The growth of account-based marketing (ABM) campaigns during the last few years has opened up some interesting avenues for marketers to take a more strategic approach to communicating with audiences that are apt to engage with your messaging. While customer outreach methods like social media marketing or even content marketing are good for building brand awareness and creating thought leadership, ABM campaigns are designed to connect with a more targeted audience that is more likely to convert on high-value offers.
Direct mail is not dead — in fact, this print marketing communication form is very much alive and well. A recent United States Postal Service report found that 75% of respondents said receiving personalized direct mail makes them feel special, and today’s consumers still put more trust in the print communication channel compared to the digital channel.
Data security and compliance has always been top of mind for companies in highly-regulated industries, or those that deal with large volumes of personal consumer data — for the former, think industries like healthcare or finance, and, for the latter, think industries like retail or ecommerce. A recent report found that 91% of Fortune 500 organizations have updated their business and operational strategies to address data security risks, and these efforts are extending beyond security and compliance in the digital space.
The USPS® Promotions and Incentive Programs are designed to help businesses and brands save on the cost of direct mail postage, but the programs also encourage companies to think outside the box and incorporate existing new digital technology to help make their direct mail campaigns more interactive and engaging.
A recent survey of millennials found that 3 out of 4 participants indicated that they find value in and look forward to receiving print mail. Given the importance of this demographic in a variety of industries, it’s no surprise that more marketers are incorporating direct mail campaigns into their overall marketing and communication strategy.
Even with the growth of paperless or digital banking services, print communications still have a large part to play in how financial service providers engage with current customers and attract new customers. In fact, more than 50% of banks and credit unions expect their print volumes to remain the same in the near future.
For today’s average consumer, engaging with brands in a single-channel format is simply not enough to move them through the sales funnel. In fact, research shows that consumers engage with brands on at least three channels before they decide to purchase a product or service. This means companies must think in a more multi-channel way when conceptualizing sales and marketing campaigns in order to create as many touch points.
A recent look at the current state of the insurance industry found that more insurers are rapidly embracing smart digital technology platforms like AI-enabled chatbots to provide more personalized customer experiences on their websites. Today’s consumer expects custom, highly-targeted messaging that speaks to their individual wants and needs, and this is especially true when it comes to matters of insurance.
It’s no secret that sustainability is top of mind for companies across nearly every industry. In fact, a recent study found that 65% of companies rank sustainability as one of the most important issues to address in their short and mid-term planning. While the direct impact of a more eco-friendly business model is helping to protect the environment, there are a number of other benefits for companies in focusing on more sustainable practices.
A recent study found universities spend between $429 and $623 per enrolled student each year on marketing campaigns to help drive enrollment. While some of this spend is on digital marketing campaigns, a sizable percentage is spent on print marketing collateral like direct mail and brochures.
