Engaging Directly

Rachel Tamigniaux
Tuesday, Sep 20, 2011 at 11:00 AM

Microsoft Tag has been blazing new trails in the industry of mobile app marketing, creating eye catching and unique engagement processes for their wide range of clients. In fact, Roger Matus touched on some great mobile campaigns employing Tag in his post yesterday.

direct mail image

Nothing draws consumer attention like creative and interesting forms of direct marketing to help promote your product. Marketing mobile games, contests and a variety of other applications provide an exciting and fresh way to build interest and enthusiasm around a brand or a specific product seeking to reach out to its customer base. The flexibility of Tag and similar tools in the mobile application market is indispensable in the process of developing consumer engagement, especially through the direct mail strategy of reaching out to clients.

Direct mail: Email vs. Mobile marketing

Generally, marketing via direct mail has come to be widely recognized as a commonly used, relatively easy and reliable way to reach out to a client base. In the past, direct mail has taken the form of hard copy material sent via snail mail, telemarketing initiatives, door-to-door delivery or distribution in public places with the aim of reaching a particular or a broader demographic. These days, email mailings are more common and better received (think of the success of email coupon sites such as Groupon and Living Social, among many others). Also consider the combination of paper materials with 2D barcode tools such as Tag. This is a powerful combination of physical and digital marketing strategies that bumps snail mail direct marketing into the digital age.

Fear not the opt-out

The doom of the spam box does tend to loom over email marketing campaigns. However, official opt-outs are relatively low (think 2 to 6% on average). The act of an opt-out is simple yet itself an act of engagement and is likely the result of a wide range of variables including perhaps an incorrect target demographic, the frequency of the mailings and, of course the engagement of the content. In terms of mobile direct marketing, including text messages, the outreach is relatively non-invasive, but at the same time less easily ignored (or spam-boxed). It can be argued that this would allow for more reliable outreach, but in turn might result in higher opt-out rates. But you shouldn’t think of opt-outs as failures. You don’t really want to be wasting all that effort of marketing toward a particular individual if they have no interest in being marketed towards (if that’s upsetting to you, go read He’s Just Not That Into You).

Fabulous Facebook

Interestingly, some of the most successful marketing strategies are those distributed via word of mouth.  In today's tech savvy world, the equivalent of this is, you guessed it, social media. According to a recent article in emarketer, direct mail marketers are shifting their focus to ads that direct their consumers to a Facebook page or even a Twitter account. The "share with your network" marketing strategy has jumped 12% in 2010 alone while the “community links” strategy has grown even more popular. Frankly, this has happened because a social media presence has become standard, even expected of many businesses. 

While driving subscribers of mailings to social media sites is not necessarily considered a foundation of email marketing, times are changing. People want to be engaged, drawn in, to take part in the whole process rather than shouted at. According to a survey of business executives across a range of industries done by StrongMail, the name behind the email marketing and social media strategies of a number of successful businesses (including Netflix, eHarmony and McAfee) a whopping 43% believed that the integration of social media and email marketing would be their most important email marketing initiative in the coming year. This initiative was only topped by the obvious goals of expanding their subscriber list and refining their target audience.

Microsoft Tag and Mitsubishi Electric

mitsubishi image

Microsoft Tag was recently used to provide Mitsubishi with a unique and engaging new way to reach their customers. They have integrated Tag within a number of print ads in magazines that are of interest to their target demographic, bumping up brand awareness to consumer engagement, providing links to information about their products, their technology, rates and contractors across the country. With the goal of using new technologies to showcasing their product, Mitsubishi incorporated Tag into their direct mail campaigns to provide information on their technology as well as local contractors and real life testimonials to potential clients. It is in this way that Mitsubishi brought the element of printed materials in line with the goal of interactive engagement.

How do you think mobile marketing is changing the face of direct mail? Let us know with your comments below or on Facebook or Twitter.


Next 5 Articles

Achieving consumer engagement

Monday, Sep 19, 2011 at 2:00 PM

The Rules of Engagement

Monday, Sep 19, 2011 at 11:00 AM

This Week in Tag

Friday, Sep 16, 2011 at 2:00 PM

How To Use Device ID

Thursday, Sep 15, 2011 at 2:00 PM

How To: Real Time Location

Thursday, Sep 15, 2011 at 10:00 AM