Does Direct Marketing Have A Role In Inbound Marketing?

With the proven success of inbound marketing, you might be wondering if there’s a point to some of the traditional marketing strategies you may have once leveraged–for example, direct marketing. A lot of brands assume that direct marketing, which is the strategy of sending leads newsletters or flyers through the mail, no longer has a place in today’s marketing world, especially since email marketing is so effective.

However, you would be mistaken to dismiss traditional forms of B2B marketing such as direct marketing. The following are a few reasons why you shouldn’t abandon traditional marketing strategies, such as direct marketing.

1. Build Trust With Potential Leads

Direct mail has a higher trust level than online marketing. Online, anyone can send you an email, including scammers. It takes a lot more time and money to produce a direct mail campaign that’s a scam. This means that potential leads are more likely to take the direct mail they receive much more seriously than an email, especially if they don’t recognize your brand.

2. Target More Specific Demographicscompetitive advantage

When it comes to direct mail, you know exactly who you’re sending it to. A lot of inbound marketing requires that you implement numerous strategies (such as SEO) in an attempt to position yourself to be found by your target audience. This means that you can achieve a greater level of demographic specificity in a direct mail campaign. All you have to do is to rent lists of businesses that match your buyer persona.

How to Create Detailed Buyer Personas for Your Business

3. Supplement Your Inbound Efforts

Direct mail can be extremely effective in helping to supplement your inbound marketing efforts simply because of their level of trust and the ability to achieve greater demographic specificity. Once your mail is in the hands of your potential lead, you can direct them using a call-to-action to go to your website or to sign up for a newsletter. You can offer them free downloadable content if they go online and even add a QPR code to your mail to make it easier for them to engage with your brand online immediately.

4. Keep Brand On Top Of Mind

Even if the lead you’re sending your direct mail to is familiar with your brand already but doesn’t follow your call-to-action, direct mail will help to keep your brand at the top of your mind. This is actually a bigger advantage than you might think–many businesses have given up on direct mail completely and are purely focused on email marketing and other inbound techniques. This means that direct mail is an excellent way to stand out from the crowd.

These are a few examples of how direct marketing can continue to be a relevant part of your marketing strategy. Although inbound marketing is one of the best ways to reach your audience, don’t just abandon all of your traditional marketing efforts. Traditional marketing can still play an important part in your overall marketing efforts.

Inbound marketing will help you grow your business by attracting website visitors, converting them into leads and closing leads into customers

A Brand Marketing Strategy: Why Brand Marketers Should Think Like Direct Marketers

Read William Craig’s article on A Brand Marketing Strategy: Why Brand Marketers Should Think Like Direct Marketers.

William Craig | Forbes | April 19, 2016

John Wanamaker, father of the department store and pioneer of marketing and advertising, famously said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Nearly 150 years later, even with more marketing and measurement tools, brand marketers still face the same dizzying dilemma: How do we measure our success?

Though we’ve come a long way in being able to quantify marketing’s impact, we still have to wrestle with the quality of measurements and, sometimes, rely on speculation. While some measurements (e.g., marketing mix models, organic Web traffic) can have a direct correlation to sales, others (e.g., ad reach) can only be proxy measures. Read more

Is That A Fact? 5 Principles For Proving That Digital Advertising Works

Peter Minnium | Marketing Land | November 6, 2015

“Come on, Peter,” chided the CMO, “you can’t expect me to commit millions of dollars in media spending based on that evidence.”

The first 50 minutes of the one-hour meeting at this major brand marketer had gone spectacularly well. I was still at the IAB and had come to present the latest and greatest in digital advertising experiences, from new display forms to digital video and native.

Once again, however, I hit a wall at the last part of the pitch: “why it works.”
Read more

Grocery Advertising Agency News: How Kraft Will Market Its Grocery Business After the Split

Kraft Foods CEO Irene Rosenfeld signaled today that the food giant will continue to aggressively market its North American grocery brands, even after the business is severed from its faster-growing global snacks unit in a split planned for the end of next year.

“If you believe that there is a new normal of slower consumption growth in North America — and we do — certain capabilities will be even more important in the future,” Ms. Rosenfeld told analysts at Barclays Capital’s Back-to-School Consumer Conference. “Things like stronger share position, world-class marketing, go-to-market scale and low-cost producer status will become even more critical in the future.”

While nothing will be known for sure until the company divides, Ms. Rosenfeld’s comments offer at least some comfort to ad agencies working on the grocery business that the food giant is not giving up on the brands, which have been overshadowed by the faster-growing snacks unit ever since the company made its plan public last month. Dentsu’s McGarryBowen handles a big chunk of the grocery brands, including Maxwell House and Oscar Mayer, while a plethora of agencies steer the global snacks brands. Read more

Staying In Touch – It Can Make Or Break A Sale

It’s taking people longer than ever, it seems, to make a move. That’s true for young first-time homebuyers, those purchasing a new home, and seniors deciding it’s time to downsize or move into an assisted living facility. For some, it’s easier or more comfortable to stay where they are while others are paralyzed by economic fears.

What does that mean for marketers in the real estate, homebuilding and senior living arenas? We need to keep in touch with prospects multiple times and in multiple ways. Building a relationship over time is essential to ensure that when your potential customers are ready to make their move, your company is on the top of their mind. Read more