Melanie De Caprio, VP of Marketing at SG360°, discusses the key findings of a recent study confirming how B2C marketers value personalized direct mail as part of their marketing mix, and why consumers — especially digital natives — enjoy receiving relevant direct mail pieces.
view short video at: https://www.piworld.com/xchange/digital-printing/study-confirms-marketers-consumers-preference-relevant-direct-mail/#ne=d7f0e6e16b0d037f71fc050491da5623&utm_source=today-on-piworld&utm_medium=newsletter&utm_campaign=2021-10-07
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In today’s competitive marketing landscape, getting noticed isn’t enough—your brand needs to connect on a deeper level. Enter identity marketing: a strategy that moves beyond features and benefits and instead taps into who your customers are—and who they want to become. After exploring Veronica Romney’s work on identity marketing, I saw incredible opportunity for applying these insights to direct mail, one of the most personal and tangible marketing channels we have. At its core, identity marketing is not about your brand—it’s about your consumer. It’s about understanding how your audience sees themselves and aligning your brand with their identity and aspirations. Done right, this approach can turn ordinary marketing into something truly transformational. Rather than saying “buy this,” identity marketing invites customers to “be this.” It positions your brand as a guide helping customers become the best version of themselves.