One of the most important elements to any printing and mailing campaign is knowing and then accurately targeting a business’ consumers. However, marketing departments today will have to adapt fluid and innovative strategies to keep up with today’s consumers.
“Consumers have changed. They have taken control of the conversation and are no longer interested in hearing one-sided, one-size-fits-all marketing messages. In the new marketing era, survival of the fittest means adaptation,” Direct Marketing magazine writes.
According to the source, “adaptation” means putting the customer at the center of all marketing strategies, rather than the brand or the channel. However, it is quick to point out that not all customers are created equal.
Businesses want to appeal to shoppers who are high value – whose purchases are not spurred primarily by discounts – and who keep coming back for more. To do so, marketers will need to learn about this demographic’s purchase patterns across channels as well as their psychographic attributes.
Once companies have identified just what groups they want to market too, it is important to show some restraint when mailing out postcards or brochures. No one wants their mailbox full of advertisements everyday.
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