Keeping Print Relevant: What Is 'Drip' Marketing?
Drip Marketing is a communication strategy that sends a pre-written set of messages (“drips”) to customers or prospects over time. Columnist Sudhir Ravi explains exactly how it works and what it can do for your company.
So, what does this mean to your marketing services company? Two things: 1) It offers a new strategy/toolset for your clients, and 2) it gets you a seat at the table. The primary reason why marketing services companies do not get to participate in high value (read: high profit) opportunities is that they are not asked to participate or recommend how best to reach marketing goals. I call this “not having a seat at the table” and this must change for our industry to prosper. Equipment investment alone, such as digital presses, will not do it. Software which facilitates individual marketing tactics such as PURLs and SMS will not do it.
Drip marketing, however, drives more personalized communication at a higher velocity and at much higher profit per communication. It is a key strategy to getting a seat at the table.
