Source: http://www.overnightprints.com/news/driving-traffic-online-using-direct-mail-marketing-1064 

There are an overwhelming number of consumers who actively search the web to learn about new products and services, which has led many small business owners to create websites that either educate consumers on their offerings or allow them to buy directly. However, driving traffic to web pages can often be difficult, with many entrepreneurs spending heavily on paid search campaigns.

Speaking to MarketingProfs, Dean Rieck recently asserted that direct mail can be used to help support web-based marketing efforts.

Citing a study from ExactTarget, he claims that 76 percent of internet shoppers who made online purchases are influenced by direct mail.

Successful integration of the two platforms is key, so Rieck offered small business owners several tips for merging their on and offline campaigns. "Old and new media aren’t necessarily oil and water – when blended properly, they can pack a potent punch," notes MarketingProfs.

First, consumers need a good reason to take the extra effort to visit a company’s website. Rieck suggests business owners "tempt" shoppers with compelling incentives, which could range from whitepapers to coupons. "It must be something they want, not just something you want them to see," Rieck told the source

Entrepreneurs should also remember that consumers receiving direct mail have to manually type in web addresses to visit their sites. With this in mind, small business owners should make their web addresses as simple as possible, and possibly even use link shortening services, such as Bit.ly, if their URLs are too complex.

As always, calls to action should be clear and direct mail recipients to business websites. For example, if companies are offering consumers a discount for taking a survey, they should be sure to specifically list the survey’s URL. "People are more likely to respond when you specifically tell them what to do," Rieck said.

If small business owners are using direct mail to promote specific campaigns, they may also want to consider launching a unique landing page for recipients. This allows them to better track how much traffic their campaigns are driving and create tailored experiences for consumers.

While direct mail can be used to boost web traffic, this strategy will only work if messages are delivered to the right consumers. Marketing Lists Direct recently advised small business owners to consult third-party mailing list vendors so they can more effectively reach their target audience

Topic: direct mail, internet

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Augmented Reality (AR) is now a very viable marketing tool to promote products using interactive 3D applications. If you haven’t heard of Augmented Reality yet, take a look at our November article “Connecting Print To New Media”.

Marketers and technology innovators have done some very interesting examples of AR for the home market, using symbols printed locally which are then placed in front of your PC’s web camera.

AR is now also being developed for retail displays and mobile phones.

Here are some quick examples from these three AR forums:

AR @ home

Magazine publishers have already started using AR to enhance their readers’ experience, albeit to mixed reviews. Magazines have included Esquire, Popular Science and USA Today (whose back cover featured a Harry Potter Augmented Reality map).

AR enabled locations

Lego installed AR retail kiosks in all of their LEGO brand stores worldwide. This let their consumers reveal a virtually built-up and fully animated LEGO product by holding the package up to the DIGITAL BOX.

AR in your pocket

AR applications are being written for the iPhone, Android, Symbian and Windows Mobile platforms.

Their uses have involved product promotions, educational information, outdoor advertising and location based services.

FAQ’s

Metaio, a company that develops AR projects for the European market shared this information in a webinar last week:

• Some AR promotions require the home PC user to download a specific program, install it and then run it to get their AR experience. This is too much to ask of your @ home market.
• The best way to promote AR for the home market is to make sure your AR application makes use of the existing Adobe Flash and Shockwave platforms prevalent in over 96% of all PC’s.
• Allow a 4 – 6 week time line for the software development of your AR promotion. This is dependant on the complexity of the job though.
• Currently allow a budget with a starting price of around US$50,000.

I would expect this price to drop as technology improves and AR becomes more readily available.

Topic: agencies, Augmented Reality, internet, marketing, Media Link

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