Power your Marketing.

Insights to Inform Your 2023 Marketing Plans and Strategies

Wes Sparling

As we head into Labor Day Weekend, the telltale signs of fall are beginning to appear and brands are starting to think about next year’s marketing plans and strategies. One continuing issue for direct marketers is finding the right balance between data and personalization to power successful campaigns.

I was recently asked to write an article for Mailing Systems Technology entitled, “How Changing Consumer Expectations and Behaviors Shape Omnichannel Direct Mail Strategy.” As I noted in the story, the ongoing tug-of-war between consumers wanting to protect their personal data, while also wanting personalized offers, is a challenge for marketers and consumers alike.

These insights that I cover in the article should be factored into your 2023 marketing plans:

  • Why offline data, predictive analytics, and other forms of data may have a larger role in the near future.
  • Why first-party data should inform your campaigns, and why direct mail shines in this respect.
  • How using one set of data with multiple messaging strategies sent through offline and online channels makes the most efficient use of your marketing budget.
  • The need to build trust, and how transparency is the key to that.

About Mailing Systems Technology

If you’re not a regular reader of the publication, Mailing Systems Technology focuses on helping mailing professionals improve “the quality, workflow, production, and delivery of customer communications and direct mail.” Other members from our team—including Kurt Ruppel, Ashley Leone, and John Murray—have also contributed their expertise in recent years. Subscriptions are free and I would encourage you to look into the publication. And of course, if you have any question about using consumer data effectively and responsibly, or about your direct marketing plans for 2023, please let us know.

link https://www.iwco.com/blog/2022/09/01/insights-to-inform-your-2023-marketing-plans-and-strategies/
Wes Sparling


Wes Sparling

Wes is a former agency owner with 25 years of direct marketing experience. As Chief Marketing Officer, he delivers multichannel marketing strategies and solutions that drive business growth and generate top-line revenue for distinguished brands in industries including telecommunications, financial services, and healthcare. He is a father who also loves stream fishing for trout, rooting for the World Series champion Los Angeles Dodgers, and his three dogs.

More Posts by Wes


Subscribe via email to our Stevie® and Feedspot award-winning blog and get a fresh post delivered weekly to your inbox. We promise to keep it interesting, but you can easily unsubscribe if we don’t.

Join us for Walk-in Wednesdays hiring events on our Chanhassen campus! Learn More
keyboard_arrow_upBack to top