When the economy went bellyup two years ago, many marketers did what they had to do: Cut their spending and focused the few dollars they did have on the cheapest available options - primarily digital venues.
That's understandable. But now that the economy is showing signs of life, too many are sticking to that strategy, essentially standing on the sidelines as the economic recovery kicks into gear. Worse yet, increasing budgets but not the channels they use to communicate.
If there's one painful lesson that every investor learned when Wall Street crashed, it's that diversification is key to success. So why haven't marketers learned that same lesson when it comes to their communications?
As the result of this mono-venue approach, the digital world has become increasingly crowded- the average consumer receives 14-15 emails a day from companies or brands. That's not good for marketers lookign for engaging ways to get their messages into the hands of consumers.
Consider, for example, that the average household receives about 16 pieces of advertising-related mail per week (Source: 2008 Household Diary Study- USPS) and you can plainly see the potential that direct mail offers. Four times less clutter, an ability to stand out and the ability to put a brand's best case in the hands of your customer.
Beyond the clutter, there's simple math that says the more marketers diversify the communication venues speaking to the customer, the better the impact. A recent study found that 80% of consumers rely on more than one marketing message in multiple marketing venues when making a purchase decision. That makes sense to me. Most of us need to have multiple interactions with a brand before parting with our hard-earned money.
Don't forget the personalized URL, Quick Response code or other links that can be included in the print driven messages that can take your integrated digital marketing to a whole new level in 1:1 relationship building.
Tactical, dimensional marketing messages- cut through the clutter and get you noticed and will earn you a fair share of your customer's wallet-share. Diversify your marketing mix now and you'll benefit in the long run.