Understanding how to stand out in the mailbox is more important than ever in 2020 and beyond, especially so because of today’s competition for consumer attention. In fact, a 2015 study said the average American is exposed to anywhere between 4,000 and 10,000 ads per day. That’s madness! With the large majority of these being digital ads, this provides a huge opportunity for direct mail and print marketing campaigns. Though the average person’s mailbox is much less crowded now than it has been in decades, this competition for consumer attention is more fierce than it has ever been. That’s why when it comes to your direct mail marketing campaign, you need to be very calculated in your approach; understanding cost, attribution, average ROI and the overall health of your house file are vital considerations that must occur with the launch of any successful direct mail program. Click Read More below for details
By now, all of us would agree that Covid-19 will remain in the collective human psyche for years to come. What does this mean to you as a marketer? It means we must take a new look at consumers with a fresh perspective. Just as we did after the Great Depression and 9-11, we will inevitably see changes on a global level. While these changes may occur differently for each individual, for most it will revamp the way we live and think for the long term. In recent months, I’ve been fascinated by how shifts have crept into our lives in unexpected ways, creating challenges for every brand on this earth. How are you preparing for these transformations? How will it affect the way you plan for merchandise and services, your messaging and your overall customer experience? The following is certainly not a complete list of considerations or predictions but it clearly lists how marketers must remain flexible and engage in re-imagining a new business model. Every brand must take a hard look at what they offer, pivot quickly to meet the new reality and meet consumers where they are.
Man, this is hard. COVID-19 has turned our world upside down. As if running a business wasn’t hard enough, now the rules have completely changed. What are brands supposed to do now? What should we say? How should we act? I’ve been watching closely how brands—and people in general—have responded to this crisis. Are there trends we can identify and learn from? What’s working? Beyond the typical “We’re in this together” and “We’re here for you” messaging, there appears to be two very distinct buckets we’re falling into. Some people are simply reacting. They’re reacting to the “new normal” by adjusting their daily lives and coping with the cards they’ve been dealt. Companies have been caught on their heels and are scrambling to react to a situation that is overwhelming. It feels like all they can do is react, then pivot the best they can. There is no playbook for this. Yet, some people are using this opportunity to reimagine a new way of doing things. Yes, out of necessity (or pure boredom), but also out of curiosity and ingenuity. Some brands have delivered a new level of emotionally engaging, empathetic and inspiring messaging. These brands have found a way to connect in a super authentic and memorable way. Social media platforms are spilling over with shared videos that remind us all that we can still believe in the goodness of humanity. We’ve all seen them (I’m not crying, you’re crying!). We’ve also seen the cool live performances from our favorite musicians in their home studios, or the Zoom screen-shared collection of choirs performing together, even though they’re not together. And the unique ways people are celebrating birthday parties from a distance and finding new ways to share a happy hour with friends they haven’t been able to gather with for weeks.
Over the last 15 years, the retail industry has undergone a major transformation thanks to the growing use of digital shopping channels by an increasing number of consumers. According to the Department of Commerce, total e-commerce retail sales were estimated at nearly $602 billion in the United States in 2019 (about 11% of all 2019 retail sales), which was a nearly 15% increase from 2018. With projections from eMarketer that e-commerce retail sales in the US could reach nearly $970 billion by 2023, it’s easy to understand the reasons behind the proliferation of digitally native organizations looking to ride the e-commerce wave to success. So, while brick-and-mortar is still the primary driver of retail sales, it’s become increasingly clear that the momentum of e-commerce can’t be stopped. But in today’s retail environment, even masters of digital marketing should recognize the need for an omnichannel approach to their marketing and customer engagement. However, there’s likely some apprehension and confusion regarding the logistics of expanding their marketing and engagement into more traditional direct mail channels and the benefits this channel integration can provide them. click read more below for much more
Lett Direct, Inc., a marketing consulting firm, has announced they are celebrating 25 years in business this month. After being a catalog mailer his entire career, Stephen R. Lett founded Lett Direct, Inc., in May 1995. As marketing evolved beyond print so has the company. Today, Lett Direct, Inc., is a consulting firm specializing in print catalog circulation and analysis, plus internet marketing services such as PPC, SEO and Social Media Marketing. “If we were going to survive long-term, it was important that we offer digital marketing services,” Lett said. In January 2008 Greg Lett, son to Steve and Karen, joined the company and began to offer digital marketing services to existing print catalog clients. “Our digital marketing services have evolved to become an important division of Lett Direct,” Lett went on to say. Lett Direct employs more than 15 highly experienced professionals; all with many years of experience in their respective disciplines.
