What Direct Digital Marketing Looks Like

Josh GordonI obviously write a lot about direct digital marketing in this space, the philosophies behind it, how to properly execute various aspects of it, channel prioritization, the general approach, and how to coordinate communications to maximize results. None of those elements are difficult to understand or even intimidating. But, a picture is worth a thousand words.

As loyal readers of The Lunch Pail know, the execution of the direct digital marketing philosophy is simple. One software platform able to store and capture the necessary data to power relevant marketing communications through the primary direct digital marketing channels of email, mobile and the Web.

The above image demonstrates the functional relationship between philosophy and execution. Simply clicking content, then clicking “new” opens a window where any marketer can choose to create a new email, a new triggered email, a “live zone” of website content for onsite targeting, a content module that can be used in any channel, an entire webpage of dynamic and targeted content, landing pages, a microsite, a text message campaign, or a triggered text message campaign. One screen, endless possibilities.

Knotice is excited to announce a couple of new customer relationships this week, too. Crocs, the international designer, manufacturer, and retailer of casual footwear selected Knotice for mobile marketing. Knotice is contributing expert insight for strategy and guidance and the Concentri® Mobile software for strategy execution.

The other exciting announcement this week comes from Total Nonstop Action (TNA) Wrestling who selected Knotice for a complete direct digital marketing experience for its loyal fans and customers. TNA is using Knotice’s complete Concentri® software for its email marketing, onsite targeting, and mobile marketing, with each channel’s communications coordinated through smart data management within a universal profile management system. TNA has an incredibly passionate fan base, and maintaining relevant communications across each digital touchpoint is crucial for preserving fan interest and loyalty. TNA is truly in a position to leverage the full power of the above screenshot, able to communicate with their fans and customers in a meaningful way through a variety of digital means.

Direct digital marketing has the flexibility and power to reach and redefine goals. Companies from Texas Roadhouse to Crocs to TNA Wrestling are just beginning to unlock its ability, and their customers are in for a treat.

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