In some ways, marketing is a glorified game of “tag,” with marketers tagging consumers with various offers and hoping those consumers likewise tag friends and family via word-of-mouth buzz. The SourceLink marketing firm hopes a new computer program will transform the concept into a mutually beneficial bargain for consumers and businesses alike.
SourceLink’s TAG — short for “Targeted Account Generator” — elevates the tag concept by blending direct mail and digital. The process starts when TAG identifies select groups of “influencers”— i.e., shoppers who have demonstrated a knack for selling friends on new products and services. SourceLink then mails the influencers a postcard offer on behalf of an advertiser.
When the influencer visits the microsite referenced on the postcard, he or she is offered the opportunity to give friends and family the same offer through a link on social media sites. The sharing process allows exponentially greater exposure, with TAG gathering valuable data through the use of demographic questionnaires and polls.
SourceLink says that one national advertiser used TAG to produce a 280-percent lift in response, with 40 percent redemption. “TAG is an effective way to integrate the marketing message between both direct mail and digital,” boasts Rich Pocock, vice president of Agency Services. “It really helps clients build their brand.”Integrated Marketing, Social Media