Digital Marketing Archives | DiMassimo Goldstein

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Tag : Digital Marketing

Less Direct Mail. More Digital.

By Mark DiMassimo

Our clients hire us to drive brand value up while driving cost-per-acquisition down.

Basically, they need to exceed revenue targets (i.e. sales) while they lay the groundwork for outsized growth – that’s what I call Big Brand.

For some that are reliant on direct mail for a large portion of the new customer acquisitions, this means first making the direct mail work a lot better.

Simultaneously, we work to shift the locus of acquisition to the digital channels where we know we can generate more response – more sign-ups, applications, accounts, customers, clients, recruitment, leads, sales, etc. – for fewer dollars.

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In fact, we’ve found that we can so dramatically lower the cost of acquiring a new customer that businesses and brands are dramatically transformed. Promising start-ups become hot growth-stage companies. Mature companies in “tired industries” become hot turnaround stories.

And here’s the thing – we accomplish all of this with a managed level of risk. We test, before we roll out. We only move the real dollars after a strategy has proven to outperform the old strategy. We remain agile and optimize our mix on a daily basis, reporting and meeting with clients weekly to discuss and make the decisions that make all the difference.

Of course, there are internal communications issues, political challenges, vendor conflicts and other considerations that can interrupt the process of creating a dramatically outperforming marketing mix. Because this is all we do, we know those waters very well and we can help navigate while you steer, Captain.

Then we help our clients layer in social-led acquisition, mobile-driven brand direct marketing and content-fueled response marketing. We’ve been scouting those waters for over a decade as well.

Let’s talk more about this. Tweet me at @markdimassimo or shoot me an email at mark@digobrands.com.

Less direct mail. More digital. Onward!

7 Habits Of Highly Affected People

The following post is an excerpt from Digital@Speed, authored by digital marketing guru Mark DiMassimo. Visit the official website here to download your free copy today. 

Great brands are like great individuals. Authentic. Idiosyncratic. Unique.

But most brands, like most people, fall into bad habits. And the bad habits cost them dearly. To help you avoid them, here are the Seven Habits of Highly Affected people.

1) Trying to be cool. The coolest clients never brief in “cool”. They focus on relevance.

2) Falling into The Aspiration Trap. Usually, you’re not the target audience. Neither is your Hamptons-dwelling agency head. Remember: it’s about the target’s aspirations, not yours.

3) Briefing from the Trend Report. Great brands create trends.

4) Management Fads. Quality is not job one! Professional management has buckets of specialized concepts. They don’t belong in great advertising, even to professional managers.

5) Believing: “You don’t get it because you’re not the target.” Your job is to get it or you shouldn’t be signing off. Period.

6) Wishful Thinking. Advertising can be a tool for leadership. More often it is a reflection of corporate denial. Advertise the target’s wish, not the company’s.

7) Mistake execution for ideas. It’s easy to fall in love with something beautiful, novel, funny, poetic, witty, or profound. Do fall in love. But first make sure there’s a powerful, convincing idea in the middle of all the artistry. If you’re in the right sort of place, your job depends on it.

Most brands have fallen into one or more of these habits. That’s why great brand change agents will always be busy.