Direct Marketing Trends
In the last couple of years we have seen several trends in direct marketing that are being used very effectively to reach new customers. As we approach the New Year we are seeing several trends unfold, here are 5 of them.
1. More personalization because of big data
Businesses that use big data are finding more and more ways to access customer information. The more you learn about your customers, the better you can tailor marketing campaigns for each prospect.
If you think creating direct mail that addresses a specific household’s wants and needs is a little too personal, consider that 86% of consumers say that personalized marketing does influence a retail purchasing decision.
2. Brand storytelling
Brand storytelling included in your direct marketing campaign is a great way to reach potential buyers, it connects them to your product by using logic and emotion. Customer testimonials can also be used for storytelling.
3. Integration with digital marketing
No question that digital marketing is a powerful tool, even if it can’t quite match the effectiveness of direct mail. The savviest of marketers will incorporate both into a healthy marketing strategy rather than trying to replace one with the other. You can do this by including information about your online and social channels on your direct mail pieces. For instance, always include your website address. If you want to track opens and conversions, make sure each recipient receives a unique landing page address (PURL).
You can provide your customers a chance to talk to you through your social media sites. Provide Facebook page addresses, Twitter handles, and any other channels you may use. This is a great way to keep the conversation going between you, your customer and brand advocates.
4. Women consumers
In a recent study, we learned that women are responsible for 85% of household purchases, whether they spend the money themselves or influence the purchase through someone else. It has become clear to marketers that women have serious buying power, and they’re the gatekeepers to the family budget.
Because of this, we will see more direct mail marketing focused on female consumers, from automotive to financial planning, and everything in between.
5. Direct Mail using variable printing-
With the popularity of variable printing, it’s easier and more affordable for small businesses to create customized direct mailings that have different images, different offers, personalized messages, or unique coupons with special serial number codes so you can track which mailings were most successful. Online marketing and sales channels including social media get a lot of attention, but many small businesses are finding that their local marketing efforts can benefit from something as simple and traditional as direct mail. Direct mail still makes up 43% of local retail advertising, and 76% (see link below) of business owners say that their marketing strategy combines digital with print communication
Use these Direct Marketing trends of 2017 to plan your marketing efforts, and don’t forget to tell us about your success! Email firstname.lastname@example.org
Need help with your direct mail marketing? Maybe you just have a question about the results you are currently getting?
Arrow Marketing has the knowledge and expertise to assist you in creating and delivering your next direct mail campaign.
Call Arrow Marketing today at 714-486-1068, or your can reach any of our team members at contact@ArrowMarketingco.com.