• Media’s new reality

    “Overdue marketing reality about social media and digital marketing.”

    It is becoming apparent that more and more marketers are revising their position on traditional media. This is evident from statements made by the Global CMO of Coca Cola, on the use of TV.

    It seems that commercial realism is returning to the marketing arena and the role and value of traditional media is being revaluated and revisited as a channel and a relevant part of the media mix. Included in this is direct mail, and no wonder when 92% of all direct mail gets opened. Combined with social media it can dramatically boost results.

    While the attached article (view here) is about one element of the mix the implications are clear.

    From Ad News – by Anthony Fitzgerald, CEO at MCN, December 12, 2016

    January 15, 2017 • Marketing • Views: 709

  • Digital-In-Print Marketing Solutions

    Digital-In-Print Solutions can be the ultimate tool in your communications war chest.

    We’ve merged our Digital Solutions with the many high-impact dimensional and interactive paper products, which gives you a wealth of truly powerful communications vehicles.

    • Our Video products delivering the ultimate experience by telling your story through both sight and sound.
    • While devices such as WebKeys, QR Codes and NFC Tags take your audience directly to your website unlocking its dramatic marketing potential.

    Our advantage, a vast selection of high-impact designs – dimensional and interactive,  that become one with our Digital Solutions to achieve your marketing goals.

    Go to Digital-In-Print to find out more

     

     

    November 15, 2016 • Marketing • Views: 942

  • Brands get innovative with physical mail in the marketing mix

    Francis de Brienne, Canada Post’s Director of Commercial Mail Product Innovation, talks about it’s evolution, latest trends and innovations in direct marketing and the importance of integrating physical mail into the marketing mix.

    Tune-In Here for innovative physical mail

    Uploaded on Aug 10, 2016

    November 10, 2016 • Direct Mail • Views: 718

  • The Future of Marketing Is Direct

    Direct Marketing New Insight:

    The more marketing changes, the more it stays true to its roots.

    About a century ago merchant John Wanamaker said, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”

    Since that time everything—and nothing—in marketing has changed. Today, marketers are awash in more customer data than they ever dreamed they’d have access to. They have technologies at their fingertips that allow them to attract, convert, engage, and retain customers more effectively and efficiently than ever before—often because many of those technologies also allow marketers to collect and use data to gain an understanding of individual customers that’s as good as one a customer may have with a favorite local merchant, but at scale. Marketers also have social and mobile tools that allow them to interact with customers and prospects to a degree unavailable in the past, except perhaps to mom-and-pop business owners.

    These sweeping changes have forever altered marketing. Mass advertising is slowly becoming a distant memory as an ever-growing number of marketers adopt more personalized and targeted approaches to customer communications and interactions. But slowly is the key word here, because the fact remains that as much as marketing has changed, it has also stayed the same.

    Marketers are still vexed by attribution, for example. Many are unsure which or how much of their marketing dollars are wasted on campaigns that don’t resonate with customers and prospects—or would resonate with more personalization or if delivered via a different mix of channels and at different times. Direct marketers have long been proponents of testing to resolve the attribution conundrum; despite this—and the many trackable interactions and channels that marketers can now tap into—today’s convoluted path-to-purchase can stymie even the most adept direct marketers. And despite the benefits of testing, some marketers still shun it. So, the measurement problem Wanamaker decried persists.

    Another way marketing hasn’t changed: Traditional channels hang on. The reason is, simply, because they work. Marketers still invest in such traditions as Super Bowl ads and direct mail—not just for the branding and reach, but also for the relationship-building and revenue-driving opportunities those channels present.

    But, even in areas where marketing seems to be the same as it ever was, there’s been an evolution. And that’s where the excitement and possibilities need more attention, because those areas are where marketing is about performance, not about getting drawn in to shiny objects. Savvy marketers are blending traditional and digital channels in ways that pack significantly more punch than marketing in silos.

    There are plenty of marketers who would like to take a more omnichannel approach, but they’re mired in an older, more siloed approach to marketing, often because their team and processes are designed around a more traditional marketing approach. Ending fiefdoms, bridging silos, and facilitating the collaboration needed to shift to a more omnichannel approach takes tremendous will—as well as C-level buy-in and significant staffing, process, and technology changes.

