks and how long it lingers there, producing heat maps that are incredibly informative for marketers. These eye-tracking insights will help you create more effective emails that cater perfectly to the way viewers look at their screens.

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A New Interactive Experience with Mail

Real Mail Notification is a relatively new digital process that is in the pilot stages at the Postal Service. It is exciting for us direct marketers because it truly establishes mail as an integrated marketing channel. With this digital app, an email message is sent to the customer every day before they receive their mail with images of the mail pieces that are going to be delivered. The email is a preview of what will be in their mailbox, if traveling or at work, every day before they receive it.

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25 Creative Tips to Improve Marketing ROI

Overall sales and market share can experience solid gains with modifications to your online and offline campaign’s copy and design elements. Below are a few tips that work:

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