What Brands Want: Direct Mail Online

Digital Targeting of Qualified Consumers & Businesses on a National Scale        

Compared to direct mail, television, or radio, digital marketing should be your best option for achieving the maximum unique user reach per dollar spent.

Marketers have been threatening to move to digital as a primary direct marketing tactic for some time now. Thus far, however, full adoption has been held back due to the limitations of audience management platforms with their sparse reach, lack of audience transparency, and overall guesswork with cross-device targeting.

As digital marketing moves to an account-based marketing standard, opening up campaigns to poorly qualified segments of “intenders” as a stop-gap will become less and less acceptable. Cookie pools don’t deterministically resolve to known prospects in trade areas or on multiple devices at work and at home. When adjusted for unique user duplication, onboarding match rates are 25-30% at best, making it virtually impossible reach your full audience or meet attribution goals.

As a true digital marketing solution, Semcasting Smart Zones® was designed to work just like “direct mail online.”

Smart Zones’ twice-patented IP Targeting technology is able to make deterministic connections between the offline and the online world by coupling the ISP delivery points of Internet services and the locations of the multiple devices. Smart Zones audiences are defined by proprietary data for audience segmentation and usage profiled. Any CRM list, website visitor, or prospect list can be converted into a fully transparent and measureable prospect across multiple devices. Cross-device onboarding rates of 80–90% are achieved using our Mobile Footprints technology.

Semcasting Mobile Footprints has built out a map of over 90 million mobile devices based on activity in locations defined by their IP address. These devices are connected to households, businesses, and locations in-between. Mobile Footprints audiences are selected based on rooftop or radius locations, by data attributes, or by extending matches to CRM or postal files.

For more information on how we can support “direct mail online,” download our Smart Zones and Mobile Footprints technology overviews.