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Top Marketing Trends to Watch for 2020

With 2020 on the horizon, the accessibility of innovative and disruptive technologies are driving marketers to acknowledge, assess, and prepare for emerging marketing trends to remain profitable.

According to John Hall from Forbes, “The world is changing a mile a minute, and it’s hard to scale, differentiate yourself, and maintain trust in the ever-changing marketing world.”

The more you can plan forward, the better equipped you feel to managing those changes when they happen. Here are three top marketing trends that marketers should embrace and prepared for.

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Social Shopping

Social media, which used to be a network for friends and family sharing emotional input, now becomes an effective sales platform for many brands.

With nearly 25% of brands are selling through social media, it offers brands the ability to reach new customers quickly on users’ own terms. Equipped with a frictionless checkout process, it enables brands to create a seamless shopping experience to build a long-term relationship with their customers for retention. It also allows brands to shorten the sales cycle tremendously for short-term profits.

According to AddThis, 60% of people discover products on Instagram, and 78% of Americans use Facebook to find new products. Social shopping is not just another buzz word. It will shift the way customers find and purchase products, accompanying high expectations of the entire customer journey being frictionless.

Shoppable posts let brands create frictionless shopping experiences to entice consumers.

Virtual Interaction

Today’s consumers expect new experiences when they are online, and for the majority, this means more interactivity. In fact, augmented reality (AR) is expected to become the most popular interactive technology for engaging consumers in 2020.

Well developed interactive content can keep your consumers on your page longer, increasing your brand exposure. It is highly shareable, meaning you are growing your brand awareness. Consumers enjoy experiencing virtual interaction are more engaging. It is also highly personalizable to fit the customer’s lifestyle, which adds value.

Virtual interactive technologies offer higher emotional intensity and add a new layer of customer experience by placing your brand image close to the eyes of customers.

When online, 91% of consumers are seeking more visual and interactive content.

Content is Still the King

Continuing a steady trend from this year, content marketing will remain as one of the top trends in marketing for 2020.

There are advantages of well-crafted content that will bring to your brand. Delivering valuable, relevant, and consistent content attracts and acquires a more clearly-qualified audience with potential conversion in the long-run.

Creating and sharing compelling content will build your reputation as an industry authority and influencer. Informative content helps customers to make educated decisions.

Your content is what search engines provide to searchers online; it is critical to produce high-quality content continuously for your inbound and outbound marketing effort.

By producing authentic content that adds real value to your target audience, brand marketers will nurture stronger and longer-lasting customer relationships.

78% of consumers prefer to learn about your company via article rather than ads; 70% believe that brands providing custom content are interested in building a good relationship with them.

Conclusion

Marketing trends are constantly evolving. And brand marketers need to be aware of emerging trends to leverage efforts to be successful in 2020.

Utilizing social media effectively to create a seamless customer journey, engaging users with meaningful virtual interaction, and creating valuable content that speaks consumer’s language are effective ways to leverage new trends, generate demand, and drive sales for the coming years.

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Why NVISION?

NVISION® is a marketing execution company helping Fortune 1000 organizations optimize their marketing supply chain process. We provide the expertise to simplify the creation, procurement, fulfillment, distribution and ongoing account management for customers’ printed marketing materials.

With 100 years of supply chain management expertise in streamlining operations, leveraging buying power and creating innovative solutions, we reduce cost and increase speed-to-market. NVISION provides dedicated experts that understand clients’ brand standards, internal processes, deadlines, and distribution needs.

We manage every step of the process to deliver marketing operations – simplified.

See how NVISION can help your business | Let’s start a conversation about your complimentary assessment!

3 Tips to Driving Healthcare Marketing to Success

Today’s healthcare consumers are much different than the healthcare consumers of the past, thanks to the wealth of resources available, including the advancement of technology. Patients now have more options than ever, and can access them instantly from their devices. As a result, healthcare companies today face new challenges when it comes to marketing effectively.

According to Lindsay Resnick in CMO.com, “Success in a transformative landscape requires marketing leaders to re-examine strategic imperatives, anticipate what’s coming next, and deftly navigate a fast-moving set of obstacles and opportunities to capture customer mindshare.”

