Strata Company https://www.gostrata.com Marketing Services & Technology Solutions Thu, 15 Oct 2020 15:04:26 +0000 en-US hourly 1 https://wordpress.org/?v=5.5.1 https://www.gostrata.com/wp-content/uploads/2020/07/cropped-strata-favicon-32x32.png Strata Company https://www.gostrata.com 32 32 MarTech 2020: 5 Rules for Managing Your Technology and Strategy: Part 2 https://www.gostrata.com/stratabytes-blog/martech-2020-5-rules-for-managing-your-technology-and-strategy-part-2/ Thu, 15 Oct 2020 15:04:26 +0000 https://www.gostrata.com/?p=11798 A how to guide focusing on the importance of clean data when it comes to direct mail and the overall success of your campaigns.

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Rule 1: Keep Your Tech Stack Clean

Welcome back to MarTech 2020: 5 Rules for Managing Your Technology and Strategy. In part one of our series, we saw that the average marketing technology stack may actually be smaller than we might think. In fact, 90% of the marketers we surveyed use fewer than 10 MarTech tools, while most use fewer than five (Figure 1), and two-thirds of our respondents spend less than $100,000 a year on marketing tech (Figure 2).

Comparing annual spending on MarTech with annual marketing budgets (Figure 3), we see that on average, companies spend more on the marketing than the technologies supporting it.

Marketing is still a mostly strategic department. In-house marketing staffs run small, with 80% of companies reporting their in-house marketing departments are no more than 10 people. For two-thirds of respondents, the marketing department is fewer than six people (Figure 4).

Marketing staffs run lean because, for many companies, partners handle a lot of the work. The inhouse team sets strategy and may handle email, social media and a few other channels that closely align with its core mission. But in many cases, a large portion of outbound communication — both digital and print — is handled by specialized agencies, printers or omnichannel marketing companies.

This means that marketers can streamline their MarTech stacks to a few important strategic hubs like marketing clouds and marketing automation systems, freeing up time for the in-house team to focus on how you’re going to reach your brand goals.

Every tool in your tech stack costs money, but it also costs time to install, customize, adjust and learn. The time investment is often a bigger cost factor than the dollar investment. Acquire the tools you need for the channels you use while focusing on building a tech stack that is both efficient and effective.

Check back next week for Rule 2, “Give the Marketing Team Final Say Over their Tools” or click here to read the full report now. And, if you’re ready to see how we can help you strategize your MarTech stack, contact us today.

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MarTech 2020: 5 Rules for Managing Your Technology and Strategy: Part 1 https://www.gostrata.com/stratabytes-blog/martech-2020-5-rules-for-managing-your-technology-and-strategy-part-1/ Fri, 09 Oct 2020 14:14:31 +0000 https://www.gostrata.com/?p=11779 A how to guide focusing on the importance of clean data when it comes to direct mail and the overall success of your campaigns.

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A Brief Introduction

Marketing technology has done nothing but expand for the past decade. Now in 2020, Chief MarTech’s annual Marketing Technology Landscape Supergraphic lists more than 7,000 tools across 24 different categories. That is a staggering number of options that has as much potential to overwhelm the people using it as empower them. 

When is enough, enough? Where is the line between building a tech stack that enables your team to do great marketing and throwing a bunch of shiny things on top of each other until they just get in the way of clear strategy and effective multichannel marketing?

How do you integrate offline and online marketing to engage customers in the real world when much of the tech stack is focused only on digital marketing?

Those are the questions we wanted to answer in our MarTech 2020 survey (click here to see the full results). In the responses, we found a real marketing landscape that makes a lot more sense than the out-of-control MarTech super graphics we’ve all seen.

It turns out that most marketers value focus and efficiency in their technology stacks. Rather than building leaning towers of digital interdependency, the marketers who responded to this survey are opting for efficient, focused marketing tech stacks that enable them to market better not just online, but offline as well.

Today’s Marketing Tech Stack

Despite an explosion of new technologies, we found that marketing tech stacks remain small and focused. Marketers are avoiding too many technical investments and are more likely to use stacks that are lean:

1. Most marketers use fewer than five pieces of technology in their tech stacks, and 90% keep it under 10 total tools.

2. Marketers use tools that support multiple channels more than tools that are used for a single channel.

3. The marketing team controls these tools, not the IT department, with 68% of marketing departments responsible for MarTech procurement and oversight.

