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Direct marketing 'offers flexibility'
Jul 26 2010, 11:02 AM
An industry expert believes direct mail will continue to be a highly useful tool for marketers due to its "creative potential".
In an article for Marketing Week, Media Director at Royal Mail Mark Thomson said direct mail holds a key advantage over digital channels, as it is not restricted by the same space and time limitations.
This "flexibility" allows marketers to adapt their material to reflect the targeted audience, he explained.
Mr Thomson cited a recent direct marketing push from Orange, which saw the telecoms company send out promotional packs in the shape of a motor oil bottle to taxi operators, as an example of creative mail techniques.
He commented: "A good creative idea should be able to stretch across several channels, as opposed to being restricted by the platforms it is being designed for."
A study published by the US Direct Marketing Association earlier this month found that direct mail represents 17% of marketing spend among companies.
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