will add up to YOUR BIGGEST marketing advantage.
TRAFFIC. If you live in a big metropolis, traffic flow is the time it will take you to get from point A to point B. Depending on the time of day, or if you’re running late for an important meeting, that flow time could be an eternity.
On a side note to make you feel just a little better, the world’s longest traffic jam took place in Beijing, China. It was over 60 miles long and lasted 11 days.
Yes, there is more of everything…
The world is getting smaller as more people connect via the internet. There are more people on a wide range of communication channels, as traffic streaming confirm. On the bright side, if your livelihood depends on getting more people to buy a product, you should be happy.
That brings me back to traffic. There are more channels of communication available to all. Some channels, such as a printed display advertisement or a television commercial are preferred by some advertisers, but certainly not everyone. Those are more traditional communication channels. As an advertiser, it all depends on the traffic circulation your customers select, which means multi-channel marketing. The odds are very favorable that your customers are using more digital channels to get up stream.
Marketing is not for the faint of heart…
Actually, marketing was never for the faint of heart. Dealing with people and how they respond to communication has many variables. We strive to do our best by creating profiles of customers, adding them into a variety of determined segments created in a database.
Data management is a good tool to collect and understand change occurring with your customers. Even a potential powerful marketing campaign using multi-channels is totally useless if it depends on bad data for a good response rate.
Just about every one of your customers has a mailbox. While all your competitors are creating a variety of marketing campaigns, think about using direct mail. If you’re not sure about reaching customers on Facebook, Twitter or one of the other social channels, think of returning to your customer’s mailbox. Ask them what channel they prefer to use in reaching them.
Test other communication channels, Direct mail is a good purveyor of telling your customers where to go. Give them a selection of channels to use and give them a top notch offer on a product for each channel. More choices, more connections and more customers.
Using multi-channel communication with direct mail may just be your biggest marketing advantage for present day communication traffic. It certainly can make your ride to your local bank with money to deposit more enjoyable, even if there is a traffic jam or two.
Thanks for reading and please share with others – except your competition! It is truly appreciated.
Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.