Marketing ethics has always been a never-ending conversation, especially considering the ongoing changes in our technology and the way we market. Today, we’re talking about ways your business can promote ethical marketing, and how to apply these practices in your next campaign while navigating through the Information age.
Advancements in Ethical Marketing
At first glance, marketing ethics can come off as simple – often viewed as just being honest with your advertisements and not promoting scams. But with the integration of digital marketing, there are much more complex, ethically charged dilemmas at hand that marketers come across on a day-to-day basis. If handled incorrectly, these dilemmas can hurt your brand’s reputation and cost you customers. Recent surveys show that 35% of consumers have stopped buying from brands they perceive as unethical, even if there’s no substitute available. That said, there are many approaches your company can take to tackle these ethical dilemmas and promote brand integrity.
Here are some common ethical dilemmas of the information age:
How you obtain and use your data is everything when it comes to marketing tactics and campaigns. Surveys show that around 1 in 4 employees are uncomfortable with not only how their companies buy their data, but how they use it. This leads to the conversation of data ethics and establishing goals within your company to promote ethical data use. Data goals look different for every company in terms of tracking, reporting, and level of controls. This requires internal transparency and accountability, as there aren’t clear universal rules. A good start is to design your programs from the start to be transparent, for everyone in the company, and for consumers. There should also be equal expectations for data usage with your partners, suppliers, and publishers.
Privacy & Transparency
Privacy is another concern that’s always on consumers’ minds, and we can’t talk about its standards and rules without mentioning the General Data Protection Regulation (GDPR). The GDPR is by far the most comprehensive set of data protection regulations in the entire world, and provides clear digital marketing guidelines on consent, data transfers, breach reporting requirements, and limits on automated data processing. While 47% of people say they have greater trust in companies because of GDPR improvements, providing security to ensure your consumers’ data is not at risk should always be a priority. Since 84% of customers say they’re more loyal to companies with strong security controls – it’s safe to say (no pun intended) that an extra security spend is worth the cost. Ultimately, privacy boils down to being transparent with your consumers while keeping their data and information confidential.
Advancements in digital marketing have enabled marketers to target their advertising campaigns around specific user data and demographics, which can lead to several different ethical dilemmas. The American Marketing Association spoke about these targeting issues best, by saying, “While there are some good ways to target by group, targeting or excluding by race, sex, sexual orientation or other immutable traits is largely ineffective and, at worst, unethical.” This leads to the concept of ethical target marketing, where companies will research consumers to see what ways an individual might purchase a product without taking advantage of their information. While companies can advertise to certain groups, there needs to be an emphasis on making sure the message isn’t offensive or discriminatory.
Honoring & Upholding Commitments
This may come off as obvious, but it’s important to place integrity on your company’s end when marketing a product or service. Make sure your commitments within marketing statements are both upheld and correct, and that you’re actively deleting loopholes within your advertisements and contracts. Then, ensure that all content presented is not misleading and easy to follow. Provide complete information on product features or service specifications.
We know there are a ton of moving parts when it comes to marketing ethics – and it can be overwhelming. That’s okay. At the end of the day, what’s most important is putting your consumer’s needs, privacy, and safety first – and letting everything else fall into place.
Feeling informed and motived? Contact us today to learn more about how we can take your next (ethical) marketing campaign to a whole new level.
San Antonio, Here We Come!
At Strata, one of our favorite things to do is talk marketing. We’re problem solvers, and we pride ourselves on helping industries overcome their marketing challenges. With healthcare marketing being one of our many specialties, we’re excited to announce that the Strata team is heading back to the annual SHSMD Connections Conference in San Antonio, Texas from September 19th-21st, and we couldn’t be more excited!
SHSMD? What’s That?
For those who’ve never heard of SHSMD (aka the Society for Health Care Strategy & Marketing Development), it’s an AHA professional membership group that focuses on how the industry can evolve and change with new strategies, marketing, and technology, serving more than 4,000 members.
This year, SHSMD is celebrating the 25th anniversary of their annual “Connections” conference, and we can’t wait to connect with some of the industry’s best marketing and communications strategists. It’s been two years since we’ve been able to interact with these professionals in person, and we’re excited to be able to once again inform, challenge and validate their thinking, while also learning from the conference’s guest speakers from all over the country.
