The Marketing Buzz

Tips, insights and thoughts for marketers

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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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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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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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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