Technology
“I fear the day that technology will surpass our human interaction. The world will have a generation of idiots.” Albert Einstein
We’re not idiots
Using digital avenues to complement direct mail
We’ll agree that technology (and we’re looking at you, social media) is quickly replacing more traditional forms of human interaction. All around us we see people texting, tweeting, and posting. But is face-to-face communication gone? No. Of course it’s not.
There is real value in one-to-one communication – in whatever form that exchange occurs.
That’s why, as marketers, we need to take advantage of an integrated channel approach. You need to engage your target audience wherever they’re most likely to see our message or offer. You need to reach them at home with offline media, and you want to be in front of them while they’re on the go with online communications.
Direct mail, even in today’s digital world, continues to capture attention as it can be wildly creative, highly targeted, and easily individualized. Plus, direct mail is proactive and engaging in that it presents a specific call to action. The recipient either takes that action or chooses against it. The real value to us as marketers is that such responses can be tracked and measured.
With direct mail as a campaign anchor, segmentation and targeting can be extended to the online space. Emails, IP Targeting with digital display ads, and similar one-to-one communications help bring the accuracy and effectiveness of direct mail online. At the same time, delivering a more personalized, interactive experience boosts your chances of capturing attention and making a connection. Our human interaction (though it stems from a business) remains intact. We’re not idiots.
Take-Away:
Today’s digital society is busy and distracted. Integrated channel marketing allows you to reach your target audience in the places they’re most likely to see and respond to your message. More accurate targeting – both offline and online – leads to a higher return on your marketing investment.
