So often we meet with a marketing team and of course the direction of the meeting is skewed as not to damaged the ego of those involved. The real questions are averted such as " Where are you getting you Data" and " Why can't IT provided you with this information" then it navigates toward a project time line that is frankly just silly. In the end the objectives of the campaign were not meet and the sales channels suffer.
The real questions are hard to answer and the truth is that its easier to organize and Ad agency then it is to look at the data, and determine who you are going to target, with what product or message. Data mining is key to any successful campaign and knowing how to deploy the data is even more important. The value of digital printing and web integrations can not be stressed enough, but the fact is that most companies do not know how to execute this type of campaign or to read the data results, this is a shame. Most companies are trying their hand in banner ads, which is great if you are looking for a response rate south of .09 or less. Look, traditional static direct mail can get better results any day of the week and you own the data.
In the end Digital print, Purls, Txt and digital assets are you 4 aces but like anything else in life if you play them to soon you will not get the ROI that you really should have received.
Think as JR.
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