Magazine article New Zealand Management

DIRECT MARKETING : New Ways to Engage; Those Who Love Direct Marketing Do So Because it,COs Targeted, Measurable and Personal. as Technology Advances, There Are More Opportunities Than Ever before for Kiwi Businesses to Indulge in Their Love of DM

Magazine article New Zealand Management

DIRECT MARKETING : New Ways to Engage; Those Who Love Direct Marketing Do So Because it,COs Targeted, Measurable and Personal. as Technology Advances, There Are More Opportunities Than Ever before for Kiwi Businesses to Indulge in Their Love of DM

Article excerpt

Byline: Fiona Woolley

There are many aspects that make up a good direct marketing campaign, starting with great planning, and using data and analytics to ensure youCOre reaching the right people with the right message. You need attention-grabbing creative, because direct marketing is the only medium that lets you get to all senses and fully interact with your audience. And, more than ever, you have to consider a multi-channel environment Co addressed mail, email, mobile, web, and the potential of digital technologies such as quick response (QR) and augmented reality (AR).

Creative trends

There are some great things happening in both the online and offline worlds of direct marketing.

TodayCOs print production capabilities are pretty spectacular and free the way for imaginations to run wild. Add a little fun to things with interactivity in the form of specially coated messages that require body heat or the application of liquid to reveal messages. Quick response and augmented reality technologies also open up a world of possibility and I think weCOll see more of these capabilities incorporated into direct marketing in the near future. For example, the US Postal Service uses augmented reality to help customers find the right-sized packaging for the items they want to send by inviting them to use a webcam to experience a virtual box simulator.

Data and insights

Data and insights are less sexy but itCOs one of the big trends weCOve been noticing Co the care, attention and amount of effort that organisations are putting into their data and analytics. ItCOs fabulous to see this positioned high on direct marketersCO agendas because itCOs extremely customer-focused, ensuring youCOre communicating with the right customers via the right channels with the right messages, and itCOs also an efficient use of marketing budget. …

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