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.
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.
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 study found that 82% of those surveyed trust print advertising over any other communication channel. Additionally, a related survey revealed that 79% of consumers are more apt to respond to a print call-to-action compared with just 45% with emails or other digital channels.
It’s clear the pathway for print is wide open, and print-on demand (POD) has emerged as a valuable tool in helping companies leverage the flexibility, speed, and real-time consumer data necessary to deliver timely, highly targeted, and personalized print that can help drive growth.
Sustainability in print means something drastically different today than it did just a few years ago. What this difference looks like is exactly what Quantum Group’s Supply Chain Manager Paul Fillmore found himself wrestling with in the latest issue of LeadingPRINT.
Tips on how to stay ahead of your competition
1. Research how top competitors position themselves in front of their target market, and how (note: this is not marketing)
The Struggle B2B Marketers Are Facing With Their Content Marketing
What content will resonate with the customer? How long will it take to create? And how does the pandemic play into all of it? Marketers everywhere are mulling over their content strategies. However, only one in four marketers cite pandemic-related issues as their biggest challenge, according to the “11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends” report by the Content Marketing Institute and MarketingProfs.