What We’re Looking Forward to & What We’re Bringing
This isn’t our first rodeo (even though it’s our first time going to Texas), as we’ve attended this conference for 20+ years. However, this will be our first time back with a refreshed look, thanks to our 2020 brand refresh. As marketing experts with almost 30 years of experience, we’re excited to bring our expertise to the show, and create some new, long-lasting relationships.
It’s clear that the healthcare landscape is evolving faster than ever, and to stay competitive, hospital systems need to start looking at marketing as a strategy rather than an afterthought. We plan to go into the show with an open mindset and to educate healthcare industries on the importance of New Mover Marketing and how SmartMove can help them achieve their patient acquisition goals.
If you don’t know who (or what) we do, Strata offers a wide range of client-driven solutions to help companies solve complex marketing and communications challenges. We’re a lot of things (innovators, go-getters, marketing experts), but we’re people first—and we know you are, too. That’s why we believe the best way to help a business achieve its marketing goals is by focusing on the people who work there.
If you’re attending this year, stop by booth 216 to learn more about how Strata can help you with your marketing efforts. We can’t wait to meet you!
If you’re not attending the upcoming conference- no worries. Contact us today to discuss your own personal marketing plan from the comfort of your own home.
All Your Questions Answered
There’s a lot of buzz around new mover marketing and the best ways to target potential new customers. And with all the attention and noise around it, the topic can get confusing and leave a lot of essential questions unanswered. Today, we’re going to answer all your questions about new mover marketing – and give you some insight into how to start a successful and smart new mover campaign.
Why should I target new movers in the first place?
Easy answer. With over 13% of Americans moving ever year, a ton of new movers are not only new to your area, but are looking for your business. They’re in a stage where they’re starting to develop what will become habitual shopping/buying habits and not looking for a reason to spend, but where to spend. Recent surveys show that 80% of new movers are willing to try new products since they’re in a new market and searching for new businesses and services. Also, how else are you going to replace those long-term, current clients that are moving out of your market area?
In what industries is new mover marketing effective?
Movers moving into a new house spend on average, $9,400 post-move, and that’s split into several different industries depending on the individual. When people move to new areas, they have several new (and already existing) needs that can only be met by several different industries. This means a new grocer, new healthcare provider, new dentist, new restaurants, a new gym… list goes on and on (and on).
Is it possible to segment who I target?
Yes, you can segment who you’re targeting based off age, demographic, and even by household income, to identify your ideal customer profile. The level of available segmentation depends on your new mover marketing partner and the technology that’s provided, but it can (and has been) done.
Can I have more than one touch point across several channels?
Absolutely! We recommend implementing multiple touch points that come from different angles. This means reaching your customers through several different channels, such as digital, direct mail, and email. All of these channels of communication, used together and correctly, are proven to show effective ROI.
How can I grow my new mover market through direct mail?
With around 61% of customers finding direct mail influential in making purchasing decisions, it’s important to make it one of the cornerstones of your new mover marketing campaigns. Direct mail can be personalized for the consumer, be authentic to your brand, and provides opportunity to be creative with how you market products and services to your consumers. Mailers that typically work best for new movers are dimensional mail, postcards, and bi-folds with incentive items.
How can I grow my new mover customer base with digital ads?
Hand in hand with direct mail, digital ads are excellent in getting your company’s name across your potential customer’s device. Creating display and banner advertisements is an effective way to send customers to your website or to a specific landing page. The power of digital marketing often speaks for itself, so it’s important to have elements of it involved in your new mover marketing campaign to reach all potential customers – not just some.
What kinds of responses should I expect throughout my campaign?
This all depends on the structure of your campaign and what kind of responses you’re aiming for. For instance, if you include a business reply card (BRC) within your direct mailer, your response rate will be based off how many potential customers fill them out and return them. Furthermore, the more aggressive your offer is for a direct response, the greater the response will be. Responses typically vary between industry and how many different touch points are built into your campaign. Response rates can also be determined by digital ads based off the number of consumers that interact with your landing page by clicks or submitted forms.
What’s the best way to track responses from my campaign?
