Brave New Mail
The future of direct mail depends on marketers’ responses to demands for relevant mail and rising costs amidst shrinking budgets
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Reaching New Prospects
In the heyday of direct mail, there was less advertising clutter and consumers were more attentive to marketing messages. Now, consumers have shorter attention spans, expect faster turnarounds and are more discerning. The Internet has democratized consumers by offering product reviews and ratings and more corporate transparency. “I think marketers today are approaching probably the most intelligent or best-educated people … they know when they’re being sold and there’s so much skepticism,” said Ted Kikoler, president of Ontario-based Ted Kikoler Design Inc.
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Brittany Brouse
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