When we send out marketing, we have a specific goal in mind. We want customers to stay customers and non-customers to convert. We want recipients to recognize our brand.
Sometime before the holidays, I received two boxes in the mail. One was from a vendor whose goal was to form a business relationship, the other from a company with which we are already doing business. Both types of communications are equally important—nurturing prospects to turn them into customers, and keeping current customers as loyal customers.
Here’s something to consider when designing your marketing mailings: Put yourself in the place of your recipients. If you received your own package or mailer, how do you think you would react to it? Read More »
For many marketing and advertising agencies it’s a constant challenge to maintain healthy business growth, especially as clients are pumping the breaks on spending. There are lessons to be learned, however, that can help you prepare for changes in the quickly evolving advertising and marketing landscape and find long-term growth opportunities.
Some of these lessons were shared during QuantumDigital’s 2011 Marketing Innovation & Discovery Summit. Highlights from the summit are available in a new whitepaper titled, “When Business Slows Down, Agencies Look Forward.” The whitepaper download is free and offers the following information:
- 7 factors that lead to stalled business growth
- 3 essential questions to ask before starting any campaign
- Why metrics and tracking are more important now than ever
- Mobile and location-based marketing trends, and more.
Read More »
This year’s Marketing Innovation & Discovery Summit, presented by QuantumDigital, brought together leaders from top advertising agencies and world-recognized brands to share valuable information about the tools, technologies, and strategies that are shaping the future of direct marketing communications. The breadth and wealth of ideas exchanged was so great that I often find myself looking back at my notes and re-watching the recorded sessions to pull out more wonderful nuggets of information.
Here are some highlights:
“Speed of adoption of technologies is rapidly increasing. This presents many opportunities for success and/or failure.” – Jeff Swystun, CCO of DDB Worldwide
Jeff Swystun cites changes in marketing audience: First there was the pre-consumer era. This generation believed everything that they were told/sold. Next came the consumer era which were focused on buying the next best thing. They questioned authority and embraced new technologies to communicate with peers. Now, we are in the post-consumer era. Audiences are choosing which marketing messages to NOT listen to.
Word of mouth and peer-to-peer recommendations have never been more important than now. Sixty percent of the 500 billion media impressions today are shared on Facebook. And, that trend is still in its beginning stages: 16 percent of online users generate 80% of the 500 billion impressions.
Data is the new currency. Value is in the data that’s being shared, collected, used to target consumers. Read More »
Top-level executives from respected advertising and marketing agencies along with leaders from world-recognized retail brands will meet in Austin tomorrow (April 19, 2011) for the 2011 Marketing Innovation & Discovery Summit. Although it’s an invitation-only event, you too will have a chance to get tuned in to the latest communication strategies and digital technologies that will rock direct marketing in the coming years. Read More »
Looking for ways to strengthen business amid a shifting direct marketing landscape? Take a look at the tips included in QuantumDigital’s whitepaper titled, “5 Ways for Agencies to Strengthen Business and Boost Profit.”
Here’s an excerpt:
A permanent shift is happening in the marketing and advertising industries; one that is heavily focused on efficiency, return on investment, and the ability to provide enhanced value to clients. Here are five ways you can satisfy your clients’ needs while increasing billables to grow your bottom line.
1. Focus on Delivering ROI Metrics to Your Clients
Right now your clients are evaluating the cost benefit of every expense—including the cost of maintaining their relationship with you. In reality, agencies are in direct competition with marketing consultants and PR firms that have the ability to provide ROI metrics in concrete ways.
Now is the time to blend technology with creative in order to track campaign elements, collect valuable lead data, and generate the metrics businesses are craving. Doing so will empower you and your clients to make strategic decisions toward achieving campaign goals, and will enhance your agency’s value proposition.
2. Stop Advertising, Start Motivating Response
Especially with so much attention on data collection and ROI reporting, agencies need to go beyond the role of hunter and become the gatherer. In other words, targeting audiences with personalized and relevant messaging is half the battle, but getting them to give you additional data will make your agency an indispensable resource for your clients over time.
This shift in the communications approach is already happening and can be seen as new direct response technologies are integrated with traditional channels. Think about the various TV shows, commercials, billboards, direct mail pieces and print ads that are starting to incorporate…
Want to continue reading?
Download the complete whitepaper by visiting QuantumDigital’s download center.
Enjoy!
