Royal Mail Market Reach Launch Latest Report, Mail Matters More Than Ever

2020 is a year we will always remember, yet one we would like to forget. It was a year that changed our lives forever. Some have been affected more than others, but we all have a story to tell. People talk about “the new normal,” but what exactly does that mean to retailers and direct marketers? Let’s take a walk into the future and see what it looks like. Actually, we're living the future now. Several of our clients cut circulation in early 2020 in light of the advancing pandemic. They reduced their marketing efforts in anticipation of what was to come. It was the logical action to take, but for many consumer mailers, it was the wrong thing to do at the time. Revenues increased unexpectedly and remain strong today. Trips to retail stores reduced by at least half, and consumers went online to order gifts, apparel, home furnishings, food and other products. COVID changed the way we shop. It also leapfrogged us into the future. From a marketing standpoint, 2020 looks more like what we would have expected five years from now. read more at source: https://www.mytotalretail.com/post/catalog-and-digital-marketing-the-future-is-here-now/

Just about all digital marketing channels are less effective than they were a year ago, largely because of privacy regulations, judging by the State of B2C Conversational Marketing, a study released Thursday by Spectrm. Of the B2C marketers polled, 90.75% have seen channels decline, including these: Email marketing — 10.2%; Influencer marketing — 11.5%; SMS marketing — 10.2%; Social media marketing — 16.7%; Retargeting — 8.0%; Search advertising — 8.2%; Display advertising — 10.0%; SEO — 8.0%; Affiliate marketing — 7.7%; Skip: we’ve not seen any channels decline — 9.2%. One problem is privacy — 59% of marketers say that the issue and the regulations have caused channels to become less effective. And 41% said collecting zero-party data is more important than ever to them, while 29% disagree.

At Adobe Summit – the world’s largest Digital Experience Conference – Adobe announced major product innovations that will empower brands to optimize their entire content supply chain with generative AI. For most organizations, their content supply chain – the end-to-end business process that every company needs to deliver the content required for marketing campaigns and personalized customer experiences – is a web of disconnected workflows, teams and systems that often break down. At the same time, the demand for content that is personalized and engaging is exploding. Adobe has an integrated set of best-in-class products to help companies automate and optimize their content supply chain. With Adobe GenStudio, Adobe will be releasing a new generative AI-first offering that lets marketing teams quickly plan, create, manage, activate and measure on-brand content.