We had a fantastic time at Canada Post’s annual Think Inside the Box event in Toronto. Over the day-long conference we heard from top marketers including Joe Mimran from Joe Fresh, Michael Chase, Chief Marketing Officer at St. Joseph Communications and many more engaging speakers. And we learned a lot.
The conference focused on three powerful elements of direct marketing that drive action, lift response rates and create a positive brand experience: physicality, data and connectivity. Here are some of the highlights and things we learned from the event:
- Direct mail is more memorable, easier to understand and more persuasive than digital marketing.
- Direct mail is visually processed faster than digital elements. The human brain needs 21% less effort to understand direct mail than digital marketing.
- Digital marketing provides platforms for customer interaction, but physical media is better to close the marketing-sales loop, or the gap between interaction and action.
- “On the plus side, we have more customer data than ever before. On the minus side, we have more data than ever before.” – Joe Mimran
- Companies suffer from infobesity. Distilling information into actionable insights is a bigger challenge than obtaining it.
- Marketers need to turn omni-channel marketing to opti-channel marketing and optimize at every consumer touch point.
- The digital world is eroding the tangible. It’s easier for customers to ignore you with a simple swipe of their finger.
- Engaging consumers in an omni-channel world is more difficult than ever before as consumers move fluidly across on and offline channels during the purchase journey.
- In a connected world, the secret to smarter marketing, stronger customer relationships and higher sales lies in fusing physical and digital.
Our biggest takeaway for the day – “Direct Mail Is Not Dead!” In fact, in today’s technologically driven world direct mail (especially when combined with digital marketing) can be more influential than ever before.