5 April 2022

Traditional marketing needs digital skills – and here’s why…

Traditional. Yes, that word. It doesn’t create a buzz of excitement, and it’s not new and shiny, but nonetheless in marketing, it works.  

Just last week, Forbes reported that “direct mail campaigns still deliver the most bang for your buck”. And if Forbes reported it, it’s true, pure and simple. However, the familiar flyer through the letterbox isn’t the end of it. Email is only a little less important. 

The 2022 Global Messaging Engagement Report by customer communications platform Twilio SendGrid found that almost one third (31%) of consumers check their emails two to five times per day, with 77% checking them at least once. This information is dynamite for understanding how to steer your customers to your digital campaigns.  

And here’s how. That pesky pandemic spawned a lot of things, but as far as marketing is concerned, one hidden benefit was people getting their heads around QR codes. They were everywhere. Covid check-ins, restaurant and bar menus, you name it, it required your smartphone. And people learned how to use them double-quick.   

Now marketing has gotten hold of those little black and white creations to bridge direct and digital marketing.  

The way to utilise them most effectively is to integrate your QR codes into your print and emails. This will create the following benefits: 

  1. Including it in your direct mail campaign will drive traffic to your website. This is a powerful tool if your website incorporates e-commerce. And don’t forget your social media – it can direct customers straight there. 
  1. Businesses can use QR codes to collect new email addresses by directing consumers to a sign-up page. Handily, this also increases your email database for more direct marketing.
  1. Use a QR code to manoeuvre customers to a feedback site, which will  have the double effect of harvesting positive reviews, or even better, getting customer comments directly on your social media. 
  1. The most successful QR codes lure folks in for a freebie or money-off voucher. So, it’s basically a scan-for-cash or gift. Sounds tempting to us. You can also use this for repeat customers, who could claim something more exclusive.
  1. Another innovation is to use QR codes to fast-track customers to contactless payment and online ordering, as well as giving them instant access to detailed product information.

One very handy tip for making your QR code obvious, is to put it where it can’t be ignored. So, the code should be large enough to be noticeable, as well as being colourful – that’s right, they no longer have to be black and white, so can colour coordinate with the rest of your branding. Have fun with it. 

Once you’ve bridged that gap, where are customers being directed to, apart from your website? 

As far as social media is concerned, we could go on and on. But don’t worry, we won’t.  

The first of the two biggies you should be most interested in is Instagram. A 2022 Instagram Engagement Report found that, among the 1.3 billion active users on the platform, the UK came in third place as the country with the most published posts in 2021. The top eight brands focused on sports, travel, space and nature. 

And those top accounts are just huge, over half having over a hundred million followers.  

Biggie number two needs no fanfare. In case you hadn’t guessed, it’s Donald Trump’s nemesi Tik Tok. The hottest news about the naval-gazing teen favourite is that it’s teamed-up with global influencer, marketing and content creation platform, Vamp, and now the official TikTok Marketing Partner. 

Vamp will help brands identify relevant creators, make data-driven decisions based on audience insights, access verified performance metrics and can monitor views, likes, shares, comments and engagement. And that means marketing success. 

Looking at the bigger picture, digital skills are in high demand. Equally true is that they’re in short supply. Businesses need them, and they’re gold dust in the freelance marketplace. And with traditional and digital marketing holding hands, the time has never been better for joining the party. 

 


Recent blog posts

Architectural Façade Face-Off – Unusual Exteriors


Just like people, buildings have personality – and in the charisma stakes, bland gets booby prize. Blending-in is fine, elegant yet aloof gets attention, in-yer-face will get a marmite reaction, while charm and originality make the world a better place to live in. With this in mind,… Read More

View more

Motion graphics is not just for the movies. Graphic designers take note…


  Motion graphics is fast becoming a graphic designer’s most valuable tool, so ignore it at your peril.  A recent survey from Salesforce Research revealed that up to 80 percent of customers value  innovative and interesting brand marketing as much as its products… Read More

View more

Exhibitions and Marketing – the post-pandemic dream team


Our recent article about experiential marketing highlighted exactly why our post-pandemic freedom has awakened the beast – that fundamental yearning in most of us to interact. And after a whole lot of digital-only hook-ups, the exhibition industry has gone from nought to 60 in its efforts to give… Read More

View more

Unreal Engine 5 – more real than ever!


We hardly have to tell you what happened on the 5th April just gone, do we. Yep, it was the launch of Unreal Engine 5.   This beaut from Epic Games has capabilities that put it in a whole different ballpark to Unreal Engine… Read More

View more

Interior design and the new office reality


Gone are the days of drunkenly shaming your backside on the company’s photocopier – since the first lockdown hit, we’re hardly in the office long enough to qualify for a name on the door. Forbes recently investigated how hybrid working is the most likely outcome of the pandemic. Read More

View more

Marble Arch Mayhem – Challenging Sustainability


UPDATE: Since writing this blog, the replacement of the M&S store in Oxford Street can proceed after the mayor chose not to intervene. To read our thoughts at the time, continue below. The London Mayor Sadiq Khan has recently found himself in the middle of a right old architectural… Read More

View more

Q&A with mustard FX divisional leader James Newman


James Newman – Divisional Lead – mustardFX Motion Picture | Gaming | Animation | CGI | VFX    Why the refresh?  I made the decision to rename the division from VIZ –> FX to align with our journey and expansion.  … Read More

View more

Traditional marketing needs digital skills – and here’s why…


Traditional. Yes, that word. It doesn’t create a buzz of excitement, and it’s not new and shiny, but nonetheless in marketing, it works.   Just last week, Forbes reported that “direct mail campaigns still deliver the most bang for your buck”. Read More

View more

Contracting through a recruitment agency – what you’ll need to know


So you’re thinking about becoming an independent contractor? Well the good news is that this is a very lucrative market in all sectors of the Built Environment, and it’s tempting a lot of professionals to take the plunge. If that includes you, the first thing you need to decide… Read More

View more

Experiential marketing – success strategies, Netflix and ice cream


If anyone needs reminding why experiential marketing is so powerful, you need to get in your TARDIS, and punch July 2019 into the time-ometer, destination Burbank, California. With any luck, you should open the door to find a Scoops Ahoy ice cream shop, and one of the most… Read More

View more