A decade ago, the primary medium for direct marketing was direct mail. With the growth of digital media, both display and paid social advertising have become effective tools for acquisition campaigns. As these evolving channels have become more prominent, it is essential for brands to adjust marketing strategies accordingly.
This study of a banking client reveals how direct marketing has been adapted to digital, and what challenges and solutions can be applied through targeted incentive programs.
Certain factors were uncovered:
- Responders coming from outside the target audience is a common issue
- Understanding lower digital match rates is often the root cause of acquisition confusion
- Leveraging a DMP leads to a more successful direct digital marketing strategy