In order to ensure success in these changing market conditions, healthcare brands must capitalize on emerging opportunities to improve their marketing campaigns, and here’s how.

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You and Yours Only

Delivering an exceptional customer experience being the priority, healthcare marketers should collect, analyze, and leverage consumer data to develop a “Patient Persona” to attribute marketing strategy.

By leveraging the sum of cross-channel consumer data, nothing will attract more consumers than an intimately crafted and satisfying message tailored to consumers’ needs.

When consumers are content with their needs through your product, your brand will experience higher profits, increased demand generation, and enhanced brand awareness.

As Resnick stated, “Customer experience will go beyond journey mapping as healthcare companies commit to budgeted, cross-functional efforts across customer life cycle touchpoints.”

By learning about the different needs and demands of their consumers, brands can develop and implement marketing campaigns that are directly relevant.

Connect Consumers with Your Brand
In the Right Way

Human beings want to be heard. However, many consumers in the healthcare industry feel that health brands don’t listen to them. Focusing on efforts to productively engage with consumers will increase customer satisfaction and, more importantly, allow healthcare brands to help more people.

As Resnick explains, “Many people with chronic conditions fail to take the steps they need to live healthier lives. Improving clinical outcomes for these types of patients/customers will mean motivating and engaging them to face personal health challenges and helping them navigate the intricacies of a very complex financial and clinical ecosystem.”

Through active listening and interaction with consumers, healthcare marketers can improve the quality of assistance they provide. With the consumer experience rate for the healthcare industries is among the lowest of all sectors since 2016, healthcare brands can leverage efforts to convert this into an opportunity; an opportunity to truly engage target consumers by providing a quality experience to connect consumers with your brands in the right way.

Focusing on efforts to productively engage with consumers will increase customer satisfaction and, more importantly, allow healthcare brands to help more people.

Combine Data, Creativity, and Technology

To healthcare brands, it is critical to provide an attractive, yet attentive customer experience by realizing the three-way convergence of brand, direct, and content marketing. And they should combine data, creativity, and technology to develop and implement robust marketing approaches.

For obvious reasons, developing customer touchpoints based on consumer data is essential to deliver personalized experience via relevant conversations to exchange value to retain profitable consumers.

And health brands, perhaps more than most industries, must take advantage of the technological resources; apps that can be used on mobile devices to easily and quickly interact with brand representatives, search for product information and ask essential questions help close the gap between customer and care.

No one enjoys feeling like they’ve wasted time. When customers receive an easy, convenient, yet quality experience, they will be happier, and more likely to become your brand ambassador.

Effective use of data to create channels for relevant conversations to exchange value is vital for marketers to retain profitable consumers.

Conclusion

As the healthcare industry changes and presents more challenges to marketers, health brands must employ new methods to remain profitable and satisfy their customers’ needs.

By using customer data to deliver a more personalized experience, ensuring that there is an effective channel for communication and productive engagement with consumers, and employing marketing techniques that combine data, creativity, and technology, you can provide a satisfying, helpful customer experience that will drive sales, and increase brand awareness.

And by working with a trusted partner who can help you capitalize on new marketing opportunities in the healthcare market, your brand can compete on the quality and effectiveness of your healthcare marketing efforts.

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Why NVISION?

NVISION® is a marketing execution company helping Fortune 1000 organizations optimize their marketing supply chain process. We provide the expertise to simplify the creation, procurement, fulfillment, distribution and ongoing account management for customers’ printed marketing materials.

With 100 years of supply chain management expertise in streamlining operations, leveraging buying power and creating innovative solutions, we reduce cost and increase speed-to-market. NVISION provides dedicated experts that understand clients’ brand standards, internal processes, deadlines, and distribution needs.

We manage every step of the process to deliver marketing operations – simplified.

See how NVISION can help your business | Let’s start a conversation about your complimentary assessment!

Three Key Tips to Gain
Competitive Advantage in CPG

Undeniably, the Consumer Packaged Goods (CPG) industry faces unique challenges. Over the past five years, many CPG brands have experienced a decline in revenue and profits. Brands are struggling to keep up with changes in the industry, and some are consequently falling behind as the broader retail landscape changes.