When executing a new mover marketing campaign, make sure the program you’re using can easily track all progress, responses, and data that comes with the campaign. Find a partner with access to technology that allows you to see real time responses for your campaign and gain intelligence from those responses to make adjustments as it’s executed.
How do I effectively set up a new mover marketing campaign?
Picking the right partner is everything when it comes to successfully setting up a new mover marketing campaign. The right partner will provide the right data, the right technology, and a partnership with strong content creators who will represent your brand correctly. Work with a company that understands your markets and has several years of experience.
Looking for ways to incorporate a new mover marketing strategy into your next campaign? Here at Strata, we have years and years (and years) of experience under our belts. We’re here to assist you with all your new mover marketing questions and needs. Contact us today.
Bring Your Campaign to the Next Level
With over 40 million people moving every year, there’s a huge market for new customers moving into your target area. That said, many businesses have no idea where to start when it comes to targeting and reaching these new movers. Today, we’ll give you an overview of what new mover marketing is, the customer journey that a new mover takes, and the best channels and campaigns to reach them. Let’s dive in!
From Movers to Buyers
One of the most important things to realize about new movers is that they’re currently nobody’s loyal customer (yet). They’re a key group to target because they’re open to new businesses and products, and on average, develop 72 or more new business relationships within one year of moving. They’re also 5 times more loyal than your regular customer due to being new to the area. Once they find something they like, they’re willing to frequently buy it with ease. Making up 17% of the U.S. population, you can’t afford to miss these walking (and unpacking) opportunities. So, how are their (frequently loyal) buying habits formed? New movers are heavily influenced by timing. Whether you contact them before or after their move decides how they feel about your communication, and what they’ll do about it…
Pre-Move Buying Habits
Data shows that movers begin to stock up on home items right before they move. Products such as kitchen utensils, light fixtures, and everyday household tools are high on their list during this pre-move time.
Post-Move Buying Habits
After their move, new home buyers are likely to spend an average of $9,400, while renters spend around $4,700. Still, this number varies with age, area and demographic. Most of these buying decisions are made within the first few months of moving, which makes it the best time for your company to make contact, introduce yourself, and showcase your product.
A new mover’s first purchases will depend on their personal needs and priorities. For instance, a mover with medical needs may find a doctor immediately, while a mover with a large family may first find a new grocery store. Either way, they’ll have to find both eventually – and it’s likely they will within the first few months. Thankfully, new movers don’t need to be convinced to buy (they’re already more than ready), you’ll just need to convince them to make the right buy (from your company).
Staying in Touch
It’s not only important to get in touch with these potential loyal customers, but to stay in touch. After making a strong first impression, you’ll want to make more points of contact to ensure your company stays top of mind. It’s essential you have a good combination of marketing across several channels that are strategically picked and placed.
New Mover Marketing Tactics
There are several ways to reach these new movers, first, but since we’re experts – we’ll tell you the best ones. First is direct mail. Direct mail ideally arrives at the same time or a few days after new movers enter your neighborhood. Delivering direct mail that welcomes and attracts the new mover while introducing your business is a great way to begin an ongoing relationship. And the stats back this up – as 40% of consumers try new businesses after receiving direct mail. Direct mail is perfect as a first touch to new movers, as it’s personalized, meets them in their new home, and catches them at the right time.
A great way to ensure this direct mail delivers ROI is through BRCs (business reply cards) or eBRCs with incentives. A BRC is a vehicle that allows a prospective customer to provide information to send back to your business, and if incentivized, can return high response rates and bring you valuable customer data.
What’s the next best channel for reaching new movers? Digital advertising. Hand in hand with direct mail, digital ads can create brand awareness, link to your chosen landing page, and target specific online audiences. Digital advertisement placement and audience targeting are the top optimization tactics used by advertisers today.
Email is next – and combined with both direct mail and digital ads, email can be that final touch that brings your company new customers. Using either the BRC information or engagement with digital ads, emails are easy to obtain, making it almost effortless to add new customers to your automated or personalized promotional email campaigns.
The Visible Influence
New mover marketing allows marketers to influence movers’ buying decisions from the beginning of their move all the way until they walk into your doors. It’s about building immediate and vital relationships – because once a new mover buys from you and your shop, they’re 90% more likely to become a repeat customer.
