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We Must Reach our Customers in New Measurable Ways -- by Scott Voris
Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” - This was said by John Wannamaker, a successful merchant, at the start of the 20th century.
Today, the average consumer is bombarded by marketing messages on a daily basis, from
television, radio, newspaper, out-of-home, to emails and web ads. A recent marketing
study reported that consumers are exposed to over 6,000 marketing messages per day.
On average, they notice approximately 50 and pay close attention to only 4.1 As marketers, our challenge is to get our messages to our consumers and “break through the clutter.”
Professional marketers and advertisers continue to experiment with every method available to reach their audience - marketing messages are broadcast on television, elevators, athletic uniforms, email, internet popups, even rest rooms. While
this marketing “clutter” guarantees consumers are bombarded with messages everywhere they go, it fails to address Mr. Wannamaker’s age-old dilemma- which of my marketing is working?
DIRECT MAIL + PERSONALIZED WEB-BASED RESPONSE TOOLS = INCREASED RETURN ON INVESTMENT
An innovative and increasingly effective solution to this marketing challenge is the process of integrating direct mail with personalized, web-based response tools (PURLs).
This approach has been successful by combining the strengths of direct mail with the benefits of the web/electronic world.
Nearly all adult consumers have a mailbox, and the vast majority of consumers still prefer to be marketed through their mailbox versus the internet.2 Our challenge as marketers is
to provide a personal, relevant, timely offer to consumers and the mail box continues to be a cost-effective method to deliver a marketing message.
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