Millennials, mobile and direct mail personalization - A match worth making
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Millennials, mobile and direct mail – A match worth making

July 7, 2017

Personalization continues to be the driving force behind new marketing technologies and, fortunately, Millennials not only expect personalization, they welcome it. According to a five-year study by Target Marketing,Marketing Mix Trends 2010-2016”, marketers will continue to spend more on personalization, as Millennials embrace this form of marketing. Darwill is at the leading edge of this trend, with personalized mobile and variable printing offerings.

“Chances are pretty good the 44 percent of respondents who increased their use of personalization tactics in 2016 disproportionately cater to Millennials — consumers born between 1982 and 2000,” the study reported. “The last of this generation is now entering adulthood, and as a whole they have expected goods, services and offers to be tailored specifically to them. Smart marketers know customized offerings provide a good in-road into this generation, which is entering its prime earning (and spending) years.”

Personalization budget trends (Source: Target Marketing)

Personalization budget trends (Source: Target Marketing)

Overall, the increases in personalization spending are going up in single digits, while the numbers of marketers who “don’t-use” personalization is going down consistently.  Darwill’s cutting-edge printing technology easily allows you to leverage your data, and personalize campaigns with high-quality, variable and full color text/image on envelopes to increase response. Plus, we can integrate your campaign with digital channels such as IP targeting to reach consumers 1:1 with their customized message.

Mobile trends

As expected, mobile marketing continues to grow, as consumers of all ages and demographics become active smartphone users. You have to go where the audience is! Despite the interest, though, there’s more room to grow.

“In 2016, 38 percent of respondents to Target Marketing’s survey increased their level of mobile advertising expenditures, down slightly from last year’s 42 percent, but well above the 30 percent or so seen in years past,” the study states. “Equally striking, 33 percent of marketers said they don’t use mobile advertising at all, an amount in-line with the 32 percent who said they didn’t a year ago, but down significantly from the half or more seen consistently in other years.”

The Target Marketing study also showed expected spending for mobile SMS messaging. As the study reported, “The biggest hurdle to this medium is that it requires prospects and customers to give up a seemingly personal piece of information — their mobile phone numbers. Given the proximity mobile devices usually have to their owners, and the fact that SMS messages interrupt with more immediacy than, say, an email, consumers have been somewhat wary about permitting contact through this channel.

“The good news is that, as digital natives age into their prime spending years, the psychological barrier to surrendering this information should fall. Marketers certainly seem to be betting this will be so: In 2016, roughly one in five marketers, consistent with years past, increased their use of this medium, while only a negligible amount pulled back. The growth opportunity will be among the two-thirds of marketers who don’t use this channel at all.”

Darwill answers this trend with IP targeting technology, which makes out-of-home and mobile advertising relevant to their interests. Contact the data experts at Darwill to find out how we can help your business align with best practices for targeting and for personalization.

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