According to Bain & Company’s Matthew Meacham, François Faelli, Eduardo Giménez, and John Blasberg in their article, “When we analyzed the performance of 34 of the world’s top 50 consumer goods companies in the last few years, we made the unsettling discovery that 85% of those big companies had seen a decline in either revenues, profits or both.”

In order to ensure future success, brands need to find ways to combat the current challenges in the industry. So, what can CPG brands do to overcome the current crisis in the industry?

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Be Agile with Emerging Trends

With advances in technology and the emergence of a new generation of shoppers, the CPG industry is constantly evolving. The wants and needs of customers are changing, along with the ways they shop. Brands that hope to survive in this ever-changing market need to keep up with the new trends.

One of the most significant trends is rapidly shifting in consumer behavior as they become more socially, environmentally, and health-conscious. This fast-growing trend contributed to the considerable disruption caused by small insurgent brands in many product categories, making the competition even more intense.

In order to support the new wave of consumers and to compete in the current market, brands should focus on establishing a robust multi-channel presence to connect with the target consumers where they are comfortable to interact and share.

When brands are aware of emerging market trends, they can come up with a plan to prepare for them ahead of time. By serving the consumer in the way they want to be served on par with the current trends, brands can outsmart the competition to be successful in the marketplace.

When brands are aware of emerging market trends, they can come up with a plan to prepare for them ahead of time.

Reinvent Brand’s Image

Brand marketers need to start thinking “outside the box” when it comes to engaging with customers. Instead of relying solely on legacy marketing tactics, brands should consider ways to draw in customers that they haven’t used before.

Meacham, Faelli, Giménez, and Blasberg explain: “Winning companies will innovate their way out with new products, new systems, and new needs that help elevate their categories to premium status while increasing product and assortment penetration.”

If keeping up with the current trends is “today forward” strategy, brands also will need to take “future back” approach to set their own destiny and progressing toward it.

By redefining the vision for your brand, and your company – future back approach – to rearticulate a meaningful, sustainable, and consumer-driven purposes will inspire to reset the brand’s sense of urgency and to become the frontline innovator.

“Winning companies will innovate their way out with new products, new systems, and new needs that help elevate their categories to premium status while increasing product and assortment penetration.”

Directly Engage with Customers

Traditionally, most CPG brands don’t maintain a relationship with customers after they make a purchase. However, if brands take the initiative to connect and develop lasting relationships with their shoppers, they will drive sales and increase their opportunities for upselling and cross-selling.

Adding the data-driven personalization in every customer touchpoint will significantly improve customer commitment to the brands, especially when a customer feels connected, understood, and valued by the brand.

One way is direct mail follow-ups with customers after they’ve purchased your product. Consumers typically respond positively to direct communication because they appreciate feeling that their feedback is important.

Also, brands should consider opening pop-up brick-and-mortar stores to improve engagement with consumers. Brands can more easily establish impactful connections with their shoppers in a physical store, where the entire consumer experience is curated by the brand.

There is no sales method more effective than good old-fashioned, positive, face-to-face interactions. When a customer leaves your store feeling like they’ve had a good experience, they are more likely to come back and also to encourage their friends and family members to shop there.

Accessibility of data is the most significant benefit to retailers from directly engaging with customers.

Conclusion

The current crisis in the CPG industry doesn’t mean that your brand is doomed to struggle. Instead, brand marketers should see these market challenges as opportunities to redefine their business by thinking of new, creative ways to engage with customers and drive sales.

Making sure you stay in the know regarding new market trends, coming up with innovative ideas for products and marketing tactics, and putting in the effort to reach out and directly engage with your customers are important steps you can take as a CPG brand marketer in order to flourish in today’s challenging market. By understanding these useful actions, CPG brands are more likely to remain profitable and ensure a successful future for their business.

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Why NVISION?

NVISION® is a marketing execution company helping Fortune 1000 organizations optimize their marketing supply chain process. We provide the expertise to simplify the creation, procurement, fulfillment, distribution and ongoing account management for customers’ printed marketing materials.

