Is Your Digital Marketing Providing An Emotional Response?
Scott G. Schmidt
Visionary Leader | Author | Educator | Speaker | Storyteller | Business Banking Partnerships | Treasury Management | Merchant Services | Lead Generation | Communications & Messaging |
We all know the feeling when a package arrives at our office or at home. Just the sight of a Zappo’s or Amazon logo’d box gets my heart rate going, even if I placed the order myself, knowing the product has arrived is all it takes. The anticipation of opening the box and the excitement of finding what we’ve ordered inside is a very emotional response, one that digital marketing is not providing.
What would Christmas look like if on Christmas Day, under the tree instead of packages wrapped in brightly colored paper carefully folded and taped with ribbons and bows we received text messages from Santa Claus and his Elves (no disrespect intended Santa) with links to free apps? How would your children respond?
I know how my kids would respond and like most of us, we still like the physical and sensory experience of opening a box. The greater the surprise the greater the overall experience.
It’s becoming increasingly harder today to not only catch someone’s attention and hold it for any length of time, but to get them to take action once they've received your message. I recently read how people are no longer using news apps and are simply reading the news notifications they receive on their smart devices instead.
This is why Direct mail is still such a powerful tool!
https://www.dmnews.com/postal/section/3232/
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In a recent Direct Marketing News article STEPHANIE MILLER, VP, member relations, and chief listening officer states, ”Social media and digital technology may be in the spotlight, but DMA research shows that ROI from direct mail outpaces the success of its digital and social cousins.”
A Direct Marketing Association study reports that direct mail is 10 to 30 times more effective than email. The study noted that 34 out of 1,000 customers responded to direct mail, while just one out of 1,000 customers responded to email.
Stephanie also mentions that “Direct Mail is “Today.” With modern data management and automation tools, we can now integrate Web (pURLS), mobile (QR codes, app alerts), and email to earn an integrated marketing ROI boost in all channels.”
s technology into a direct dimensional mail marketing program such as video https://vimeo.com/51129944. Help get your message past the gate keepers and into the hands of the C-Suite decision makers and increase response rates.
If U.S. advertisers spend $167 per person on direct mail to earn $2,095 worth of goods sold; a 1,300% return (Print Drives Commerce 2013) how much are you spending and what type of return are you getting?
If you’re interested in learning how to successfully integrate dimensional direct mail into your marketing mix and learn more about dimensional video marketing, please give me a call or send me an email.
262-646-0114