Direct mail remains ‘essential ingredient in multichannel campaigns’
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There is still a place for direct marketing within a multichannel marketing campaign, an expert has said.
Amie Vaccaro, founder and chief executive of Cobblestone Solutions, advised marketers to mix up their marketing approach by using direct mail along with email newsletters, which most people now expect.
Writing on Triple Pundit, she advised however, not to push the same updates on all channels. Marketers should consider who exactly they are talking to and craft their messages accordingly, Ms Vaccaro said.
She also highlighted the importance of allowing a corporate brand to have personality.
"Make sure you’re not only talking about your product and selling your product with your communications on Facebook and Twitter; give value, have fun [and] give your brand a persona," Ms Vaccaro said.
Tristan Garrick, PR manager for the Direct Marketing Association, recently said that social media platforms are "phenomenally" important to businesses, because they help them engage with customers and sales leads.
Posted by Daryl Jay, Business Development Director – Sales, Industry News, General Marketing
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