Two years ago, "Direct Mail Doomed, Long Live Email" was the headline of an ONLINE Media Daily post. The media research firm Borrell Associates of Williamsburg, Va., crunched some numbers and decreed that direct mail is deader than Kelsey's nuts.In October, the U.S. Postal Service—which is in woeful shape—announced that while the volume of First…
Smart adaptation is key for today's marketer, and perhaps no story illustrates that better than our cover story, "Small Loans, Big Picture."
Direct mail repeatedly and erroneously has been given up for dead. There was the clutter of junk mail, making direct mail the victim of its own success. Then came the technological wonders of email. Then the sky-is-falling demise of the post office. And the threat du jour — abandonment in favor of the lure and hipness of social media.
One of the newest and most intriguing ways marketers are integrating mobile with the traditional power of direct mail is through QR codes, or Quick Response codes. These two-dimensional barcodes can feature PURLs that drive users from printed material to the Web via smartphones. QR codes can turn a printed direct mail piece into an interactive mobile call to action, allowing static messages to become a quick-scan hyperlink to just about anything online.
In a very recent study titled Finding the Right Channel Combination: What Drives Channel Choice, ICOM, a division of Epsilon Targeting, surveyed over 2500 U.S. and 2200 Canadian households, specifically consumers in the 18-34 year-old demographic. The study found that these consumers overwhelmingly prefer—two to three times—to learn about marketing offers via postal mail and newspapers rather than online sources such as social media sites.
Tasked with generating higher revenues on smaller budgets in more crowded marketplaces, today's marketers must take advantage of every tool at their disposal. One such resource is the power of word-of-mouth, an approach that uses the innate behavior of a unique group of consumers, known as influencers, to extend the reach of your efforts via “talkability.” A recent whitepaper from ICOM, a division of Epsilon Targeting, examines how to best tap into this rich resource.
New research released yesterday by Epsilon's ICOM, a provider of targeted marketing services and manager of North America's largest survey response database, turns much of what we've previously thought about influencers on its head. In The Influencer: A Consumer Voice With Legs, ICOM presents three new findings related to word-of-mouth marketing and the consumers who practice it most.
A reliable, low-cost marketing tool at any time, insert media typically gets more attention during times of economic adversity—but perhaps not for all the right reasons. While these programs can provide marketers with an alternative to a direct mail campaign, they also can help drive incremental sales as part of a multichannel campaign to the same audience.
In a February 2008 ICOM Information & Communications survey, 67 percent of US consumers said they were more likely to use coupons during an economic recession. Among 18- to-34-year-olds, 71 percent were more likely to use coupons in a downturn, while the same could be said of 68% of 35 to 54 year olds and 63 percent of those ages 55 and over.