BlueWing HVAC SURGE Newsletter - Vol 9

Thursday, June 15, 2017

Connecting Direct Mail to the Digital World

Last year, digital advertising spend ballooned to a whopping $72 billion, surpassing even TV spend. There is no question that marketing plans must include digital advertising as a key element of a well-executed strategy. However, research shows that digital is most effective when it’s paired with direct mail advertising because direct mail is a stronger trigger for consumer action vs. digital channels.

Ipsos, a leading global research company, released the findings of their study that examined the role played by direct mail and digital channels in optimizing consumer attention, emotional engagement and brand recall.

The results were unequivocal. Consumers spent an average of 37 seconds scanning direct mail, 118% longer than digital advertising. In addition, 66% of participants were able to recall having seen the piece one day later, and 57% were able to recall the specific offer. Overall, brand recall was 29% higher for direct mail than digital advertising.

Media sequencing also matters. Ipsos found that direct mail’s impact on consumer engagement campaigns may be strongest when it follows digital advertising.

The conclusion? “Each media channel is like an instrument in a symphony,” notes Elissa Moses, CEO of Ipsos Neuro and Behavioral Science Center of Excellence, “each with its own unique impact profile and role to play.”

If you’re looking for strategic, integrated marketing campaigns, contact us to learn how we can help.

Direct mail amplifies the message of digital channels, as compared to a single media campaign, generating:

Unlock the Key to Digital Advertising With Direct Digital – IP Targeting

BlueWing’s Direct Digital Program leverages IP technology to send digital display ads to the computers, tablets and cell phone devices of direct mail prospects for increased exposure to your message. Our IP targeting system does not use cookie data to identify the recipients.

IP Targeting

Instead, the patent-pending IP algorithm determines the IP address based on the physical address, which is more precise because it incorporates offline data, ie. registered voter lists, customer databases, modeled data and direct mail data.

How Direct Digital Works

We take your mailing list and run that list through our IP mapping system to identify match rate

Our system locates the household IP addresses, and anonymizes them to create a privacy shield

We serve display ads to those IP addresses, using the modem/router/IP address as the entry point. The key advantage to this is that ads go directly to the target audience, instead of fake traffic

Ad deployment begins the week of your mail campaign’s in-home date, and then the week of the promotion. We recommend serving 6-10 impressions per matched record

Postcards That Get Noticed

Laminated Postcard

Get noticed in the mail with BlueWing’s laminated postcard. Featuring a customizable tear-out offer card, this isn’t your average, ordinary postcard. Push new installments, tune-ups and repairs to appeal to just about everyone and keep technicians busy.

Direct Mail Campaign Includes:

  • Postage
  • Design
  • List Management
  • Tracking
  • Analytics

BlueWing is a unique company full of experts in both direct mail AND digital marketing for HVAC businesses. Contact us for your free consultation. Call Dan Bolt (866) 275-5615.

5 Ways Traditional “Cookie” Display Targeting Fails

A cookie is a piece of text that a web server can store on a user’s hard drive. Cookies allow a website to store information on a user’s machine and later retrieve it.1 Even though most websites use cookies, they have recently become an outdated and are an ineffective way to target consumers.

Here’s Why:

  1. People can erase cookies and appear as a new user with new ID
  2. Cookies can be disabled
  3. Cookies cannot differentiate between multiple users on a home device
  4. Cookies can be old
  5. Fraudulent traffic culprits like server farms, malware, toolbars, crawlers, click farms and bots use cookie data to serve up ads, resulting in fake traffic


1How Internet Cookies Work, Marshall Brain, Tech | Computer & Internet Security, How Stuff Works, 2017


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