When it comes to Direct Mail, Digital isn't what Digital used to be.
Let me explain.
When Marketer's talks about Digital, we all think of a paperless screen. Your phone, your tablet, your laptop, or for you die hard old schoolers… your desktop.
When I hear Digital, I have to decide which gear I will shift into. You see back when I first heard the word Digital (back in the days when Amazon just sold books), it meant something completely different. And today, it's coming full circle, in a twisted kind of sideways way.
In the marketing arena, digital also means print. But not just any kind of print, one with personalization. Once data started to become easily accessible, we all started looking at how we could use it. And the Printing manufacturers started providing technology to help do us that.
Digital Print
We called it Digital Print. And what made is special was that every page being printed, could be totally different. Use data and software, we could not print thousands of pieces that were personalized to one audience member. Used to be print the same message to everyone and hoped it resonated with enough to make the campaign a success.
With Digital Print, and a little bit of work on strategy, we could make every piece resonate, relevant, and specific to each recipient. Life was good.
Then along came Digital… (which still bothers me – we had a digital, they should have come up with a new name… but I digress… 🙂
Today, digital means marketing without paper. Email, Search ads, browser retargeting, The use of interactive technology is pummel the target heavily and fiercely.
Today the average personal is targeted by 3,500 digital ads every single day. How effective is that? Used to be way better. But the Millennials are so adapt at filtering out the ads, digital marketing is very challenging these days.
So what's a Brand to do?
Simple, use Digital.
Digital Mail
The USPS has seen a small but growing volume of commercial direct mail in recent years.
