In all walks of life, all trends will eventually come back
into fashion, whether this be in terms of clothes, hairstyles or even marketing
strategies.
Whilst digital and mobile marketing have risen at a rapid
rate in recent years and continue to do so, direct mail marketing has always
held its own, even if not seen as the most relevant marketing strategy. All
marketers must always look forward for future trends, but in some cases, future
trends are not entirely new. At Direct Mail Publicity, we predict that 2015
will be a big year for direct mail.
So why 2015?
Firstly, postage rates are expected to rise in 2015, massively
affecting direct mail marketers, however small the impact may be. Rather than
causing marketers to look away from mailing and instead look for other
marketing opportunities, we expect that rather than making direct mail harder,
the increase in price will instead encourage marketers to be smarter with their
mail.
By making their direct mail much more personalised and
targeted towards specific audiences, mailers are far more likely to encourage
customers or clients to either buy products, or sign up for services. Research
shows that as much as 86% of consumers are more likely to be influenced to make
a purchase by personalised marketing collateral, aimed at them.
With marketers having more and more access to customer data
and information, it is much easier for them to target specific customers. The
more that can be learnt about customers, the easier it is to personalise and
tailor marketing campaigns for the individual.
As digital marketing continues to be a highly powerful marketing
tool, and will be for the foreseeable future, in 2015, marketers will be
expected to incorporate both digital, print and direct mail marketing as part
of a big, integrated marketing strategy. Rather than looking to completely replace
more traditional marketing methods with digital and mobile marketing, by
creating an integrated strategy with a single aim, brands can market their
products or services from all angles.
With social media constantly growing in importance as a
valuable marketing tool, direct mail will also be an ideal opportunity to
encourage consumers to connect with them over social media platforms such as
Facebook, Twitter, Google+ and Instagram. Most importantly, direct mail should
always provide a link to a website address.
With our predictions in mind, are you ready to make the most of direct mail as part of your business’s integrated marketing strategy?