Marketing Recap Connecta 21 – Offline marketing retains its importance
Does the ongoing digitization of our society mean the end for physical marketing in the form of traditional mailing campaigns? The experts at Connecta 2021 don’t think so.
We order groceries online, do our banking on our smartphones and read books on our e-readers: we see and experience digitization everywhere. So does it still make sense to talk about (letter) mail and offline advertising?
Print and offline marketing are as effective as ever
“Definitely!” says digital marketing consultant Christina Mendel. She cites two interesting studies in her blog post. In one survey, almost 80 percent of customers stated that they trust postal items when making a purchase decision. Twice the value for online banners!
And the CMC DIALOGPOST study in 2020 concluded that customers who respond to printed mailings spend an average of 8 percent more on their next order. In their opinion, this is probably also because printed mailings appeal more to the senses. They believe: “advertising that you can touch arouses curiosity”. And what does a successful mailing campaign look like in the digital age? Read her post to find out.
People are getting screen fatigue
The two project managers at intervista AG, Dominique Richner and Marianne Binggeli, agree with Christina Mendel’s points. A representative online survey showed that, driven by the pandemic, customers are experiencing screen fatigue.
It’s no wonder! When we spend so much time at home due to the lockdown, filling the day with video conferencing, working on the PC and, in the absence of alternatives, our free time on video streams, it makes sense that we appreciate reading on paper again. This was stated by at least 20 percent of participants in the survey.
But there is another factor: letters and parcels also provide welcome variety, which is more appreciated these days. Personalized promotional mailings aren’t just eye-catching, they’re also most likely to result in purchase of the advertised products and services. Especially because printed advertising is perceived as less annoying even in direct comparison with e-mails. This makes for the best conditions for printed advertising, the two experts write.
Massive increase in the effectiveness of traditional mailing campaigns
Andreas Lang, Head of Sales, Media and Advertising at Swiss Post, confirms the results of the surveys from his own experience. In an interview, he reveals that while the use of digital media increased during the pandemic, this was also true for traditional mailings. There was a “massive increase” in effectiveness during the pandemic.
But these, favourable conditions should not give advertisers the idea that offline marketing and print mailings will succeed automatically. From his own experience, the expert notes that companies and customers have different standards when evaluating the relevant touchpoints. Companies are well advised to listen more closely to their customers. Likewise, creativity is still important for an effective mailing campaign. Also, the dialogue aspect of a campaign should not be neglected.
As always: “The bait must taste good to the fish, not to the angler”. He recommends that companies that previously only relied on online marketing try some new strategies. He goes into detail in the interview.
Due to the current situation, Connecta Bern was held as a digital event once again in 2021. Connecta is renowned for shining a light on the diverse nature of digitization and this year was no different with content presented across the three formats of Connecta Blog, Connecta TV and Connecta Talk. Find out more here: www.swisspost.ch/connecta.
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