Over the last few decades, the way we communicate with one another has completely transformed in the digital age. Marketers are reaching their customers in new and interactive ways (as they should be) by utilizing social media and modern marketing tactics. Are the traditional marketing tactics of days gone by useless, or do they still have a place in the world of digital marketing? Ultimately, both are important for a well-rounded marketing campaign.
I’m Special and You Know It.
I’ve always collected cards that I received, but nowadays I treasure them even more when they come in the mail. Don’t get me wrong – I appreciate the flood of birthday wishes on my Facebook wall every year, but that has started to feel a bit impersonal. I am not alone in the social media crime of leaving the same generic birthday message on the walls of people I
haven’t communicated with since their birthday last year (I have to check our friendship to make sure I don’t repeat myself). I think this is why the cards have become so special to me. The idea that someone thought of me before their computer notified them that it was my special day does, in fact, make me feel special. When I check my mail and see a hand written envelope, I get a little giddy inside. Someone took the time to write my name and address! Suddenly, I feel a little bit more important to the world.
So, what does this have to do with digital marketing? The answer to that question can be found on the other side of whatever social media platform you are posting on: people. People may forget the details of your presentation, but they will always remember the way you made them feel.
It’s Alive!
Those leads and clients that we are monitoring on our CRMs are living, breathing, feeling beings, and we want them to feel special. After all, they are special! No matter our industry, we all strive to meet our clients’ needs in whatever way we can; they are just that special to us. Here at InfoTrust, we have realized that traditional marketing approaches can complement our digital efforts. It takes time, but we customize our letters and handwrite addresses. We even pick up the phone! Sure, it would be easier to send a mass e-mail, but isn’t it nice to have a real conversation? Even if your lead isn’t interested in your services, they have had a personal experience with your company. They may not remember why I called, but they will remember my friendly voice and sincere interest in collaboration. Should they or any of their friends need some help with digital marketing, they’ll remember my call.
When in doubt, integrate!
Among many objectives, we use social media marketing to build a relationship with our customers. Just remember that the old ways can be just as effective as the new ways. This
reminds me of the character Michael Scott on The Office. As the show began, the audience was frequently left wondering how on earth this man became the branch manager of a paper company. In one poignant episode, we find out: Michael builds relationships with his clients. With his hand written notes in tow, he takes the time to ask them about their lives. Before paper is ever mentioned, Michael acknowledges that they are people, not just a stepping stone to a sale. Through him, we realize that the ideal salesman uses an integrated marketing approach that leverages the glories of technology and puts people first.
One drawback to these traditional approaches to marketing hits home hard for InfoTrust; they are difficult to measure. We love analytics and all the tools that synthesize information automatically, but there is no way to calculate the open rate of a well-crafted letter. That being said, the ROI is still significant – especially when paired with digital marketing. Believe it or not, direct mail campaigns ranked highest as a way to gain new customers in a Target Marketing survey of over 350 marketers, which stated, “For customer acquisition, direct mail (34%) topped email (25%), search engine marketing (10%), and affiliate marketing (8%), with 23% of respondents citing a variety of other channels.” Integration is the key ingredient in this dynamic marketing approach. In designing more traditional marketing strategies, you can use analytics to better target your client’s interests and needs when you reach out to them.
What’s your ‘Spidey’ sense?
We all know that a face to face interaction is the richest form of communication, and we can use that knowledge when we plan our marketing strategy. Unless they have secret ‘Spidey’ senses, most people experience the world through 5 senses. We like to explore. At best, digital marketing can reach our senses of sight and hearing, but adding a direct mailing to your campaign adds the sense of touch, which is a human favorite. Just think of all the ‘Do Not Touch Signs’ that you have disobeyed in your life! Here comes those old fashioned telephone calls. Sure, it’s only one sense, but the emotive content earns brownie points with your client. You may even engage them visually by referring to that e-mail you sent last week.
If these sensory experiences go well, you are on your way to having a customer that likes and trusts your company on a subconscious level (read: higher conversions). Research by Millward Brown backs up these claims in a study that used Neuroscience to understand the role of direct mail. Brain scans indicated that physical marketing materials left a ‘deeper footprint in the brain.’ Basically, the part of our mind that takes in physical material is also where we process ‘emotionally powerful stimuli and memory.’
I Double-Dog-Dare-You.
As difficult as it may seem, I challenge you to ‘unplug’ for a moment today. What cool experiences are happening offline in your world? Use that human insight to reach out to your client. Don’t forget – they’re people too.
How has your company integrated marketing approaches? Do you open hand addressed mail? What would you do if I called you? How can we incorporate taste and smell into digital marketing ?
Feel free to reach out to us today to learn how you can take advantage of not only digital marketing, but all forms of marketing!
