There is a reason that many companies still choose to use direct mail marketing as a staple in their yearly marketing plan. That reason is: it works! Direct mail is one of the most cost effective, measurable, and reliable marketing tactics available. As technology advances and more options become available, some companies are starting to add social media and email marketing to their mix. It is important to start combining the powers of direct mail and online marketing into a robust cross-channel marketing campaign.
3 Ways to combine your direct mail and online marketing:
- Personalized URLs
Personalized URLs are unique URLs created for each individual a direct mail piece or email is sent to. This URL leads to a landing page that is specific to the recipient. It allows companies to tailor the consumer experience to the individual rather than using a blanket approach. Personalized (or PURLs) have shown to increase response rates, provide trackable analytics, and allow for more meaningful engagement with clients. - Target Different Audiences
An essential component of a successful marketing campaign is knowing your target audience and how to reach them. If you have more than one target market you now have the ability to buy targeted lists for direct mailing. These lists allow you to hone in on specific neighborhoods and demographic groups. Purchasing email lists and creating targeted social media posts can help further your reach. - Augmented Reality, QR codes, and NFC tags
Making your printed pieces interactive using technology is a great way to further engage your audience. There are several ways to integrate technology and print. Augmented Reality, QR, codes, and NFC tags are all ways that allow your audience to engage on their mobile devices.
Augmented Reality
Augmented Reality or AR is combining digital imagery, information, and sound within the user’s existing environment. How it works: The user downloads an AR app onto their mobile device. They then open the app and scan an object around them (usually there is an indicator that an object has an AR tie in). This scan then prompts videos, links, information, pictures, or sounds to display around the image as you look through the mobile device. Watch the video below for examples of Augmented Reality.
QR Codes
Also known as a Quick Response Code, QR Codes are matrix style barcodes. The creator of the QR Code attaches information for the end users benefit. Many brands have used QR Codes in marketing and even though they are thought to be going out of style they are still widely used today.
NFC Chips
NFC stands for Near Field Communication. These are small chips that contain information. This information can be passed between chips when they are in close proximity. Many mobile devices now contain NFC chips or the ability to read NFC chips making it a mobile marketing essential. You can purchase tags, labels, and stickers that have the chips in them. Once you have them, you can program them with information you wish to relay to mobile devices
Have some ideas how you are going to integrate print and technology?