With the prominence of the internet and social media in our daily lives, many companies think direct mail’s importance has dwindled over the years. However, an increasing number of marketers are actually adding mail back into their marketing toolbox once again. According to the Data & Marketing Association, customer response rates have increased year-over-year by 43 percent, and prospect response rates have more than doubled, reporting a 190 percent increase. Even more surprising is where the growing interest comes from: millennials (i.e., the “digital generation”). The United States Postal Service (USPS) found that 47 percent of millennials actually check their physical mailbox each day, and spend nearly twice as much time sorting and reading their mail compared to any other age group. When it comes to the effectiveness of direct mail, USPS found millennials to be the most receptive among all age groups. Direct mail remains a relevant and powerful marketing channel for both business-to-business (B-to-B) and business-to-consumer (B-to-C) companies. Click Read More below for additional information.
When it comes to delivering top-notch customer experiences, one size doesn’t fit all. And what motivates one shopper to convert may be completely off-base for another. This isn’t news to retail marketers. They’ve long acknowledged the importance of treating customers like the individuals they are, and delivering cohesive, personalized experiences across touchpoints. It’s important, though, that these goals inspire thoughtful, actionable strategies. So how well are brands executing? At Evergage, we look at questions like these every year in our “Trends in Personalization” study, conducted with Researchscape International. This year’s report, which contains insights from 314 marketers surveyed, shines a light on why brands are deploying personalization, along with challenges encountered and results achieved. Click Read More below for additional information.
Building a positive brand message to meaningfully connect with customers is more important now than ever. Led by socially conscious, younger generations, U.S. consumers are increasingly giving their business to companies that not only make a good product but share their commitment to sustainability and social responsibility. Americans no longer vote solely at the ballot box every two to four years. Led by socially conscious, younger generations, U.S. consumers increasingly are voting every day with their wallets, giving their business to companies that not only make a good product but share their commitment to sustainability and social responsibility. According to a survey by Manufacturers’ News, more than half of Gen Z, those born between 1995 and 2012, said that knowing a brand is socially conscious influences their purchasing decisions. By 2020, this generation alone – never mind their millennial peers – will account for 40 percent of U.S. consumers. Click Read More below for additional information.
What is the future of print? System surveyed over 40 of our friends in the industry to hear about their professional two cents on this subject involving tradition, relevance, and sustainability. Despite the responses scattered throughout the spectrum, there was one thing that they all seemed to agree upon: ‘print’ is more than just a tangible product. It is a noun, adjective, and a verb that embodies a massive industry consisting of editors, writers, photographers, advertisers, readers, designers, influencers, and more. It’s a membership with a list that seems to grow every day, much like the number of independent print magazines that continue to pop up across the globe. Out of all the responses, no two are the same. Check out the full story in System No. 13 to read about the question of the future of print in relation to digital kisses, (unofficial) pecking orders, alcoholic drinks, and much, much more. Click Read More below for additional information.
Grow your small business with actionable tactics presented by local marketing experts over coffee and snacks. Are you doing everything that you can to grow your business, reach your target audience and be heard among the crowd? Join Allen Press and Treefall Marketing + Creative as we partner with the University of Kansas Small Business Development Center to co-host a special event that will give local small businesses actionable marketing tactics to expand their market presence and get results. Enjoy coffee and light refreshments while we chat about how to turn data into a robust marketing tool and drive leads through the power of digital marketing and creative branding. This isn't your average lunch n’ learn presentation. Our goal is to deliver you specific tactics that you can implement today. Register for free for BE HEARD 2019. We hope to see you there! Click Read More below for additional information.
Personalization is increasingly important to merchants seeking to engage shoppers, according to a new report, “The Clear Path to Personalization.” The report is based on a survey of 200 retail marketing executives conducted by Forbes Insights and Arm Treasure Data. 40% of respondents said that adding personalized elements on their websites and adopting personalized marketing tactics helped boost their sales and average order value, according to the survey, which did not give specific figures for how much the sales or average order value was boosted. Plus, 37% of respondents credit increases in sales and customer lifetime value to personalized product or content recommendations. And 35% have seen increases in transaction frequency as a result of their personalization strategy. Click Read More below for additional information.
Daniel Kahneman, Nobel Prize winner, says people don't believe facts. They believe experts. In some fields experts have credibility. Mostly it is in fields of hard science like medicine, physics, and chemistry where expert opinions can be tested. In soft science, like economics and sociology, where enormous variables exist and controls are hard to establish, experts have far less credibility. There is also far less agreement within these disciplines. A quote attributed to George Bernard Shaw goes like this, "If all the economists were laid end to end, they would not reach a conclusion." Not because they are any less serious, but because their theories are difficult to prove or disprove. Sadly in the field of advertising and marketing, experts are not usually hatched based on their record of producing reliable results, but on their ability to attract attention. Consequently we should be highly dubious of their "expertise." But we're not. Because as Kahneman also says, "a reliable way to make people believe in falsehoods is frequent repetition." Click Read More below for additional information.
What makes a great brand name so … great? Why are names like “Joy” and “Tide” so successful—and how the heck does a name like “I Can’t Believe It’s Not Butter” break all the rules, but still manage to win us over? Paul Earle is an adjunct lecturer of Innovation and Entrepreneurship. He is also principal of Paul Earle & Co, a firm that works with startups and multinationals alike to develop strategies around innovation. In this excerpt from Kellogg on Branding in a Hyper-Connected World, he explains what it takes to create a new brand name that rings, engages, and sells. In Romeo and Juliet, Shakespeare wrote: “What’s in a name? that which we call a rose / By any other name would smell as sweet.” Click Read More below for additional information.
A new study from IDC predicts retailers will spend $5.9 billion this year alone on artificial intelligence (AI) tools like automated customer service and product recommendations. Furthermore, 79 percent of retail and consumer products companies expect to use intelligent automation to learn more about their customers by 2021. Yes, retailers are making big investments in machine learning and automation, and the returns so far are strong — but they're unevenly distributed. The biggest beneficiaries of these trends are the already powerful retail giants like Amazon.com, Walmart or Target. That’s because these powerhouses have one, the largest pools of consumer data to feed their models and, two, the resources to build, test and deploy AI at scale. Click Read More below for additional information.
Whether you’re a mom-and-pop cafe, a restaurant franchise or a grocery chain, it’s likely that more and more of your business will take place online. According to Statista, ecommerce in food delivery alone is has a projected compound annual growth rate (CAGR) of 23.8% between now and 2022. That’s not counting the 11.8% CAGR expected from other areas such as grocery sales. As retailers adapt their business models for ecommerce and mobile shopping, scammers have followed suit, developing methods ranging from simple promo abuse to sophisticated account takeovers. Since the food industry more than most others is under constant pressure to deliver high levels of service with speed and accuracy, it is especially vulnerable to fraudsters. While other industries seek to finesse same-day delivery, grocers often have to have their orders completed and shipped in an hour, while restaurants get even less time (unless you enjoy cold pizza). Merchants thus have to make instant decisions about the legitimacy of a purchase or they risk upsetting their customers, a task made more difficult if their fraud prevention system is inefficient. Click "read more" below for additional information.