Melanie De Caprio, VP of Marketing at SG360°, discusses the key findings of a recent study confirming how B2C marketers value personalized direct mail as part of their marketing mix, and why consumers — especially digital natives — enjoy receiving relevant direct mail pieces.
view short video at: https://www.piworld.com/xchange/digital-printing/study-confirms-marketers-consumers-preference-relevant-direct-mail/#ne=d7f0e6e16b0d037f71fc050491da5623&utm_source=today-on-piworld&utm_medium=newsletter&utm_campaign=2021-10-07
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As digital avenues have become more popular among today’s consumers (and as a result among marketers and advertisers), an interesting trend has emerged over the last few years. Direct mail – flyers, coupons, postcards, catalogs, etc. – has seen a resurgence in its effectiveness and its ability to connect brands with consumers, grab their attention, and drive purchases and engagements. Recent research has shown that consumers are engaging with direct mail marketing materials at much higher rates than with digital marketing assets, and that those engagements are leading to higher response rates and purchases. Mail catalogs in particular have seen a huge boost in their overall response rate, reportedly increasing by 170% from 2004 to 2018 according to the Association of National Advertisers. And rather surprisingly, mail catalogs seem to be popular with Millennials despite their digital upbringings. Perhaps it’s because there were nearly 294 billion emails sent per day in 2019, with that number projected to steadily grow over the next several years. Or maybe it’s because consumers are starting to feel a little creeped out by the hyper-personalized digital ads they’re receiving as they visit their favorite websites and social media platforms. Regardless of why consumers continue to embrace physical catalogs, (digital fatigue, privacy concerns, nostalgia, or something else entirely), an increasing number of retailers are taking notice and taking action.
The way people interact with brands is not as orderly or linear as a customer journey map seems to indicate – or a sales funnel, for that matter. I’m not implying that understanding, mapping and optimizing the customer journey, and your path to conversion isn’t mandatory – it is. But I am suggesting that it’s worth looking further in an attempt to understand the way actual, living, breathing, thinking humans experience your brand. As a human, I can attest that my journey from awareness to purchase and later repurchase is never linear or orderly. If we drill down to a closer view, we can talk about the cluster of interactions that are driven by something the customer did. Place an order? There’s a cluster of activity there. Visit the website? There’s a cluster of interactions there. Sign up for email? Ad cluster. more at source: https://www.jschmid.com/blog/look-inside-the-customer-journey/
Reinvigorating a decades-old plush toy brand. In a mass-produced world where words like quality, creativity and authenticity are little more than unsubstantiated marketing-speak, Mary Meyer is the real deal. A family-owned company with a storied 85-year history of making soft and cuddly stuffed toys for gift-givers who know and appreciate quality and want to give something truly memorable that will be loved by that special someone. But the look of this storied brand needed an update to bring it forward in time, and make it more appealing to new parents and gift-giving grandparents. It was time for a refresh. That’s where J.Schmid came in. Read the Case Study at: https://www.jschmid.com/blog/portfolio/mary-meyer/