Digital is the core of your Marketing Strategy. That’s a given. The efficiency and effectiveness, the targeting and personalization, the results and analysis—all of this makes digital the ever beating heart of your Marketing.
Now, reread that first sentence.
Got it? Great. Keep it in mind.
Digital marketing may be the heart of your Marketing Strategy, but it is not your entire Marketing Strategy. It may (or may not) be the most important tactical component of your media plan, but it is not in and of itself your Marketing Strategy.
The ultimate objective of your Strategy may be a sale, but to make that happen, you know there is purchase cycle, a journey, and a process for the consumer to become a customer. Fast or slow, simple or complex—there is always a pathway.
As digital efficiencies continue to grow, the challenge over time will be breaking through the clutter. Everyone knows who your best customers are—and the algorithms are identifying your competitors’ best customers as well. Same with prospects. The digital tools at our disposal even the playing field. Google, Meta, and the major broadcast networks want as many advertisers as possible to spend as much as possible.
It’s an increasingly overwhelming funnel of great offers and content from a competitive set of competitors to the same people.
So how can you stand out?
Here’s a thought: Add direct mail into your next campaign.
Yes, it’s very expensive per contact, but data shows it can deliver 5-10 times the engagement. I’m not advocating using it in place of digital, but it can be an open lane to add relevant frequency where your competitors are not banging the drum at the same time. For example, @Amazon sends out an old-school toy catalog during the holidays—with tabs to mark favorites and a story pulling it all together.
This holds true for your promotional calendar, as well. A simple postcard or mailer hits home, literally, while you’re layering the message across channels and platforms. In digital terms, your mail piece has a 100% open rate. It’s real, it’s physical, it stays on the kitchen counter for days. Better yet, there is not a pile of competitive offers stacked up at the same time (like what happens in your customers’ social feed.)
Remember: as a marketer, your objective is a result, not a tactic. If you miss your goal, you can’t say “but I was using the newest AI segmentation SaaS solution!” Do whatever it takes. It’s OK to add old school tactics if it gets you to your goal. It’s not a contest for how technologically-savvy you are. You win by hitting your objective efficiently.
Do what works. Find the mix. That’s how you win.