According to experts, marketers must not abandon tried and tested methods of getting their message across just because new channels are emerging.

It has been claimed that marketing methods, such as direct mail, still has a lot to offer despite the advent of the internet and social media.

Direct mail is far from dead as a marketing channel despite tighter budgets meaning firms are looking for “shorter payback periods” in their marketing.

There is a need for marketers to respond to the shift by working smarter, especially with regards to recommending increased focus on mail targeting through improved modelling and other methods to ensure returns through the channel hold up.

There is also a need for marketers to update their direct marketing communications through incorporating digital. Many people respond to mail shots via the internet and this is something else marketers should bear in mind.

As featured on Ashdowngroup.com.

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