In all walks of life, all trends will eventually come back into fashion, whether this be in terms of clothes, hairstyles or even marketing strategies.
Whilst digital and mobile marketing have risen at a rapid rate in recent years and continue to do so, direct mail marketing has always held its own, even if not seen as the most relevant marketing strategy. All marketers must always look forward for future trends, but in some cases, future trends are not entirely new. At Direct Mail Publicity, we predict that 2015 will be a big year for direct mail.
So why 2015?
Firstly, postage rates are expected to rise in 2015, massively affecting direct mail marketers, however small the impact may be. Rather than causing marketers to look away from mailing and instead look for other marketing opportunities, we expect that rather than making direct mail harder, the increase in price will instead encourage marketers to be smarter with their mail.
By making their direct mail much more personalised and targeted towards specific audiences, mailers are far more likely to encourage customers or clients to either buy products, or sign up for services. Research shows that as much as 86% of consumers are more likely to be influenced to make a purchase by personalised marketing collateral, aimed at them.
With marketers having more and more access to customer data and information, it is much easier for them to target specific customers. The more that can be learnt about customers, the easier it is to personalise and tailor marketing campaigns for the individual.
As digital marketing continues to be a highly powerful marketing tool, and will be for the foreseeable future, in 2015, marketers will be expected to incorporate both digital, print and direct mail marketing as part of a big, integrated marketing strategy. Rather than looking to completely replace more traditional marketing methods with digital and mobile marketing, by creating an integrated strategy with a single aim, brands can market their products or services from all angles.
With social media constantly growing in importance as a valuable marketing tool, direct mail will also be an ideal opportunity to encourage consumers to connect with them over social media platforms such as Facebook, Twitter, Google+ and Instagram. Most importantly, direct mail should always provide a link to a website address.
With our predictions in mind, are you ready to make the most of direct mail as part of your business’s integrated marketing strategy?