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Direct mail marketing 'is not dead'
Marketing News |
24/11/2009
Marketers must not abandon tried and tested methods of getting their message across just because new channels are emerging, it has been claimed.
According to Steven Dodds, senior planner with marketing firm DMS, direct mail still has a lot to offer despite the advent of the internet and social media.
Although budgets are tighter and this has led to some firms looking for "shorter payback periods" when it comes to marketing, Mr Dodds believes that direct mail is far from dead.
He urged marketers to respond to the shift by working smarter.
Mr Dodd said: "We are recommending increased focus on mail targeting, through improved modelling and other methods to ensure returns through the channel hold up."
Many people respond to mail shots via the internet and this is something else marketers should bear in mind, he added.
Yesterday, Sandra Zoratti, vice-president of global solutions marketing at InfoPrint, urged professionals to ensure their marketing messages are relevant to the consumers they are sent to no matter what format is used.
People who receive uninteresting messages are likely to end a relationship with the brand behind them, she stated.
Posted by John Lynes.
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