Coordinate Direct and Digital Marketing for Best Results
How can you not fall in love with digital marketing? It’s fresh. It’s different. And it’s hard to find a word to describe just how popular digital marketing has become as social media takes over the Internet. With the never-ending digital frenzy, marketers are hard-pressed to use forms of marketing that don’t require a keyboard.
But those types of thoughts would severely impede the reach of your direct marketing campaigns and limit you from target pools who respond to direct mail more efficiently than any other types of marketing.
Don’t Doubt Direct Mail
It’s hard to resist the urge not to go completely digital and dump any other form of marketing. After all, everyone is online and most everyone has at least one social media account. Why bother with anything else? As a marketer you have to know that numbers matter. If you’re hoping to convert targets, then it’s important not to take bias with any one medium.
Direct mail has a 3.7% response rate, and up to five percent with oversized envelopes. That’s much higher than the 0.12% response rate of e-mail. Social media response rates are difficult to pinpoint because of the nature of each platform, but the 0.5% click through rate on Twitter is a sound indicator, balanced with the new study that came out charting social media response rates at about 0.1%.
For Best Results, Blend Marketing Mediums
The best marketing results come from combining all mediums of marketing. Having one platform feed into the next provides the most effective means of reaching targets, getting them to engage with your messaging, and eventually convert into paid consumers.
Direct mail can be utilized as a strong initiator. The copy in direct mail campaigns is a smart way to drive traffic to a web site or landing page to continue the initial engagement. As long as a strong call to action is positioned on the landing page, steady conversion rates can be expected.
Similar to direct mail, social media is another proven way of initiating consumer interest. Posting engaging content that leads to a landing page is how those two mediums can be used in tandem. And signing up to an e-mail list could be the call to action that you are pushing for. Once targets voluntarily sign up to become subscribers, e-mail campaigns can lead them to more content and introduce more products for sale.
When learning just how effective combining these marketing platforms can be, marketers need to remove the premise of putting too much attention on any single platform. Even a direct marketing company like Macromark sees the benefits of blending multiple mediums to optimize return on investment. The company’s history of success proves an understanding of what it takes to reach consumers and have them engage at a high rate. More information can be found on our web site regarding services offered and how we can help your business reach higher quality consumers.
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