4 Takeaways from InterACT!
Marketers have to work harder today to connect with customers, or at least that was the take from seemingly every presenter at the recent InterACT! Conference in Chicago. They're dealing with a fragmented audience, tighter budgets, and measurement has become mandatory or those budgets will become even smaller.
The solution is multichannel marketing, according to Darrin Wilen , president of Wilen Media, and co-presenter Mark Wollney, executive vice president of Aspen Marketing. At the show, they offered several tactics to help direct marketers reach and convert more consumers in this on-the-go media world.
1. Embrace the Viral Effect of Refer-a-Friend: "[Word of mouth] has really turned out to be your direct marketing engine," said Wollney. Wilen offered similar advice: "When you do this, and it does not cost much more money, what you're doing is making your marketing work for you."
2. Use Content to Get Opt-In: Wilen sends acquisition e-mails that offer exclusive content that’s only available to consumers who opt-in. All marketers should have exclusive info of some sort that prospects will want to view, he says. "Use this additional information to get people to opt-in."
3. Personalize the Content and the Measurement: "Who doesn't like to be called out by name in the right way?" asked Wollney, whose firm has seen significant uplift on e-mails that used the receiver's history to create personalized communications and, most importantly, personalized offers. Personalization is just as important in tracking, and Wilen urged marketers to adopt personalized URLs that allow individualized tracking of what customers do after receiving that message.
4. QR Codes: QR codes appeared in presentations all over InterACT. The symbols, which allow smartphone users to snap a picture and immediately launch content related to that symbol, offer a great way to take prospects and customers directly from a real-world ad or direct mail piece into interacting with your product and brand.