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In the latest study of consumers’ use of technology and preferences for how brands connect with them:
Chris Combemale, executive director of the DMA (Direct Marketing Association) states: “As Acxiom’s survey highlights, consumers are very clear about how they want to be contacted, with mail and email continuing to be their preferred channels."
“Above all they respond best when the communication is timely, relevant, and targeted. This should be at the forefront of every marketer’s mind in these tough times, as they fight to retain customers and win new ones.”
Chris is dead on. The message no matter what channel, MUST be relevant. We live in a time where a message can be deleted, squashed, tossed away in a moment’s notice. Make sure you have something to say and make sure it is pertinent and has relevance.
Also, using more than one channel is critical to success in today’s market place. Don’t put all your eggs in one basket. Throwing a PURL on your direct mail piece can do wonders!
Source: Marketing Magazine.