    Over the next year the marketing industry—and direct marketing in particular—will continue, on one hand, to change at breakneck speed as consumer behaviors and marketing and consumer technologies launch and evolve; and on the other hand, to plod along, as marketers work through the challenges they face in such areas as attribution, organizational change, and optimizing the channel mix.

    DMN will take this arduous journey with these tireless direct marketers, helping to smooth their trip by providing insightful coverage they can act on, now. The editorial team is constantly on the phone and in the field, talking to marketers and vendors to get firsthand views into best practices and tech advances, attending conferences to learn about the strategies and trends that are key topics of conversation, and using social to take the pulse of relevant consumer trends. With all that knowledge we then cut through the noise, acronyms, and marketing-speak to deliver content that helps marketers ride the waves of change while retaining valuable traditions and surmounting challenges.

    Ultimately, our mission at DMN is to help direct marketers “outmarket” the competition by being direct. That is, using data to gain a unique understanding of customers that will allow marketers to drive evangelism, purchasing, and loyalty—to predict their profitable future by using data to define it. And, to once and for all solve Wanamaker’s conundrum by knowing, in no uncertain terms, what influence their marketing has on customers’ actions.

    Ginger Conlon, Editor-in-Chief,

    Direct Marketing News, September 04, 2015

    (Originally published on DMN parent company Haymarket.com’s “Company News” page: http://bit.ly/1KElYRJ)

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    March 7, 2016 • Marketing • Views: 1492

  • 7 Game-Changing Marketing Trends To Tackle in 2016

    Marketing constantly adjusts and reacts to changes in technology and attitudes. While digital marketing has undergone a substantial transformation in the last few years, the technology that incited the changes is growing at a faster pace than most brands can keep up with.

    So, what does this mean for competitive marketers that are already strategizing for 2016? Brands need to look beyond the usual channels to stay ahead rather than simply jump on the bandwagon.

    Here, we’ll discuss those trends that are changing the face of marketing (yet again) and give you an eye-opening look at what marketers should be leveraging in 2016.

    1) Relationship Marketing

    As smartphone adoption continues to rise with an estimated 2 billion consumers worldwide expected to own a smartphone by 2016, the opportunity for brands to be connected with their customers and prospects is set to be closer than ever. Enter relationship marketing.

    2) Marketing Automation

    As marketers today are spending at least 50 percent of their time on content, companies are coming up with more ways to automate marketing. Marketing automation alone is worth $5.5 Billion and is leading the way in lead generation and prospect nurturing.

    3) Location-Based Marketing Technology

    How can event professionals and marketers create an interactive experience? They must target users at the point of engagement. Location-based marketing technology, like iBeacons and RFIDs, helps make this possible.

    4) Virtual Reality 

    How can event professionals and marketers create an interactive experience? They must target users at the point of engagement. Location-based marketing technology, like iBeacons and RFIDs, helps make this possible.

    5) Ephemeral Marketing

    Snapchat is already moving into the space of a “standard marketing platform.” In the upcoming year, marketers will come to understand that Snapchat isn’t just a tool for fun marketing experiments; it’s a platform that users are flocking to in order to digest social media in real time.

    6) Search Past Search Engines

    With Facebook already working on tests for its own search engine, it seems inevitable that search capabilities will go far beyond Google, Bing, and Yahoo. As search capabilities improve within social media, brands will get an automatic boost. In addition, when buy buttons and payment messaging appear on social in 2016, an all-in-one-type platform will manifest (more convergence).

    7) The Internet of Things (IoT)

    Wearable technology will see a user adoption rate of 28 percent by 2016 – even more data for marketers to mine. So, will this data be derived from people’s day-to-day habits? It looks that way. Every year from now until the foreseeable future, we’ll see the IoT become a bigger tool that marketers can use to engage with customers.

    Written by Meaghan Moraes -September 25, 2015

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    February 16, 2016 • Marketing • Views: 1416

  • Google Uses Direct Mail to Help Drive Internet Marketing

    There are reasons why a company that controls nearly 70% of internet traffic still sends direct mail.

    Based on newly released statistics from InternetWorldStats there are currently 2,095,006,005 people in the world who are considered internet users and according to Experian 67% of those users perform their searches through Google. One would imagine that with 1,403,654,023 people using Google they would not need direct mail to help advertise their services, but that person would be wrong. In this article AccurateLeads will tells why many massively profitable companies who have tremendous amounts of internet traffic use physical mail to grow audiences and drive internet marketing.

