In the increasingly digital age we live in it seems that every week there is a new social media tool making waves. Another new way for marketers to reach consumers, encourage brand engagement and spark conversation.
But with so many new developments it is a wonder that marketers can keep up. The big question is whether harnessing the power of new media channels can create stand out in such a crowded market?
Channel selection has, and will continue, to be essential. Combining the strengths of post and digital is one way forward. Recent research by Brand Science backs that up. It revealed that online activities can see a 62% increase in payback when direct mail is added to the campaign.
And a recent study (Future of Marketing white paper) indicates that marketing directors also recognise this. It predicts the use of printed communications, such as direct mail, is set to grow in popularity because of the physical stand out it creates.
Print’s most important asset is that it’s tactile. It gives consumers a physical entity that they can interact with. Against a backdrop of digital activity the power of print communications cannot be underestimated.
In fact, mail is the only medium to provide creative possibilities to engage with consumers on all levels. And it can be highly innovative as it touches on all five senses – sight, sound, smell, touch and taste. This means that marketers can be creative and guarantee stand out with direct mail in a way that is not possible online.
Add to that the fact that digital barcodes and the like can now be added to mail and the combination of digital and traditional communications is even more compelling. Creating interactive post enables consumers to use their 3G phone to scan an image on their post to begin an online journey. This could be to a company’s website, video or Facebook page. It allows brands to integrate their print and online material, and effectively engage with consumers in real time online without the need for barcodes or QR codes.
Add to the mix the fact that consumers open 92 per cent of direct mail and the power of printed communications cannot be understated. In this frantic digital age it creates stand out from the crowd and gives marketers a creative and tactile way of getting the attention of consumers.
Mark Thomson is media director at Royal Mail
