How Multi-Channel Marketing Can Benefit Your Brand Message
I’m not sure if you know that this is the final season of Game of Thrones. Actually, I don’t know how you could NOT be aware of the final season. It’s been advertised everywhere – not just on television and the internet, but major brands have gotten in the fun as well, with an abundance of crossover advertising and promotional products.
Admittedly most of the internet is talking about Game of Thrones because they want to, but the rest of it is a classic example of a successful cross-channel marketing campaign, covering literally every form of media and interaction. Unfortunately, most of us aren’t working with HBO’s seemingly bottomless budget when it comes to our small business marketing campaigns, but that doesn’t mean we should limit ourselves to one form of communication.
Combining direct mail with digital marketing or email for a campaign is not a new technique, but it is one that consistently provides positive results. Here are a few ideas of how to combine digital and direct mail for the best return:
- Pair a complementary email to prospective clients as a great way to follow up on a direct mail campaign with a targeted list
- Advertise an online sale, launch of a new website, or drive traffic to your social media with a postcard or promotional piece to your current customers
- Build engagement online with social media that reinforces and reiterates the message in your branded materials
- Use direct mail to drive traffic to your website or online ordering platform
These two articles on TargetMarketing.com are coming from different sides of the Digital/Direct Mail coin, but both state the same thing: cross channel marketing is the best way to increase your return on a marketing campaign.