With so many marketing methods available to business owners, it can be tough to figure out which method is best for your business. Is your business suited to digital or traditional strategies?
Leaflet distribution specialist Direct Letterbox Marketing has compiled some data to establish if some types of marketing are best suited to different industries. Where does your business sit?
Target Marketing Magazine analysed some of the most successful companies’ direct mail campaigns over a 12-month period. In the top 10 results, the following industries appeared:
Startups also analysed some brands which have been successful with their door-drop marketing campaigns:
Dominos: They door-dropping technique is based upon time of the week, area and its affluence. Door dropping is their second most effective marketing technique, behind TV advertising, so there is no wonder they spend around £10million a year on the campaigns.
Freeview HD: Using direct mail, Freeview managed to get their customer to sign up to their HD service by promoting the quality of high-definition through a pink feather door drop.
Wyevale Garden Centres: The company targeted people’s interests, giving them up-to-the-minute messages via door drop marketing. To find out their interests, they utilised up-to-date customer data from a membership scheme.
From that, we can also add the following to the list of businesses that benefit from door drop marketing:
- Takeaway/food and restaurants
- Retail/specialist stores
In a Key Sector Report by the 2016 Email Industry Census it was revealed that email ROI was up 73% in 2016. It seems that email marketing is still an effective marketing strategy for some businesses.
The census identified the top six sectors in the survey for using email marketing:
- Charities, Government and Not-For-Profit organisations. 84% of respondents rated email ROI as ‘excellent’ or ‘good’. 65% of respondents rated the performance of their company email campaigns as ‘excellent’ or ‘good’.
- Travel & Hospitality. 63% of respondents rated the performance of their company email campaigns as ‘excellent’ or ‘good’. 83% of respondents from this industry rated email ROI as ‘excellent’ or ‘good’.
- Retail/Mail Order. 82% of respondents thought that email ROI for their company was ‘excellent’ or ‘good’. 57% of respondents rated the performance of their company email campaigns as ‘excellent’ or ‘good’.
- Print/Publishing & Media. 73% of respondents said they thought the performance of their company’s email campaigns were ‘excellent’ or ‘good’, while 77% of respondents from this industry rated email ROI as ‘excellent’ or ‘good’.
- Financial Services & Insurance. 67% of respondents from this industry rated email ROI as ‘excellent’ or ‘good’. 56% of respondents thought that the performance of their company’s email campaigns was ‘excellent’ or ‘good’.
- Technology & Telecoms. 66% of respondents from this industry rated email ROI as ‘excellent’ or ‘good’. 51% of respondents rated the performance of their company email campaigns as ‘excellent’ or ‘good’.
Social media marketing
Social Media Today suggests that some industries have more successful social media marketing campaigns than others because they know how to utilise the method to their advantage. Amongst the top-listed performers are:
Retail: Social media marketing works for retail businesses because it enables them to talk directly to their customers; it is a platform that they can share up-to-date news about their products, offers, promotions and also receive feedback.
Food and drink: Eight out of 10 restaurant operators already use social media, or are planning to use it in the next two years. The platform allows for the company and other social accounts to share attractive imagery of food that people want to take and share with their friends.
Fashion: Fashion is moving and developing, and there’s always something new coming to the market – similarly, social media is always moving and developing. The platform allows fashion brands to create visually-interesting posts on social media that their audience enjoy looking at – and sharing. For some fashion brands, fashion influencers and bloggers are very active on social media giving them more coverage across the internet, putting them in front of audiences that they might not reach themselves.
Entertainment: Written content is particularly effective for social media marketing in the entertainment sector, as 79.3% of the posts shared in this industry are informative, written content. Content about the entertainment industry is extremely sharable, so social media performance naturally does well.
Real Estate: Social media provides a great platform for selling properties and putting them in front of those looking to buy them. People who are actively looking for a property will follow real estate social accounts to see what is available in their desired area. This allows buyers to browse properties in the comfort of your own home. Instagram and Facebook have been proven to be effective in selling and leasing properties.
Marketing: Social media is now being used as a marketing ‘tool’ so it goes without saying that social media marketing will be utilised by marketers – 96% of them use the ‘tool’. What type of content is the most effective? With 57% of marketers currently using it, video is one of the highest performing medias last year.
Education: In recent years, universities and colleges have had to drive forward their marketing efforts in order to recruit students. These platforms, Facebook in particular, are a great place to encourage visits to open days and engage with students using platforms that they are familiar with.