It's been said that the digital revolution has completely eradicated the need to do traditional marketing like print such as direct mailers.While price points seem to be effectively lower per digital the lifetime engagement l cycle tends to be lower. Evidence for this?
When was the last time you got a flyer in the mail for something you wanted but not necessarily at the moment and left it there for a few weeks?How many times did you look at that flyer before you used it or through it away? I know we've had a Nordstrom catalog sit in our offices for over 3 months!
While tracking a digital ad had it's immediate advantages, one can hardly ever claim that this ad has SAT on a target viewers kitchen for more than 3 seconds after they did not click on it. So how then can we use the digital tracking capabilities of new media analytics combines with the concept of life cycle management to gauge both our online and offline marketing collateral?