Marketing Evolution Summit‘s 2016 theme, “The Power To Lead,” reflects the increased pressure but also the broadening opportunities for CMOs and their peers to better connect with consumers in more targeted, relevant ways. One of the key ways Marketing will be exploring that theme is a panel discussion that brings together senior executives from a variety of organizations to help marketers identify and optimize all the channels at their disposal.
At Canada Post, for example, there has been an ongoing effort to educate and inspire marketing teams across the country about the way direct mail can integrate with, and in some cases even outperform, digital media content. The link between physicality, data and connectivity powers what Canada Post calls Smartmail Marketing™.
In preparation for the conversation at MES 2016, start with the following video, which breaks down the “Science of Activation” that takes direct mail to a new level:
Then, watch how Canadian business leader Jim Treliving discusses the value he’s already seeing from Smartmail Marketing:
Next, dive deeper by reviewing some of the groundbreaking research Canada Post has conducted using neuroscience and ethnographic techniques:
BREAKING THROUGH THE NOISE
How direct mail combines the intimacy of ritual, the impact of physicality and the power of data-driven relevance to send a signal that resonates
A BIAS FOR ACTION
The neuroscience behind the response-driving power of direct mail
Finally, start sharing infographics that summarize some of the key points about Smartmail Marketing and highlights from some of the most successful direct mail campaigns. And come to MES 2016 with your best questions for our speakers.
