Via Retail TouchPoints: World of Watches wanted to influence its customers without getting lost in the noise of digital. Partnering with PebblePost, the brand leveraged Programmatic Direct Mail® to re-engage and encourage visitors to return to the site with an incentive to purchase house brands before they searched competitors. With a 59% Response Rate and 37x Return on Ad Spend, World of Watches has moved from a test of Programmatic Direct Mail® to an evergreen strategy in its marketing mix.
“PebblePost gave us both a competitive advantage at an attractive cost and another means to communicate with an audience who’s inclined to buy from direct mail as opposed to purely online,” said Russell Ackner, CMO of Swiss Watch International, parent company of World of Watches, in an interview with Retail TouchPoints. “We saw an immediate way to communicate with a tangible media that has a longer shelf life than email or ads and can change the perception of our brand and shopping experience. Best of all, it is tied to that consumer’s expressed interest in our brands.”
Read the full story on Retail TouchPoints.
As we close a momentous week in a turbulent 2016, our CEO and Marketing Land Columnist Lewis Gersh predicts what the coming year may hold in Martech. Read here about scandals, social, reality, consolidations and consumer attention.
It’s easy to tie ourselves into knots over terminology when debating omnichannel versus multichannel. Our CEO and Marketing Land Columnist Lewis Gersh advises marketers to worry less about semantics and focus attention on what’s working and more importantly, why. Read here about the evolution happening right now and what to expect.
“We’re officially into the fall season, and brands are now laser-focused on strategies to drive increases in customers and revenue throughout Holiday 2016. As retailers gear up their messaging and marketing tactics to both engage loyal audiences and achieve new areas of growth, relevancy and timeliness have never been more critical for driving conversions. With the digital world growing increasingly crowded, filled with competing noise from alike brands and products, tapping into customer intent when highest will continue to be a much needed edge. The always-on digital consumer is engaging with brands across a vast variety of online touch points, and so getting something to really resonate requires thinking about the right combination of marketing channels in a fresh, new way.”
PMX Agency sat down with Jacquelyn Goldberg of PebblePost, to understand marketers’ success with the platform, as well as the challenges Programmatic Direct Mail® is helping brands overcome.
Read the full Q&A here.