    • Internet marketing is so exhausted that it causes businesses to drown out each other with competition.
    • One audience is more receptive to e-mail and PPC while there is a whole different group that responds to physical mail that can be held in their hands.
    • Social Media is another internet marketing avenue that direct mail helps drive.
    • The fastest growing group of social media fiends is baby boomers. This is also one of the groups that are the least receptive to email blasting and other virtual advertisements.

    PRWEB
    Atlanta, Georgia August 26, 2011
    Click here for complete article

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    December 11, 2015 • Direct Mail • Views: 1905

  • Psychology Based Marketing

    Triggering the Unconscious Mind for Unthinkable ROI!  If 90% of all our thoughts are unconscious, why do we market to the other 10%?  Neuromarketers, psychologists and behavioral experts have found that most of what we do is driven by our unconscious mind that makes rapid judgments about marketing messages and dictates immediately how the conscious mind should “behave.” If the unconscious mind feels at ease, and senses the message will help achieve the fundamentals of human happiness, then the conscious mind is engaged, messages read and more likely to be acted upon. Preparing the unconscious mind for better marketing and brand engagement is critical today more than ever. Consumers’ minds have never been more distracted with all the “smart” technology to which we are obsessively By Jeanette McMurtry, Author, Consultant, and Principal of e4marketing See the complete guide here  Psychology Based Marketing

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    October 29, 2015 • Marketing • Views: 1274

  • How direct mail combines the intimacy of ritual, the impact of physicality and the power of data-driven relevance to send a signal that resonates.

    The amount of content consumers see every day is overwhelming. The only way brands can break through this noise is to differentiate. In this quest for differentiation, does the type of advertising channel affect how your message is received? Or remembered?

    To understand how direct mail can help them break through this noise, Canada Post commissioned a major ethnographic study that explored how it factors into the lives of today’s consumers and thereby influences the purchase journey.

    Through this study, and reinforced by a series of additional Canadian consumer surveys and global research into the topic, they found that by combining the intimacy of ritual, the impact of physicality and the power of data-driven relevance, direct mail can mean the difference between contributing to the noise and breaking through it. It helps brands stand out (consumers are far more likely to notice, open and read it); trigger emotional responses (consumers tend to experience it in a mindset that makes them more open to inspiration from brands); generate a lasting effect (consumers often keep it, display it in highly visible areas of the home and share it with others); and, perhaps most importantly, influence consumer behaviour (consumers are more likely to action it than digital advertising).

     Canada Post Corporation | Breaking Through the Noise – June 30, 2015

    Get “Breaking through the Noise”, the new whitepaper from Canada Post.

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    August 6, 2015 • Direct Mail • Views: 1643

  • Why You Should Hop Back On the Direct Mail Train

    Despite the shift to digital in almost all areas of the marketing space, direct mail has not only held steady, but grown as a direct marketing tactic.

    There’s no debate we live in a digital age where we all need our devices and the internet to survive. You would be hard pressed to find someone who doesn’t have at least one internet connected device. Needless to say, both advertisers and marketers alike have shifted their focus from traditional mediums (print, billboards, etc.) to digital in order to better target audiences. But does that mean that the more traditional marketing tactics are obsolete? Not necessarily. Direct mail appears to be the old reliable of the marketing space. According to the Direct Marketing Association (DMA) Statistical Fact Book, spend with direct mail has increased from $45B in 2013 to $46B in 2014. Despite the shift to digital in almost all areas of the marketing space, direct mail has not only held steady, but grown as a direct marketing tactic. In addition, it is one of the lowest cost per lead tactics in this category. In 2012, the average cost per lead for new customer acquisition was $51.40 for direct mail compare to $55.24 for email and $52.58 for paid search.

    Megan Connell on Friday, June 19, 2015

    THE STRATEGIC SOURCEROR

    Click here for the complete article.

    June 30, 2015 • Direct Mail • Views: 1457

  • New 48 Page Passport Reference Guide

    Our all new 48 page Passport Reference Guide is hot off the press, full of ideas and available now.

    Our Passport was conceived to put a wealth of “High-Impact” ideas at your finger tips. Using simple drawings, it offers you quick planning reference to help stimulate thought, provoke fresh ideas and deliver innovative solutions for upcoming campaigns.
    For your Passport please call or email Andrew MacEachern. You can reach him at 416-422-2134 or Andrew@informationpackaging.ca

    April 16, 2015 • News • Views: 2702