When digital behemoth, Google, uses physical marketing to sell a digital service, you could say that’s ironic, but we say that’s true multi-channel marketing at its finest.
Here’s a direct mail piece, which promotes AdWords.
Think about that. As counterintuitive as it might seem, they are using a tactile piece to advertise a program that operates solely online. This example of physical marketing to drive digital action is a prime illustration of how these two mediums are better together. Google could have sent us an email or served up an ad, but even the powerhouse of the digital ecosystem realizes that print marketing is more impactful and engaging.
This offline piece is highly personalized; it speaks directly to our business, teases us with tips, and tempts us with a gift card to redeem online. The gift card also features a unique identifier which Google uses to track the results of the mailer.
67% of online searches are driven by offline messages, with 39% of consumers making a purchase, and for every $167 spent on direct mail; U.S. marketers sell $2,095 in goods.
Google obviously has it figured out.
We can’t think of anyone more invested in digital marketing then these guys, but yet they still understand the power of print.
Not to worry if you lack Google-like status or name recognition. It’s not about the size of your company, but rather the reach and impact required to stand out from your competition. The best way to do this is by combining print with digital.
With Tactile Marketing AutomationTM (TMA) software, you can automate both the print and digital components of your campaigns.