With 100 years of supply chain management expertise in streamlining operations, leveraging buying power and creating innovative solutions, we reduce cost and increase speed-to-market. NVISION provides dedicated experts that understand clients’ brand standards, internal processes, deadlines, and distribution needs.

We manage every step of the process to deliver marketing operations – simplified.

See how NVISION can help your business | Let’s start a conversation about your complimentary assessment!

2019 Top Marketing Trends:
The Holy Matrimony of Digital and Print Marketing

As forward-looking brands begin to build their marketing plans for 2019 and beyond, a few key trends have already started to emerge and will be important areas of focus for CMOs and marketing teams in the coming year. That’s according to John Hall of Forbes, who explains that more than ever, effective management of marketing operations resources – and its benefits – will be the way savvy brands set themselves apart in 2019.

Digital Advertisements Are Losing Effectiveness

Call it digital fatigue or an inevitable result of technology, but online advertisements – which used to be the hottest new things in marketing – are beginning to reach their saturation point. In fact, according to Business Insider, 30 percent of all internet users are expected to be using some form of online ad blocker by the end of 2019. Explains Hall, “[This] means that traditional digital ads now won’t even reach 30 percent of possible target audience members.” To get around this and reach that untapped audience, CMOs will need to get more creative with their marketing materials.

Creative Marketing Materials Can Set Your Brand Apart

As we mentioned above, no one is saying digital is dead. But to maintain (and grow) its effectiveness, ROI, and conversion rates, CMOs must find creative new ways to keep it fresh. And one of the best ways to do that is by linking it to your print and physical marketing activities. “People have been saying for a long time that print is dead,” Hall explains, “but I recently came across a company that used software to obtain physical addresses for clients and started sending them print newsletters. I also found that this campaign was extremely successful.”

Another compelling new trend using print marketing to add increased value to digital marketing is using postcards and direct mailers with URL links to digital assets. Sending direct mailers with URLs to digital assets is a clever – and creative – way to make your marketing rise above the digital noise, spam folders, and ad blockers.

Strategic Partnerships Correct Many Internal Roadblocks

Many otherwise savvy brands balk at the idea of using an external partner to manage any aspect of their marketing operations. But understanding the strategic benefits of these partnerships can add real value and help internal marketing teams hit their quotas. “There’s too much red tape with other departments,” Hall says as he describes the attitude of many internal teams. But bringing in outside management of certain activities can “fuel other parts of the company, resulting in better talent, lower costs, and improved relationships with investors.”

And indeed, that is the real added value of strategic marketing partnerships in 2019. With more and more “X as a service” industries opening up, more and more areas for highly specialized expertise have emerged. And by leveraging this expertise in specific areas – like print management or marketing supply chains – your brand can actually do more and enjoy a greater ROI than would be possible without the partnership.

Summary

As 2019 draws near, new marketing trends are on the horizon for CMOs everywhere. By keeping these tips in mind – not relying solely on digital, using print marketing to add value to your digital efforts, and leveraging trusted partnerships – your brand can succeed and stand out from the crowd in the new year.


[This] Business Insider, Mar 23, 2017. “30% of all Internet users will ad block by 2018.”

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30 percent of all internet users are expected to be using some form of online ad blocker by the end of 2019.

One of the best ways to add value to your digital marketing is by linking it to your print and physical marketing activities.

Bringing in outside management of certain activities can “fuel other parts of the company, resulting in better talent, lower costs, and improved relationships with investors.

Why NVISION?

NVISION® is a marketing execution company helping Fortune 1000 organizations optimize their marketing supply chain process. We provide the expertise to simplify the creation, procurement, fulfillment, distribution and ongoing account management for customers’ printed marketing materials.

With nearly 100 years of supply chain management expertise in streamlining operations, leveraging buying power and creating innovative solutions, we reduce cost and increase speed-to-market. NVISION provides dedicated experts that understand clients’ brand standards, internal processes, deadlines, and distribution needs.

We manage every step of the process to deliver marketing operations – simplified.

