If you haven’t noticed by now, we’re pretty strong proponents of integrated marketing here at Streamworks. Reaching consumers across multiple channels with a cohesive marketing message isn’t just good for brand management—it delivers better results.
In a recent post, we talked about how effectively direct mail can be used to support digital marketing efforts. But the reverse is also true. With IP targeting, digital ads can now be used to engage consumers online in an effort to prep them for—and follow up on—direct mail campaigns.
What is IP targeting?
IP targeting is the process of matching a physical address to that household or business’s IP address—the numeric label assigned to devices participating in a computer network. By leveraging IP-based data, such as user location or connection type, you can target online banner ads to the most sought-after customers and prospects in your database (just like direct mail).
The appeal of using IP targeting to place online banner ads is that the ads will only be seen by households on your mailing list, so you’re not paying for impressions and click-throughs of people you don’t want to reach. And because it’s not cookie-based, your ads aren’t blocked or deleted by filters.
Below, we’ll explain how to use this method of online advertising to augment your direct mail campaigns.
Prime the Direct Mail Pump
You can deliver hyper-targeted online banner ads directly to the records on the mailing list for your direct mail campaign. Taking this step before your direct mail drops increases the likelihood that prospects will take notice once your letter, postcard, catalogue or self-mailer hits their mailbox. Make sure your online advertisements are cohesive with your direct mail piece to really drive your offer home and create synergy between the two channels.
Boost Customer Acquisition
Step up your acquisition efforts by matching your database with the IP and demographic data to create and target “look-a-like” audiences. This tactic—sometimes called “cluster IP targeting—allows you to deliver relevant ads to specific audiences, reducing wasted impressions while increasing click-through rates and message reach.
Build Brand Awareness
IP Targeting is a great way to create ongoing brand awareness. Use it to target key customer and prospect segments while you reach out to them through other tactics such as direct mail, email or social media. Even if they aren’t timed to appear in conjunction with specific mail drops or campaigns, banner ads with your brand’s message will create awareness and reinforce other marketing tactics. The fact that you’re only paying to show those banner ads to the exact people you want to reach, means you’re maximizing your budget dollars.
Looking for more ways to boost direct mail response? Download our free e-book: 15 Direct Marketing Trends for some fresh insights!
Editor’s Note: This blog post was originally published in February 2016 and has been updated with additional information.