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Direct mail 'an effective component of an integrated campaign'
Wednesday 24th Aug 2011
Marketing experts that have abandoned printed media in favour of digital options may want to reconsider using direct mail in light of the assertions of one expert.
In a blog for Business2Community, creative director of digital services for The Star Group Steve Olenski cited recent research by agency Millward Brown called Using Neuroscience to Understand the Role of Direct Mail.
This study revealed that paper-based materials induce a different response in the brain to digital communications and that sometimes they leave a more lasting impression in the memory.
"I am steadfast in my belief that direct mail, when used as part of an overall integrated campaign, can prove to be a very valuable player on the marketing team," he asserted.
Mr Olenski noted that sending out paper missives to people on business mailing lists could be a useful strategy because individuals from all demographics "enjoy the feeling" of holding direct mail.
Earlier this month, a study called How Are B2B Marketers Optimising Their Funnel? conducted by Marketing Sherpa found that 46 per cent of experts believe a multichannel messaging strategy is the most effective way to create engaging content.
Find out more about B2B Direct Mail
Marketing experts that have abandoned printed media in favour of digital options may want to reconsider using direct mail in light of the assertions of one expert.
In a blog for Business2Community, creative director of digital services for The Star Group Steve Olenski cited recent research by agency Millward Brown called Using Neuroscience to Understand the Role of Direct Mail.
This study revealed that paper-based materials induce a different response in the brain to digital communications and that sometimes they leave a more lasting impression in the memory.
"I am steadfast in my belief that direct mail, when used as part of an overall integrated campaign, can prove to be a very valuable player on the marketing team," he asserted.
Mr Olenski noted that sending out paper missives to people on business mailing lists could be a useful strategy because individuals from all demographics "enjoy the feeling" of holding direct mail.
Earlier this month, a study called How Are B2B Marketers Optimising Their Funnel? conducted by Marketing Sherpa found that 46 per cent of experts believe a multichannel messaging strategy is the most effective way to create engaging content.
Find out more about B2B Direct Mail 
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