Many legacy publishers are struggling for the same reasons that traditional, non-digitally native retailers did when DTC brands like Bonobos, Casper, and Warby Parker emerged. Look at the old guard of retailers – JCPenney, Macy’s, and Sears – and you’ll notice a similar trend between them and more traditional media brands: a focus on scale, rather than the customer. This loss of focus has had repercussions, such as plummeting stocks and store closures. Like big-box retailers, publishers were late to the game when it came to personalization – and some are still lagging behind. With the multitude of options available to consumers today, publishers need to take a leaf out of the influencer marketing playbook and deliver personalized, relevant experiences to readers to stand out in the crowd. Influencer marketing is flourishing because consumers relate more to the individuals they follow on social media than they can to a brand. Click Read More below for additional information.
As we come out of lock-down, more opportunities for businesses are emerging and it’s important for marketers to seize them. Direct mail is perfect for doing that as it can build more personal connections with the people who value your brand.
It’s a topic we recently spoke about in our article ‘Direct mail provides opportunity for brands to cut through the noise‘.
Mail is highly targeted and has a format which enables a longer narrative, perfect for sparking conversations. People like receiving, sharing and discussing it. And it is measurable – so you can track and optimise your campaigns.
Royal Mail MarketReach has created an eBook showcasing a collection of the most inspirational direct mail from around the world, so you can see how some of the leading brands are using mail to create deeper and more emotional connections with their customers.
Discover the power of physical, and download your copy by clicking the link below.
more at: https://www.twosides.info/UK/power-of-direct-mail