Combining technology with traditional direct mail is important
Marketing strategies these days can vary considerably depending on what type of medium businesses decide to use. According to many experts, the most savvy business executives leverage both digital and direct mail strategies to better engage with customers.
In a recent article for U Talk Marketing, Phillip Rickets, who leads Royal Mail's door-to-door strategy, says that thanks to the proliferation of smartphones, the introduction of quick response codes and postal software, business professionals advertising through printed material can see an increase in consumer interaction. QR codes can be included on direct mail pieces to allow people with smartphones to scan them to access additional information or money saving offers.
"Combining the strengths of mail - the fact it is a highly physical, tactile and creative communication - with some of the strengths of digital, which enables marketers to deliver highly personalized real time interaction with consumers, gives you the potential to deliver a stand-out and responsive campaign," he wrote.
Other marketing experts have also touted the effectiveness of QR codes. In a blog post for the Huffington Post, business mentor Jerry Chautin wrote,"QR code scanning will increase exponentially with the burgeoning of smartphone sales."