Marketers are continually doing battle for attention. Consumers have gone to great lengths to avoid ads, like DVR’ing TV shows just so they can fast-forward through commercial breaks. In digital media, this has spurred the development of ad-blockers and other message-avoidance techniques.
This isn’t unexpected: After a few experiences with poorly targeted or bad advertising, irritated consumers wall themselves off from unwanted messages. This makes it even harder for well-intentioned and welcome ads to break through. Every bad ad sends consumers scurrying, while good ads can build trust and engage consumers in their buying journey.
Ad-skipping is on the rise, and the examples are growing:
Use personalization effectively. This entails not just making sure the right address is on the label, but that the content in a direct-mail piece is suitable for the audience. This involves a deeper dive into data and also brand marketing. Does your brand jibe with the personal message you are trying to convey?
Darwill’s Reverse IP Append - This tool captures the IP addresses of website visitors, then appends the household address by matching to offline data sources. Marketers can respond to directly to the visit by sending a direct-mail piece, with customized message. This target approach, coupled with Darwill’s data modeling to provide sophisticated reporting and analytics, helps your campaigns reach the best targets. Our in-house team is at your service to help you make sense of your data and to build creative solutions to increase response.
Variable-Data Printing – Drive your message home with a well-designed and targeted variable data printed campaign. Darwill has two 60,000-square-foot facilities, brimming with the latest on-demand production equipment and offering letter-shop, sorting and mailing services. Darwill uses the most up-to-date document programming software to program your documents requiring multiple versions for different customer segments and personal information graphics support.
Data Modeling Services – Even the most well-written piece fails if it goes to an unreceptive recipient. Darwill also provides highly sophisticated reporting and analytics so your direct-marketing campaigns reach the best targets to produce the best results. Our in-house data team is at your service to help you make sense of your data and build creative modeling solutions to increase response
IP Targeting – Don’t invest in views that don’t connect with the right audience. Darwill’s IP technology sends digital display ads to direct-mail prospects for increased message exposure and more conversions. The platform uses a patent-pending algorithm to determines the IP address, based on the physical address, and incorporates offline data sources like direct-mail lists, voters’ registrations, customer databases and modeled data. Further, our process combines more than 30 public data elements to map an IP address to a home address. The system can also provide location-based out-of-home mobile ads to these customers.