These findings don’t suggest we should abandon digital channels when communicating with Millennials. However, in a crowded digital environment, direct mail may be a smart way to break through the clutter and reach this valuable demographic.
Google, the most visited website in the world, has successfully capitalized on the world’s most monumental athletic event—the Summer Olympics. With a majority of the world tuning in or following in some aspect, riding the insurmountable buzz is an obvious marketing strategy. However, Google didn’t solely rely on television spots flooding primetime or even social promotions. In a not-so surprising move, the dominant search engine relied on visits to its own home page-- a tactic relied on less frequently as brands shift focus towards Facebook and landing pages. Starting on the morning of the 2012 Opening Ceremony, Google introduced a new Doodle daily, each depicting a different sporting event. After nine sports, the brand switched it up. It added animation and a gaming aspect to increase engagement.