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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “How to Measure Online Marketing’s Effect on Offline ROI” examines methods of tracking offline sales (ROI) against online marketing campaign initiatives. Ad agencies are consistently up against the wall to prove that ROI is worth the client marketing expenditure, particularly in the case of online or digital marketing investments.

Sales conversions that appear to happen out of the blue, or by chance or by a phone call, are actually being triggered by some type of traditional ad campaign, word-of-mouth, or most likely from an online ad campaign. It’s one thing to track all things digital from the viewing numbers, to likes and comments, to the actual downloads or purchases. The B2C sector primarily enjoys the quickened pace of sales conversions through the digital sales funnel, and from soup to nuts, it’s all digital and trackable. Conversely, the B2B sector also enjoys the benefits of digital marketing, however, the sales funnel continues to be a much longer cycle than that of retail or SaaS offerings. But is that always the case?  Are there instances where digital marketing efforts fail to convert a majority of online visitors into buyers?  And that is where it is quite another thing to track the offline ROI.

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “How Personalization Shrinks the B2B Sales Cycle” discusses the evolution of the marketing construct and how personalization marketing has come to the forefront of attracting and converting sales targets, particularly with B2B buyers. Identifying website visitor traffic on your website is now an integral piece of the marketing puzzle, especially when looking to develop and implement personalization tactics.

The rise of personalization targeting in marketing and advertising is due in large part to the new normal, in that the individual is now more powerful than the corporation. In fact, this individual power ascendance was predicted in the book ‘China Megatrends - The 8 Pillars of a New Society,’ by which personalization has now come to prominence. This individual power rise is changing and challenging how communication strategies are created, and more importantly, the manner in which personalized marketing messages are received and responded to.

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “Marketing and Advertising Consistency Builds Brand Equity” examines why brand equity is either raised or lowered, and more importantly what role does marketing consistency play, or the lack thereof, when it comes to moving the brand equity needle.

The term ‘Brand Equity’ currently fails to make the top ten trending buzzwords being tossed about in the marketing and advertising ocean. Instead, terms such as content marketing, mobile devices, influencer marketing, social media marketing, SEO, SEM, video content marketing, direct mail marketing, email marketing, big data, personalization, and marketing trends appear to be the most talked about elements aboard marketing cruise ship analogies navigating their way around the global marketing oceans.

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “Understanding Personalization Variances Helps Increase ROI,” takes a deep dive into the personalization aspects of segment marketing and uncovers better methodology to speak one to one with each customer prospect.

We’ve covered various aspects of personalization, both from a digital standpoint as well as from the traditional one, albeit within a general marketing task, including the benefits of Variable Digital Print’s personalization attributes.

That said, most marketers and advertisers agree that personalization fails in and of itself, to provide enough insight for each individual target within the segment to be marketed to.

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