“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” It’s an oft-quoted line from 19th century marketing pioneer, John Wanamaker.
When he said it, it made perfect sense. The whole idea of marketing was throwing everything at the wall and hoping some of it stuck.
But with advances in technology and theory, we’re now firmly in the age of triggered marketing campaigns – where 100% of our spend can be directed at the people most likely to buy.
Consider this. A customer is on your site looking at chainsaws and leaves without purchasing (watch the video and it will all make sense). What if within hours you have a triggered email AND physical mail piece heading in their direction? You know they have an interest in chainsaws. And now you’re following up on that interest with targeted marketing. 100% of your spend is going to the right person AT the right time. And the printed piece adds impact to the message and covers those who don’t even see your email message or swipe it away.
Align your channels with intent and you will blow through your sales targets.
If you want to talk to me about effective targeting, then let’s have a conversation. Call me at 1-888-261-2584 x 301 or send me an email email@example.com or visit Case Studies to see how we worked with Wayfair on just such a strategy