Direct and digital marketing are not necessarily opposed. On the contrary, they can be complementary in order to convey a common discourse. In addition, they could communicate at different times and to specific targets, even though we know that communications between brands and their customers are increasingly digital. The question is therefore: what are the effective strategies to implement to make digital marketing and traditional marketing coexist ?

Why combine direct marketing and digital marketing?

Digital marketing has its pros and cons. The findings are similar for direct marketing. This is why the combination of the two practices via a “multi-channel” strategy is of interest to the most ambitious and creative brands.

Concretely, direct marketing is likely to inspire more confidence than digital marketing. Indeed, brands use routing techniques less and less. Therefore, it will give an advantage to those who invest in this channel. Addressed mail creates a climate of trust and exclusivity between the brand and its prospect.

The positive aspects of these two methods

Direct marketing has a more lasting impact and is unparalleled in prospecting recipients with little or no activity on the Internet. This particularly concerns seniors, more than a quarter of whom never connect to the Internet . On the other hand, it can lead to prohibitive costs for small businesses and in this sense, emailing solutions can be more interesting in this configuration.

Conversely, digital marketing allows global communication in just a few clicks. If the competition is particularly tough on the web, the engagement of prospects struggles to compete with that of prospecting by mail. Indeed, this is due to the context where many prospecting emails are not read . Associates, direct marketing and digital marketing allow you to better reach your target, provided you have a coherent message.

The importance of common discourse between direct and digital marketing

In a multichannel marketing strategy, the key word to remember is complementarily.

It is a misconception to believe that direct marketing exists on the one hand and digital marketing on the other, with no connection between the two. Usually, companies tend to separate marketing projects by channel with teams dedicated to digital and others dedicated to more traditional means. Indeed, this is explained by the technicality and fundamentally different approaches. Between these two parts of the same discipline, online and offline , communication is sometimes poorly developed and the messages contradict each other.

Of course, this is an error to be avoided in order to guarantee the consistency of a communication.

Better understand the targets thanks to the sharing of databases

No target is easily “seduced” and you run the risk of running into it during your communication campaigns. So how can you better understand your customers in this context? Sharing databases.

Use data efficiently

In short, this practice consists of sharing data collected by different sources from digital marketing and direct marketing. There are prerequisites for qualifying prospects and a successful marketing campaign:

  • Analyze various monitoring indicators to update your customer files,
  • Set up an effective data entry strategy between the different channels,
  • Understand PND (Non Distributable Folds) and (Does Not Live at the Address Indicated) in the context of a mailing campaign.

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Better targeting for better returns

You will be able to define types of prospects more faithful to reality and have a solid basis for your communication. A database, whether for digital or direct marketing activities, must take into account several factors such as:

  • socio-demographic criteria (age, income, place of life, etc.),
  • Consumption habits,
  • socio-professional criteria (income, professional situation, etc.).

Multiply your chances of reaching your target

In itself, it is not obligatory to choose one or the other channel while completely neglecting the other. The two can be complementary. Sending a prospecting letter with a QR code allows you to follow a prospect or a customer in their engagement with a brand.

We know that the engagement rate is much higher with prospecting by mail. Equipped with his smartphone, the prospect will be encouraged to discover what is hidden behind this encrypted symbol. And that’s how you can redirect your customer to relevant online content, where emailing alone would likely have failed.

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