If you want to dig even deeper, it’s smart to use a program that gives your business insight into your customers – such as live statistics and touchpoint behaviors. These meaningful insights will allow your shop to make enhancements on the fly and improve your campaigns, ultimately increasing ROI.
If you successfully target new movers, create convenient touchpoints that meet their needs, and maintain conversation as they have questions and reach out, the new mover will not only finish their journey as a customer, but as a loyal, repeat one. Looking for ways to incorporate a new mover marketing strategy into your next campaign? With years and years (and years) of experience under our belts, we’re new mover marketing experts. Contact us today.
A Strata YouTube Channel Original
Throughout your workday, you might hear the term “Multichannel Marketing” being thrown around casually, and not have the slightest clue of what it’s referring to. That’s okay! We understand that it can sound like an intimidating subject. While up to 95% of marketers say they understand the importance of multichannel marketing for targeting, only 73% say they hjave a multichannel strategy set in place. At its core, Multichannel Marketing is a simple concept that can help your company’s overall marketing campaigns and execution excel. Read along as we walk you through this falsely intimidating marketing concept.
What is Multichannel Marketing?
In a nutshell, multichannel marketing is a strategy that uses a combination of indirect and direct communication channels. With these channels, you’re able to reach all of your clients, prospects, and customers with a multifaceted campaign that can do wonders for your company. Multichannel campaigns are all about distributing the right content to the right people at the right time. Whether it’s by direct mail, digital ads, social, websites, or brick and mortar stores, multichannel marketing can be anywhere and everywhere so that your customers can take action and respond to the channel of their choice. You basically open a window of endless communication possibilities, and let your customers respond on their own terms. There’s no forced communication, because the advertising experience is controlled by the pace of the customer.
98% of Americans switch between multiple devices in one day. If that statistic isn’t enough to make you believe in multichannel marketing’s power, then we don’t know what is. Traditional marketing tactics work, but multichannel marketing is unique because it meets customers where they are along their journey instead of at one single spot. For this reason, multichannel marketing is never a “one size fits all” approach. It requires marketing readiness on multiple channels, especially since 86% of shoppers regularly channel-hop across a minimum of two mediums.
Ready to Learn More?
If we’ve piqued your interest and you’re ready to enhance your multichannel marketing knowledge, check out our YouTube channel or click the video below. Our Marketing Manager, Caitlin, will give you a quick three-minute explanation on this ever-popular topic, or if you’d like to discuss this concept with one of our multichannel experts, contact us today to get your next (or maybe your first) multichannel campaign started.
7 Ideas for Your Digital Strategy
So far in the Power of Digital series, we’ve highlighted digital’s general power and presence in today’s world, and shared key tips and tricks to plan, execute, and get the most out of your digital marketing campaigns. This week, we’re shifting gears a bit to take you through 7 unique and effective ways you can use digital in your next marketing campaign.
1. Content Marketing
Content is key and king, and that will most likely never change. Especially on digital platforms, content can make or break your marketing campaign. Almost every channel can benefit from content marketing, but those that benefit most are websites, blogs, e-books, white papers and one pagers, infographics, online brochures, social media, and digital advertising. You can expect about 67% more leads every month if your brand has a blog (compared to those who don’t). Digital content marketing can help you get noticed, help customers find you, and build brand reputation – and high-quality content can make you a subject matter expert, thought leader, and front-runner in the industry. A good online presence created through valuable content can earn your audience’s trust and influence prospects to take action, especially if that content includes an effective call to action.
2. Social Media Marketing
As widely used digital marketing channels, social media platforms such as Facebook, Instagram, Twitter, and LinkedIn, can help you expand your digital audience and reach (and connect with) people in several areas of the internet. Social media is an excellent, easy, and often free way to promote your business through visual and valuable content that can be uploaded in seconds – whenever and from wherever. Like we said, social media is a great place to reach, interact with, and communicate with customers. It’s a place where customers know they can reach you quickly, get instant gratification, and grow to feel more personally connected to your company. Platforms like Facebook and Instagram are useful for sharing announcements, blogs, landing pages, and more, and all of this content can also be shared, liked, and commented on by your customers and interested prospects. In fact, 53.6% of the world’s population uses social media, so take advantage of the crowd.
