For many marketers, digital marketing has quite rightly become their number one priority.
The flexibility, cost savings and relative ease of use makes it a marketing channel that is perfect for many. Quite rightly too, but what is sometimes forgotten in the use of this marketing panacea is sometimes focused too much on the technology and not enough on the best way to use it.
And in this respect digital really can learn lessons from DM.
One clear lesson is one that DM practitioners have been using for years. The well worn DM path of Test, Learn and Refine is one that fits perfectly with the benefits that digital bring. And it is a reason why many of the best digital marketers have a DM background.
Secondly, the essence of any great marketing strategy is a perfect mix of marketing channels all working in conjunction to best meet the business objectives. Digital campaigns work best when they are combined with other marketing routes. Making sure, as you would with a DM campaign, that all branding is in line and reflects the key messages you are trying to make.
Thirdly, any great DM campaign follows the Test, Learn and Refine process, but also any DM must be AIDA (Attention, Interest, Desire and Action). The beauty of digital is that it can speed up this process as feedback can be instantaneous. However, as it is so easy to do, it often becomes forgotten. Test, Learn and Refine can bring excellent results to any marketing campaign.
Creating something interesting, great design, persuasive copy and call to action are key to any effective marketing piece. Be that digital or DM, the trick is to ensure that some of those fundamental lessons that arrived before the digital era are followed through. Digital marketing is essential for all businesses. It takes customer and supplier interaction to a new level.
However, the fundamentals of great integrated marketing campaigns should not be ignored.
Simon Brooke is Digital Director at Happy Creative, a full service marketing agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk
