As you seek to break through the marketing clutter, the more channels, the better. Pairings such as print with email, email with social media, and social media with print will result in higher response rates than any single channel alone. As you plan your efforts, you may wonder about the terms “omnichannel marketing,” “multichannel marketing,” “cross-channel marketing,” and “integrated marketing.” What are the differences between them? Is one approach better than another? Let’s take a look and find out. Continue reading “Making Sense of Omni, Multi, Cross, and Integrated Channel Marketing”
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Bridging the Digital Divide: The Vital Role of Print in Reaching Everyone
In today’s digitally driven world, it’s easy to assume that everyone is connected, but the reality is quite different. Millions of Americans still lack access to high-speed Internet—42 million Americans, to be exact. (The FCC defines “high-speed” as download speeds of at least 25 Mbps and upload speeds of at least 3 Mbps.) This underscores the importance of keeping print in the marketing mix. Printed marketing materials like postcards, sales letters, and other direct mailers reach every American, regardless of their Internet connectivity. Continue reading “Bridging the Digital Divide: The Vital Role of Print in Reaching Everyone”
Embracing Print as a Sustainable Marketing Strategy
In today’s digital age, where we are used to hearing, “Go paperless! Go green,” print unfairly gets a bad reputation. However, print is a sustainable choice for businesses looking to minimize their environmental impact. Let’s look at some compelling data points that highlight the sustainability of paper. Continue reading “Embracing Print as a Sustainable Marketing Strategy”
The Power of Touch: How Finishing Increases the Power of Print
In the world of print, visual appeal often takes the spotlight. Yet the sense of touch can be equally powerful.
Haptic perception, or the sense of touch, is a fundamental aspect of human interaction with the physical world. When applied to printed materials, this sensory experience creates a deeper and more memorable connection between the consumer and the brand. Continue reading “The Power of Touch: How Finishing Increases the Power of Print”
Got Trust? When It Comes to Buyers, Brand Trust Outweighs Discounts
Quick! Which is more important to buyers? Price or their relationship with you? If you said price, you’d be wrong. That’s why staying in touch with customers, even when you aren’t selling something, is so important.
Continue reading “Got Trust? When It Comes to Buyers, Brand Trust Outweighs Discounts”
Reap the Benefits of User-Generated Content in Print
When it comes to input on which product to buy, who do shoppers trust most? Their friends and family. Sure, they are influenced by ads and marketing, but they are more likely to trust the people around them than the brands themselves.
Continue reading “Reap the Benefits of User-Generated Content in Print”
Creative Gatefolds That Get Attention
Want to get your customers’ attention? Incorporate creative folds that add dimension and interest. Gatefolds, in particular, are cost-effective tools that add high interest and engagement to your pieces. Whether you are producing marketing collateral, event invitations, or direct mail, these fun, creative folds can repeatedly engage your audience with your marketing content.
5 Surprising Ways to Market with Packaging
Packaging is one of your most essential marketing tools if you sell products on the retail shelf. When buyers decide between two products, labels and packaging can be the deciding factor. When buyers plan to purchase one product, great labels and packaging can entice them to buy another.
Continue reading “5 Surprising Ways to Market with Packaging”
For True Personalization, Look Beyond Demographics
As marketers, we have more data at our fingertips than ever. Data is all around us, from in-house customer information to third-party demographic and behavioral data. However, having more data doesn’t, by itself, generate success. You can personalize your direct mail and email with people’s names, tailored offers, and even customized images and text but still not get the desired results. What’s the secret? Instead of marketing to demographics, market to people.
Continue reading “For True Personalization, Look Beyond Demographics”
Three Direct Mail Trends to Watch
Ready for some great news? Despite an overall decline in mail volume, the U.S. Postal Service (USPS) reports that revenue from marketing mail has actually risen. It’s up 4.9% ($681 million) over the previous year. In other words, businesses are generating more profit while sending fewer direct mail pieces.
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