Today’s challenges are ever more complex as marketeers balance the mix of offline and online marketing channels. An engaging brochure, sample pack or letter says much more and leaves a long-lasting impression. These attributes vary by industry but are particularly true in the more considered purchasing decisions of furniture, furnishings, decorations, luxury fashion, financial services and healthcare.
A strong offline presence is a natural complement to online strategies. Delivering a strong brand across a geography with up-to-date information and consistent themes is a continuous struggle for brand and product marketeers. Traditional models of push only based marketing have become somewhat outdated but still remain commonplace. This model involves preparing a large number of marketing materials (print or otherwise) and then sending these out in bulk to sales agents, channel partners or others. It’s expensive and can also fall out of date very quickly, so expensive.
Ask someone in the field and a much stronger affinity exists towards being up-to-date with materials, some personalisation and being able to order information and materials on demand. Ordering itself has changed in form during the past decade – phone-based ordering, which is commonplace, should now be replaced with online variants and especially those that can be delivered from a smartphone.