People spend a lot of time on the internet and they are constantly being exposed to mass media advertising even if they are blatantly unaware of it. Studies have shown that a regular internet using citizen is exposed to up to 6,000-10,000 ads every day. Ads are everywhere these days, on billboards when you’re driving home from work, all around online blogs and news articles, on YouTube videos and on other social media platforms. Our lives are consumed with these ads and what we see is specifically personalized for our eyes.
Although online marketing is an effective marketing method as it generates a lot of clicks, reports have shown that direct mail marketing such as posters, leaflets and brochures mail distribution is even more effective these days since the incorporation of technology. Direct Mail Marketing has been an effective and reliable marketing strategy for a very long time, long before the existence of online marketing. Many people might criticize that direct mail marketing is an old-fashioned, expired form of marketing, however, with the help of technology, it is able to prevail and emerge as one of the leading marketing methods.
Technology has completely altered the state of everything in our world. Our lives are controlled by the technology in our surroundings and our attention is consumed by our little smart devices. Just a decade or two ago, offline marketing strategies such as direct mail marketing, newspaper advertising, billboards, banners etc. were the only known form of marketing that is used to create brand awareness and product awareness. Technology helps reinvent offline marketing by using data to work faster, smarter and in a more efficient manner.
What is Direct Mail Marketing?
Direct Mail Marketing is when promotional materials or advertising brochures, pamphlets, letters, or flyers are physically distributed to the consumer’s mailbox. The direct mail marketing method is gradually getting more effective again with the help of technology and data. Before the age of technology, direct mail marketing has been a hit or miss method of marketing. Businesses that used direct mail marketing method did not know whether it was effective or if they’re just wasting their money. Technology enables businesses to track its results, target their audience and overall giving them a much higher effectiveness out of direct mail marketing.
Technology Allows You to Digitalize Direct Mail Marketing
When done in a creative or eye-catching manner, direct mail marketing can garner a lot of positive attention and it can also leave a lasting impression for people to dwell upon. There are many emerging marketing firms that specifically specialize in direct mail marketing. These marketing firms partner up with other CRM companies; using data and website tracking, they target and direct the ads of different products towards specific channels, location, age and general demographics. Through this marketing channel, businesses would send welcome cards to people who have just signed up for a membership, send birthday month vouchers or just sending information on discounted deals for a product. Physical letters received in mail hold a certain kind of sentimental value to these consumers. This method of marketing will undoubtedly build customer loyalty and create more opportunities for businesses.
Marketing Campaigns Should Include Direct Mail Marketing
Digital technology could now help businesses pick and choose their targets to attain the results they desire. With technology, direct mail marketing could act as a communication bridge between the consumer and business. It is very easy to connect with potential clients with the inclusion of SMS codes, QR scanning or URL links; this will save time and energy for both parties in the process of engaging with one another. Besides that, when businesses include direct mail marketing in their campaigns, it is very easy to track the results and progress of their endeavors with the help of technology. Tracking the progress of a marketing campaign helps the business understand what works efficiently within the campaign and what they need to change in order to improve.
Technology Delivers Accurate Data for Customer Targeting
With the help of technology, direct mail marketing is no longer a marketing method based off of chance or luck. Technology enables businesses to retrieve data about their consumers before accurately targeting their audience. This kind of technology is called variable data, and it usually generates a high return of investment. When using the direct mail marketing method, businesses are allowed to specifically target zip codes, neighborhoods, age, last name, spending power etc. Businesses then have the power to use this data to send out personalized and individualized messages to each of their target consumers.
Without a doubt, technology has now modernized the entire direct mail marketing infrastructure. This will open up a wider variety of marketing options to businesses who want to bring forth their products and services to the general public. With the help of technology, businesses will now be wasting less money on offline marketing because the process is now targeted with a better accuracy rate and higher effectiveness.
Experiment with direct mail marketing and grow your business brand with SBS Print. We offer an array of services such as bunting/banner printing and installation, leaflet/ flyers and pamphlet distribution, newspaper and flyers insertion methods, pocket tissue marketing and many more services. SBS Print is the leading offline marketing company in Malaysia with over 17 years of experience in the industry. As the first ever ISO certified flyer distribution and banner printing company in Malaysia, we are highly reliable and can definitely produce the highest-quality products that you desire.
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