3. Video Content & Advertising
If you’re not already taking advantage of advertising with online videos, the time to start is now. According to Optinmonster, video marketers get 66% more qualified leads per year. Video is an effective, memorable, and authentic way to share company messages. It can be inspirational, entertaining, thought provoking, surprising, educational – you name it. It’s a great way to tell a product story, make announcements, or show the faces behind a company. Just make sure when you’re making video content that you know your intentions. What do you want to tell your audience? What do you want to show them? How do you want them to feel? And maybe most importantly, what do you want them to do? The best channels to post your video content are YouTube, Facebook, Instagram, and Linkedin – but video content can be posted pretty much anywhere, and can be broken up and used on several different platforms to target audiences in different stages of the buyer’s journey and acquire varied results.
4. Audio Content
As consumers are settling into their new routines of life at home, consumption habits are dramatically shifting across digital mediums. Podcasts are all the rage these days, and for good reason. Businesses, influencers, and thought leaders have started to realize that no matter what someone’s schedule, while they may not have time to watch, they’ll often have time to listen. Whether it’s on the traditional radio or via a podcast, audio has become an extremely relevant medium to offer on-demand listening for your busy audiences. Even better…audio marketing can often be easier and cheaper to produce and distribute highly tailored content than other forms of marketing.
5. PPC Advertising & SEM
PPC (Pay Per Click), advertising and SEM (Search Engine Marketing) efforts can draw a ton of traffic to your website. PPC focuses on driving search traffic with direct commercial intent. Pay-per-click ads through the Search Network help ensure you’re fully visible and front and center on an SERP when users submit queries that are relevant to your brand offerings. This digital marketing tactic varies in its cost, because the advertiser pays the publisher depending on how often their ad is clicked. Yet, the more you pay, the more possible prospects you’re likely to get. This type of advertising’s a great way to show off your brand to individuals who are actively looking for products and solutions that your brand has to offer. 65% of B2B companies have acquired customers through LinkedIn ads alone, just one of many places these advertising opportunities exist.
6. Digital Display Advertising
This subset of SEM efforts is also a great way to reach new customers using text, images, banners, rich media, interactive imagery, and video. Digital display advertising presents you with the opportunity to showcase your brand in a wide variety of ad formats. Display advertising is an excellent way to build brand awareness and get clicks, conversions, and sales from users who have an interest in your business and have found your display ads to be relevant to the solution or product they’re searching for. Digital display ad messaging can be easily customized based on your customer’s interests and shopping behaviors, but before getting into display advertising, make sure you choose an expert to work with to get the most out of your efforts and obtain higher ROI.
Lastly, SEO is a good digital focus for your company to have if you’re looking to increase organic search rankings for your website. The higher your pages rank on Google’s SERP, the better chance you have of growing your business and brand awareness. Having a high ranking also builds consumer trust and company credibility, and betters user experience, making it more likely for customers to become repeat buyers. The mediums that most profit from SEO auditing include websites, blogs, and infographics, but almost every channel can benefit from improved SEO.
Ready to enhance your next digital campaign? Contact us. We’ll help you brainstorm and execute, and make sure you get the most ROI for your digital marketing efforts.
5 Tips & Tricks to Enhance Your Digital Campaigns
Last week, in our first blog of the Power of Digital series, we discussed how powerful and plentiful digital is in our increasingly technological world. This week, in part 2, we’re giving you a few tried and true digital tips and tricks that businesses can use to increase the power of their marketing.
1. Set Goals
When creating an effective and accurate digital campaign, it’s very important to create goals early, and define them with purpose. Loosely defined goals will just lead you to a loosely defined, unsuccessful campaign, so outlining measurable goals should be your first step. Many companies use the SMART method to develop these goals (specific, measurable, achievable, relevant, and time-based) because it ensures you hit every key factor of effective goal-setting. While many goals should be focused on sales and leads, they can also be set around other variables, such as increasing social media followers, email subscribers, and/or engagement. A recent Harvard Business study revealed amazing statistics relating to goal setting and success. It found that the 14% of people who have goals are 10 times more successful than those without goals – so set, and don’t forget.
