What a quarter. While most are navigating work from home, helping kids stay on track with online schoolwork and adjusting to how exactly to wear a mask in public, below is a quick overview of the top business topics for the quarter. Grab your coffee and find the corner of your home where you can catch up on some quick reads and remember CCPA enforcement starts July 1, 2020.1. The Best Way to Reach Digital Consumers: How About Direct Mail?
This quarter, NaviStone turned 4! While this milestone is near and dear to our hearts, Christopher Karpenko from the USPS talks through how digitally powered direct mail is personable and memorable (which drives trust and conversions with consumers). Check out this recent story in Adweek and get the scoop on all things Direct Mail.
A couple of weeks ago, I stumbled across a great article in Target Marketing titled, “Rising Above the Noise of Digital Marketing With Direct Mail”. In this piece, writer Peter J. Rosenwald highlights the value direct mail brings to a world of email and digital clutter. “Direct mail provides companies with the commodity of time — time to communicate the message effectively, convey emotions and convert the customer.”
A topic that is “known” but not easily addressed, is the loss of data from Publishers when they sell through Real-time bidding (RTB). This is a result that for every ad a programmatic buyer purchases, it can collect rich user data about hundreds of other page views without paying anything to the publisher. On the privacy side, bidstream is problematic as those that use bidstream data don’t have permission from the end user. I’ve been following this for a few years, and probably because it’s not easily addressed, there isn’t a lot of information on the topic. But with CCPA enforcement going into effect July 1, is this an issue that should be brought to the forefront? Read the story authored by Courtney Touchstone of SpotX here.
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. IAB continues to be a valuable resource, especially in preparation for the enforcement of CCPA regulations. They recently hosted a webinar which talks about a part of the regulation we all need to think about and be prepared for, "The Consumer Right to be Deleted”. The webinar in its full form along with the materials they provided can be accessed here.