Did you know the vast majority of Australians like getting direct mail? Perhaps it’s because we miss it. Marketers have shifted their emphasis to online because EDMs are cheaper and can provide a more immediate response mechanism.
But don’t forget about the old lick and stick style direct mail just yet. Elizabeth Beatty, head of direct marketing agency OgilvyOne, says there’s plenty of life left in the letter, brochure and envelope.
The secret, of course, is to ensure that your approach is pinpointed and integrated into your whole marketing approach. In many circumstances it can have much more cut-through than an electronic message.
So, if Elizabeth is standing up for direct mail now, ut does she think it will last? Well, yes. She says just like video didn’t kill the radio star, the Internet isn’t going to finish off DM. What do you think?
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War talk rocks markets, all eyes on the East
We are no closer to a resolution over Ukraine, says NAB’s Tapas Strickland, and markets haven’t fully priced in any incursion. Instead, sanctions are more likely, which will be felt in the European economy.
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Powell asks for support, Debelle hints at easing, NAB revises rates forecasts
Jerome Powell has reiterated the need for more fiscal stimulus in the US, whilst Guy Debelle hinted that more monetary easing was just round the corner for the RBA. Tapas Strickland says NAB has revised its rate forecast.
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Eight Ingredients of Change
With a changing economy and rapidly emerging technologies, change is an essential ingredient of business. But we are all creatures of habit.
