When we receive an invoice by mail, it takes us an average of 45 seconds to read it. However, this short moment of attention may increase if the invoice includes compelling and personalized advertising.
The concept TransPromo – inserting personalized advertising messages in transactional documents – is nothing new. The real innovation consists of the increased amount of channels provided by the digital world, which can be easily translated into marketing opportunities.
TransPromo documents typically constitute a monthly interaction between company and client that boosts customer loyalty and enhances business-client relationships.
Profile Segmentation and TransPromo Advertising
Large companies generally opt to use a specific document management software because it provides privileged information for their TransPromo strategy. For example, companies may divide and pre-classify spending and consumption habits of their customers through the use of data mining.
Nowadays, document software enables companies to insert totally customized and variable data into TransPromo documents, producing documents in color for one-to-one marketing actions. In fact, it has been demonstrated that color is another important factor in catching a prospect’s attention. A study conducted by GMC Software technology indicates that a full color and highly personalized TransPromo campaign may increase the response levels of an advertising campaign up to 500%.
Companies are aware of the fact that it is easier to sell to an existing customer than to obtain new customers. As a result, businesses often organize TransPromo campaigns. After all, the documents that include the advertising (invoices, etc.) are always read, as opposed to more traditional formats, such as advertising pamphlets. As such, using an appropriate document management software allows companies to optimize the use of space in their documents, which in turn will increase performance levels and reduce costs. As to the efficiency of TransPromo document campaigns, the following may be highlighted:
- It accelerates response rates.
- It increases cross-selling opportunities.
- It enables greater efficiency in all communications.
- It reduces the cost of mailings.
- It may be distributed via multiple channels, including mobile phone, e-mail and paper formats.
E-TransPromo and digital advertising
The digital age is quickly changing the rules of the game. Nowadays, it is very common to see people constantly checking their smartphone while walking or waiting in the queue at the supermarket, at the train station, etc.
This behavior has not gone unnoticed to market analysts. For example, the conclusions of a study conducted by analysts of Zenith Optimedia reveal that advertising costs will increase an estimated 5.8% until 2015, and this evolution will be led primarily by an accelerated growth in mobile marketing. In fact, smartphone technology is the main engine that is boosting advertising budgets. Studies indicate that mobile marketing will contribute to a staggering 36% of all advertising investments between 2013 and 2016.
Document technology software manufacturers have also noticed the latest changes, and most are turning the new consumer habits into business opportunities. The result is e-Transpromo – a new type of Transpromo that involves the use of TransPromo strategies through digital channels, as opposed to the traditional paper format.
Apart from making use of a growing number of channels through which different advertising messages can be distributed, e-TransPromo also generates interesting cost savings, as color printing is reduced, which, in turn, makes business processes more environmentally-friendly.
Customer loyalty and engagement is also linked to marketing through a new concept: multichannel marketing. That is, using a combination of marketing tools (SMS, mailings, Web, apps, TV, press, etc.) to obtain a greater interaction with the target audience. Studies reveal that when multichannel marketing and TransPromo strategies are combined, communication efficiency is greatly improved.
From these data, we may safely conclude that, today, companies should use all the available channels if they want to reach a greater audience and convert their advertising campaigns into intelligent ans successful marketing tools. On the other hand, document management will cover both traditional Transpromo, with printed advertising, and e-Transpromo, using digital advertising, until businesses are ready to do without paper in their business communications.
- GMC Software Technology
- Zenith Optimedia