09 September 2010
Despite the continuing rise of online brands, marketers must not abandon offline channels, was the message from last night’s Direct Driving Digital event from The DMA and Kyp.
73% of marketers polled ahead of the conference agreed that online brands need offline channels to deliver marketing messages and boost response rates. A further 33% felt that direct mail was actually more effective at one-to-one engagement than digital, while 87% agreed that there is a future for direct mail in the digital age.
One respondent said: “It is entirely dependent on the scenario – no one size fits all, which is the reality of the digital verses traditional debate.”
Sponsored by brand engagement specialists Kyp, and featuring insight and case studies from Sony DADC and The Department of Health, the event explored the changing role of direct mail in the digital age.
Kevan Lawton, Chief Marketing Officer of Kyp, said: “The takeaway from this event is that marketers are adopting a more holistic approach to the physical to digital relationship. There is growing recognition that direct mail can create a powerful, tangible engagement that can translate to online activity.”
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