In marketing services journalism, as much as among marketers themselves, there is a tendency to focus on the new media channels at the expense of the traditional. Augmented reality, QR Codes, social media, mobile, et al, dominate attention and are afforded a disproportionate amount of time in terms of copy and discussion. Some interesting stats were reported by Marketing Week earlier this month that point to such thinking being prevalent. According to a report by fast.MAP … marketers are guilty of over estimating use and usefulness of new media
Direct marketing has had a lot of bad press of late [in the U.K.]. Almost every day in the early part of the summer we were presented with stories of rogue telemarketers and spam texters and their nefarious ways. … Bad publicity is not a new burden for DM, of course. In recent years, there has been an increase in concern over the amount of "junk" mail received, concern gleefully heightened by TV exposes and radio phone-ins. Herein lies the problem. If asked what direct marketing is, the majority of the British public would confidently answer direct mail or
It was not that long ago that leaflets were literally being consigned to the waste bin of history. Environmentally unsound, untargeted, associated with cheap as chips deals. And yet now brands as big and mighty as Virgin Media are using door drops. When combined with geo-demographic targeting, they are delivering responses on a shoestring budget. That’s all well and good for the tried and tested business to consumer sector isn’t it. But what of the business to business sector?
Direct marketing executives are improving the image of direct mail by meeting a number of environmentally friendly standards, it has been found. Russell Parsons, a columnist for Marketing Week, noted that a recent report by the Direct Marketing Association and Royal Mail had found that 76.5 per cent or direct marketing material is now recycled.