4. Marketers use the tools in their tech stacks monthly, and very few tools go unused.

5. Most companies use MarTech to support both digital and offline marketing.

The key to an effective marketing technology strategy is keeping your tech stack small, but robust enough to engage customers and prospects both online and offline. Efficient, nimble tech stacks allow marketers to focus on their customers and seamlessly engage them wherever they may be.

Based on this data, we’ve identified five rules that we’ll highlight over the next 6 weeks that marketers can follow to build technology systems that empower marketing departments to operate at peak efficiency, leaving more time for creativity.

Check back next week for more information on Rule 1, “Keep Your Tech Stack Lean” (or click here if you can’t wait). Or if you’re ready to see how we can help you strategize your MarTech stack, contact us today.

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How to Dedupe and Clean Your Mailing Lists https://www.gostrata.com/stratabytes-blog/how-to-dedupe-and-clean-your-mailing-lists/ Thu, 01 Oct 2020 13:09:53 +0000 https://www.gostrata.com/?p=11770 A how to guide focusing on the importance of clean data when it comes to direct mail and the overall success of your campaigns.

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Say Goodbye to Duplicates and Hello to Increased Campaign Success

As marketers, we do everything we can to streamline our campaigns to run as smoothly and efficiently as possible. In the never-ending quest for peak performance, one of the most consistent frustrations we deal with is data quality.

We all know bad data is frustrating to deal with, but beyond that, the reality is that bad data represents wasted effort, and wasted effort represents a loss of money.

We have access to a ridiculous amount of data, and in many ways, that’s a good thing — more data translates to more targets, a better understanding of those targets, and more avenues by which we can interact with them.

The problem is that all data is not created equal. In addition to generally corrupt data, duplicate data is prevalent, including name and address, household, and family (if multiple families live at the same address). 

So, how do we ensure that in a world of abundance, we’re separating the wheat from the chaff?

Step 1: Educate Yourself with Regulative Processes

It’s worth doing some exploring and familiarizing yourself with postal address regulations and how they affect your deliverability rates. Luckily there are numerous services and mail management software that can help you through this.

For example, Coding Accuracy Support System (CASS) is a USPS developed software that ensures mailing addresses are complete and accurate. In other words, it determines if an address actually exists. CASS also standardizes an address into a format the USPS prefers, which is an invaluable tool for creating easily comparable data points when checking for duplicates.

Another great resource is the National Change of Address (NCOA) registry. The NCOA is a dataset of permanent address changes filed by individuals, families and businesses, and can be important for weeding out which address to keep — and which to toss — in your datasets containing multiple addresses for the same customer.

Step 2: Double Check Mail List Data for Common Errors — By Hand

While it’s easy to be lulled into the convenient trap of relying too heavily on software solutions, it’s important to comb through your data — yes, manually — for common errors. Even the most advanced mail management software still requires human interaction and understanding for optimal outcomes.

How? It’s not uncommon for things like commas, missing spaces, or data simply entered in the wrong field to throw CASS off. Simple mistakes can cost you big when it comes to getting rid of duplicate data sets.

Once you’ve used software to get your data into a great starting point, it’s important to remember that that’s all it is — a great starting point. It’s up to you to do the manual work and ensure the data is uncorrupted beyond that.

Step 3: Remove Excess Info from Your Files

Since we’re solely talking about mailing, it’s important to remove as many variables as you can from your mailing lists, and that means dumping the excess information.

This excess information includes things like email addresses, phone numbers, revenue, years in business, etc., all of which aren’t pertinent to your direct mail vendor.

In short, avoid the clutter and dump the details for your mailings. Keep it simple and save that info for later.

Step 4: Choose Your Direct Mail Vendor Carefully

Much like data sets, not all vendors are created equal, and some will prove to be nightmares to work with. This speaks for itself. You want to consider attributes like experience, referrals, and knowledge of the postal regulations.

A good tip? Make sure you’re working with a vendor who proactively takes initiative when it comes to cleaning lists.

Step 5: Enjoy A Job Well Done

Cleaning and getting rid of the duplicates in your mailing list can be a process, but one that is well worth the effort. When it comes to direct mail campaigns, remember: the better the data you put in, the better the data you get out.

Need a hand with your direct mail marketing? We have the knowledge and experience to help you every step of the way. Contact us to see how we can help you design and execute and effective direct mail program.

