Precision Marketing

Let’s Integrate

By October 4, 2017 No Comments



How do you reach increasingly selective buyers in a complex and fragmented marketing landscape? Here are five considerations and a campaign roadmap approach that you may find valuable.”

Most marketers will agree, the best possible strategy is creating a straight-line customer journey that takes in prospects and turns them into buyers. We all wish it was that simple.

The sheer number of marketing touchpoints and communication channels have exploded since the birth of the Internet, mobile technology and digital content delivery. Prospects today can easily block, opt-out, swipe by, close, delete and otherwise bypass a majority of your marketing messages. But the good news is they now can also curate, submit to, endorse, participate, engage in and even share the content they like and find valuable.

Not surprisingly, that is where you want to be. But how do you get there?

Put the customer at the center of your content and design process.

This is the big one. Creating a powerful, customer-centric engagement path is vital to an effective, integrated marketing campaign. With the number of marketing channels you have at your disposal, prospects can arrive through one of many doors you create, often navigating from one to the next. But your goal is to funnel them to a singular action—what’s known as conversion—the point where a prospect becomes a sales lead or signals purchasing intent. So, if that’s the destination, “think like a customer” and don’t divert or distract prospects with too many choices, actions or forks in the road. Which leads us to…

Unfold your story. Entice prospects into increasingly richer content and brand experiences.

Surrounding prospects with your message in multiple channels has proven highly effective. However, too many marketers unsuccessfully try to tell their entire story in every tactic. Ask yourself this hypothetical question: “If you tell me everything all at once, what reason do I have to continue?” Leading your prospects through simple and singular steps of discovery, with irresistible and unique appeals, anticipating their actions, and providing very focused, bite-sized content and resources, unfolds your value proposition in a way that invites the deepest engagement.


Get personal. Get relevant.

While the digital age has fractionalized the marketing landscape forever, it also provides us with the ability to select and speak to our audiences in the most focused and relevant ways. And while it’s a given that we use data and personalization in digital channels, I’m continually amazed at what we can do with digital printing. The ability to simultaneously segment groups of buyers with highly-relevant appeals, images and offers, to version test, and to personalize at a one-to-one level is extraordinarily powerful. At GLS / NEXT, we call this level of work individualization—marketing that reaches beyond simple personalization— targeting prospects with greater relevance, making them far more likely to convert.

Interestingly, some of the trailblazing work in individualized print is being done following an online engagement, not in front of it. Once, we used print to drive traffic to digital channels. But increasingly we’re using what we learn about a prospect’s preferences and data during online engagements to produce hyper-relevant digital print responses that are surprising and impossible to ignore.