Printed direct marketing remains important despite innovations in electronic appliances and the internet, urges a top Direct Marketing Association (DMA) director.
Speaking to Print Week, Robert Keitch, director of media channel development at the DMA, said electrical innovations would not eat away at mail shots and postal services.
“What I’m tired of hearing is people saying that because there has been an electronic innovation, they translate it as the death of print,” he said.
“It’s another bellwether call that says: ‘start thinking about innovation, about cost-effectiveness’.
“I have seen some tremendous examples of where traditional and new channels have been integrated to great effect. But we’re going to have to change our thinking and change is painful.”
In a recent survey published by the Industry Measure, print was found to be of growing importance for design and production agencies, with 45 per cent of respondents saying direct mail using variable data publishing technologies would become more important for their clients.
The survey’s concluding comments stated that, overall, few agencies felt that any media were becoming less important.
“It’s true that interest [and spending] in online advertising and marketing is growing by leaps and bounds, but enormous growth rates are easy when you’re starting from a low base,” it said.
“In contrast, print spending has always been very high, so it’s difficult to sustain dramatic growth levels.”