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Direct mail Archives - NVISION

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

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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.

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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.

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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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Why NVISION?

For more than three decades we’ve partnered with Fortune 500 companies to deliver marketing operations solutions. Led by a strategic account management team, we’ll help you develop, procure, fulfill and distribute printed collateral, signage, point-of-purchase displays, direct mail, branded merchandise and much more.

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Print Marketing Strikes Back with Stronger Force for Retail

colorful printed books - print strikes back

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.

NVISION postcard - direct mail insights

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.”

QR code scanning from direct mail

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.”

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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.”

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Why NVISION?

For more than three decades we’ve partnered with Fortune 500 companies to deliver marketing operations solutions. Led by a strategic account management team, we’ll help you develop, procure, fulfill and distribute printed collateral, signage, point-of-purchase displays, direct mail, branded merchandise and much more.

LEARN MORE