Successful Integrated Direct and Digital Campaigns

Integrated Marketing strategy plays an important role in delivering the right brand message, to the right prospect, at the right time, via the right media channel to assist in a purchase decision or build brand awareness. This strategy requires evaluation and investment in multiple direct and digital marketing channels.

It’s about combining multiple marketing elements together to achieve an objective more efficiently and effectively than by implementing any one element alone. For instance, The GRI Marketing Group has found a formula which works for some of our direct mail clients planning a campaign. Two emails are sent out approximately within one week of the “in home” date to warm-up prospects to your offer and your brand. Another email is sent out just after the “in home” date. During this time period, banner ads are served up on the sites these prospects are likely to visit.

GRI recommends building an integrated marketing plan based on data-driven models that identify the consumer behaviors that drive profit in your business. Our data driven solutions identify profitable new prospects and reduce mailing efforts to non-responsive, non-paying names which leaves more money on the table to bring in other marketing elements.

Here are a few integrated program examples:

Premiere Global Services Integrated Direct Marketing Program Yields High ROI

A 3-tier integrated direct marketing program helped Premiere Global’s sales force close 200 high-level C-executive appointments in a 2 week period. Cost per appointment generated improved from $500 to $300 per appointment.

GRI developed a program that created awareness of the Premiere Global Fax2Mail service and generated interest for the sales force to close C-level appointments. The multi-channel effort included direct mail, email and telemarketing all strategically working together to achieve the objectives. The direct mail and email created the interest but the follow-up telemarketing was key to the sales activity that occurred.

Retail Client with Multiple Locations Drives Traffic through Print and Digital

After making a strategic decision to reduce their print budget, the client needed a cost-effective, broad reach vehicle to target consumers in high-value geographic areas.

  • Geographies within each of the trade areas were identified using behavioral-based targeting to maximize impressions and reach the client’s most valuable consumers.
  • Display ads replaced print in areas where print was not as effective and expanded reach into areas previously not covered by print advertising.
  • An integrated strategy of print and digital was used in areas where there were high concentrations of the client’s most desired customers to drive traffic.

The display ad click-through rate was .09%, well above the industry average of .04% for a network ad and proved to be a good cost-effective vehicle with a broad reach. The client’s overall spend decreased while sales held steady.

For more examples of successful integrated marketing programs utilizing data driven solutions, contact Brian Snider at bsnider@gridirect.com or call 203-261-3337 x 11.

BtoB Lead Gen Tips and Tactics

Generating leads is the biggest challenge that BtoB marketers are facing today. These BtoB lead gen tips will help you reach more prospects, engage them more thoroughly and ultimately close more sales.

  • Multi-Channel Approaches

Online…

Although email marketing is a powerful tool for reaching and engaging with your prospects online, most BtoB marketers say their average email open rates don’t exceed 20%. So how can you reach the 80% of leads who aren’t opening your messages in their inboxes? Integrating your email marketing with a comprehensive program that includes targeted display and social advertising can help you reach target prospects anywhere they travel on the web and increase conversion rates.

Website…

Only 2% of traffic, on average, that visit your website will convert on their first visit. And, according to The State of BtoB Lead Nurturing report, less than 5% of anonymous website visitors fill out contact forms on business websites. Retargeting website visitors can help you re-engage with the 95 to 98% potentials that leave your site.

How does site retargeting work?  When prospects leave your site and browse the Internet they are marked or tagged with a pixel or a cookie.  Your ads will display on the other sites they navigate, keeping your website in their peripheral vision and top of mind. Those targeted ads can display the exact product they were viewing while on your site, multiple products, or anything else you choose. These gentle ad reminders will prompt the lost prospect to return to your site and convert – often at a higher rate, and many times with an increased average order value.

Offline…

Direct Mail is evolving and can drive purchases using new mobile and digital technologies. Integrating web (pURLs), mobile apps and QR codes in your direct mail pieces will boost the ROI of your campaign. According to Epsilon, brands with a compelling message or offer that link direct mail and digital can expect a 10 to 30% lift in conversion by combining the 2 channels.

  • Customized Content to Drive Engagement:

A recent Forrester survey found that prospects are now as much as 90% of the way through their buying journey before they reach out to a sales rep. By engaging your prospects early on through targeted display campaigns that offer thought leadership content such as whitepapers, webinars, eBooks or free trial offers – you will gain a competitive edge. Create content and offers for different buying stages as every visitor is at a different stage of exploration. Some need more education (eBook, whitepaper) and others are more ready to commit (free trial, demo).

Video, as a type of content, is on the rise with its importance continuing to grow. According to a study sponsored by Vidyard, and conducted by Demand Metric to explore several aspects of video marketing and the emerging role of video marketing platform technology, 95% of this study’s participants report that video, as a form of marketing and sales content, is becoming “somewhat or far more important” to them. This study has shown that video converts better than other forms of content; and this performance certainly contributes to an improving ROI for video. Quality video is also getting easier to produce and the cost of doing so is coming down.

  • Test and Optimize Ad Creative:

When you develop ad creative, small tweaks such as a different call-to-action or a new background photo can make a difference. Also display and retargeting ads tire over time and need to be refreshed. Use A/B testing to optimize your ad creative by simultaneously running display ads with a few small differences and then measure results after displaying a few thousand impressions to see what works best.

  • Success Metrics:

To track the impact of your lead gen programs, pay attention to metrics that measure engagement, such as lift in visits, time spent on site, visits per user and number of pages visited.

This data will help you discover whether visitors who have viewed your ads are more likely to engage with your website content than those who have not seen your ads. Visitors with high engagement levels are considered warm leads and should be passed on to the sales team for a phone call follow-up.

A New Interactive Experience with Mail

Real Mail Notification is a relatively new digital process that is in the pilot stages at the Postal Service. It is exciting for us direct marketers because it truly establishes mail as an integrated marketing channel. With this digital app, an email message is sent to the customer every day before they receive their mail with images of the mail pieces that are going to be delivered. The email is a preview of what will be in their mailbox, if traveling or at work, every day before they receive it.

The benefits of digital mail could be huge with more eyes on your direct mail and the email image of your mail piece can be clickable directly to your website/landing page or phone. Seeing a picture of the direct mail piece before it is delivered and being able to directly click through and order will likely have a positive effect on the ROI of the mailing! So far, the results have been positive. In northern Virginia, 90% of participating consumers checked their mobile devices daily to see what was in their mail. According to USPS Postmaster Megan Brennan, a 10-fold jump in response rates was seen for the pieces tested. If it’s all about response, then this interactive product could be a hit.

The mail images in the email are just of the outer envelope, not the contents, and in black and white. The sorting equipment at the post office takes a black and white picture of the outer envelope to scan the barcode and, with Real Mail Notification, this image is repurposed as a digital mail opportunity. Customers can sign up for an app to receive the daily emails or through My USPS from the Postal Service.

At this time there is no cost to participate in the pilot programs and another is scheduled in NYC this fall. The Postal Service will make a determination whether or not Real Mail Notification is popular enough to bring them additional revenue through market share or if they should charge for the service.