Here is a great discussion with the Kern Organization on the age gap of digital minded younger demographics and whether or not they will to continue to respond with print and direct mail messages. I’d agree that any kind of marketing regardless of print or digital platforms, and audiences young or old will always have an impact if it is relevant to the recipient.
Local coupons and deals have always been appealing to the public because there is something in it that directly benefits the interested consumer. Direct mail will always have a place in the household.
Direct mail. Nobody talks about it. It’s not cool. It’s the Rodney Dangerfield of direct marketing. When marketers talk about it, it’s usually in the context of the drop in mail volume to the tune of tens of billions of pieces. Or about how expensive it is. Or about how they’ve stopped using it, or have cut back and re-assigned the traditional budget to digital campaigns. Except they have not stopped using mail — not if these latest numbers are to be believed.
Direct mail spending will grow 5.8% to $47.8 billion this year, driven by acquisition mail increases, according to a forecast released in January by the Winterberry Group, a marketing consultancy. Mail also remains the largest channel in terms of direct marketing spending.
More from this article at DIRECT MARKETING NEWS via the link below…
