3 Models That Are Devouring Print DRM
Valentine’s Day is basically the official holiday of direct response marketing (DRM). Think about it: You send a card and hope for a response.
It’s also one of the only days on the calendar where print still performs relatively well — if you’re lucky.
For the other 364 days in the year, print marketing campaigns are incredibly untargeted… it’s a shotgun splatter approach. It’s a spam-plosion with no filter.
At a time when it’s literally never been easier to target prospects with laser accuracy — direct mail just seems ridiculous.
In fact, there are businesses springing up with the sole purpose of crushing direct mail marketing.
3. A start-up called LocalResponse has come up with an even BETTER model to replace the old marketing circular. These guys use a variety of social platforms to bribe users to check-in at a particular store (on Facebook or Foursquare) — and receive a digital coupon via Twitter.
This way, the store gets value — the user basically has to recommend the store to their network — and the user gets a coupon that lives in their smartphone, that they take everywhere, NOT their mailbox.