Marketers, consumers benefit from broad, measured campaigns

Share this article:

Whether it's on a mobile phone, an e-mail inbox or a social network profile page, the personal space of a consumer is coveted real estate. This week, we had a chance to look closer at one of the most fundamental personal spaces: the mailbox.

The results of this year's DMNews/Pitney Bowes direct mail survey are a good reminder of the power of a tactile medium. Most consumers have a spot for mail on a kitchen table, desk or on the refrigerator, allowing offers to occupy a regular place in homes across the US. What's more, the find­ings suggest that mail works as a sales driver.

This isn't news to anyone who is still seeing good return on their direct mail. I often speak to people throughout the indus­try who have spent their early careers in traditional media and have now made a shift to digital. The technology has changed, of course, and the varied nuances of how a consumer per­ceives messages from each medium will always remain. How­ever, the tenets of direct marketing remain a clear backbone to all the work that is done in print, digital and data segmenting.

In Bryan Yurcan's Spotlight interview this week, Bob Bern­stock, president of mailing and shipping services at the US Postal Service, suggests that taking a wider perspective from both sides of the fence can really improve understanding over­all. There are many other areas which could benefit from this type of cross-collaboration. For example, agencies are shifting toward an unsiloed approach, taking on accounts at the concept level.

It's become increasingly important for each person in the industry to advocate for the power of measured marketing in the face of economic downturn, particularly a drive towards integrated messaging and CRM.

Contact me at cara.wood@dmnews.com

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Wine.com Uncorks New Digital Marketing Opportunities

Wine.com Uncorks New Digital Marketing Opportunities

The online wine retailer's strategy incorporates different flavors and depths.

93% of Companies Are Ineffective at Cross-Channel Marketing

93% of Companies Are Ineffective at Cross-Channel Marketing ...

Companies point to a lack of resources as the most common reason for lackluster marketing integration, a study says.

Metal Mulisha Races Towards Customization

Metal Mulisha Races Towards Customization

The motocross apparel company boosts mobile and Web conversions through product recommendations and personalized search.