With the phasing out of third party cookies this year, traditional print marketing channels should see a significant uplift – especially those who can offer their own MarTech measurement tools.
Changes are afoot in digital advertising and marketers are re-evaluating their strategies as the long-awaited withdrawal of third party cookies comes in. Brands and their marketing teams, will be looking to change the channel mix, finding the most effective ways to reach target audiences and evaluate their effectiveness.
This re-evaluation, and the continued need for GDPR compliant data, has seen a steep rise in demand for, and experimentation with, an overlooked marketing channel – door drop.
Over the past two quarters (Q2&3 23) the IPA (Institute of Practitioners in Advertising) Bellwether Report has reported increases in direct marketing budgets of 7.3% and 5% respectively – the biggest upward trend since 2006.
To enable door drop media, specifically leaflet advertising, to compete with the digital channels, Whistl DDM launched Leafletdrop its self-service leaflet campaign booking tool to compete with other campaign booking tools such as Google Ads and Meta Ads.
Since its launch, more than 300 million leaflets have been generated and over 1,000 businesses of all sizes have used Whistl’s Leafletdrop to target customers either locally or across the UK, including e-commerce, subscription services, political parties, charities, food delivery outlets, restaurants, retail and entertainment outlets.
Leafletdrop enables B2C marketeers to target specific audiences through geodemographic targeting down to postcode sector level using one of the most effective advertising channels available – and still remain GDPR compliant.
According to JICMAIL, Door Drop is one of the most attention-efficient media channels available, costing just 7p to deliver a minute of consumer attention which compares favourably to digital channels at 19p for the same impact.
Anticipating the end of third party cookie use in digital advertising by the end of 2024, Whistl has given the MarTech platform a major upgrade, enabling advertisers to design a leaflet, select their geographical areas from 30 million households, target their audience, print and book multiple design versions and campaign weeks, all on line in minutes.
There are no minimum volumes so a new user can test an area quickly and cost effectively to establish how the message is being received and acted upon, such as using discount codes or promotion time slots.
In planning their 2024 campaigns Marketers need to wake up to the reality of a future less reliant on cookies and, as part of that change, Whistl want them to reconsider using print as part of their marketing mix so are offering discounts for first time users.
Whistl, through its MarTech tool, Leafletdrop, has made creating, targeting and booking a campaign easier than Google and Meta Ads. Good “new-fashioned” door drop media remains on par, if not more effective, than digital advertising. It’s time for the new generation of marketers to give targeted leaflet advertising that delivers a chance.
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ABOUT THE AUTHOR
Mark Davies, Managing Director, Whistl Doordrop Media
Mark joined Whistl in 2003 and occupied several vital sales roles before becoming MD of the DDM business. President of ELMA (the European Letterbox Marketing Association), Mark also represents the company on the DMA print council and regularly speaks on the doordrop industry in the UK and across Europe.
Whistl Doordrop Media is the UK’s market leader in audience targeting and door drop services.