Fosina Marketing Group - Hudson Valley DMA

DANBURY, Conn. - Feb. 17, 2015 - PRLog -- February 4 saw another successful HVDMA luncheon session as an enthusiastic audience of direct and digital marketers enjoyed a panel discussion on “Bridging the Gap Between Offline and Online Data” against a wintry white backdrop at Tamarack Country Club.

Moderated by former HVDMA Founders Award honoree Joe Furgiuele, the panel featured Donna Hamilton of Alliant Data, Will Clayton of Wiland Direct, and Jim Fosina of Fosina Marketing.  Some important takeaways included:

It’s critical for marketers to stay ahead of changes in consumer purchase behavior.  Traditional marketers need digital capabilities to help close consumer purchase transactions, and to supplement their traditional media promotions.
Silos between online and offline need to be broken down so that they work hand-in-hand.

In a recent survey, only 20% of companies say that their direct and digital promotions are not integrated, yet only 12% consider digital integration a top priority.

Co-targeting online/offline is proving that direct mail prospects who receive display ads out-perform those who don’t.

Re-targeting web visitors in instantaneous as opposed to waiting weeks or months to remail DM prospects.

Millennials are now a larger market than baby boomers, and much more attuned to digital promotions.

Test re-targeting by holding out a sample of DM prospects who don’t get re-targeted and compare them to a similar sample who do.

Customers who come in via digital sources can be re-promoted both traditionally and digitally.  Apply offline behavior characteristics to digital customers to improve mail results.

A typical scenario is 80/20 spending on digital vs. traditional, but 50/50 in terms of orders, and 70/30 profits in favor of traditional.

Visit  http://fosinamarketinggroup.com for more information.