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Traditional marketing to prove popular in 2012
Jan 11 2012, 16:56 PM
A return to traditional marketing is expected in 2012 as companies look to prove the worth of their advertising spend.
The benefits of a direct mail campaign are that it is easy see a return on investment and it can be very effective if targeted correctly.
However, just using direct mail on its own is not as effective as combining it with digital marketing via social media or email.
In fact, data from the Direct Marketing Association highlights that combining email and advertising mail raises campaign response rates significantly.
In order to launch an effective direct mail campaign, companies must first ensure that their data management is in order so they are able to target the correct people.
Research cited by Chris Combemale, executive director of the Direct Marketing Association, writing for Real Business shows that companies using analytics to target people are seeing a growth in response rates compared to those just sending out mail messages blindly.
Posted by Philip Glass
