With the national lockdown ending Wednesday 2nd December and the new, more rigorous tiered system taking full effect, the push to drive traffic online is imperative, especially for brands looking to circumnavigate disaster and get on the path to recovery this most crucial Christmas trading period. Without the possibility to engage shoppers in-store, the need to develop effective customer strategies for digital channels, at speed, is vital.
To help you revolutionise your online strategy – quickly – Go Inspire are providing our top 3 quick wins…
1. Truly Understand the Performance of Your Online and Offline Media Mix
Having the confidence to adjust, reallocate or drop marketing investment for specific channels in the media mix can often be difficult for marketers, particularly when hard evidence of customer profitability and channel and campaign performance is lacking.
Imagine spending £thousands on Paid Search only to find out later that those individuals would have come to you anyway via another channel
Ideally you would be able to demonstrate the profitability of marketing spend and business growth delivered by targeting the right individual, at the right time, with the right message using the right channel.
Digital Playback is a marketing attribution platform that maximises return on investment by highlighting when an individual is in-market, and which channel will be most effective in converting your live opportunities.
2 things that Digital Playback achieves:
- It chronologically clusters all interactions a known or unknown individual makes across all channels and devices to highlight the role of each media channel in the sale.
- It also segments individuals based on engagement, value bands and channel preference to give a true measurement of incremental performance and to deploy more responsive real-time or planned campaigns.
With this new understanding of the whole customer journey you can build more effective marketing campaigns by investing in the activity that is truly working. For example, if your annual budget is £1million on Paid Search, you could typically save £150k immediately.
If you’d like more information, simply click here and complete the short form to register your interest.
2. Cut through the clutter and respond quickly to your known customers online actions with offline marketing.
As marketing budgets decrease, the overriding impulse may be to sacrifice quality for quantity and the physical for the digital.
But before you put your faith in a display ad campaign with a forecasted 5,000,000 reach and 0.01% CTR, please ponder the recent JICMail and Royal Mail MarketReach research showed that a record 96% of mail was engaged with in Q2 2020.
When you factor in that online traffic driven by direct mail increased by 70% YOY and online actions, taken as a result of receiving mail, increased by 64% since Q2 2019, its difficult to deny the role direct mail should be playing in your marketing mix.
To facilitate this even further, direct mail manufacturing technology has now evolved to the point where it’s possible to achieve a realistic price point for standard format pre-templated mailings, for volumes as small as one record.
Timely AlwaysOn communications can be triggered by any predetermined event in your customers’ online journey, such as repeat website visits or items being added to an online basket but not purchased.
When an AlwaysOn approach was adopted by JD Williams and trialled alongside email, they saw a 14% increase in abandoned basket conversion using trigger mail, a 6% increase in response rates, and an 8% increase in average item value.
One application could be to act quickly to communicate with customers in stores affected by local lockdowns, about product availability or changes to in-store services and drive them to online pages, solutions or services, rather than see them look elsewhere, to competitors, for their requirements.
3. Improve acquisition and drive traffic online with targeted door drops
Win new ideal customers by using targeted door drops which research from JICMAIL shows are opened 74% of the time and interacted with, on average 2.8 times.
Using advanced targeting you can reach households that match your desired profile. Find people within driving distance of a specific location or from particular demographic groups (e.g. age, location, household consumption etc.)
Door drops have evolved and are now much easier to execute. This is because end-to-end management and production of your highly targeted door drops can include insight, identification of target audiences, design, production and distribution, all in one place.
A bit about Go Inspire
At Go Inspire, we work in partnership with you to revolutionise communications strategies within your business and the relationships you have with your customers.
For over 25 years we’ve helped our customers live by the mantra “right person, right time, right message” and as technology and customer demands have evolved, we’ve ensured “right channel” has been added to that mix.
If you’d like any support or expert advice in delivering any of the above, simply fill in the form on this page and a member of our team will be in touch.
