January 29, 2019

Why doesn’t Digital marketing work?

We have witnessed the switch from expensive TV ads and high spend on creative agencies to low pay per click and next to nothing costs for social media marketing. This might sound like a great development. In fact, the majority of companies have been quite happy to cut their marketing budgets. Experienced marketers have also been running to grab new qualifications in Digital Marketing. Newbie marketers quickly realised Digital Marketing was the only way forward.

 

We all thought Digital Marketing was perfect so what happened?

Everything seemed to be running smoothly. Facebook and Google grew stronger each year and provided business with new “best working” algorithms. Then suddenly, something appears to be going wrong.  Posts on our Facebook pages get barely 10 likes. Google charges us more money for the same keywords. Our e-mails go straight to spam folders and our overall ROI decreases. Why did this happen? Let’s analyse a few digital marketing channels and discuss their actual effectiveness.

 

What’s The Real Digital ROI?

We were overwhelmed by all the metrics social media provided us. Each year the variety of metrics was increasing. Platforms were quick on calculating the cost per click, and this looked very attractive. It felt like platform owners cared about us since they were providing us such great, detailed metrics. Sadly, the truth is: each platform cares only about themselves.

According to eMarketer, digital metrics are quite problematic  

Let’s face it, click through rate doesn’t really reflect ROI. Even if the customer clicked on your digital ad, it doesn’t secure the sale. What digital marketing is calling “Conversions” does not represent real conversions. Most digital conversions are tracking the action on the website page. Such metrics can be quite confusing as they show engagement, but these metrics do not necessarily reflect the sales.

Consumers soon became aware of digital marketing tactics

Clicks on display ads on average are less than 1%. People learned to ignore digital advertising and just focus on user-generated content. Do your Facebook ads really reach the audience numbers that Facebook shows you?  Or maybe, viewers just scrolled down and didn’t even notice your ad?

Do you work for Google or your company?

Over the past 10 years, Google AdWords rules have updated at least 10 times. Each time we would hurry to adjust our campaigns, add more details, links, phone numbers etc. But did you notice that bids for the same keywords simply get higher and cost per click increases? Well, no wonder. It is advised to start using long tail keywords, as they are less expensive and bring more conversions. People tend to search the way they talk, so they are more likely to click on the long tail.

Therefore, should we stop spending marketing budget on AdWords?

Should we invest our time and money in SEO instead?

Studies show that overtime SEO increases ROI, whereas PPC brings approximately the same number of clicks for X amount of money. However, Google keeps changing its algorithms. The trick here is that we never really know how it works, we can only guess intelligently.

Keeping this in mind who do you work for, your company or Google? Are you adjusting each campaign with every new update and your website content with every change of algorithm? Sounds like a full-time job. If you think about it’s most likely you work for Google by making your content look neater on their search page.

Email or Mail? Your choice

On 25 May 2018, GDPR was finally enforced. Remember that day filled with a bazillion number of e-mails from various companies trying to opt you in? But did all of them really need to send those e-mails to us? The answer is no. Unfortunately, not everyone fully understands regulation rules. However, it did annoy most of the customers and cut off a good portion of marketer’s databases.

Are you battling against apathy and boredom?

The problem with e-mail marketing is the same as social media advertising – people got used to it and cease to notice or care. A report from Royal Mail MarketReach says that people tend to take mail more seriously, than e-mail. They feel that receiving information through the mail will make them feel more valuable. Maybe it’s time to remember the good old direct mail channel and include it into your marketing mix?

 

Channel performance

So, it brings us to our final question, what else, if not digital? For experienced marketers, it’s time to remember old tricks and use other channels. For young marketers, it’s time to learn how these other channels work.

Ebiquity produced a fantastic report comparing what advertisers and agencies expectations were from various channels versus its actual performance. It revealed that the top 5 channels for short-term sales are still TV, Radio, Direct mail, Newspapers and Magazines. These channels still perform better and are worth considering for your next marketing campaign. Since people jumped on digital marketing over a decade ago the traditional advertising significantly dropped in price, so it’s more likely that you can afford it now.

