The best marketing strategies aren’t lightning strikes — I always look at them as works in progress.
Marketers must constantly analyze their efforts for each marketing channel. Sometimes they take major steps forward. Other times, it’s back to the drawing board to start from scratch.
In terms of Direct Mail, track response. Consider an A/B split to test creative or offer. Think about key-coding each record on your mailing list with demographics so you can discern patterns in the responder group. When you see which groups respond best, you’ll know which ones to target.
In terms of search, continually review current paid search strategy and adjust spending to maximize market reach. Tweak your keywords, refine demographics, evaluate, and forge ahead.
In marketing, nothing stays the same – you will always need to keep an eye on your marketing strategies to insure they remain current and responsive.
Direct marketing is known for its ability to provide advertisers with information they can use to move forward successfully. With analysis, careful planning and repetition, you’ll be able to craft sustainable, profitable marketing strategies.