More companies are expected to use direct mail this year
Jan 26 2012
Categories: Database Marketing
Direct mail will continue to play an important part in businesses' marketing strategies in the coming year.
Bruce Biegel, managing director of the Winterberry Group, told BtoB Online that direct mail experienced a two per cent increase in growth during last year and he expects the marketing strategy will show a similar performance during the next 12 months.
"Marketers need to connect data, partners and suppliers and do it cross-channel. This requires a cultural change," he said.
However, Mr Biegel added for this to be achieved, buying new technology was the minimum requirement and firms must make sure they integrate their data with others.
Despite this, the most recent report from Bernhart Associates suggests that most companies will have a "surge" of direct and digital marketing this year.
This comes after the World Federation of Advertisers' marketing communications manager Robert Dreblow said that mobile searches will be a growth area for advertisers in the future.
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