Since the 2008 economic recession in the US, Americans have been more selective about how and where they spend money. Customers demand better quality products, unique brand experiences. They want an emotional brand connection to a business for making a purchase or even a donation. Subsequently, general advertising tactics once successful have not been work as well. Conveying a blanketed message to all customers is just not where it is at. Brands cannot expect a blanketed message to resonate when customer needs vary. The solution: direct interactive marketing.
The Heart of Interactive Marketing
“According to Paul Becker, CEO of Pinpoint Systems Corporation, an expert in interactive marketing, “making offers to customers and prospects when they contact you is much more effective than a cold outreach.”’
This view is at the heart of interactive marketing. Businesses understand the benefits, and more than 2 in 5 marketers prioritize the use of “integrated technology to automate, orchestrate, and manage cross-channel customer interactions.”
Furthermore, nearly 2 out of 5 marketers prioritize delivering real-time, contextually relevant experiences to consumers to be effective.
In following with consumer demand, communication preferences, and desire to feel special and valued, it is evident why direct/interactive marketing has grown over the recent years.
As a customer and marketer, I see direct/interactive marketing growing as well. Marketers have the technology available at their fingertips and can track customer behavior in real-time to tailor customer offers.
Data is the Key to Marketing
Businesses benefit from data, which can automate engagement and calls-to-action (CTAs).
Research shows timely responses and enticing offers targeted to customers when they are about to make a buying decision increases sales or donations.
As a tactic that is working so well, most businesses currently believe the most critical objective of a data-driven marketing strategy is to personalize the customer experience.
Half believe data is essential to targeting individual market segments.
On the other hand, customers benefit from a more personalized brand experience; including personalized discounts and rewards based on shopping history.
Direct/Interactive Marketing also curtails the number of irrelevant promotions a customer may receive.
Is Print Media Worth Saving?
As for whether print media is worth saving? I believe that it is worth saving.
From my personal experience working in the nonprofit sector, when community residents are interested in services offered, they typically ask for printed materials to take with them.
When asking for donors or the public to take action, “direct mailings are proactive and tactile – demanding that the recipient DO something with it.”
Therefore, printed media is excellent for providing information and for customer or donor retention and acquisition.
Additionally, not everyone residing in low-income communities have adequate access to the Internet. A lack of access to the Internet has left many people ‘under-connected’. Due to this, printed media continues to be an important medium for information.
Outside of the nonprofit sector, most consumers trust print marketing more than any other advertising medium, with more than half of all consumers trusting print media most.
Print media is a medium that will not die.
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