The Perfect Couple?
There’s no demise of direct mail, concurred Warwick. “Instead, there’s increased interest in integrated marketing. After all, there’s a considerable amount of evidence that people [who] give on more than one channel are much better donors,” he stated.
This silo mentality, in fact, is defeating the beauty of multichannel marketing, declared Bloom. “Instead, direct marketers now have the opportunity to reach consumers via multiple channels with consistent messaging and present a comprehensive suite of offers that enable consumer[s] to transact in whatever channel they like with the exact same opportunities across channels. You’re really offering better convenience and more choice[s] if you have those kind of integrated messages,” explained Bloom.
- People:
- Warwick