From Market Domination January 29th

Marketing Tips of the Week

Monday Marketing Tips!

Direct Mail?

Digital marketing, which was once the favored advertising method, is facing challenges due to changes in targeting capabilities, increased costs, and reduced user tolerance for digital ads.

As a result, advertisers and marketers are turning to traditional channels like direct mail to diversify their strategies.

Direct mail spending is projected to increase by 1.

5% this year, making up $38.2 billion of offline marketing spend.

Diversification is particularly attractive to business-to-business companies, big box retailers, home, fashion, financial services, and insurance companies.

Direct mail offers better engagement and response rates compared to digital advertising, and its effectiveness can be enhanced with the addition of digital components.

However, direct mail still faces cost and tracking challenges compared to digital ads.

Overall, both online and offline channels will continue to see modest growth as marketers find a balance between the two.

Improving Ad Targeting

Most advertisers focus on retargeting their own website visitors as they tend to perform better in campaigns.

However, the challenge lies in scaling this audience as there is a limit to how many ads can be served to a user before the return on spend diminishes.

To address this, marketers can explore datasets provided by companies like LiveRamp and Adobe to improve targeting and effectiveness.

These datasets include demographics, interest-based audiences, past browsing history, direct mail lists, and behavioral audiences.

The goal is to find users who are actively looking to make a purchase, and this can be done by aligning outreach with recent behavioral characteristics.

In addition, forming partnerships with websites in similar categories can help tap into additional behavior signals.

While high-funnel marketing is important, isolating behavioral intent signals is crucial for driving marketing efficiency.

Warmest Regards,


Seth Greene, CEO