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How COVID Has Changed Sales and Marketing: Part 2 https://www.gostrata.com/stratabytes-blog/how-covid-has-changed-sales-and-marketing-part-2/ Thu, 17 Sep 2020 15:13:21 +0000 https://www.gostrata.com/?p=11760 A deeper look at how COVID-19 is changing sales and marketing today, tomorrow and into the future – mainly for the better.

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Today, Tomorrow and the Future

Welcome back to part 2 of our series, 9 Ways COVID-19 Has Changed Sales and Marketing.

In our last installment, we touched on a shift to digital, an increased emphasis put on relationships, a move to remote selling and a switch to purely virtual events and conferences.

In part 2 of this series we’ll start to discover how COVID-19 is changing our lives today, and what impact that may have on tomorrow.

5. We’re Doing More with Less

Doing more with less isn’t uncommon, but lately we’ve all been stretched a bit more than usual, particularly the members of marketing and sales teams. With widespread layoffs and reduced staff becoming the norm (though that’s beginning to bounce back), we’ve been expected to pull double duty and cover responsibilities that may not have otherwise been delegated to us.

This means that we’re expected to cover multiple bases — like the development of new advertising, the shift to more digital-centric models, as well as maintaining current customer relationships — that would have previously been handled by a whole team. Enter marketing automation, wash and repeat processes, and the increased use of marketing technology.

6. Video Continues to Rise

Anyone who’s been watching what Zoom (ZM) has been doing knows that video continues to be crucial in helping businesses cope with the new realities of the pandemic — namely social distancing.

While we’ve touched on the idea of video in our previous installment, it’s hard to understate the importance of video capabilities in our new normal, particularly when it comes to sales.

This is a time to double down on your personalized marketing efforts, incorporating a video stand in for what might be a meeting or email. Sending a piece of direct mail, like a dimensional mailer with a video component, is a great way to use video to move forward as we deal with the effect of COVID-19 on our ability to meet face to face.

7. We’re Switching Focus to Omnichannel Marketing and Loyalty

In one of our recent pieces, we pointed out the strengths of an omnichannel, multitouch marketing strategy. This type of marketing is making more on an impact now than ever before, and will continue to thrive as new customers enter the market every day in search for new services.

However, this search for new and better services is a double-edged sword — while it brings with it the opportunity to attract new customers, it also puts us in a position to lose loyal customers as they open themselves to the idea of new services elsewhere.

But there’s a way to capitalize on both scenarios – focus on the opportunity to gain new customers with engaging omnichannel campaigns, while not losing sight of your loyal customers needs in the now.

8. We’re Looking for Alternative Ways to Gather Information and Make Connections

We’ve started to get better at finding new ways to make connections in the wake of COVID – mostly out of necessity. Being that so many people are looking for alternative solutions and forms of communication, we’re also beginning to streamline them in an effort to find what works and what doesn’t.

We’ve noticed this in the increased usage of things like chatbots as well as online scheduling and other self-service platforms, like stock tracing and order tracking. And, at the same time we’ve also seen it in the way we interact on social platforms — LinkedIn recently reported a 55% increase in engagement between connections.

9. E-commerce is Accelerating

We knew the average consumer was trending towards a preference, or at least acceptance, of largely digital interactions making up a significant chunk of their day to day purchases. That’s nothing new.

But COVID-19 threw gas all over that fire — with the temporary closing of most brick and mortars, we experienced a massive shift towards e-commerce by necessity.

And for an example, we need to look no further than what retail giant Amazon has been doing. Despite, the pandemic, Amazon has been thriving and is set to become the biggest US industrial distributor by 2021.

As you know, COVID-19 has done a lot of damage, plain and simple. But in light of that damage, the pandemic has instigated a shift towards net-positive trends in business and how we operate.

One thing is for absolute certain — now more than ever, we’re all looking towards the future.

Looking to see how Strata can help you evolve during and after COVID-19? Contact us to see how we can help you make smart happen every day.

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How COVID Has Changed Sales and Marketing: Part 1 https://www.gostrata.com/stratabytes-blog/how-covid-has-changed-sales-and-marketing-part-1/ Thu, 10 Sep 2020 12:34:39 +0000 https://www.gostrata.com/?p=11728 A look at how COVID-19 has changed both sales and marketing in ways we never thought possible – and how we can continue to adapt.

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Navigating a New Normal…LOL

Do we really need to begin an article with another paragraph about how COVID has changed how we do business?

