As new technologies continually (re)define the landscape of digital marketing, it becomes increasingly difficult for many of our clients (our own business included) to pinpoint the role of digital channels within a traditional marketing framework. One tactic that has proven particularly useful for many of our clients and business partners is the development of interim or transitional frameworks, which seek to pair traditional channels with online corollaries in a gradual ‘shift’ into the foray of digital marketing.
This approach affords our team the opportunity to translate our clients’ traditional marketing savvy into actionable and attributable digital strategies, and it engenders confidence across the board. I wanted to take the opportunity to expand on a couple of our most common applications as they relate specifically to direct mail & television:
Direct Mail: A large percentage of our clients’ media mixes, in some shape or form, include a concerted effort in direct mailing. Before the prevalence of online publishers and ad exchanges, these campaigns were viewed as cutting-edge direct response, and were often quite affordable. Nowadays, many of these campaigns have been grandfathered into modernized marketing budgets without appropriately adapting to the changing landscape. In short, a lot of these efforts result in spammed mailboxes overflowing with promotions.
One way to update these antiquated direct mailers is to budget for a companion IP campaign, which targets people online based on the IP address of their computer. This allows advertisers to upload a list of physical street addresses, perform a match-back to arrive at the users’ IP, and ultimately serve companion ads to increase direct-response rates. As these two tactics mirror one another across offline and online environments, this is one of the clearest and most effective means of giving a tried-and-true direct mail budget a breath of fresh air.
Television: It’s been the mainstay of American entertainment and a cornerstone of advertising for half a century. With the relatively recent surge in online mobile devices, a trend towards consumers using these devices as ‘second screens’ has emerged. Essentially, while watching TV, consumers are engaging more and more with these devices to supplement their media intake. This could range from people looking up facts about politicians, getting updates on unfolding news stories, or engaging with apps to augment a sporting event with live feeds of facts/bios/trivia.
One way that advertisers can update their media mix in terms of video content is to tack on a YouTube campaign. Sitting right behind Google as the second largest search engine in the world, YouTube has become synonymous with video media consumption. To capitalize on this, many of our clients work to inexpensively repurpose video content originally slotted for TV, and apply it to YouTube. What this allows for is a cheap and effective introduction to the exceptionally specific targeting criteria available online (think behavioral, demographic, psychographic). This also opens up access to the trove of reporting metrics that online channels afford advertisers. Often as a result of these efforts, our clients are able to apply insights learned about their online audience to further refine their offline content.