Maximising campaign effectiveness with clever targeting.
by Gary Howard

The Million Dollar Question: How, can I maximise my marketing budget by reaching the customers most likely to buy, with a message most likely to resonate?

This has been the million-dollar question for sales and marketing teams for generations. There, of course, is no silver bullet but, through the clever use of data, technology and direct mail as part of a multi touch campaign, the illusive silver bullet edges ever closer.

It’s never been easier for marketers to target an audience.

The rise of digital has created ample opportunities to reach consumers in real time. Ofcom reports that 88% of UK adults are now online and typically spend around 24 hours a week, or the equivalent of one day a week, online. Conversely, it’s also never been harder to make a message cut through.

With the proliferation of digital touchpoints, on top of traditional media channels, people are exposed to thousands of brand messages a day. So it’s easy for a single marketing message to get lost in all the noise. It means that choosing the right channels to connect with people effectively has never been more important. Brand messages must work a lot harder to stand out and be remembered. And with GDPR to consider, all communication should aim to make consumers feel valued, respected and understood.

Is digital the new junk mail?

The challenge for marketers is clear. How can you cut through the noise to engage an audience with a message that’s memorable and inspires action?

We are definitely not ready to junk digital as it obviously has its place, but we can no longer rely on it in isolation. We need to be more accurate with how we communicate. With the elusive, digital savvy Millennials celebrating their 38th Birthdays we need to find new ways to draw their attention.

Cutting through the noise to engage.

We use intelligent homeowner specific data that is GDPR compliant to target households with direct mail campaigns. Direct mail is often used to promote services or products used by entire households, so it makes sense to target in this way.

For example; A house builder wanted to run a ‘Help to Buy’ campaign to private renters between the ages of 25 and 45, to promote their development locally in Bury St Edmunds. 80% of people don’t move further than 20 miles – so locality makes sense from a targeting perspective.

They targeted their mailer to private renters living within a 5-mile radius of the development. The majority of private renters felt that buying was unaffordable so the message was key to get them to think again. They encouraged private renters to think again about buying a new home because, under the government backed scheme, it’s now affordable again. Through having the ability to target their campaign to those where Help to Buy was relevant with a message that was personalised and featured a local development, the house builder could keep their mailing costs low but their returns high.  This continues across the lifespan of a development where the ability to drill down into a data pool to find the most responsive audience really pays dividends.

Maximising effectiveness.

Through the combination of clever use of data, technology and personalised direct mail it is possible to target those customers who are most likely to buy with a message that cuts through despite the bombardment of marketing messages they receive every day.

Gary Howard
Gary HowardChief Digital Officer
Gary has lived through the digital transformation and has survived to tell the tale. He is champion of local marketing and has worked with some of the worlds most recognised brands in delivering a national message to a local audience. Gary is often mistaken for Ed Balls, who is (in Gary’s opinion) a remarkably good looking chap with a razor sharp mind and a personality to match!

Get in touch with Gary:

Gary Howard
Gary HowardChief Digital Officer
Gary has lived through the digital transformation and has survived to tell the tale. He is champion of local marketing and has worked with some of the worlds most recognised brands in delivering a national message to a local audience. Gary is often mistaken for Ed Balls, who is (in Gary’s opinion) a remarkably good looking chap with a razor sharp mind and a personality to match!

Get in touch with Gary:

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