A few years ago direct mail marketing was very popular and would have been the leading marketing way to reach out directly to your consumers. But with the growth of digital marketing, social media, email and internet direct mail marketing seems a thing of the past. However this article states that they believe direct mail can be valuable when used correctly. They claim this because responsiveness to direct mail remains high in the UK, 83% of direct mail is opened in comparison to average email open rates of 11%, a statistic that alone demonstrates the worth of the channel within the digital setting. I could see how this could be true because so many emails are sent to consumer every day so it very easy for them to delete or unsubscribe from receiving them. For direct mail to remain successful however, it’s essential that marketers consider how they target prospects; the carpet bombing approach of old simply doesn’t cut it with increasingly savvy consumers. Effectively targeting direct mail messaging can be achieved along the lines of interests, demographics and purchasing behaviour, this is of course heavily reliant on the quality of the data being used. I think that mail marketing is not a dying marketing strategy but needs to be used right by the appropriate company and for advertising appropriate goods and services.
With $1bn in unsold phones, Blackberry is no longer going to market to consumers. Instead it will concentrate on corporate and...
Francesca Perry's insight:
The mobile phone company blackberry have stated that they will no longer target all consumers but focus only on corporate and professional people, these consumers had historically made up their core of subscribers base. It is no surprise that Blackberry has not been able to keep up in the competitive market of mobile phones as Apple and Android lead the in the market with their hardware and software. This is a good example of how Blackberry has not successfully used IMC or direct marketing. They were trying to target all consumers instead of just focusing on the consumers that were using the phone, so their marketing message was not specifically suited for the professional, business people nor the everyday user of a cell phone. Direct marketing would be a good option for Blackberry as they need to generate a response from consumers.
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