Marketers should be integrating their direct mail marketing approaches alongside their online efforts in order to get more bang for their buck in an increasingly web-savvy world.
According to the Sydney Morning Herald, a greater number of marketers have recognized the importance of viewing direct marketing through a multichannel lens.
The source noted that Jodie Sangster, the chief executive of the Australian Direct Marketing Association, said she aims to hone her efforts in on syncing social media and direct marketing. However, Sangster admitted that as direct mail continues its revival as a popular communication channel, it may be challenging to prove that social media is part of the direct marketing method.
“Everyone in marketing thinks of direct marketing as being the same thing as direct mail,” Sangster told the Sydney Morning Herald. “I want to explain to marketers that there are substantial changes occurring within the direct marketing industry given the proliferation and convergence of media channels.”
Marketing experts have been advising companies to take an integrated approach to boost the reach of their campaigns, generate leads, increase revenue and gain new consumers.
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