Finding and engaging target markets has become increasingly challenging. The digital market place has created an entire ecosystem of new marketing possibilities, but it has also become very noisy. Capturing that all-important consumer attention through online channels is now more elusive than ever.
Clever brands know that getting cut-through now requires much more than just a digital strategy. — they need to find ways to connect via multiple touchpoints, particularly in both offline and online environments.
According to Advertising Week, “Where brands win the game of Attention is being where their consumers are, leaning on the strengths of a diverse omnichannel strategy to entertain and inform consumers as their attention wanes from screen to screen.”
Insert marketing via D2C channels offers a vital way for brands to add to existing digital or above the line marketing tactics, creating a holistic omnichannel campaign. It integrates with consumers’ daily lives, engaging with them at a time and place they really appreciate it — especially now when we have a captive audience of people stuck at home looking forward to the food, fashion and other items they’re getting delivered.
What is Insert Marketing?
When most people hear “insert marketing”, they think of those glossy flyers that fall out of a newspaper, or a perfume sample card stitched into a magazine. But in today’s world, it can mean so much more.
The same basic concept still applies: leveraging an existing consumer channel to “insert” your brand message or product sample. But what has really changed is the range of channels now available for insert opportunities. We’re talking eCommerce brands, online retail deliveries, grocery deliveries, meal kits — the list goes on.
Just a few reasons why we love insert marketing:
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- It’s hyper-targeted, allowing brands to carefully pick the right channel to engage with their ideal consumer. Whether leveraging established consumer groups, like subscribed food box customers, or a clearly defined consumer group, like those purchasing via an online beauty retailer — using these channels means you can take advantage of existing audience insights to develop hyper-relevant tactics.
- It’s co-marketing, allowing you to join forces with other brands and businesses that share a common target market. This complementary relationship gives benefits to both brands by association and ensures relevance with your customers.
- It’s cost-effective because you’re able to leverage an existing channel for distribution, saving you time and money. It also taps into highly engaged, hypertargeted audiences which means your samples or marketing materials are going to be a lot more effective, getting to the right people, at the right time.
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More home deliveries = more insert opportunities
The direct-to-consumer (D2C) market has been growing rapidly in the past few years, and in 2020 we saw this channel really boom, thanks to Covid restrictions. With the pandemic forcing people to find new ways to experience the life they love from home, powerful new opportunities have emerged for brands to jump on the bandwagon and get their samples or brand messages inserted into home delivery packages.
From online shopping deliveries for fashion and beauty products to meal kits, grocery deliveries, specialty items like boutique liquor, wine and special deli hampers and a range of delivered gifting items like candles and flowers — the more goods that are now going D2C, the more chances there are for brands to connect via targeted insert campaigns.
And consumers love it, too.
Let’s be real — who doesn’t love an unexpected freebie or hot offer? Adding an extra special surprise with home deliveries fosters positive vibes for everyone.
Millennials in particular are loving the new version of insert marketing. This powerful consumer group have been driving change in the consumer/brand eco-system by pushing for more streamlined purchase experiences, maximum convenience, and authentic brand experiences. We have already seen incredible success with brands that are willing to cut out the middle man and go direct to consumers with marketing and e-commerce. And now, with Covid-19 forcing us to spend more time at home than ever before, going direct-to-consumers isn’t just convenient — it’s necessary.
Interested in booking an insert marketing activation?
Login to the Brandcrush.com marketplace today to discover hundreds of opportunities to connect with consumers via D2C insert marketing. Or, our team can help you find the perfect space for your brand— contact us today.
