Do This, NOT That: Marketing Tips with Jay Schwedelson l Presented By Marigold EP. 96- [GUEST Episode] DIRECT MAIL? Offline Data for ONLINE? Erik Koenig PRES at SeQuel Response (Fastest Growing Direct Response Agency)
In this episode of the Do This, Not That podcast with Jay, President at SeQuel Response, Erik Koenig discusses how to leverage offline data to improve marketing campaigns, particularly for online advertising. Koenig explains how offline derived targeting performs significantly better than online targeting and how direct mail is still a powerful channel despite popular belief it is dying.
Key Discussion Points:
- How direct mail remains a viable and effective marketing channel for acquisition campaigns, particularly for companies with repeat purchase models
- Techniques for utilizing identity graphs to connect offline postal address data to online devices and executing integrated marketing campaigns across direct mail and digital
- Testing showing 2x better conversion rates and 25% lower cost per click when targeting online ads using offline vs. online derived data
- Advice that brands just starting out should leverage experts like agencies or data providers to execute these integrated strategies cost-effectively
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