Let`s take this conversation- online

The kitchen bench at my home has leaflets and brochures piling up and at work I’m always receiving flyers about events and services, most of which end up in the recycling bin.

Tidying up one day got me thinking whether the conventional offline marketing collateral is emotionally connecting with the customers.

With more people engaging with businesses online than ever before, the question is whether the traditional methods of offline direct marketing are still of value to customers?

We know that people are time poor and choose what they read and consume. Have they had enough of receiving discount offers in their letter boxes?

This conversation is not about the effectiveness of social media and measuring response rates of direct mail campaigns- it’s about finding what’s of value to the customer in the rapidly changing digital world. Where and how do they like to have their messages delivered?

What do you think? Look forward to hearing your thoughts.

Jacki Johnson
CEO, The Buzz

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Posted on 27-Jul-2010 02:02:PM
Tagged in: Co-creating Miscellaneous Online world People and customers

Comments

As DM native gone digital, I think there is still a place for mail, but it has to be relevant and personal. I think we do need to be giving customers a choice as to how they want to be communicated to, but I'm also of the belief that the reason why people are saying they don't want Direct Mail is because most of the time it's not done very well. There was a very good presentation from Nick Adams of Westpac at the ADMA Forum the other day that was a pretty good example of how it should be done.

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Posted by dekkard42 on 30-Jul-2010 10:47:AM

Good point. What do others think? What Direct Mail appeals to you? What do you respond to? I know what doesn't appeal to me is mail outs from a financial institution with my name and acknowledging me as a customer when I've closed all accounts a year ago! Jacki Johnson

Posted by The Editors on 03-Aug-2010 10:31:AM