Innovating Marketing
Testing new technologies to boost the engagement and interactivity of your marketing efforts.
In an era dominated by smartphones and social media, how can businesses ensure that their marketing campaigns remain relevant and effective? The answer lies with your creative team, ensuring they are embracing new technologies and innovative approaches. From augmented reality to personalised printing techniques, there’s a wealth of options available to marketers looking to revitalise their marketing efforts.
Using Augmented Reality to Increase Customer Attention
One of the key challenges in marketing is capturing the recipient’s attention and engaging them in a meaningful way.
Did you know the average piece of marketing gets 108 seconds of attention in the household if delivered as direct mail, with Instagram stories only holding consumer attention for 1.7 seconds on average? This is where technologies like augmented reality (AR) can make a significant impact on the time that your marketing is interacted with.
By incorporating AR elements into your marketing material, you can create immersive experiences that blend the physical and digital worlds. Imagine receiving a postcard in the mail and then using your smartphone to unlock exclusive content or interactive features – it’s a definite way to make a lasting impression and capture consumer attention for an extended time period.
By leveraging these AR platforms, such as Spark AR, businesses can create immersive experiences that capture the attention of their target audience and drive action. Whether it’s showcasing products, delivering exclusive content, or simply adding a touch of interactivity, AR has the power to transform traditional marketing methods into a dynamic marketing channel.
Personalised Printing Techniques
If you are utilising advertising mail in your marketing mix, personalised printing techniques offer another avenue for experimentation and innovation to increase attention.
But what are personalised printing techniques?
Personalised printing techniques offer a tailored approach to direct mail campaigns, allowing businesses to create bespoke experiences for each recipient. By leveraging variable data printing, marketers can customise every aspect of a direct mail piece, from the recipient’s name and address to specific imagery and messaging that aligns with the recipient’s interests and preferences. This level of personalisation not only enhances the relevance and impact of your mail but also fosters a sense of connection and engagement with the recipient.
Whether you use personalised printing to address individuals by name or to showcase relevant products based on your customer’s past purchase history, personalised printing techniques could help you deliver targeted messaging that resonates on a personal level, ultimately driving higher response rates and ROI.
The Use of QR codes
Incorporating QR codes into your marketing material offers several fantastic advantages- but it’s important these are interwoven effortlessly within your design so your marketing continues to look sleek and balanced. First and foremost, QR codes provide a seamless and convenient way to bridge the gap between the physical and digital worlds. By simply scanning the QR code with a smartphone, recipients can instantly access additional information, exclusive content, personalised vouchers, your online store or interactive experiences.
From a business perspective, QR codes offer valuable insights into recipient engagement and behaviour too. Marketers can track metrics such as scan rates, click-through rates, and conversion rates, providing valuable data to optimise future campaigns and refine targeting strategies.
Additionally, QR codes enable businesses to deliver dynamic and personalised content tailored to the recipient’s interests and preferences, enhancing the overall customer experience and driving higher levels of engagement and conversion.
Contact us to find out how our Citicreative team can support you in designing eye-catching, attention-hogging marketing mail. We’re experts at this.
*when comparing campaigns that use direct mail with an average UK campaign.
References:
WARC – Driving Effectiveness with Direct Mail
JICMAIL – The Time We Spend with Mail – A JICMAIL attention study
