Direct Mail is on the Skids – Or is it?
The Response Rates of Cross-Media Marketing Campaigns still support the need for “hybrid marketing”, better known as cross-media marketing techniques. Digital media and direct mail actually complement each other, and because of this fact, there will continue to exist a strong need for direct mail marketing in the indefinite future.
The integration of print and digital media is still generating leads at a superior ROI and, particularly in some specific types of organizations, this will continue to form a reliable part of marketing strategies. Not only that, but tying the two channels of direct and digital marketing together can form a powerful vehicle for improving a companies client base. At the moment, this combination is essential for laying the foundation for mobile and video communication-based campaigns in not a few industries. Response Rates of Cross-Media Marketing Campaigns depend largely on how intelligently direct mail is integrated into existing strategies. Used insightfully, direct mail is a reliable tool for boosting response rates and setting the foundation for long-term client commitment.
Response Rates of Cross-Media Campaigns in cases where direct mail marketing is used, are influenced by two major factors: which types of businesses use them (which is a very flexible determinant) and/or how they are used to complement existing inbound marketing strategies. Banks, universities and colleges, casinos, insurance companies are the organizations benefiting from and will continue to benefit from direct mail marketing because they are able to continue increasing their client base at a cheaper and more effective rate through personalized marketing techniques than static ones.
There are neurological reasons for this. Research conducted at Bangor University shows that physical media effects human memory differently as it creates a more profound emotional response. This in turn, will hypothetically cause for more positive brand-associations – something of particular importance where the above-mentioned industries are concerned. Since clients are often being asked to entrust large sums of money with them, trust is of a premium.
As to understanding the more pertinent question: whether or not cross-media is more useful for generating more leads, the research that has been singularly helpful in understanding the various Response Rates of Cross-Media Marketing Campaigns are as follows:
- Reports from the DMA (Direct marketing Association)
- The PODi report (carried out by the Digital Printing Initiative.)
- The CMO (Chief Marketing Officer’s council) report.
- A collection of other reports stored in the MindFire Inc database.
What these reports have indicated is that personalized marketing techniques have a vital place for marketers, while static campaigns (those allowing for no flexible integration between direct marketing and digital platforms) are simply not as effective in terms of ROI performance.
The conclusion then, should be clear: the shift towards increasing digital marketing has not changed the need for direct-mail marketing. In fact, direct mail marketing is still pivotal as a launching pad for digital marketing campaigns, and will continue to be so in future.
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