The 50K Mission System

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Many consumers equate a direct mail pieceThe 50K Mission Review with another item to toss into the recycle bin. But direct mail, when integrate d with a well-designed cross-media marketing campaign, can be integrated with a business's online marketing strategy to become a powerful tool to generate qualified leads and to convert those leads into sales. It's more than creating and maintaining online presence and visibility (via websites, social media sites, SEO, SEM, and banner advertising). There needs to be a marketing mix including valuable, "traditional" direct mail marketing. Combining online with traditional marketing packs a powerful punch.

Marketing Investment

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What is "cross-media marketing"? Simply put, it's the process of using multiple marketing channels, or media, to conduct a marketing campaign to a target audience (or audiences). What makes a cross-media program so effective?

Direct Mail Marketing 2.0

Cross-media marketing is a lot like conventional direct mail marketing, but offers three key differences:

· Personalization: direct mail marketing pieces are designed to include variable data fields, such as names and addresses, which are personalized for each recipient. These fields can include a pURL which directs each recipient to their own personal landing page. This page can include information specifically targeted to that recipient, such as event registration, opt-ins, surveys, and offers.

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· Interaction: because recipients are directed to a landing page which contains content, images, and other information pertinent to them, they're much more apt to explore and learn more about your products and services. The use of links to social media sites and opt-in forms gives your business an immediate opportunity to engage with them. Finally, because landing pages are designed to be responsive, they can be easily accessed by desktop and mobile devices, anywhere and at any time.

· Measurability: Using pURLs, text messages, emails, QR codes, and unique phone numbers on direct mail pieces provides a variety of ways to track response rates. Reports can be run as needed to track campaign activity in real time; these reports can be useful in developing future campaigns.

Another cross-media option is the use of a static or generic landing page (or gURL). A gURL allows you to direct all recipients in a targeted group to one landing page specially designed for their particular segment. When a gURL is clicked, or a QR code is scanned, those actions are trackable. gURLs can be included in social media posts and ads, not just print. A business can target a segment using only a single page and make changes to that page as needed.

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