Jokes aside, we actually do, because what’s happening now, will only tell what the future holds for many industries.

An often less explored element of our new “normal” has been COVID’s impact on marketing. To that end, we’ve created a two-part mini-series, 9 Ways Covid-19 Has Changed Sales and Marketing. This article will dive into the first four.

Let’s go.

1. Shifting to Digital Everything

Let’s start with the obvious — things are getting way digital. Where a personal touch was once valued, we’re now avoiding touching anything and will likely continue to avoid personal contact for the foreseeable future.

As a result, when it comes to both sales and marketing, companies are making the obvious move to invest heavily in digital resources for consumers, as well as digital interface between consumers and sales. As marketing gurus, we always knew tech was important, but COIVD has given us the opportunity to narrow down the digital tech deemed essential. Zoom, for example, was a platform many of us used sparingly on the 30-minute trial basis and probably took for granted – but not anymore. Instead, COVID has opened our eyes to the huge role tech plays in this industry and what’s really working and what was an undelivered tech promise. Much like the practicality of remote work, it’s unclear how much of this will remain after COVID is under control, but digital everything is part of our DNA now whether we like it or not.

2. Reinforcing the Importance of Relationships

Just because many businesses are focusing on an accelerated shift towards digital resources, it doesn’t mean that we want our customers interfacing with some robot workforce.

In fact, it’s quite the opposite.

When it comes to what we value during times like these, businesses lean into their relationships to get them through, and we know that customers do the same. Trusting the solutions/products they utilize is what they rely on most during touch-and-go times. This is where personalization, interactive content, and omnichannel campaigns can come in to save the day. It’s all about putting a heavy emphasis on relationships – even from afar.

3. Moving Towards Remote Selling

There’s no more perfect intersection of points one and two than a shift towards remote selling. Remote selling relies on digital to get the job done, while making sure we don’t lose sight of the personal connectedness that allows us to make the sale.

This will lead many of us to overhaul our idea of sales, focusing on an almost entirely digital platform, at least for the time being. This means a focus on hard and soft digital skills, as well as defining new standardized systems and protocols that can be scaled up for the long term. With pressures high, it’s important we all put our thinking caps on, put the client first, and not push our agendas on them. After all, you’re selling motive is to help clients to succeed.

4. Switching to Virtual Events and Conferences

Noting back to Zoom, at this point it’s almost impossible to say you haven’t participated in some sort of online meeting or conference. That has definitely become part of the new normal and may continue in the future as a more cost-effective alternative.

We’ve already seen well attended webinars, but this mass beta test we’re collectively participating in is unprecedented and will result in the accelerated adaptation of these types of events — and their scale — going forward.

Stay tuned for the second installment of this series dropping next week, where we get into five more ways in which COVID is changing the sales and marketing world as we know it. In the meantime, contact us to learn more or checkout StrataBytes for more great marketing content.

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The Resurgence of the QR Code https://www.gostrata.com/stratabytes-blog/the-resurgence-of-the-qr-code/ Thu, 03 Sep 2020 14:33:55 +0000 https://www.gostrata.com/?p=11722 A look at how the QR code rose to fame, fell into obscurity, and how it’s rising again during COVID-19 and the need for a “touchless” society.

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How COVID-19 Has Brought New Life to a Long-lost Tactic

We spend a lot of time thinking about the landscape of marketing, what the future holds and how we can be early adapters today. Perhaps one of the most interesting — and strangely divisive — ways our physical and digital worlds intersect is through the humble QR code.

The Creation of the QR code

A little history: QR (quick response) codes were invented by Japanese firm Densa Wave in the mid-nineties as a more functional alternative to barcodes. From there, the decision was made to make the technology public, recognizing their potential.

So, what happened?

The Flop

Initially, they were a victim of their time. Despite the obvious utility, the technology just wasn’t there when it came to the rudimentary smartphones of the 2010s (think about it – it wasn’t that long ago that we were terrified of accidently hitting the internet button on our phones). Slow mobile internet speeds and a lack of integrated software made their use difficult. So, like many other truly advanced technologies, QR codes went unappreciated (except in certain factory settings) and faded into obscurity despite all their potential.

A Pandemic and a Renewed Interest

Until recently, it seemed as if that’s where the story of the QR would end — a substitute for the barcode we use occasionally at Whole Foods. But as anyone who’s left their house in the last six months can confirm, something strange is happening to QR codes.

