Melanie De Caprio, VP of Marketing at SG360°, discusses the key findings of a recent study confirming how B2C marketers value personalized direct mail as part of their marketing mix, and why consumers — especially digital natives — enjoy receiving relevant direct mail pieces.
view short video at: https://www.piworld.com/xchange/digital-printing/study-confirms-marketers-consumers-preference-relevant-direct-mail/#ne=d7f0e6e16b0d037f71fc050491da5623&utm_source=today-on-piworld&utm_medium=newsletter&utm_campaign=2021-10-07
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Quad/Graphics, Inc., a global marketing experience (MX) company, is rolling out “Built on Quad.” This new campaign showcases Quad’s latest brand identity and marks the company’s first large-scale marketing and advertising effort in its 52-year history. Quad’s new brand campaign will run through digital, OOH, print, events, experiential, direct mail, sponsorship and sales assets. It will also be showcased at the 2023 Cannes Lions Festival of Creativity, including the Nice Côte d'Azur Airport. Quad provides end-to-end marketing solutions that removes friction wherever it occurs in the marketing journey for more than 2,900 clients, including Sirius XM, Amazon, the Albertsons Companies, and other major brands. The “Built on Quad” campaign focuses on the company’s strength as a one-stop partner for the modern marketer, and it also pays homage to its roots as one of the largest and most successful commercial printers in North America. The company produces over 765 billion pages and mails more than 8 billion direct mail pieces per year making Quad one of the USPS’ largest clients.
More often than not, we engage with seasoned ecommerce professionals tasked with running print programs while simultaneously holding some measure of responsibility for Profit & Loss statements. And as such, they tend to look at performance metrics with a ROAS (Return on Ad Spend) lens instead of a more critical metric – Contribution Per Order (CPO). Why is that important, and why does ROAS lack adequate insight as a key metric? Let me explain. While ROAS is an efficient measuring metric, it cannot assign health to a channel, making it a relatively useless tool. The reality is it could be hurting your business as a primary form of indicator. ROAS can't tell you how much money you are making for every order received. As an example, a ROAS of 6x is more efficient than a ROAS of 5x, but that doesn't mean you made more money (or any money). A ROAS of 6x on $10 did not make you more money than a ROAS of 5x on $10,000,000. The volume grew top-line demand, but it did not increase profits. In contrast to ROAS, Contribution Per Order (CPO) brings in the magnitude of the campaign segment targeted (marketing cost and cost of goods). This metric will help with your payroll and to keep the lights on – in other words -- adding top-line demand and bottom-line profits.
Chances are, you’re currently trying to reach your audience in a variety of ways. Maybe digital ads, search, social media, catalog, direct mail and your retail environment. What if you could tie all those efforts together with a single creative concept—a “Big Idea” that unifies all of those touchpoints? And what if that consistent message was delivered in such a unique and bold way that you now stood out from the competition? People now notice you. They remember you. And now they will consider you. THAT’S the power of a campaign. Learn more at: https://www.jschmid.com/blog/the-impact-of-omnichannel-integration/