Back in the days before the internet, “physical,” or “analog,” marketing was the name of the game. It was a booming, heady industry. Direct mail provided a way for marketers to use data to understand how well their efforts were converting to sales. But it was an expensive proposition—all that printing, assembly, and postage cost a bundle.
When CMOs approach marketing from a hybrid perspective and use the right analytics tools to understand customers and conditions, their organization is positioned to make smarter investments and maximize ROI.
Social Media, Twitter, Content Marketing, Influencers, Blogs, Podcasts… they may not owe their existence to “The Cluetrain Manifesto,” but their roles in marketing—engaging with the marketplace, listening to the customer—were definitely presaged more than 20 years ago.
When the COVID-19 pandemic wreaked havoc across the United States and forced millions to work remotely, the technology and devices people used were no longer nice-to-haves, but essential tools to get everyday work done.
Our CEO, Nick Runyon, sends out these great Sunday night “Updates”—musings, really, that are sometimes about our business, sometimes about his personal philosophies, sometimes just “hey, hope everyone’s doing well and ready for another successful week.”
This article, from almost a year ago, still resonates today. This is one of our most popular posts. As we emerge from the pandemic and get back to business as usual, nothing has really changed–in fact, people’s attention might even be harder to secure today than ever.
We’ve come a long way from the early digital marketing days covered by CMO.com. And, in some ways, what’s old is new again. And the combination of digital and physical marketing—the hybrid experience—is the future of marketing.
We all know a phony when we see one: someone who is talking himself up, showing off, trying hard to be something she’s not. It’s an immediate turnoff. Humans crave honesty, and we gravitate toward people who are authentic.
As marketing executives sort through today’s often confusing array of digital tools and channels, it’s painfully clear that success requires more than state-of-the-art technology. How a company approaches and interacts with customers is at the heart of engagement—and business success.
Strategies must evolve with the channel. Many marketers don’t recognize the availability or value of modern hybrid platforms that marry the best of digital and physical and make direct mail even more effective.
All gifting is direct mail, but not all direct mail is gifting. So, what does a high-quality direct mail experience look like?
Content Marketing is going to have to become a product in and of itself. A written piece will need to merit the outbound investment that inbound tried to repeal. Inbound was very successful and remains a solid strategy.