{"id":4782,"date":"2017-06-12T09:46:57","date_gmt":"2017-06-12T13:46:57","guid":{"rendered":"http:\/\/digitalmainstreet.ca\/?p=4782"},"modified":"2019-03-13T14:43:11","modified_gmt":"2019-03-13T18:43:11","slug":"digital-marketing-better-physical-component","status":"publish","type":"post","link":"https:\/\/digitalmainstreet.ca\/fr\/digital-marketing-better-physical-component\/","title":{"rendered":"Digital marketing does better with a physical component"},"content":{"rendered":"
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Research<\/a> suggests consumers have a 40% higher brand recall when a piece of direct mail follows an email. But today\u2019s marketer has access to a plethora of platforms that reach their customers and that can be overwhelming.<\/p>\n

READ ALSO: Technology is turning smartphones into a marketer\u2019s best friend<\/a><\/strong><\/p>\n

\u201cAs marketers, we have this great opportunity that not everyone is taking full advantage of. We need to go into our planning very thoughtfully and strategically and to consider all of the different channels at our disposal,\u201d says Jennifer Campbell, General Manager, Influencer Marketing with Canada Post.<\/p>\n

Bringing digital and physical marketing together lets the platforms \u201cwork harder together to amplify that message,\u201d she explains.<\/p>\n

Building an integrated strategy<\/h4>\n

In an ideal campaign, Campbell envisions digital efforts supporting the \u201cmass\u201d to create awareness while physical marketing would help build the brand\u2019s story, to get more detail, and ultimately get the brand (literally) into the hands of every single Canadian. That\u2019s powerful.<\/p>\n

Direct mail has made strides in recent years through efforts like Canada Post Smartmail MarketingTM<\/sup><\/a>\u00a0an approach that seamlessly marries the attributes of physicality, data and connectivity. \u201cWith new technology in the print industry, you can leverage sight, sound, taste and scent in your direct mail campaign. Appealing to the senses has a fundamental impact on our brains. Physical mail can be personalized in digital print runs, it can be brought to life with an app or a QR code, or a programmable \u2018sticker\u2019 that when paired with their smartphone, allows audiences to go further than has ever before been possible<\/strong>.\u201d<\/p>\n