Retargeting isn’t just for online ads

Retargeting isn’t just for online ads

To understand the future of print, and especially direct mail, you must dive into the details of digital marketing. For quite some time now, those of us in the “industry” (as we like to say in L.A.), have been trying to understand how to position – and reposition – print and make it relevant in a mostly digital world.

Marketers use digital as their go-to strategy knowing that it brings success, especially with each new day literally bringing another cool technology and application to the table. What they may not know is how much more successful they could be by including print into the mix. It is our job to help marketers understand how to integrate print into their world.

And interestingly, here is what you’ll find as you delve into digital. The use of ad blockers, spam filters, and increased marketing emails are all contributing towards digital fatigue – especially among millennials. In fact, 84% of them take the time to look through their snail mail according to a USPS study.

Here are just a few advertising alternatives that printers can offer marketers to help combat digital fatigue:

Retargeting isn’t just for online ads
Most marketers are familiar with the “traditional” retargeting where a website visitor who doesn’t buy anything receives an ad for that product on another website and/or social media feed within hours, or minutes, thanks to the use of cookies.

With direct mail retargeting, visitors will get a postcard instead of a digital ad. Of course, it won’t be as quick as a few hours, but it only takes a few days to receive that tactical piece in their hands. Add in a clear call to action, and you’re on your way towards making a sale. Digital ads are easy to ignore, while direct mail pieces force the recipient to at least scan them to see if they’re worth keeping.

And as I’ve mentioned before, neuroscience studies tell us why print can be so compelling. There is something about our brains that just respond differently to printed paper, requiring less cognitive effort to process.

Drop the cookies with cross targeting
Starting with a marketer’s physical mailing list, or by creating a target list that describes their best customers (check out how our team created a geo-targeted list for a large retailer), you can link them to online consumer IP addresses for precise direct mail targeting. This method is called cross-target programmatic marketing, and it uses IP addresses versus cookies, and serves direct mail to real, known eligible prospects and customers. This automated technology can gather and analyze data insights to improve your customers’ campaigns. Some consider it a better investment than retargeting because you aren’t depending on web stats for display ads that can bring little return.

While digital remains king, clearly print can play a key role in the overall program, re-engaging customers or producing new ones. We must help marketers realize where digital falls short, and show them print is a tool they can’t live without.

Digital is our friend. It’s opening the door for new print opportunities, with the two channels working together hand-in-hand. Print isn’t dead. We just have to rethink it for a digital world.