It’s good to shake up your marketing plan from time-to-time, and this time of year is as perfect as any to do so. Here’s a look at what experts are calling the top direct marketing strategies for 2016.
One trend that is moving the needle again this year is personalization. Focusing on the individual and filling their wants, needs and desires is still the cornerstone of any marketing campaign. And the goal for any marketer should be having the right product in front of the right person at the right time.
Be careful of the level of personalization you use, however. Though customers know you know more about them through social interactions, you could scare some away if interactive marketing gets too personal. But when used correctly, that type of data can help you narrowcast your message so that you’re aiming it at the right targets.
Since many of your customers are mobile friendly, you have to be mobile friendly! No matter if you mail something to their house, or their email, your customers will do their own research on your product or service with their mobile device. New forms of tracking will allow you to tie more data to specific individuals and can give them offers across mail, digital and social that wasn’t possible just a few years ago.
You’ll need to be prepared to connect with consumers on a number of different platforms with a consistent message when consumers want to interact. The goal for doing so is to you understand the response and conversion rates so you can know what is working and what needs to be improved on for next time.
With everything going digital, you might think that there is no place in a marketing plan for print, but it’s the perfect medium to both drive traffic and kick off an interactive campaign.