Leveraging technology is key to a successful marketing campaign
According to many marketing experts, businesses need to take advantage of digital technology components when rolling out an advertising campaign in addition to direct mail initiatives.
In a recent interview with the Sydney Morning News, Jodie Sangster, chief executive of the Australian Marketing Association, said businesses should use platforms such as social media to create a highly targeted approach to finding customers and increasing revenues.
She was also careful to make a distinction between direct mail and other marketing campaigns, that could include web-to-print technology.
"Everyone in marketing thinks of direct marketing as being the same thing as direct mail," she told the newspaper. "I want to explain to marketers that there are substantial changes occurring within the direct marketing industry given the proliferation and convergence of media channels."
Marketing professionals all over the world will continue to spend big on direct mail. A study by Winderberry Group found spending on direct mail will increase to $47 billion by the end of 2011, a 5.8 percent increase from the year before.