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6 Jun

Marketing in a Minute — Marketing Comes Full Circle

Author: Lori Paikin

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Data-Driven Marketing

June 06 Blog

There is a real reason to remove the lines that separate offline and online marketing; a program that bridges the gap between digital marketing and direct mail. Take 60 seconds to learn how marketing has come full circle by making the online to offline connection.


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(Marketing in a Minute Transcription)

I started working in direct marketing in 1988 with direct mail and have remained an advocate ever since. 

By 1998, digital advertising hit the scene and the company I was working for adapted, by adding email and display advertising to our solution set.

But, there is a difference between adding new marketing channels and integrating marketing channels. We talked about breaking down the silo’s but only saw them get more defined as the battle for marketing dollars heated up.  And, Advertisers considered the strategy and execution of digital programs to be completely separate from the methods of traditional advertising.

By 2008, we started seeing integration with the ability to digitize postal audiences for digital advertising…display on the open web, email, social, and mobile.

And now it’s 2018 and marketing has come full circle. There is a real reason to remove the lines that separated offline and online marketing; a program that bridges the gap between digital marketing and direct mail. Web-powered direct mail.

All data points support the addition of direct mail to digital campaigns and vice versa.

Digital + Direct Mail, simply better together.

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