Direct mail ‘drives inbound traffic’
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One of the primary roles of direct marketing is to drive inbound traffic, an expert has claimed.
Andy Cutler, chief strategy officer at Mercury, said platforms such as direct mail and telemarketing can be used to generate interest, which can ultimately lead to increased sales.
Writing on 1to1 Media, he explained that the best way to capitalise on the strengths of direct marketing is to utilise it across several channels.
"Too many direct marketers use their communication channels as separate one-way message vehicles, when in fact multi-channel, multi-wave programmes can be much more effective," Mr Cutler commented.
He added that marketers need to figure out which combination of direct mail, email, telemarketing and texting delivers the best return on investment and employ an effective cross-channel strategy accordingly.
Writing on MediaPost’s Email Insider blog, Mike May, head of insights at Real Magnet, recently urged marketers to have a long-term marketing strategy in place in order to achieve campaign success.
Posted by Daryl Jay, Business Development Director – Sales, Industry News, General Marketing
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