They’re suddenly everywhere.

From touchless payment to restaurant menus, the QR code (now with sufficient integrated technology in every smartphone to support it) has made a major resurgence in a time where we’re afraid to touch anything.

The Future of QR Codes

To paraphrase, a recent article from pymnts.com (you can read it here) aptly describes QR codes as “a solution in search of a problem” — and it’s probably safe to say that a pandemic certainly qualifies as a “problem”. But, just like the creator of the QR code all the way back in 1994, we’re finally seeing the full potential, particularly in the world of digital wallets and touchless payment.

One of the main ways QR codes will continue to be an integral part of our day-to-day going forward is through the “pay by app” model of business where many individual merchants and most major chains have their own apps allowing QR code-based payments.

If that’s not a glow-up for the QR code, we don’t know what is.

QR Codes in Marketing

The rebirth of the QR code comes with the promise of exciting new ways to continue using the technology. By now, most marketers recognize the renewed potential of QR codes, even in a post-COVID future.

For us at Strata, the use of QR codes is the continuation of a trend we’ve recognized for some time, only having been accelerated — not created — by the pandemic. We’ve been generating and incorporating QR codes into our marketing campaigns as we’ve kept a finger on the pulse of marketing technology. They’re a great way to merge print and digital, and we’ve used them in our direct and dimensional mailers, as well as other collateral like brochures and business cards. So, while it’s been a long-time coming, it’s finally safe to say that the possibilities for QR codes are truly endless.

Are you interested in working with a guiding hand that can help you incorporate QR codes into your marketing materials? Contact us to get started.

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Hitting Targets with a One-Two Marketing Punch https://www.gostrata.com/stratabytes-blog/hitting-targets-with-a-one-two-marketing-punch/ Thu, 27 Aug 2020 14:38:17 +0000 https://www.gostrata.com/?p=11716 A look at how modern marketers can keep audiences interested and engaged with the help of interactive content as part of an omnichannel marketing campaign.

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Omnichannel Campaigns + Interactive Content

While reading has its benefits, I’m sure we can all admit that it’s easy to get bored and distracted when you’re just passively skimming something. And sure, “content is king”, but everyone is publishing content these days, so how exactly can you stand out in a sea of blogs titled “The Best Blah Blah Blah” and keep readers engaged? Interactive content!

If you’re unfamiliar with the concept, interactive content is exactly what it sounds like – it’s any form of content that can be interacted with by a website visitor or user. Think quizzes, calculators, and infographics – they’re all types of interactive content. And, creating these unique experiences can give you the opportunity to convey your value to your audience and encourage more engagement.

A Rundown on Interactive Content

Since we all seem to have the attention span of a squirrel these days, interactive content is the superhero here to save the day. What makes the concept even better, is that you can take any approach you want with it. The options are truly endless, but to put a picture to the face, here’s a rundown:

  • Quizzes offer a unique opportunity to both educate and engage your audience while giving you valuable data in return. Whether you do a career quiz, personality quiz, or a brain health assessment quiz, your audience will be much more intrigued and you’ll be able to grab info without even asking for it.
  • No matter if your audience is looking to buy, save, or reach a goal, calculators offer a helping hand and ensure trust when it comes to a final decision that needs to be made.
  • Infographics give you the ability to provide key data and stats in a digestible, meaningful way. At the end of the day, who wants to read a whitepaper when you can look at a pretty picture.

Finding the Time & Place

While there are numerous benefits that come with interactive content, it’s important to not overkill your platforms with it. There’s a time and place for it and finding that happy medium will benefit you more in the long run. Here are a few tips and tricks to consider when incorporating interactive content into your strategy.

  1. Figure out what your interactive content goal is. Do you want higher engagement rates, looking to capture more relevant data, or increase brand loyalty?
  2. Narrow down which style of interactive content will give the best results and help you reach your goals.
  3. Decide where your content will be distributed. Will you get the most engagement from emails, landing pages, digital ads, etc.?
  4. Execute your interactive content strategy and modify it as you see fit.

Duo of The Year

Aside from all the points made earlier, there’s still one key component of interactive content that will maximize ROI and user experience in the long run – omnichannel marketing. To put it simply, an omnichannel marketing campaign has one goal in mind — constant contact and engagement with your targets and reaching customers in ways they want to be engaged. Now tie the concept of interactive content and omnichannel marketing together, and you have the perfect combo! Imagine all the opportunities that can come along with these two very customizable concepts.