See how NVISION can help your business | Let’s start a conversation about your complimentary assessment!

Print Marketing Strikes Back with
Stronger Force for Retail

When it comes to retail and print marketing, a changing landscape is shifting the priorities of marketing teams everywhere. Digital media marketing continues to grow – industry estimates forecast digital marketing spend to hit $100.8 billion in 2018[1] – and this means CMOs must find new ways to get the most from their print marketing activities. But according to the same estimates, print marketing spend is expected to reach $97.8 billion this year – nearly equaling digital media marketing. There are a few big reasons why print marketing is still huge for retailers, and why smart CMOs are finding new ways to leverage it. That’s according to Neil O’Keefe of DMA, who breaks down the big uses for print marketing today.

Direct Mail Marketing Driving In-Store Retail

O’Keefe points out that one of the largest drivers of 2017 holiday sales was direct mail marketing activities. “Retailers often use print to leverage their private label offerings, as a means to drive visitors into their stores,” O’Keefe says. Though it may seem counterintuitive, physical mail is now a far more unique means of outreach than email. While countless junk emails go directly into customers’ spam folders each and every hour, an actual letter or mailer from a brand shows a much more personalized touch. And because of its physical nature, direct mail is an extremely effective way to drive customers to your brick-and-mortar stores with by-mail only promotions and coupons. Plus, you don’t need an up-to-date list of email addresses and several spam filter-dodging best practices to deliver it!

Print Marketing Still Reaches More Customers Than Digital

Digital channels are growing rapidly, but that growth still hasn’t equaled the overall market share that print still holds. “Print advertising is still very effective and doesn’t show signs of going away any time soon,” writes O’Keefe. “A recent International News Media Association article cites a Nielsen Homescan survey and concludes that about 80% of U.S. households still use traditional printed sources as their primary medium for information about stores, sales, and specials.”

Combining Print and Digital Marketing for Greater Conversion

One of the newest and most ingenious ways CMOs and marketing teams are leveraging print marketing is by using it to promote their digital marketing assets. Many marketers have discovered that a key way to take advantage of the higher open rate of physical mail is to send mailers with custom URLs and hyperlinks, directing the recipient to go online and download an asset, like a case study or infographic. This type of print outreach can make your digital marketing assets go further, too.

What’s more, many savvy retail marketers are using what they’ve learned about targeting and segmentation from digital marketing and applying those lessons to print marketing. “Retailers are doing more experimenting with new ways to send out deals on paper, sometimes mining online behavior or databases of shopper trends to improve their print marketing,” O’Keefe says. “This form of marketing reactivation is seen as cutting-edge, and capability that is generating much retailer interest.”

Summary

It’s no secret that digital marketing is growing rapidly. But, as O’Keefe says: “It is hard to imagine a strategy which accomplishes its goals without print as an integral component of the overall plan.” By understanding the new ways marketing teams can leverage print marketing, and how print marketing fits into a comprehensive marketing strategy, CMOs can make their budgets go further and enjoy a greater return on investment.


[1] MediaPost, Jan 12, 2018. “Digital Ad Spend To Surpass Traditional in 2018.”

Print marketing spend is expected to reach $97.8 billion this year – nearly equaling digital media marketing.

Direct mail is an extremely effective way to drive customers to your brick-and-mortar stores with by-mail only promotions and coupons.

Retailers are doing more experimenting with new ways to send out deals on paper, sometimes mining online behavior or databases of shopper trends to improve their print marketing.

Why NVISION?

NVISION® is a marketing execution company helping Fortune 1000 organizations optimize their marketing supply chain process. We provide the expertise to simplify the creation, procurement, fulfillment, distribution and ongoing account management for customers’ printed marketing materials.

With nearly 100 years of supply chain management expertise in streamlining operations, leveraging buying power and creating innovative solutions, we reduce cost and increase speed-to-market. NVISION provides dedicated experts that understand clients’ brand standards, internal processes, deadlines and distribution needs.

We manage every step of the process to deliver marketing operations – simplified.

See how NVISION can help your business | Let’s start a conversation about your complimentary assessment!