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| (Photo courtesy of sxc.hu) |
Enough with the debate over print or digital marketing
already! We know that direct mail marketing is still the king and digital
marketing is coming in strong, but the newest theory is that together they’re a powerhouse of success.
And it makes sense. Think about the fact
that direct mail still boasts the lowest cost-per-lead and the highest
conversion rates. Now, consider the creativity and personalization that digital
marketing can provide. Bring them together and boom! You have an unstoppable
marketing campaign.
Understanding the
Union
We could ramble off a dozen reasons for choosing a mailer
with digital elements vs. strictly digital, but honestly, the truth is in the
numbers. Generation Y is much more greatly affected by traditional media than
digital. In a recent poll,
nearly half of the Gen Y’ers surveyed better retained information from a print
ad, whereas not even a quarter said the same about digital. However, with 62%
of young people accessing the internet daily, it would be unwise not to at
least consider the growing power of incorporating a digital element into that
mailer.
How to Make the Jump from
Traditional to Tradigital
Right about now, you may be saying to yourself “That’s all
well and good, but what does it mean? How do I make this marriage work for my
campaign?” Well, the answer comes in the form of relatively new technologies
like QRcodes and PURLs
(Personalized Uniform Resource Locators).
Even Postmaster General, Patrick Donahoe, is quick to
address the benefits of incorporating digital elements into direct mail pieces.
He notes
that these technologies have the ability to actively engage mailer recipients
with the product or company by allowing receivers to use their smartphones to
make quick purchases from a catalog or launch a video.
The generations that marketers need to appeal to now are of
a different breed than those in years past. Millennials and Gen Y are clearly
still affected by traditional print marketing, but they crave a certain level
of personalization and engagement that print can’t always achieve on its own.
The integration on new technology bridges that gap, thus creating a world of
tradigital marketing.
So, you see, the future of B2C marketing relies not on
replacing one material with another, but on evolving
current methods. With new found knowledge and the help of an experienced print company, you too, can find
yourself ahead of the curve with profits to show for your efforts. Contact us
today to get discuss how we can help you’re business embrace the tradigital
future!
