Today the consumer is the center of the trade area and all media must surround them. PREformance Marketing calls this the Consumer Trade Area or C.T.A. Every media touch point, both online and offline, is an opportunity to engage the consumer and alter their path to purchase. These engagement points are the key to media effectiveness and measured attribution.
For decades whether an advertiser or a retailer, targeting was defined in geographic and demographic terms. The Internet has added contextual and behavioral to our targeting vocabulary. Now what?
“Leveraging online and offline data provides a holistic view of the consumer,” says Beth Keegan in an article on Adotas Internet Advertising & Media News. ” The key to this valuable data lies in making it actionable.”
Integrating direct mail with digital technologies to improve response is a strategy gaining momentum for many direct mailers looking to drive better ROI while cutting down on the heavy burden of rising postage and printing costs.