Looking into The Future

With things like VR, AR, and many other futuristic concepts progressing rapidly, one can only imagine where we’ll be in the next 5 to 10 years when we interact with our audience from afar. Already, 70% of marketers are creating more interactive content today compared to a year ago and 90% of consumers agreed they wanted to see more interactive content in their communications. It’s exciting to see how much it’s already evolved and we can’t wait to see where it will go.

Are you finding yourself as intrigued as we are and looking to incorporate interactive content in your next omnichannel campaign? Contact us today and learn more about our capabilities.

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Omnichannel Marketing Strategies: Part 2 https://www.gostrata.com/stratabytes-blog/omnichannel-marketing-strategies-part-2/ Wed, 19 Aug 2020 20:46:05 +0000 https://www.gostrata.com/?p=11662 An inside look at how one healthcare network used a multitouch approach to exceed industry benchmarks and reach new movers before the competition.

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A Multitouch Approach for New Movers

In a world so dependent on making a first and lasting impression (before the competition), marketers have started to rely on an omnichannel approach to get the attention of new movers.

But not all omnichannel strategies are created equal. A good approach has to include:

  • Direct mail offerings with multiple touchpoints and response mechanisms, like BRCs, eBRCs, and PURLs that lead to personalized landing pages
  • Digital ads targeting new movers via geofencing and floodlight technology
  • Email campaigns as both outreach and follow-up

It’s nothing mind blowing, but when done correctly, it can make a big impact. With that in mind, let’s take a look at a Healthcare network that we’ll call Health X and see how a multitouch, omnichannel campaign helped them successfully target and convert new movers.

Health X’s Multitouch, Omni-Channel New Mover Campaign

We’ve run recurring campaigns for Health X since 2015, including a multitouch direct mail component. Over the last five years, we’ve noticed that a second mailer (T2) received roughly an equivalent response rate when compared to the first mailer (T1).

Essentially, this means that T2 effectively doubled response rates as opposed to a campaign featuring a single mailer. Not only that, but T2 outperformed our original benchmark and in some cases, outperformed T1. This is a great example as to why multitouch marketing is so important in a complete campaign.

But where does this fit into our omnichannel marketing strategy? Via a digital component.

In both of our T1 and T2 mailers, we gave the recipients two options for their response — a conventional business reply card (BRC) and an eBRC. On average, we received about 15% of our responses via eBRCs, bolstering our total response rate when compared to BRCs alone.

And, as our results continue to surpass benchmarks year after year, we’ve been looking at new ways to get better results, like the addition of more digital ads and PURLs as consumer preferences continue to trend towards the digital.

Customize Your Campaign

This is what’s so great about an omnichannel campaign — you can add and subtract campaign elements as you see fit. Whatever your needs are, you can customize an omnichannel campaign to those needs and your budget.

So, what are you waiting for?

If you’re interested in creating a custom built, omnichannel campaign for customer acquisition, contact us to see what Strata can do for you.

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Omnichannel Marketing Strategies: Part 1 https://www.gostrata.com/stratabytes-blog/omnichannel-marketing-strategies-part-1/ Thu, 13 Aug 2020 13:30:23 +0000 https://www.gostrata.com/?p=11658 A high-level overview of what omnichannel marketing is, how it works, and why it’s so effective in today's business landscape.

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A Brief Introduction

Let’s take a step back into the old days: your marketing team comes up with a campaign, they drop it on a single platform, send a direct mailer or blast an email, and then wait for a response to follow up on. One-touch campaigns like these were common — and wildly inefficient.

We know these one-touch strategies are a thing of the past because the future (and present) is all about omnichannel, multitouch marketing. In this two-part blog series, we’re going to show you how we’ve recently used an omnichannel, multitouch approach to get results, but first, we’re going to take a look at what “omnichannel” means.

An omnichannel marketing campaign has one goal in mind — constant contact and engagement with your targets. These campaigns use data segmentation to target highly specific demographics across a wide range of platforms. Omnichannel, multitouch campaigns not only increase your visibility, but they effectively reinforce each prior point of contact. With a host of readily available response mechanisms, this style of campaign encourages engagement at every turn.

