Consumers are also overwhelmed by online advertising. Between spam, pop-up advertisements and disruptive advertising, postal is coming into its own as an integral component of effective campaigns. A well-crafted, personalized postal piece, including brochures, catalogs or flyers, could potentially deliver greater results than an email. Physical mail demands attention, and marketers shouldn't declare it dead just yet.
2. Be Aware of What Generates Your Online Results
If you don't know where your results come from, how can your campaign improve? Rather than waiting until after you have finished a campaign to start making changes, online analytics tools allow marketers to track their progress and refine simultaneously. Tracking how users arrived at your site can indicate the success of your SEO or SEM efforts and drastically improve the outcome of a campaign. Analytics allow you to find out what is working, what's not and discover other options that may be able to supplement the initiatives that have failed. Fortunately, online campaigns can be easily modified in real-time, allowing results to improve almost as quickly.
3. Poor Data Hygiene
Data is living, which is what makes managing it one of the most challenging aspects of marketing. It is constantly changing as consumers live out their lives. Whether contact or demographic information, marketers need a way to keep their databases as up to date as possible.
When considering data cleansing, consider not only the cost savings, but also the amount of time your team will save by reaching only relevant contacts. Data cleansing programs are readily available and reliably shed outdated or irrelevant results from your database. Using clean data before reaching out to consumers will remarkably improve ROI.
4. Inefficient (or Nonexistent) Use of Modeling
Modeling is the most effective way to target the right prospects for your product, yet many companies forgo modeling for costly trial-and-error efforts. Naturally, the return on investment diminishes with each failed effort.