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The Future Of Direct Mail For Broadcasters
With so much in play on the field, how do we even assess where the ball is anymore? The good news is that technology is also helping bring us some answers. As consumers are beginning to get a taste of more dynamic and engaging campaigns their expectations are being re-set to a higher standard. Thereby raising the bar for all marketers. With so many broadcasters confused about what to do, it’s also a perfect time to get out ahead of the competition by trying some new things with an old friend: direct mail. For years the broadcast industry has enjoyed the power of direct mail, which still remains a potent tool in growing cume. But it’s not your father’s direct mail anymore. Today, direct mail is morphing into “cross-media marketing,” a term that reflects the integration of data with digital print and online technologies. The result is a more powerful, more dynamic, more engaging tool that provides better targeting, better differentiation and better results. Not only is direct mail still one of the most effective ways to reach your target demo, but with new digital and variable technologies you can now personalize, customize, and integrate your mailings across other media, such as e-mail and online Web landing pages. Research shows that direct mail is still a preferred communications vehicle by consumers, and it is very effective in getting into the hands of your target demo. The added boost from personalization and variable data make cross-media campaigns even more compelling. Consider some of the recent research: • A household study conducted by the U.S. Postal Service in 2006 found that 85% of mail is either read or visually scanned by recipients. • An InfoTrends study showed that personalization increased response rates by 36% and response time by 34%. • A recent study done by Caslon & Company shows that typical response rates for personalized campaigns are much higher than static campaigns. For example, loyalty campaigns generate 15% response. • 73% of Gen Y and 68% of Gen X retail direct mail readers have used coupons received in the mail. Savvy broadcasters have also begun to realize that they can also leverage the same variable data technologies that create better listener response, to also help fund the campaigns. How? Simply by selling sponsor opportunities that are targeted to sub-segments of their target demos. Article Directory: http://www.articledashboard.com For more information about cross-media campaigns for broadcasters contact John Thomas at Eagle Marketing: 1-800-548-5858 x451 |
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