- Strategies like direct mail and influencer marketing can be more effective than you think.
- However, don’t forget to diversify.
Digital advertising, particularly paid marketing platforms, gained traction during the pandemic. More than half of U.S. marketing dollars were spent on digital platforms like Google and Facebook in 2021. These platforms can help you target specific consumers and track effectiveness while you focus on other aspects of the business.
Despite the benefits of paid marketing platforms, a marketing strategy dependent on these platforms has risks. Setting up an automated spending stream can also lead to overspending if you don’t check in. Changing algorithms and the rise of AI might end up hurting performance or increasing prices without you even knowing it.
To make sure your work reaches the right people no matter what happens in the digital space, you should test out some new approaches and build a more diversified marketing strategy. Here’s how to do it.
It may seem old-fashioned, but there’s a reason direct mail is still valued at $72.67 billion and advertisers call it their “best-kept secret”. Direct mail marketing bypasses overloaded inboxes, adds a personal touch and creates trust with consumers.
Unless you hire a door-to-door salesman, direct mail is the only advertising option that gets you inside your consumer’s home, sitting on the kitchen counter. Mailings with handwritten additions create personal connections and make consumers more likely to open the mail.
Of course, this strategy comes with its downsides. Although online marketing lets you see how many people view your ad, you’ll only know if somebody received your direct mail if they respond to it.
To mitigate this risk, you should include a direct call to action such as scanning a QR code or sending back an enclosed postcard. This both engages the consumer and helps you gauge the effectiveness of your campaign.