As we’ve touched on before, this strategy is heavily data-driven, but it isn’t just about segmenting your audience at the onset. As a campaign progresses, an omnichannel approach relies on real-time reporting from all channels, then adapts using that data to analyze progress and maximize effectiveness throughout the campaign.

Remember: it’s all about reaching the customers in the ways they want to be engaged — your ability to customize is endless.

Check back soon for the next part of this series, Omnichannel Marketing for New Movers, where we’ll discuss how this strategy fits into new mover marketing, including a real-world example of our recent success using this approach.

In the meantime, for more great content or to get in touch, click here.

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The Low-Down on Hyper-Personalization: Part 2 https://www.gostrata.com/stratabytes-blog/the-low-down-on-hyper-personalization-part-2/ Thu, 06 Aug 2020 13:47:57 +0000 https://www.gostrata.com/?p=11630 Hyper-personalization can be intimidating, but here are the who’s, what’s and how’s you’ll need to get your next hyper-personalized campaign off the ground.

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Mapping Out You’re Next Hyper-Personalized Campaign

Hyper personalization – it’s something we’ve touched on a lot in our blogs (check it out here), and for good reason. Consumers are experiencing mass communication fatigue and in today’s uber-competitive business landscape, hyper-personalized experiences make a difference. It’s all about what stands out.

So, while in the past we’ve given you the low-down on why hyper-personalization is important and why it makes such an impact, today we’ll hit on the who’s, what’s, and how’s, and give you the info you’ll need in order to map out your next customized marketing experience.

Getting to Know Your Audience

In our previous blog, we mentioned how marketers can use technological advances like big data, AI, and machine learning to collect behavioral data and take generic customer characteristics to the next level. But with that, there comes a catch – it’s not a one shoe fits all deal.

Before you begin mapping out your hyper-personalization game plan, be sure to define your ideal customer. This can be anyone from a top prospect to a target at a specific high-value account – but it’ll be specific to you and your business.

Data for Success

After you figure out who you’re going to target, you’ll want to implement tactics to get in touch with them. Think of this as a time to strategically gather data points for your outreach.

When it comes to gathering data points, your end result will only be as good as the effort you put in at the beginning. It’ll take a lot of trial and error, and a mixture of using data you already have along with various data collection tools for optimal results, but the end result will be worth it. Here are just a few tactics to consider:

  • Analytics platforms to aid in the collection of data
  • Customer Relationship Management Software (CRM) – your hub to customer info
  • Post-click landing page platform
  • Data management platform

From there, segmentation is key. As the data pours in, segmentation will allow for new personalization opportunities, and the ability to integrate it into your emails, direct mail, dimensional mail, digital ads – basically anything and everything in your omnichannel campaign arsenal. It may seem like a simple concept, but it’s important enough to make all the difference at the end of the day.

A Couple Clicks to The Goldmine

Once you’ve defined your ideal customer, gathered your personalized data, and segmented it, it’s time to marry them together and execute your hyper-personalized campaign.

According to InstaPage, nearly 79% of consumers will likely only engage with a brand’s offer if it is directly tied to their previous interactions with the brand making, so it’s smart to start with simple personalization such as gender and/or age. From there, put yourself in the shoes of your customer and think about what YOU would like to see next, then tailor your campaign from there.

The level of personalization in your messages should be at a happy medium between information you already know about your prospect at a level that they’re comfortable with, but not so much that they’re “creeped out” by how much you know about them. Balance is the key to success here. Show them you care about them, without scaring them away.

Give the People what they Want

It’s an obvious assumption – giving your targets what they want will help ensure trust and build lasting relationships. Consumers hate the feeling of being sold to, but they sure do love it when they feel like someone “understands” them. So, look at hyper-personalization as a way to “sell” without ever presenting a cheesy pitch. It’s a win-win.

We get that hyper-personalization may seem intimidating, but with time and some tweaking, it will make all the difference to your marketing efforts. If it helps, think of your hyper-personalized campaign like a sales process – it starts with initial prospecting that leads to an approach and then the wraps up with a closing and a follow-up. The follow-up in this case with be the continual testing of your campaign. What’s working? What’s not? Who else can be reached within each segment? Consistently ask yourself these questions and alter audience segmentation as needed for optimal results. If it turns out your strategy is working, why fix what isn’t broken.

If you’re sick of just getting by with generic marketing strategies, contact us to see how we can help.

The post The Low-Down on Hyper-Personalization: Part 2 appeared first on Strata Company.

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