MAKING PAPER WORK HARDER: IMPACT TO DIGITAL MARKETING TRENDS

Transcription

1 MAKING PAPER WORK HARDER: IMPACT TO DIGITAL MARKETING S

2 The 2017 DMA Response Rate Report shows that direct mail can achieve a 5.1 % response rate1 1. DMA Response Rate Report 2017, DMA, 2017.

3 122%+ ROI Research shows that comes up on top in terms of return on investment (ROI) compared to social media and direct mail. 28% Social Media 1 % 27 Direct Mail 1. Teresa Jenkins, Integrating Direct Mail with Digital Targeting, cbtnews.com, January 16, 2018.

4 How can we make direct mail work harder and increase its ROI?

5 Current State of Marketing 1 UPCOMING 2 3 Trend 1: Experience Innovation Trend 2: Utility over Novelty: Augmented Reality s New Marketing Focus Trend 3: Predictive Consumerism 4 $ Trend 4: The Retail Shake-up Increasing Paper s ROI with Informed Delivery Key Takeaways

6 CURRENT STATE OF MKTG CURRENT STATE OF MARKETING

7 CURRENT STATE OF MKTG Marketing budgets are shrinking

8 CURRENT STATE OF MKTG IT S SHOWTIME It s clear that for CMOs and marketing leaders, it s showtime. Now is the time to take stock to think hard about how marketing spend delivers demonstrable value to the business.

9 T1: EXPERIENCE INNOVATION EXPERIENCE INNOVATION 1 Creating new ways to delight customers by taking a broader view of their lives and how they interact with your product to deliver new, unexpected signature moments.

10 STAYING AHEAD OF S is essential to success as a performance-based marketer

11 T1: EXPERIENCE INNOVATION 1 Customer brand interactions and expectations are growing

12 T1: EXPERIENCE INNOVATION 1 WHAT S DRIVING THIS? Companies are creating innovative experiences that add new value and generate brand loyalty not by focusing on specific product features or design, but by reimagining the broader experience of how customers use their products.

13 T1: EXPERIENCE INNOVATION 1 Implications to our industry: WE NEED TO SHIFT OUR MIND-SET Finding innovation opportunities often requires looking beyond your narrow product category.

14 T2: AUGMENTED REALITY UTILITY OVER NOVELTY: AUGMENTED REALITY S NEW MARKETING FOCUS 2 Augmented reality (AR) is the ability to integrate digital data into a real-time experience using apps, which allows consumers to experience products up close and personal.

15 T2: AUGMENTED REALITY 2 WHAT S DRIVING THIS? Augmented reality is now available on billions of devices.

16 T2: AUGMENTED REALITY 2 IMPLICATIONS TO OUR INDUSTRY Marketers are moving away from moment-based executions to more useful tools to make life easier.

17 T2: AUGMENTED REALITY 2 HOW CAN AR MAKE PAPER WORK HARDER? Increase engagement Connect offline and online Streamline the conversion process Improve performance

18 T2: AUGMENTED REALITY 2 INCREASE ENGAGEMENT Merging direct mail and AR increases interaction time, which helps increase engagement.

19 T2: AUGMENTED REALITY 2 CONNECT OFFLINE AND ONLINE The result is a more cohesive, seamless brand experience a complete journey from offline to digital in an innovative, memorable way.

20 T2: AUGMENTED REALITY 2 STREAMLINE THE CONVERSION PROCESS Adding AR elements to direct mail campaigns can bring in a way to directly measure ROI for physical campaigns. In one study, it boosted the response rate from 3% to 37%.1 3 % USPS Household Diary, %

21 T2: AUGMENTED REALITY 2 IMPROVE PERFORMANCE AR-enabled print allows marketers to receive real-time performance insights on offline marketing in more measurable and trackable ways.

22 T3: PREDICTIVE CONSUMERISM 3 PREDICTIVE CONSUMERISM Look at past consumption and behavior, then provide recommendations for new products or services at the right times to drive conversion.

23 T3: PREDICTIVE CONSUMERISM 3 It s true that a consumer s behavior can be unpredictable. But it s also true that when given the right products and the right way to buy and engage with a brand, a consumer s behavior can become much more predictable.

24 T3: PREDICTIVE CONSUMERISM 3 WHAT S DRIVING THIS? There is a shift underway. Some brands are approaching predictive selling with a strong consumer-centric focus.

25 T3: PREDICTIVE CONSUMERISM 3 For example: A pet care company transitioned from a one-size-fits-all marketing approach to using predictive analytics. As a result, they improved the customer experience and became able to offer personalized promotions with surgical precision, helping to increase sales, profits, retention, and response rates.