As the world changed almost overnight, so did advertising. First, it was “Our Response to COVID-19” emails from every brand we’ve ever purchased from. Now, it’s one commercial after another reminding us that “we’re all in this together.” While these messages are relevant and encouraging, many brands are starting to say and do a lot of the same things. Now, don’t get me wrong – it’s important to stay in front of your customers right now and acknowledge the situation. It’s also important to maintain momentum, because after the crisis passes, it will be easier to keep pace rather than trying to start from a dead stop. But that doesn’t mean you have to follow the herd. Three ways to stand out: 1. Reach out in a non-transactional way. One of the best (and most memorable) examples I’ve seen came from Glossier. The relatively new makeup company sent me an email last week with “A little something” as the subject line. click read more below for more information
Dentsu Aegis Network has acquired an additional one-third stake in Merkle, giving it 100% ownership of the data and precision marketing firm. The transaction follows its purchase of a majority interest in the company in 2016. The original deal provided DAN with an option to buy full ownership next year but the parties agreed to accelerate that timetable, giving DAN full ownership now. As per the initial agreement, payment will be made in the third quarter 2021.
WPP media arm GroupM is out with a new report on consumer trust in digital marketing that finds that more than half (56%) of those surveyed want more control over their data and that 60% said they are less inclined to use a product if the brand uses their data for any purpose. The report, “Consumer Trust In Digital Marketing,” is based on a survey of 14,000 consumers in 23 countries. On average, per the report, more consumers (by a margin of 2 to 1) say TV ads provide a more positive impression of brands than digital formats. And 64% would have a negative opinion of a brand with messaging next to inappropriate content. More than one-third of consumers (37%) feel digital ads are too intrusive.
As marketers we’ve been here before. We’ve had to grapple with keeping our business moving during times of crisis. Most recently the recession in 2008 and before that in 2001, the 9/11 terrorist attacks. The challenge is speaking to your customers in a way that recognizes the gravity of the situation while at the same time giving your business the best chance to pull through. What’s more, as marketers we’re feeling as vulnerable and uncertain as our audience. We have to take a breath and tune into our own emotions to understand how to speak and message to consumers. To me, there are two paths that feel appropriate under the circumstances. In many cases they’ll converge but consider them platforms to launch from: 1. The solution approach. This one will appeal to the more practical customer segments and may be useful to brands that provide essentials. 2. The emotional approach. We may push through times like these with a brave face, but we all want to be comforted. click read more below for the rest of the article
A serious and unprecedented pandemic calls for calm, reason, and realism. As leaders, it’s essential to remember that engaging in contingency planning and caring for our clients and employees should be our top priority. As global events continue to unfold, we felt it essential to gather our thought leaders together to guide and advise appropriate next steps in strategy and tactics for clients as they, in turn, engage their customers. Before the pandemic reached a declaration of emergency, many clients were reporting records results amid record-low unemployment. A general sense of economic optimism, however fleeting, was felt by the American consumer. Throughout many challenges over the years, there is a remarkable resiliency to the American consumer. One testament to that resiliency is that the American consumer generally doesn’t stop shopping; they just shop differently. Roughly translated, that usually means less frequently and more strategically. In countless boardrooms around the world, company leadership is uniformly asking, “How can we hold or reduce expenses while riding out the next several weeks?” Such conversations are deeply critical in determining where to focus precious resources, to the most effective channels, while garnering maximum effect. As we engage with clients in thoughtful discussions and proactive decision-making, a few common threads are emerging. While the current environment requires a high degree of flexibility and adaptability, especially considering your industry vertical, there are some key observations and lessons learned we’d like to share with you: click read more below for the guidance