Being a Marketing Director in 2020 is Easier than Ever – Part I

9/28/20 Before you list the reasons why 2020 is anything but easy, let’s take a moment to review the remarkable tools available – RIGHT NOW – to help you navigate your business through these challenging times and strengthen your brand’s positioning post-COVID. Compared to just 10 years ago, marketing options have become vastly more powerful, diverse, and easily accessible. Consider this: Just fifteen years ago, a typical consumer only had TWO touchpoints (defined as a way to reach that particular individual with your message) when purchasing an item. And only 7% of consumers regularly used four or more. Today, consumers average approximately SIX touchpoints and almost 50% use more than four. Your options to reach new customers have NEVER been more varied! Most importantly, the customer data available to help Marketing Directors target and measure campaigns has NEVER been more advanced.

• Target specific households according to category spend while using direct mail, digital ads, and connected TV ads for messaging.
• Increase sales in 10 days and offer special coupons by targeting mobile devices that have been inside your location in the past 90 days – encouraging those customers to return sooner.
• Target mobile devices that have been inside your competitors’ locations to entice them to your location with a great offer.
• Send direct mail to anyone visiting your website.
• See the ROI of every direct mail and digital ad campaign over the past 30 days.

“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.” – Leon C. Megginson Any of these programs, and many more, can be created and launched within 48 hours! The opportunities and options now available to reach a customer are as varied as ever, making the job of Marketing Director that much easier. Now you can even enhance programs that started as direct mail only. For the past 10 years the only time most of us heard the words “New Movers” was in a sentence about direct mail.  Marketers have known for years this group represents a golden opportunity to win over a new customer. However, did you know is now possible to run Digital Ads to ONLY those people who have recently moved within a few miles of your location? The same can be also be done for Connected TV ads.  Think about the ROI from running A/B ads and tracking the results of this lucrative customer segment near your store location?The concept of omnichannel is often confused with multichannel marketing or single-channel marketing. However, single-channel marketing only offers one way for the consumer to view the product, like on a website or via a retail store. Multi-channel marketing involves the disjointed use of multiple marketing platforms, preventing a seamless coherence between them. Omni-channel marketing CONNECTS each marketing channel that interacts with the consumer. This includes utilizing:

• Geo-Fencing Programs
• Look Back Programs
• Connected TV
• Direct Mail Retargeting
• Direct Mail Marketing

The process helps build a tighter, stronger relationship between the consumer and your brand based on existing consumer behavior. For example, over half of all consumers have used their mobile devices to research products at home and 1 out of 3 have used a mobile device to research products while in a store. Per published reports, the opportunity cost of not being omnichannel can result in 10% in lost revenue. In our next post, we will go into more detail about how these 2020 marketing tools can work for you as a marketing director.

Triadex Marketing Team

The Triadex team brings 20+ years of multi-location marketing expertise, helping brands across 15+ industries drive measurable growth.