Conclusions

We are definitely not saying that you should stop using Digital channels for your marketing campaigns. What we are suggesting is that marketing channels need re-evaluation. You cannot necessarily put all your trust into reports from your digital platforms anymore. Inevitably these platforms show you only what they want you to see. They also do not expose the information that will move you away from their platforms. Why would they?

The best way to run your campaign is to consider using various channels through different stages. Implement your digital campaign with Direct mail and follow up by Radio ads. Or just create it in the order that is more suitable for your niche, product or service.

We can help you make your campaign work by adding the Direct Mail channel to your marketing mix. If you have any questions or have never explored direct mail, we would be more than happy to assist you. Please give us a call on +44 (0) 020 8293 8550 or e-mail us at hello@romax.co.uk.

June 23, 2015

How data management systems can help omni channel campaigns

How data management systems can help multi channel campaigns

The rapid take up of new devices by consumers creates both a headache and a huge opportunity for companies seeking to market their products. The opportunity is that it has never been more possible to reach potential customers no matter where they are or what kind of media they are choosing to consume. The headache is that to effectively communicate with these customers, it is necessary to pull together data from across several different channels and organise it to give an idea of the information they require.

ONLY 1 in 4 Organisations can link data across marketing channels effectively.

Surveys suggest that as few as one in four companies are able to link together data from different channels to create a complete picture of the potential buyers of their products and services. This is a challenge for any company, but for those who are trying to break into a new market the need to improve their data management approach is something that they could well do without. An effective marketing partner with experience in data management can be of enormous value in these case, such as a UK-based multimedia marketing company with extensive knowledge of data management, that can help any company to get on top of the data management requirements to maximise return on marketing investment in an omnichannel environment.

What are the Benefits?

The benefits of effective data management will be seen across every channel used to communicate with potential customers by an increase in client engagement and ROI. It shouldn’t be seen solely as an approach for the new digital media. Traditional printed communications will be improved as well by the fact that you will have a better idea of what to send out and when. Romax have extensive experience in providing print on demand and direct mail marketing that can respond to the needs of customers. With our new data management techniques we can automatically update and print catalogues, thereby ensuring that customers are always given the very latest product information.

Data Management

In order to manage data effectively, Romax can use the data outputs from industry leading software including but not limited to Hybris Product Content Management and Agility Multichannel. Forrester Research have described the Hybris software as a Leader in the product information management field due to its “unique” tightly integrated PIM/ecommerce approach.  These master data management systems draw data in from various sources, combine them and automatically publish them to downstream channels. By using systems such as this, Romax are able to ensure that potential customers can use the rich information to enable more effective print and OMNI channel messaging and campaigns, improving end user conversion into purchase decisions.

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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January 30, 2015

How multi-channel marketing is driving sales growth

How multi-channel marketing is driving sales growth

Increasing numbers of advertisers are using a multi-channel marketing approach to drive customers in store and online. This type of multi-pronged approach involves marketing through multiple channels, for example, through SMS, loyalty cards (for data collection), direct mail, and email.

With this integration of traditional and modern media, and outbound and inbound methodology, increased sales success is being found. A greater percentage of retailers are increasing their spending on traditional direct mail and print solutions, to personalise messaging to their potential customers. So using the data that retailers have collected using their own computer system, they can use traditional direct mail to send out focused and personalised offers or advertisements.For instance, if a healthcare retailer has a loyalty card system and this shows them that one of their customers frequently buys baby food, they could send them a voucher for other baby products. When the customer receives this, they will be happy for the offer, rather than being annoyed by poorly targeted mail.

With specific voucher codes printed on advertisements, there is now much greater traceability when it comes to direct mail or printed campaigns. This means you will be able to clearly see your ROI and make ch anges to your campaign as necessary, giving you an improved response time to the changing market and improving your ROI.

