Are You Syncing Your Direct Mail and Digital Ad Campaigns?
Shared media products is a tried and true marketing method available to business owners. Even as newer forms of advertising have come and gone, shared media products has remained a reliable standby.
Over the last 15 years the explosive growth of the Internet, smartphones, tablets, and other digital platforms has led to a wave of new digital marketing methods. Despite these changes, shared media products is still as important, effective, and popular as ever before. Part of that ongoing success comes down to the ability of shared media products to adapt to and compliment digital ad campaigns.
Multi-Channel and Omni-Channel Marketing
You may have heard these terms before, but in case the concept remains unclear, both refer to marketing and advertising efforts that utilize multiple (multi-channel) or all (omni-channel) media forms.
Combining your print and digital efforts through multi-channel and omni-channel marketing will create greater continuity, which is more important than ever to producing a cohesive consumer experience. Without syncing your campaigns you will effectively be running two separate campaigns with different branding, messaging, targets and results. Not only is this less effective but it will also be far more costly.
Synching shared media products and online ads will provide your brand the continuity that modern consumers expect, reduce overall costs, and create a symbiotic relationship which allows both campaigns to become more effective than they would otherwise have been. According to InfoTrends response rates increase 45% when print and digital campaigns are synched.
The birth of Digital and Shared media products Synchronization
Arguably the first major synchronization of shared media products and digital came in the 1990’s when AOL used shared media products to grow from under 200, 000 users in 1992 to over 25 million within the decade. According to Jan Brandt, the former CMO of AOL, “the average response to that mailing was a staggering 10% – unheard of in direct marketing – or any marketing circle.” Okay AOL may now seem like a relic of the past, but their success still serves as proof of concept.
Jenna Gross CMO of Moving Targets suggests that a cross-channel approach to marketing increases response rates by over 25%.
5 Ways to Sync your Digital Ads and Shared media products
QR Codes are special visual codes which users can scan with a mobile device. The code then brings them straight to the URL of your designation, building a direct link between your shared media products and digital campaign.
Social Media business pages be a great destination to drive your customer to. Place Calls to Action (CTA’s) on your shared media products materials prompting recipients to visit your social media channels. Just make sure you’re keeping your pages updated!
Ask for feedback on your shared media products campaign by providing the URL, email, or social media information of your business. Prior to the advent of the modern digital world, shared media products’s greatest downfall was that it was a one way conversation, but that is no longer the case.
CTAs to drive traffic are meant to drive recipients of shared media products onto your online platforms. Driving traffic to your digital campaign using custom URLs allows you to better track your print campaign while growing your digital campaign.
Exclusive online deals to direct attention to digital campaigns through shared media products is very effective. Offer special promotional codes, URLs or QR codes that offer savings on online purchases.