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Chromatic Blog

16 August

Why You Need a MultiChannel Strategy

We live in an era of gadgets. Research shows that 94% of people have their cellphone within arm’s reach at all times, consumers are shopping on tablets while watching television, and more email is opened on mobile devices than a desktop.  Customers continue to move into a multichannel world, and responsive marketers need to go […]

9 August

How the Brain Responds to Print vs. Digital

One of the marketing surprises of the last few years has been how strongly Millennials—the smartphone and fully wired generation—respond to direct mail. In fact, according to “USPS Mail Moments 2016,” Millennials are more likely than other generations to read, organize, and sort their mail than all other generations. They are also less likely to […]

3 July

Paper Coupons Are Alive and Well

Despite the popularity of mobile coupons and discount apps, consumers are slow to give up their paper coupons. eMarketer estimates that 52% of adults will use digital coupons in 2017, up from 51% in 2016 and 48% in 2015. Growth is expected to continue through the forecast period (2017-2021), although that growth will gradually slow […]

19 June

Study Tests Effectiveness of Mailing Formats

What happens when you create a marketing promotion from a fictitious travel agency to test the effectiveness of different mailing formats? RAPP Germany, a multichannel marketing agency, hired Neilsen to find out. With all other factors equal, RAPP wanted to know, which techniques would be most successful? It tested five mailing formats: standard envelopes, printed […]

7 June

How Do You Know Your Efforts Are Working?

Creating a personalized print or multichannel marketing campaign takes significant investment in time, energy, and resources. You want to get maximum return on your investment. How do you know what is working and what isn’t? You have to measure the results. Measuring results goes beyond determining ROI. Sure, it’s important to know what kind of […]