At Romax, we provide comprehensive marketing services through all channels. We handle every aspect of your marketing campaigns, from data and design through to printing and delivery; our detailed approach is done in-house so your marketing is both effective and reasonably priced. As well as providing data services and printed direct mail marketing, Romax now offer seamlessly integrated SMS and email campaigns. So instead of subcontracting out all the different parts of your campaign to different companies, Romax provides the entire multi-channel marketing campaign using a single system. This makes it easier for you to achieve synergy between all parts of your campaign.

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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October 29, 2014

Multi-Channel Marketing

Multi Channel Marketing

 

Romax brings multi-channel marketing in house

In addition to offering data services and printed direct mail marketing, Romax will now be able to provide seamless integrated SMS and email campaigns thanks to a new content management system from Italian developer MagNews.

Instead of sub-contracting out the email and SMS parts of multi-channel campaigns to other companies, Romax can now provide an entire multi-channel campaign using a single system. This makes it easier to achieve synergy between the different components of the campaign.

Romax’s managing director, Robin Sumner, said, “It enhances our cross-platform communications, as clients want to do e-shots as well as DM and have one point of contact for both to track them and keep a good reporting structure in place. One data source one manager of the campaign.”

“We’re great advocates of printed DM, but we know that when combined with electronic direct mail then its impact is greater than the sum of parts.”

Commenting on the investment, Managing Director, Robin Sumner said, “the fact that we are investing  both in our employees and improved technology further boosts the morale of all stakeholders, as they feel part of forward looking and developing company investing in the future. More automated systems also make working practices easier and ensure we create high-quality jobs, faster.”

Romax has not increased the number of people it employs in order to supply the additional services. Instead, it will rely on upskilling existing staff and relying on the already strong skill base that exists within the company.

August 11, 2014

Direct Marketing – Innovation in a multi-screen, multi-device world

Direct Marketing – Innovation in a multi-screen, multi-device world

In an age dominated by the Internet, social media and email, it is tempting for marketing executives to believe that the whole concept of Direct Marketing (DM) has had its day and should make way for the new, shiny world of digital media consumption. This may be a view shared by many but, is it true?

DM as part of the marketing mix

The reality is that DM is just as useful a marketing tool now as it ever was, provided it is used as part of a more comprehensive marketing strategy and, sometimes, adopts some digital characteristics.

Take for example the marketing undertaken by charities. Daytime TV is littered with ads trying to squeeze money from a sometimes unwilling public; parallel, full page ads appear in popular print media and occasionally, SMS texts may even be sent.

However, envelopes – the most basic form of DM – will also simultaneously drop through the letterboxes of a carefully targeted group of individuals, the contents mirroring the subject matter of the TV ads and the message contained in the printed media.

DM by email – effective or not?

Using email as a form of DM is cheap. However, according to one consumer marketing agency, 83% of people now use an email preview window, causing email open rates to continue to fall. Some ISPs and autoresponder companies will also block emails if sent too frequently, do not have a reliable ‘unsubscribe’ link or do not specify a genuine sender address.

Emails used as DM can be positive, however, especially if the prospect has bought before. Rail and airline companies will often send promotional emails to existing customers, but usually only as part of a larger, sometimes time-limited overall sales process.

Finally, is the following statement true? “young people expect digital marketing; older individuals, usually the ones with a higher disposable income, do not” One thing for certain in marketing is not to make assumptions as they are usually wrong. Mine the data and test the campaign thoroughly before releasing in full.

The tangibility of true DM – priceless and unique

When someone receives a luxury brochure, a well produced sales letter or a printed invitation to take up an exclusive offer, if it interests them at all they will probably hang onto it; for a while at least. They will see it often, as it lies on their desk or table. They may discuss it with others. However it affects them, they will think about that letter, brochure or invitation; consciously or otherwise. They are already well into the sales funnel.

That is the true power of tangible DM; it puts something of value into people’s hands, quite literally. That can never be achieved by using TV, printed media or email marketing – most of which is forgotten almost as soon as it is seen, read or received.

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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