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Survey suggests print/digital not direct content alternatives
Direct marketers work in a constantly evolving market, wherein the need to adopt to consumer demands is paramount, leveraging postal software, address validation programs, content marketing programs, USPS regulations and other industry considerations to bolster their promotional strategies.
However, at the forefront of not only the direct mail industry but all print channels is the threat of digital competition. Analysts have been closely observing how tablet computers and ereaders will impact the overall market.
In fact, a recent survey by Gartner found digital screen reading is nearly level with print text when it comes to consumer preferences. However, the mistake is in how many industry leaders are interpreting the competing channels as direct substitutes for each other, when in fact they are fundamentally different.
"Trying to sell the same basic content to the same consumer in different formats risks alienating the consumer, who will balk at paying twice for the same thing," said Nick Ingelbrecht, research director at Gartner. "The survey results confirm that multichannel content distribution is essential for reaching consumers who are consuming near equal amounts of print and digital text."
