POST WRITTEN BY: Adam Wagner – Chief strategy officer and partner at Raindrop. We believe in the power of human connections and helping clients build relationships.
Print Is Primal
If you want to communicate quickly and inexpensively, online marketing can be a powerful tool. But if you want relevant marketing communications that consumers truly respect, then try your personalization in print. In a survey of more than 1,200 people conducted by Zussi Research for ad:tech London, for example, 69% percent of respondents saw traditional advertising as relevant to them. By contrast, only 45% saw online marketing as relevant. Respondents also described online marketing as “chaotic.” This data reflects how misdirected and intrusive ads can create a high level of annoyance, even when those efforts are targeted. Compare this to print. Mailing databases tend to be more accurate and their targeting more focused. Personalized print earns consumers’ trust and respect. Consumers also appreciate the purposeful investment print requires in the marketer’s relationship with them. It creates a sense they are valued. What does this mean for you? While it’s important to expand your marketing to create a comprehensive multichannel marketing strategy, it’s important to remember that digital channels should be additive to print marketing efforts, not a replacement. If you want better targeting, don’t make the mistake of replacing print, just personalize it!
Print advertising keeps on being an incredible method to contact the target group and positively affect the objective market. While other advertising alternatives are accessible, for example, online media, the conventional techniques for printed media keep on being compelling in the realm of advertising. Here are a couple of the reasons why print is as yet a feasible choice to use in a future campaign:
HIGH PROMOTION REVIEW
One of the benefits of 1:1 marketing is the ability to increase the relevance of each communication by making the message more personal. By using the information you already know about the recipient, you can communicate on a more intimate, 1:1 level. But this approach can also be misused. Individuals and businesses are very protective of their privacy these days, and rightly so. Customers want to know that their data is not only safe but that the marketers they do business with won’t misuse it. What are some first steps you can take to ensure that your customers and prospects know that you care about their privacy?
- Include an official privacy statement in your information-gathering materials.
- If you are collecting data, include a notice of physical and data security procedures and a promise of confidentiality.
- When personalizing your marketing messages, don’t disclose overly personal details (“Hey, Bob! Ready to default on that sky-high mortgage?”).
- Be transparent. Provide full details about what respondents have to do to receive any prizes or promotional items.
- Follow all opt-in regulations, including double opt-ins for email lists and providing the option to opt-out of future marketing contacts.
- Assure that respondents’ information will not be sold to third parties.