Today’s ever-evolving environment for marketing communications can be convoluted and complex. For a good decade digital mediums were the hot marketing approach, but recent technology innovations – and an omnichannel marketing approach – show how digital + print can work together like two peas in a pod.
There are tons of studies out now (digital fatigue, millennials resonating best with print, etc.) on how marketers should take advantage of the unique experiences offered by both digital and print to successfully reach their audience. Ironically, the same programmatic automation that revolutionized the digital advertising industry has made its way into a channel that many said was left for dead. Yes, PRINT. These old and new school tactics are merging to create distribution, advertising, and other new opportunities for marketers.
If you haven’t tried cross-target programmatic marketing, I urge you to check it out because the targeting is very precise and the ROI will have you smiling. Programmatic ad buying alone is a hot topic with eMarketer forecasting that it will total upwards of $78 billion by 2019. But, here is what makes the cross-target programmatic marketing different, and work so well:
- Cross-targeting ties public IP addresses to real-world market segments
- Ad buys are not based on website cookies
- Your online ads will be delivered to only known recipients
- Offline and online cost per response will be lower than if they were executed individually
- This type of automated technology can even gather and analyze data and draw insights to improve your campaigns
This type of marketing is precise because we start with your customer files, scoring models, and other demographics keys that describe your best customers to create the segments. Then we link a physical mailing list, or target list, to consumer public IP addresses. After your audience is served up a digital ad, it gets followed up, usually within days, by a direct mail piece that has a strong call-to-action.
This is cool: The direct mail pieces can be dynamically rendered to include custom text, images and layouts based on your segmentation. So not only is the targeting precise, but it is personalized to the recipient. See why this can be so powerful?
So if you browsed online for a new slow cooker, and then a few days later received a coupon in the mail for that exact item, you may be inspired to actually buy that product. You can be sure that the cross-target programmatic marketing was behind that direct mail drop.
Want to learn more? Contact us and we’ll show you how our technology provides solutions that deliver impactful, relevant and personalized communications.
Photo by Franki Chamaki on Unsplash.com