Direct Marketing
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The Role of Direct Mail in the Modern Marketing Mix

The Role of Direct Mail in the Modern Marketing Mix | Direct Marketing | Scoop.it
Francesca Perry's insight:

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.

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Emily Gavigan's comment, September 26, 2013 11:09 PM
Great article Danielle, like you say bombarding people with flyers in their letter boxes won't create a response from consumers but setting in place a strategic marketing strategy to work out how they can effectively target their customers, will have much more of a positive response. A marketing strategy is essential in using direct marketing as a communication tool because without it the effectiveness of the campaign is lost.
Maggie Zhang's curator insight, September 27, 2013 12:08 AM

As today, more and more companies start to realize the importance of the direct marketing. Direct mail, as one of the most important tools for direct marketing, still plays a big role communicating with the customers. The research showed that 83 percent of direct mail is opened in comparison to average email open rates of 11 percent in UK and 44 percent of consumers have visited store, purchased or enquired the product after received the direct mails from the company. The research tells us even nowadays more and more companies chose using direct email instead of direct mail, sending mail is still an important tool to reach certain consumers. 

Rachel Chen's curator insight, October 3, 2014 12:00 AM

Direct mail marketing is seen as a dieing source. Within todays modern technological society, social media, email, internet etc. is seen to be such a better and more advance way to market a company or product that it has left many wondering if there is a future for mail marketing. Response is carefully measured in an attempt to take the waste out of marketing and should be part of your long-term strategy. Activity through virtually any media can be classed as direct marketing.

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Blackberry sacks 40% of its staff and stops marketing direct to consumers

Blackberry sacks 40% of its staff and  stops marketing direct to  consumers | Direct Marketing | Scoop.it
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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Parambir Singh's comment, September 26, 2013 4:58 AM
I like the way that Francesca has provided her insight about the cellular phone company: Blackberry, who stated that they will no more aim all customers but centre only on corporate and professional persons, these customers had generally made up their core of subscribers base. It is no wonder that the company has not been able to keep up in the competitive marketplace of smart phones as Apple and Android top the in the market with their hardware and software. This is a good illustration of how the company has not positively used IMC or direct marketing. They were trying to aim all customers instead of just centring on the customers that were using the mobile, so their marketing communication was not precisely appropriate for the professional, business people neither the ordinary user of a smart phone. Direct marketing would be a worthy decision for Blackberry as they need to produce a reaction from customers.
Parl Harrington's comment, September 26, 2013 7:21 AM
The article talks about how a mobile company called Blackberry will no longer target all consumers but corporate and professional customers who have historically made up the core of its subscriber base. I agree with Francesca’s insight that it is a great example to see how Blackberry have failed to implement on IMC and an important tool such as direct marketing. Their message wasn’t clear on who they’re targeting and who is suitable for what type of customers. I personally think they were all over the place, like Francesca has mentioned it was not specifically suited for business people or every day user. It’s just confusing and that confuses a lot of customers it’s not a surprise to see they couldn’t keep up in the competition with 2 other major cell phone companies such as Apple and Android.