Why integrate direct marketing into your e-commerce strategy? In the all-digital age, however, direct marketing quickly seemed out of date, or even thrown into oblivion ...
We see it is not, and that direct marketing has not had its last word. Indeed, it provides concrete support and a strong emotional implication suitable to coexist usefully with your e-commerce strategy.
We tell you everything in this article about the good reasons to integrate direct marketing into your business strategy.
1. The e-commerce strategy comeback of direct marketing
The digital revolution has changed habits and has long fascinated consumers and marketing managers alike. However, does it alone represent the entire future of marketing? The answer is no. In fact, there is now a downward trend in the effectiveness of online marketing.
The cause is overabundance: jaded in the face of too many communication media, more and more Internet users no longer click on any newsletter , or even give a "trash" email address if registration is required.
Online contests make you dreamless, and when reading an article, the eye of the Internet user ends up ignoring the advertisements. These are all trends that provide the space for direct marketing to make a comeback.
Flyers don't hurt the eyes, unlike blue light from screens. Free advertising magazines can surprise the return of the pleasure of print reading, and then push the reader to find out more on the brand's website.
2. Personalize your direct marketing materials
But a pitfall quickly arises regarding direct marketing. Just as an overabundance of newsletters in an electronic mailbox creates indifference, an indistinct batch of flyers in a postal mailbox is likely to end up straight in the trash. The secret to standing out is, therefore, to strongly personalize the chosen medium.
A first simple and effective technique is to present your printed matter in an envelope, with the name and address of the recipient. He will be flattered when spoken to directly, and receiving mail is a daily pleasure for many people.
We can, of course, push the personalization further: for example by sending a printout on the recipient's birthday (or their children's birthday) with a discount voucher or an exclusive gift to pick up in store. The gifts for the holidays always work: promotions, but also small branded gift.
We must not neglect the emotional impact and the symbolic power of these seemingly innocuous little products: a shopping cart token showing your brand, a humorous sticker, an elegant key ring, a branded pen, a toiletry bag are all concrete ways of being constantly in the pocket, in front of the eyes and in the daily life of the client you are targeting.
You unconsciously subscribe to its familiar landmarks, in a much more concrete and more striking way than an online communication strategy would.
3. The e-commerce strategy original advantages of direct marketing
The original card that direct marketing still has to play today is the sensory aspect. It is indeed the blind spot of digital technology, which most often requires only sight.
Direct marketing allows you to play on the grain of a quality paper, on a sample of fabric given for free, a miniature edible product to test for free on the occasion of the Holidays, or even a perfume tablet to reveal on an advertising sample. ...
It is all these little attentions that will allow you to penetrate the real, sensory daily life of the customers you are targeting. This direct marketing approach has the double advantage of flattering the “collector” .
side that lies dormant in many of us, and of reassuring the prospect: a promotion written in black and white, a discount coupon to be detached, inspires confidence and will push it. to go and claim his due in the shop.
The more you take care to provide your prospect with personalized support on a well-chosen date, the more you will arouse their curiosity and sympathy, and the more you will increase your sales.
In the age of 5G and all-digital, there are, however, powerful reasons for integrating direct marketing into your strategy. Indeed, the concrete and emotional assets of direct marketing can effectively hook your targets, then boost your e-commerce sales in return.
To be sure to find the right words, come and talk about your direct marketing project to editorial specialists such as you will find them at Tech Explorist .