26 T3: PREDICTIVE CONSUMERISM 3 IMPLICATIONS FOR OUR INDUSTRY One-time product transactions are becoming continual transactional relationships that are centered on the new consumer experience.

27 T3: PREDICTIVE CONSUMERISM 3 PROGRAMMATIC DIRECT MAIL This new tool in the marketer s arsenal combines real-time intent, data-driven decision making, and sophisticated campaign levers to dynamically create personalized direct mail.

28 T4: THE RETAIL SHAKE-UP 4 THE RETAIL SHAKE-UP There s no doubt that technology has forever changed retail. While brick-andmortar sales still make up a large portion of retail sales, online shopping continues to grow at a rapid pace.

29 T4: THE RETAIL SHAKE-UP 4 Retailers are losing their competitive advantage over their digital counterparts, which is why they are pushing for better, frictionless, customer-centric experiences to meet their customers when and where they spend most of their time.

30 T4: THE RETAIL SHAKE-UP 4 NURTURE THE OMNICHANNEL EXPERIENCE

31 GET MORE ROI WITH INFORMED DELIVERY $ GETTING MORE ROI OUT OF PAPER IN AN OMNICHANNEL WORLD WITH INFORMED DELIVERY

32 GET MORE ROI WITH INFORMED DELIVERY BRIDGING THE GAP Omni-channel success is not just committing resources to improve both digital and in-store experiences. This same approach applies to marketing as well. Bridging online and offline communications is a powerful way to more effectively meet customers where they are and to build on every impression.

33 GET MORE ROI WITH INFORMED DELIVERY $ IF IT S IN THE MAIL, IT S IN YOUR Informed Delivery is an innovative new feature that allows consumers to receive s of what is being scheduled for delivery to their mailbox that day, turning the mail experience into a mobile experience.

34 GET MORE ROI WITH INFORMED DELIVERY $ GAME-CHANGING EXPERIENCE FOR CONSUMERS Subscribers receive scanned exterior images of letter-sized mailpieces.!"#$%&'()*+,&-./012( 30405&6(/405( Images can be accessed via notification, online dashboard, or mobile app.

35 GET MORE ROI WITH INFORMED DELIVERY $ AN EASY WAY TO BOOST DIGITAL AND PHYSICAL IMPRESSIONS FOR MARKETERS MARKETERS CAN ADD supplemental content to interactive campaigns.!"#$%&'()*+,&-./012( THESE INCLUDE CUSTOM IMAGES and a URL that directs the user to a digital experience &6(/405(

36 GET MORE ROI WITH INFORMED DELIVERY $ IT S CHANGING THE MAIL EXPERIENCE IN AN INCREASINGLY EXPERIENCE-DRIVEN WORLD More reach More attention More response More conversion

37 GET MORE ROI WITH INFORMED DELIVERY $ MORE REACH UP TO 13 Even mail recipients who don t usually pick up their own mail (13% of Informed Delivery users) can still see and interact with their mail. % 1 MORE REACH 1. USPS Household Survey, Summit Research, February 2018.

38 GET MORE ROI WITH INFORMED DELIVERY $ MORE ATTENTION By integrating direct mail and digital, a study shows that you can elicit up to 39 % MORE TIME spent than single-media digital campaigns.1 1. Connecting for Action, Canada Post, September, 2016.

39 GET MORE ROI WITH INFORMED DELIVERY $ MORE RESPONSE Research shows campaigns that use direct mail and one or more digital media experienced 37 % MORE RESPONSE compared to those using only direct mail.1 1. Varda Tirosh, "The Numbers Are in: Multi-channel Campaigns Are 37% More Effective," Optimove Blog, January 12, 2017.

40 GET MORE ROI WITH INFORMED DELIVERY $ MORE CONVERSION Among polled Informed Delivery users, 68 % said they respond to or act on digital promotions or discounts from advertisements or online ads at least once a month.1 Direct mail integrated with digital ads can often increase conversion by USPS User Survey, Summit Research, January Drive True Omnichannel Marketing by Combining Direct Mail with Digital Channels, IWCO Direct, May % 2

41 WRAP UP KEY TAKEAWAYS Staying ahead of trends is essential to direct mail s success. Find innovation opportunities by looking beyond your product category. One-time product transactions are becoming continual transactional relationships. Bridge online and offline initiatives to meet customers wherever they are and increase the number of potential touch points and impressions.

42 THANK YOU