Programatic Print and Direct Mail in the Data Economy. We live in a Different Era.
The world has shifted to the data economy with 6.8 billion potential customers on mobile, social and web. 80% of customers demand new consumption models.
TV, Radio, Newspaper.
Direct Mail, Display.
Customers have changed and they have new expectations.
Customers are looking for new ways to engage with businesses. 70% of the customers are through the buying cycle before they contact you. They are connected, in control and already informed on products, pricing, competitors and reviews.
Customers have new expectations and they want outcomes, not ownership. Customisation, not generalisation. They expect services to be personalised, constantly improved, real-time and memorable.
Businesses must change together with them.
There is a fundamental mismatch between how organisations market and sell, and the way people actually shop and buy.
The result? Businesses are changing! Over the past 9 years, we’ve seen an explosion of new types of business models. All designed to keep customers consistently engaged in long-term relationships. These relationship-based models help businesses grow, but also hold them accountable for long-term value to customers and their loyalty.
In the last 15 years, 52% of the Fortune 500 Companies have Disappeared.
Average life expectancy
Average life expectancy
Businesses that deliver in the data economy are winning!
How to drive success in the data economy? What is the common thread for companies that are successful today? It’s the 21st century. Businesses are shifting focus from products to relationships. Businesses with personalised and data driven messages are disrupting their own industries, captivating customers and reinventing the way users engage with them.
Customers are now expecting data driven experiences.
Data driving companies live (or die) by their ability to focus on the relationship with customers. The formula for growth lies in delivering multi-channel experiences and services, that gets better over time. The focus is on retaining existing customers, nurturing the relationship, creating predictability, recurring revenue streams, and finding new ways to deliver ongoing value for your customers that will build long-term loyalty.
Programmatic Media solutions to Engage with Customers.
Focus on building long term relationships with customers requires new ways of thinking …
However, business encounter an increasing problem.
First move advantage in search, social and email has disappeared.
Businesses spent two decades bringing together technology and marketing. Discovering new marketing strategies and disrupting huge markets. The marketers who discovered these methods quicker won and those who didn’t lost market share. As search, social, email and other digital channels become more mature the first move advantage disappeared, making it hard to continue growing. This pattern accelerated in the past 4 years.
Business are now looking for New Competitive Advantages …
Direct Mail is the best kept secret in performance marketing
Direct Mail is the easiest way to differentiate yourself in the data economy.
A printed message is the easiest way for businesses and brands to differentiate themselves in today’s digital world. However, Direct Mail has not been technologically compatible with the way digital marketing is done today. It hasn’t evolved in decades and it is just as slow and challenging to execute Direct Mail campaigns today as it was 30 years ago.
Postana is changing this status quo. We created an online platform that makes print and Direct Mail campaigns as easy as search, social or email.