2. Define Demographics & Use Personalization
Your online audience heavily varies based on a lot of different factors, such as gender, age, location, income, and more. Since there’s such a large range of possible digital viewers, it’s important to research, define, and customize based on your specific audience. Creating personalized marketing that caters to each demographic is the most effective approach when it comes to digital campaigns, so once you’ve defined your specific target audience, think about what will resonate with them, and incorporate that into your copy, images, and overall strategy.
3. Know (& Use) Your Voice
Again, knowing your audience is key, and if you know them well, you’ll know how to speak to them. If your social media posts or emails look like those of every other company, you’re doing your digital wrong. You won’t catch their attention if you blend into the vast digital crowd. Make sure your content and messaging are relevant, consistent, and always showcases your brand voice and brand story. Also, it’s important to make sure everyone in your company has a good idea of this brand voice, so that your salespeople, staff, and representatives showcase it correctly and authentically. Developing brand voice standards and distributing them will help ensure these are streamlined all over digital – and in the physical world. Over time, as your audience and goals are bound to change, these standards may change, so make sure to always adapt your messaging.
4. Include Clear Call-to-Actions
Call-to-actions can be just as important as the digital campaign itself. Emails with a single call-to-action increased clicks 371% and sales 1617%. Don’t forget to brainstorm, discuss, and review them to perfection. Whatever you want your customer to do when they see your display ad, read your email, or scan your social, make sure it’s obviously displayed. Don’t make them guess. Your call-to-action should be front and center, easy to find and direct. The first word of your call-to-action should be first-person oriented and action oriented. And, like we said, make sure you focus on the language of the call-to-action and ensure it’s clearly connected to your brand as well as your products and services. Avoid generic call-to-actions like “read more” or “learn more here” – as customers are so bogged down by these and not enticed by them anymore. Try other, more unique phrases like “Try for free”, “Join us”, or “Give it a go”.
5. Design Effectively
Digital campaigns leave a ton of room (literally, endless room) for creativity, but make sure to use that design space thoughtfully and effectively. It’s essential you think about not only what the digital campaign is, but where it’s going. It’s likely your users are absorbing your campaign touchpoints in more than one place (on phones, tablets, or laptop screens), and that it’s surrounded by other images and advertising – so make sure it fits, and make sure it pops. To stand out, use high-quality images, unique brand elements, and enticing content that is relevant and consistent to further reinforce your positioning and brand experience. If you’re not certain something will work, still try it! The best campaigns are sometimes the most out-of-the-box, and A/B testing can be used to give new ideas a try.
If you’re ready to take your next digital marketing campaign to the next level, contact Strata today.
The Evolution, Current State, & Future of Strata
Who We Are
Strata was founded by Jeff Sammak in 1993. At first, the company’s goal was to simply provide print services to a plethora of clients. Jeff later came to realize that Strata’s true mission was to leverage emerging technology to fuse marketing processes into a streamlined, single-source workflow. Over time, we’ve evolved to offer a wide range of client-driven solutions to help customers solve complex marketing and communications challenges, and we’ve consistently been a team of many different, unique individuals – innovators, go-getters, marketing experts, sales connoisseurs, you name it. But we’re people first—and we know our clients, customers, coworkers, and industry peers are, too. For this reason, we know the best way to help businesses achieve their marketing goals is by focusing on the people who work at them.
Where We Started
When Strata began, our services were print, print, and more print. We provided print solutions like no one else, offered great customer service, and were efficient and productive – as we are today. Back then, most of our clients were within the pharmaceutical industry, and we primarily focused on print materials like postcards and mailers, with a very small amount of web portal work.
Danielle, a long-time Strata employee, remembers that the main source of revenue for the company was “creating and printing Case Report Form (CRF) Books for pharmaceutical companies. Strata even had a program created for us to be able to set these up and separate the pages to print because they were printed on NCR paper.”
