We already know that direct mail isn’t dead. However, most people aren’t aware that new technology is making possible all kinds of new ways to engage customers with direct mail postcard printing.
Companies like Victoria’s Secret and Sony are harnessing the power of Big Data and combining it with traditional marketing channels like direct mail. The result? It’s what the future of marketing looks like.
Here are two exciting examples of how big brands are combining old and new technologies for impressive results.
1. Soon, You Can Target Influencers With Direct Mail Postcard Printing
Online marketers have it easy, it seems. To reach a targeted audience, it’s simply a matter of logging into the social media platform of the day, defining your parameters, then creating digital ad to serve up to your list.
It works because the data collected by companies like Facebook is, to say the least, overwhelmingly rich and abundant.
Companies are now using social media to find new audiences for direct mail postcard printing, too. It all has to do with so-called “influencers”.
It’s Coming: The Digital-Direct Mail Crossover
Until recently, for traditional forms of marketing- let’s say direct mail postcard printing, for example – those rich stores of data collected by social media platforms have been out of reach.
Now, however, that’s all changing. Tech companies are finding ways to make all that social media data useful for marketers who employ direct mail campaigns. How? They’re using Artificial Intelligence to tap into social networks and analyze their huge stores of data.
Investment in artificial intelligence is expected to triple in 2017
What they’re searching for are social media influencers who have in-person relationships with a specified target audience. Or, working backwards, a company’s target audience most likely has online relationships with certain influencers in social media.
If direct mail advertisers can find out who those online influencers are, they can make an impact on them through marketing channels that occur in real life.
2. How Social Media Can Drive Your Direct Mail Postcard Printing Campaign
Victoria’s Secret has long been a champion of the postcard. They are used to sending birthday giftcards to their loyal customer-members, special coupons to credit card holders, and more.
But now their postcard campaigns are taking on new levels of sophistication. As a result, they’re having even more of an impact on sales and customer loyalty programs. So, what sort of direct mail postcard printing genius are they up to now?
It all has to do with mobile. There’s a Victoria’s Secret app (of course). This app makes use of users’ cell phone cameras as a scanner. Users are encouraged to scan pieces of direct mail and other marketing collateral that contain special images and codes.
The reward for scanning the postcards is access to more digital content on the Victoria’s Secret website. Sometimes users get mobile coupons that are redeemable in-store.
Since Victoria’s Secret has made a name for themselves as leaders in using mobile technology to promote their brand, we think it’s great they’ve found innovative ways to target their customers using direct mail.
Now that it’s possible to combine traditional marketing techniques with modern innovations like mobile and big data, the future has never looked so bright for direct mail postcard printing. For help with your next campaign, call Las Vegas Color Graphics.