Know Your Audience
Direct mail can be a great conversation starter for cross-media campaigns
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Gould finds that QR Codes fare well with those under 44, and more females than males scan them. She also has observed that PURLs work well with people between the ages of 35-65, and again more females than males respond.
Glaser warned against ascribing certain age-related demographics to specific types of marketing campaigns. "If you believe that only age groups under 30 use social media or that only age groups over 50 will donate funds by check in a return envelope, you will be sadly mistaken. It's amazing how fast mobile and social media is gaining acceptance across wide swaths of age demographics," he said.
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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