Before 2003’s move to Campus Drive in Plymouth Meeting, PA, where Strata’s main office is now, the company was located on Butler Pike. Around the time of the move, the pharmaceutical industry started moving CRF books online, causing a shift in the printing industry. To stay ahead, Strata purchased an iGEN 3 digital press and began working with variable data. This led to many of our current tactics – variable postcards, mailers and more, as we continued with more web portals. This change ramped up both the marketing and productions parts of Strata’s business.
Dawn, another long-standing Strata employee, recalls that “internet ordering wasn’t even a thing when I started…but Jeff was quick to add the software and technology to build customer portals for online orders to stay ahead of the market.”
This is when we really changed from a print solutions provider, to a full-blown marketing solutions company. From then on, technology became a key driver for all of our activities.
Today, we’re always using a blend of direct and digital strategies to get the highest ROI for our clients. Our equipment has and continues to evolve, and our culture grows stronger as our company expands. Dawn says, “Jeff’s always thinking two steps ahead (or maybe more) to keep the company current. Variable printing (has) branched out to email communication and personalized landing pages, and our ability to track responses is a technology that many of our clients (and competition) don’t even know about.” Harrison, Strata’s Director of R&D, says that we’re always expanding on our strategic value, being more than just execution, and more than just technology – we’re “being invaluable.”
Mark, a Strata leader since 2007, says that today, we’re a company that’s a blend of so many components. “For certain, the way we work is different…now we operate from our homes…taking advantage of the technology that allows us to do that.” He notes that our equipment has changed and evolved significantly as well. Instead of iGen, we now use HP Indigos (a much better product) and also use multiple black and white printers, a large 6-color offset press, inserters, a UV coater, and more. We’ve improved our processing capabilities through automation, and can now produce at a higher quantity and quality than ever before. Our workforce is no longer only print and production, but – like we said – innovators, marketers, and strategists too.
Our products have expanded from just postcards and mailers to email execution, digital, large format, and more. “We’ve moved from a transactional business to one that’s driven by orders from portals, for many of our clients,” Mark says. We used to outsource a lot of our services, and now, we invest in resources to keep those services within Strata. PURL development is a great example of this. We used to have the need to outsource it, but now, we do all of the creation in-house.
“Today,” Harrison says, “everything we do is with a realistic approach. We always keep contact with our clients and continue to solve problems.”
What Makes us Best – Directly from Our Staff
“Our employees have always been hard-working, easy to get along with, dedicated, and loyal, and that’s what has kept me here so long. I still feel like I’m always learning something, which is great, because I don’t like the mundane, same-old, same-old. I feel like we’re always ahead of other companies with innovative ideas and solutions, and we’re definitely always looking for new solutions for companies and trying to make things easier for them while staying ahead of the curve. However, I feel like our core values have stayed the same.”
“We look to exceed expectations, have extensive knowledge in our field that enables us to make smart happen, and live off of technology to be efficient in all scenarios. We think like our clients and look to provide solutions within their environment, and we cast a wide net that can satisfy most client needs under our roof without outsourcing. We have an excellent client base (many of our clients have been with us for 10+ years), and employees that stay with us.
You can speak with the actual CEO here. You can’t get that just anywhere, especially when you work for a big company. Each person has a place here. Everyone’s best talent is put to work here, and we all work together.”
The Future of Strata
At Strata, we’ll always put the customer first, as we always have, and it’ll always be top priority to solve problems – not just sell our services. We plan to keep evolving digitally, with smarter, more advanced technology, and to always stay on top of the latest and greatest trends. Dawn claims that in her many, many years with Strata, she’s “always seen the company evolve with the changing times.”
No matter what the future holds, Strata will always stick to our core – to make smart happen and remain a solution-based company. Give us a call if you’d like to evolve with us and utilize our mix of print and digital services to your advantage.
Common Omnichannel Mistakes & Their Solutions
We’ve really covered a lot of ground in the journey that’s been our Omnichannel Marketing 101 blog series, but we’d be remiss if we got you ready to make and optimize a great campaign without setting you up to fix some inevitable mistakes. Now that you know what omnichannel marketing is, the steps to getting started, and the most important best practices, we’re talking common omnichannel campaign missteps – from creation to execution – and how you can not only learn from them, but fix them and improve on your current campaign strategy and strategies to come. Even when you have all the tools and knowledge for success (which we supplied in parts 1-3 of the series), mistakes can still be made, especially when you’re trying omnichannel marketing for the first time. Thankfully, we have solutions.
