June 19, 2015
The increasing role Direct Mail plays in cross channel campaigns
Cross channel campaigns are increasingly being used to great effect by companies, but one traditional marketing tactic is not being left behind. While a lot of industry experts wondered if the rise of mobile and social media marketing might spell the end for direct mail (DM), this has not been the case at all. As the ultimate goal of a cross channel campaign is to find the right way to reach a consumer with a target message, DM still has a prominent role to play. Despite the proliferation of the internet not everyone is online, and DM is still the preferred contact method by companies for a lot of members of the public. There are numerous advantages to direct mail marketing that other strands of the industry simply cannot match, and for that reason it is unlikely DM is going to go away anytime soon.
How DM fits into cross channel campaigns
While social media and mobile marketing might be great ways to reach certain types of consumer, especially younger members of the public, DM still has plenty of unique benefits. The internet is a fantastic tool for collecting information, but as omni-channel campaigns have to reach potential customers in their preferred method, Direct Mail is still a great choice of tactic. DM marketing drives still achieve something few other types of campaign can, by putting a message directly into the hands of consumers. Studies have shown that people are much more likely to buy a product or service online after they have received a piece of DM marketing in their post. Companies simply cannot afford to ignore the part DM marketing still has to play in cross channel campaigns.
The future of Direct Mail marketing
Despite regular proclamations that print is dead, or at least well on the way to being dead, the thriving DM marketing industry is a clear sign that this is simply untrue. In fact, one of the reasons regularly used as an argument for print’s irrelevance is that young people do not engage with it, but this could not be further from the truth. As younger people do not tend to receive a lot of post, a piece of direct mail marketing can capture their attention in a way that mobile and social media marketing – which they tend to be bombarded with all the time – simply cannot. However, DM marketing campaigns must work harder than ever to be relevant, eye-catching and with a powerful message if they are going to be effective in the 21st century. For this reason Romax have made considerable technology investments over the last couple of years to ensure we can meet the different and growing range of customer demands.
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