ROI Genome Intelligence Report: Omnichannel and a Brave New World
“For the past decade the industry has discussed “online” or “digital media” as being distinct from media as a whole. Our first omnichannel report, released over one year ago, showcased the growing need for holistic planning across online and offline channels, along with the challenges many organizations face when trying to create this strategy. While it may be tempting for business leaders to think about marketing in siloes, consumers do not. In light of the significant change brought by the global pandemic and the resultant shifts in mobility and behavior, we now know that consumers expect to be able to conduct commerce anywhere and anytime across multiple platforms. For that reason, we decided to return to the subject of omnichannel, to closely examine what has changed for consumers, and how business leaders should be thinking about marketing in order to meet those needs.”
(Source: Analytic Partners)
A Resurgence in the Importance of Direct Mail as a Result of the Pandemic
“You’ve probably reevaluated your marketing strategies since the beginning of the pandemic. After all, consumer buying has changed quite a bit. As we move into the next “new normal” phase, then, be sure to consider an omnichannel approach that includes direct mail marketing. For many, this begs a specific question: Why emphasize direct mail when you have digital marketing? In an era of heightened social isolation, direct mail matters: People have renewed their excitement for hand-delivered items. And according to recent USPS data, nearly two-thirds of individuals say that letters and cards improve their connection with the outside world. Likewise, around six in 10 consumers place more emotional meaning on a direct mail piece than an email.
Tips for Effective Marketing Using Direct Mail
• Define your target audiences (and know what they need)
• Create content that matters to your preferred consumers
• Outline each target audience’s personalized customer journey
• Gauge omnichannel direct marketing performance regularly”
(Source: Customer Think)
Global Commercial Printing Market Growth, Trends, and Forecast Report 2020-2025 – Increased Demand for Promotional Materials from the Retail, Food, and Beverage Industries – ResearchAndMarkets.com
“The Global Commercial Printing Market was valued at USD 400.46 billion in 2019, and it is projected to be worth USD 460.28 billion by 2025. The commercial printing market is poised for remarkable growth over the next five years. Technological proliferation, along with rising applications, is anticipated to encourage the demand globally. Further, the need for short-run production for a wide range of applications is increasing rapidly for commercially printed materials, such as books, direct mail, brochures, and catalogs.”
(Source: Business Wire)
Data Bunkers Are the Future of Cookieless Marketing
“What’s going to replace cookies? It’s one of the biggest questions in advertising right now and understandably so. The changes to the ways advertisers think about identity, targeting and measurement—precipitated by the sunsetting of third-party cookies—are going to reshape our industry. But in answering the question of what comes next, it’s important to separate the more theoretical, future-facing answers from what advertisers can be doing practically right now to get ready.
• ID resolution is a work in-progress
• Back to basics with first-party data
• How data bunkers work
• Agility is key”
(Source: Adweek)
Among performance marketers, CTV is a growing priority
“Record numbers of advertisers have gravitated toward connected TV (CTV) in the past year. But among the rapid rise in adoption, an interesting trend has emerged—a growing number of brands and agencies are using CTV as a direct-response performance channel.”
(Source: eMarketer)
The impressive resilience of digital audio
“Listeners developed new habits and preferences while working and schooling from home. Apps like Spotify and Pandora reported increased usage via smart speakers and smart TVs, and increased usage at unusual times of day; for instance, weekday usage began to resemble weekend usage. Podcasts, too, reportedly saw an unexpected spike in popularity, as long-form audio engagement became easier to undertake at any given time of day. We estimate that digital audio accounted for 11.0% of total media time per day for US adults last year and will account for 11.7% in 2021 (1:34 per day). The figures among qualified users are even more dramatic: Active digital audio listeners spent 2:05 per day with such media in 2020, and we anticipate that cohort will add another 5 minutes this year. More than 70% of US adults listened to digital audio content at least once a month last year, and 91.7% of this occurred via mobile.”
(Source: eMarketer)