Errors during creation and execution of an omnichannel campaign can be due to a lack of data, lack of experience, missteps in implementation, or simply partnering with the wrong omnichannel “expert”. That’s okay! Omnichannel marketing, no matter how much expertise you have, can (and should) take some trial and error. That’s why we’re giving you some smart advice on how to fix the most likely mistakes along the way.
Most Common Mistakes & How to Resolve Them
Mistake 1: Sub-par content strategy
Resolution: If this seems to be the problem, go back and review your content again. It’s most likely not customer-centric, user-focused, or brand-consistent enough. Review your data and make sure your campaign’s messaging is enticing, on-brand, and relevant based on where your customers are and what they want to hear. “A spray and pray approach will make your content irrelevant to certain segments of users, and that would mean potentially losing out to your competitors.” If you’re content’s irrelevant, it’s a major waste of resources, and even worse, can cause your customers to mistrust your company.
Mistake 2: Inadequate data or data misuse
Resolution: “79% of executives believe that companies will fail without embracing big data solutions.” Make sure you have a centralized data management hub for your company (if possible), have adequate tools to get the best data, and ensure everyone on your team (or various teams) can understand and use the same tools to gather information. Contrasting information can really hinder the success of a campaign’s creation and completion. Furthermore, “37% of the people in the US alone change their contact details within a year, making your data obsolete” unless you consistently update it, so make sure you use up-to-date data, and review and refresh your data when necessary.
Mistake 3: Missing out on new data throughout the campaign
Resolution: Like we said, out-of-date data is of no use to your customer’s current information – and even more, their current journey. Don’t just “set it and forget it”. Consistently go into your data to see patterns and understand how and where your campaign is (or isn’t) working. “You are supposed to capture more audience data based on the experience you offer and identify areas you need to improve.”
Mistake 4: “Isolated analytics measurement” (not getting the full picture when looking at data from various devices and platforms separately)
Resolution: Instead of viewing everything as a separate metric of success, think of each touchpoint of the campaign as a part of one ecosystem. “Take a top-down approach wherein you can analyze the success of your marketing campaign as a whole and then get down to the specific channel to know which ones performed well and those that require attention.”
Mistake 5: Problematic execution
Resolution: If you’re lucky and have some omnichannel experience, you may be able to fix this problem in-house. Try focusing on customer experiences instead of touchpoints and channels, better understanding your customer base, and better segmenting your audience. If you’re still having problems with execution, it may be worth it – and best – to bring on technical hires or work with a partner company (like Strata) to optimize data and technology.
Mistake 6: Incorrect & inefficient measurement of KPIs
Resolution: While it’s very important to look at the big picture, make sure you’re measuring results at each part of the customer journey. Otherwise, you’ll miss out on some granular yet important data. “For example, calculate the number of unique visitors on your website during the awareness stage or the duration of visit in the engagement stage, to determine if the user is interested in your product.” Data like this will help you better personalize the experience for each and every customer.
Mistake 7: Forgetting about the mobile experience
Resolution: “71% of shoppers who use mobile devices to research products online say their device is an important component of their in-store experience.” Make sure your customer’s mobile experience aligns with their in-store or in-person experience with your company. Get an understanding of how your customer base may use mobile devices, and how you can best reach them (on mobile) along their journey.
Mistake 8: Simply put, a bad strategy
Resolution: Step back with your team and take the time to re-evaluate your strategy. Is it customer-centric? Is it data-driven? Does it truly meet your customer where they are? If it doesn’t, it’s time to revise accordingly.
Mistake 9: Partnering with the wrong omnichannel experts
Resolution: Do your research when finding and choosing your omnichannel partner. Make sure they’re experienced in all aspects of omnichannel marketing – not just a single channel.
If you’re still feeling intimidated by omnichannel marketing, don’t fret! Strata can help you create and implement a smart, results-driven omnichannel campaign for your company. We specialize in multi-faceted omnichannel campaigns to reach your clients, prospects, and strategic partners. Our campaigns are designed to help you put the right message in front of the right people. Contact Strata to get your very own campaign up and running.