Why should large companies invest in personalized promotional marketing?

The customer at the center of all marketing strategies. Not only to attract them, but also to take into account their interests and meet their needs. All this, with the premise of facilitating the customer/company interrelationship. This is the approach to promotional campaigns in this 21st century of communication saturation, where it is not easy for large companies to differentiate themselves. Direct and promotional marketing is just the tool you need to guarantee the effectiveness of the results of your campaigns.

We explain why you are interested in this proposal with the following arguments:

• Guidelines to distinguish what differentiates direct and promotional marketing strategies.
• Keys to integrate promotional marketing in a large company.
• How you can quantify the success of the results and whether the investment has paid off.

The whole subject is closely linked to the concept of personalized marketing and its strategies. marketing and its strategies, which you can review here.

Every large company aspires to establish and maintain trusting relationships with its customers. Also, to attract the interest of new potential consumers. Attracting and retaining customers has had its own characteristics at each stage. Currently, the strategy that has proven most effective is the so-called direct and promotional marketing.

Basically, because it goes to the core of the problem, to put the focus on the customer. It is he who decides the message, the channel and the moment in which he interacts with your company. This personalization and multichannel communications is somewhat more complex in large companies, which handle large volumes of customers and are segmented into several departments. For this reason, they need specific solutions that address these problems.

When it comes to investing in personalized marketing, a large company has to look for a service that offers practical solutions and simplifies the interaction with its customers. Here are some ideas:

• Personalized multichannel platforms. An advance in the digital transformation of a company, which allows a transition from more traditional communication systems to the current ones, taking advantage of the benefits of each one of them.
  At this point, you are interested in knowing our Customer Communications Management proposal. (CCM) for a unique experience in communications with your customers.
• Innovative message formats. Video marketing is a tool with an incredible capacity for impact and attraction. It achieves very high levels of conversion, especially in campaigns to attract members or welcome packs to customers, to give two examples.
  In addition, it enables interaction with the customer that you can take advantage of to integrate several actions in the same video (survey, response channels or acceptance of conditions).

There is a general mechanism for measuring the success of a company’s investment in its marketing campaigns. It is ROI (Return on Investment), an essential metric to gauge the performance of an action. This return is what you will see increased when applying direct marketing strategies, precisely because they are campaigns in which personalization is optimized.

The increase in ROI is a direct consequence of two elements that are greatly enhanced by personalized promotional campaigns:

• Response rate: increases and is faster. The customer feels more engaged and interested by a personalized message. And they are more motivated to respond because they can choose the channel in which they feel most comfortable or the one they have most at hand at any given moment. This ability to respond immediately has a very positive effect.
• Conversion rate: the ultimate goal of a promotional campaign, that the customer reaches the end of the proposed process. Closely related to the previous one, but not coincident. This final decisive step is facilitated by multichanneling. But, perhaps even more so, by the integration of different departments of your company in the same action, which simplifies and speeds up any management.

Of course, in this matter of measuring results, it is essential to highlight the role played by digital channels. They are the ones that allow immediate, real-time monitoring of results.

It may be interesting to review the differences differences between offline and online channels. Our proposal, through the multichannel platform Communicalia is that you do not give up anything, that your company enjoys all the benefits.

Invest in a company specialized in direct marketing strategies and omnichannel communications to ensure the success of your promotional strategies. At MailComms Group we have been leading this sector for decades, always bringing technological innovations and exclusive solutions to our clients. Let us know your case!