As marketers, we know full well that the emergence of new digital technologies and online platforms will continue to have far reaching implications on the type of work that we do and the solutions that we provide for our clients. We also know that, at the end of the day, no matter the channel employed or the strategy utilized, our solutions should always focus on the end-user’s behavior, needs and desires. But, while sometimes these solutions leverage digital and social channels to engage with customers, sometimes they must also still rely on tried-and-true direct marketing techniques. The key is bridging the gap between the two to devise the most balanced and effective campaign strategy. After all, the word innovation is not simply defined as the “introduction of a new device.” The definition also encompasses “ideas” and “methods”.
Interestingly, the same principle that applies to agencies and (should) guides our work as marketers, also applies to how we should approach traditional channels themselves. Like agencies, traditional media and distribution channels, and the organizations that rely on them for revenue, constantly seek reinvention in order to remain relevant in a constantly evolving digital world.
Just take a look at one of marketing’s most longstanding distribution channels—direct mail. While this is just one example, we see two distinct paths emerging here for marketers and stakeholders intent on maximizing value and ensuring it remains relevant. The first path involves the integration of the channel with digital media. Take for instance the recent formation of the DiscMail Direct Coalition (full disclosure, Fusion92 is a member of the steering committee). The coalition is specifically tasked with guiding direct mail marketers into this new arena and introducing them to DiscMail—digital advertising packaged for postal delivery to combine the measurable analytics of the web with the strategic engagement potential of physical media (DVDs, CDs, etc). While research continues to be conducted to determine the effectiveness of this approach, it is not surprising that direct mail marketers have already begun to embrace the benefits of digital functionality and online marketing to improve the overall effectiveness of the channel.
Separately, but in an equally innovative approach, we see another path emerging with direct mail and other traditional mediums. The US Postal service, the largest stakeholder in this instance, is now testing a home delivery product sampling program—“Samples Co-Op Box”—to generate interest from consumers and attract participation from marketers. There’s nothing web-based about the concept (from the outset, at least).
At the end of the day, both developments—integration with digital or more traditional approaches—will generate different levels of success. Marketers will follow the analytics and the ROI of each path, but won’t necessarily focus their energy on digital integration for the sake of solely embracing a “new idea.” Again, the path that a marketer takes to innovate is somewhat irrelevant as long as the focus remains on their end users. Those that understand this “idea” and seize the opportunity to embrace these “methods” will thrive.