Integrated, Schmintegrated
April 27th, 2007 by Chief NutWhat do these things have in common?:
- Your web activity logs
- Your last direct mail postcard
- Your last advertisement
- Google analytics
- A landing page on your web site
Give up? Answer: They’re all small pieces of your marketing mix but you’ve probably not integrated any two of them together!
Hugh Bishop (Chairman of British Direct Mail powerhouse agency Meteorite) commented in a Marketing Week article that the amount of data that is available, or can be collected (willingly) from the consumer, dramatically changes how marketing can be performed. He says:
With this knowledge comes the power, not only to find potential new customers but also to take them on a personal journey delivering the right messages at the right time, via the most appropriate media. And thanks to the new digital channel, all of this can be delivered in more cost-effective ways than ever before.
Unlike “pure” digital, the [Direct Marketing] industry can fuse who brands want to talk to, what they want to say and where and when it is best to communicate with consumers. This in turn enables the [Direct Marketing] agency to deliver individual and effective customer journeys.
So, it’s NOT about creating single point campaigns designed to sell or “pull.” It’s more about discovering who your audience is …€“ using objective data …€“ and then offering up an experience. Build a relationship with your audience members and you’ll be able to create evangelists, not just one-time buyers.
