A debut "programmatic direct mail" service hopes to inject a direct mail response boost into Internet retailers' clickstreams. The new PebblePost product, described in a recent Direct Marketing News report, offers a direct mail retargeting mechanism using real-time digital analytics so that, for example, an online customer's shopping cart abandonment triggers a postcard mailing that puts a personalized offer in the customer's mailbox within a few days. Pilot product testing mainly has involved online retailers and catalogers with the required first-party mailing address data. PebblePost is supported by partners that include Axciom, and the startup venture just received $3 million in funding for expanded visibility, per DM News. The article quotes PebblePost's CMO David Cooperstein, a former Forrester marketing analyst: "It is physical retargeting of digital activity, but it's also a powerful new form of direct mail. Here we know there's interest and there's relevancy, because these people were just on the website." For more, go to http://www.dmnews.com/direct-mail/programmatic-direct-mail-makes-its-debut/article/444135/
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
Thursday, October 15, 2015
Tuesday, October 13, 2015
Mobile Seen As 3rd Largest Ad Spend by 2017
Here's another wake-up call for marketers who have failed to prioritize mobile strategy. Mobile ad spending is on a path to outpace radio, magazine, outdoor, and newspaper spending by 2017, becoming the world’s third-largest medium after television and desktop, according to a MarketingProf's report on projections from ZenithOptimedia. Global spending on mobile ads, estimated at $29.8 billion for 2014, is projected to rise to $89.5 billion by 2017, accounting for 44% of Internet ad dollars and 15% of all advertising expenditures. While television will stay the largest medium in terms of spending, its share will drop as digital channels keep growing. Mobile Internet is seen as the driving force of global ad spending growth between 2014 and 2017, contributing $59.7 billion in additional dollars, compared with television's $10.9 billion growth and $9.6 billion from desktop Internet, according to the ZenithOptimedia forecast. For details, read the story at http://www.marketingprofs.com/charts/2015/28603/ad-spend-forecast-mobile-to-overtake-print-radio-and-outdoor-by-2017
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