The winterberry group is now seeing a trend that we have seen for a while. That marketers are requiring more specialized, focused campaigns that take advantage of a more personal approach to niche groups. Some companies have already built tools to focus marketing on targeted messaging, others will have to catch up.
The white paper outlines six trends that took hold in 2008 and another three that are expected to continue defining the role of direct mail in 2009. Expected 2009 trends include:
- Recession forces decrease in spending
- Volumes fall as mailers seek efficiencies
- Production sector in crisis
- New demand for data, analytics, multichannel
- Mail emerges as ideal complement to digital
- “Green” practices fluctuate in importance
- End of untargeted, high-volume campaigns
- New marketing automation technologies applied
- Postal Service as the principal mail delivery channel compromised
Posted via email from OverLinked
