It sounds almost like an aquatic sport: synchronized marketing. According to a study conducted by Intelisent, marketers who orchestrate their campaigns by delivering highly personalized messages via multiple messaging channels at precisely synchronized intervals can achieve nearly four times the revenue — and six times the ROI — of marketers who don’t use a data-intensive approach.
The study, “Personalized Marketing and Real Time Data,” also reveals the advantage direct mail marketers have over their digital counterparts. According to Intelisent, today’s direct mail messages are much more personalized than most e-mail marketing efforts.
The Intelisent study also underscores what Deliver has been reporting for years — that a multichannel marketing strategy incorporating direct mail/print, broadcast and digital is now essential. The study also reveals that too many marketers are slow to adopt consumer data analytics practices that could make their businesses more effective and profitable. The Intelisent report can be accessed by visiting intelisent.com/whitepaper.Integrated Marketing, Strategy, Technology