Branding Abroad: Spain (jschmid.com)

The way people interact with brands is not as orderly or linear as a customer journey map seems to indicate – or a sales funnel, for that matter. I’m not implying that understanding, mapping and optimizing the customer journey, and your path to conversion isn’t mandatory – it is. But I am suggesting that it’s worth looking further in an attempt to understand the way actual, living, breathing, thinking humans experience your brand. As a human, I can attest that my journey from awareness to purchase and later repurchase is never linear or orderly. If we drill down to a closer view, we can talk about the cluster of interactions that are driven by something the customer did. Place an order? There’s a cluster of activity there. Visit the website? There’s a cluster of interactions there. Sign up for email? Ad cluster. more at source: https://www.jschmid.com/blog/look-inside-the-customer-journey/

Rising postal rates pose a significant challenge for industries that rely heavily on direct mail. However, increased costs don’t have to spell the end of your direct mail strategy. With a few strategic adjustments and considerations, brands can offset these higher rates while continuing to achieve their marketing goals. Here are some strategies to consider: 1. Optimize Mail Specifications - Postal rates often vary based on the size, weight, and format of your mail. By designing your mail pieces to fit cost-effective dimensions, you can reduce postage expenses. 2. Purchase Paper Directly from Midland - Paper costs can make up a significant portion of your direct mail budget. One effective way to manage these costs is by purchasing paper directly from Midland. 3. Utilize Postal Discounts and Programs - Take advantage of postal discounts and incentive programs offered by postal services. For example, USPS often has promotions that can help reduce costs. 4. Test and Analyze Campaigns - Regularly test various aspects of your direct mail campaigns—such as design, copy, offers, and targeting criteria. Use the results from these tests to refine and optimize future campaigns. 5. Invest in High-Quality Creative - Eye-catching, high-quality designs can significantly boost response rates. Unlike website or email designs, direct mail benefits from professional, compelling visuals and copy.

Marketers and PR people are in a wary mood, judging by a new study from CommsCo PR. Of those polled, 55% are more stressed than they were this time last year, and 63% now say they are expected to do more with less. But they are pushing ahead — 58% are increasing their budgets, versus 26% who are reducing them. Another 16% are keeping their budgets the same. Meanwhile, 45% believe AI will drive more investment in marketing, while 34% believe it will lead to reductions. In addition, 65% say AI will drive a wave of productivity. Only 13% are nervous about AI.