Online Vs. Direct Mail Targeting for Lead Generation [Video]

Online Vs. Direct Mail Targeting for Lead Generation

COO Liran Kapoano and CEO Joel Dickstein discuss the drawbacks of large audience targeting from digital marketing – and how direct mail differs in finding its ideal audience.

2 minute read

Direct Mail Marketing, videos

Video Transcript:

0:00:00 – 0:00:27

JOEL: Well, I want to feature something else we discussed the other day. It’s the same thing because we’re not just talking about outbound dialing. We’re talking about digital no, so online, all that marketing of where customers are filling out the online forms – the form fills with misinformation purposely. Just to get –

LIRAN: Sure.

JOEL: Trying to get information because it makes a difference.

0:00:28 – 0:00:55

LIRAN: How does a lot of lead generation in the digital world work? I mean it’s not all this, but it’s often something like this. it’s you get an email or you see a pop up or an ad, you know, on Facebook or Instagram or whatever your social media of choice is. And it says something like, “Oh! Click here and you take this short survey and win a PS5 or win a free ticket to the Bahamas” or you know whatever it’s geared at.

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0:00:56 – 0:01:20

If your entire goal is just to win a prize, you know, a car or whatever, you don’t necessarily need to put all the right information. You might put your name and address. That might be true. But what do they need – what do they need my age for? They don’t even know how old I am to just win a car. They don’t need to know how much money I make. You know there’s all kinds of reasons why someone would be, you know, not exactly accurate, on a digital form.

0:01:21 – 0:01:12

And, you know, the same thing can happen in our world, obviously, right? Not, no – individual targeting is foolproof. But that’s why we don’t really do it that way. We don’t just target for something like income or age, although age is pretty accurate. But we don’t just target for any one or two things. We target for dozens of behavioral patterns. And sure, maybe some of them might be wrong. But in the aggregate they paint a picture of a person that is likely to be interested.

JOEL: – or fits the product fits the model of the product we’re targeting. Right. If you want to learn more, go to dksmo.com.

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