Increasing the use of Technology in Direct Marketing is not Always the Answer

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Mail Tree is finding better results with offline marketing as consumers become increasingly innundated with online campaigns.

While Mail Tree is continuing to expand their use of information technology in helping clients across Asia and Europe to find the perfect marketing segment for their clients, the use of technology to connect those clients may be old fashion at times.

On the Internet side of marketing, the ever popular SEO ( Search Engine Optimization ) just reminds us of our core marketing and business development models. A clearly defined product and demographic market research are crucial. People tend to assume that they need to move all their marketing onto the Internet. “This is not necessarily the case,” says Marcus Pradel, Mail Tree’s Senior Operations engineer. “How can a retail fine art gallery use a coupon, online or in print? At Mail Tree, we are strong believers in the technology of the Internet, but realize it is not always the best way to reach our clients’ customers.”

Mail Tree makes extensive use of technology within the organization in order to rapidly adjust to trends, both forward and retreating. However, certain products require the use of traditional print, mail, or sometimes flyers. “Some of our marketing campaigns would seem to predate the Internet,” says Matt Pisoni, Director of Global Sales. “We think it’s important to provide a way to connect using technology, but we’ve seen increasing response rates from a paper letter in a mailbox.”

The flood of marketing campaigns traditionally hand delivered to the mailbox has moved online. This is leaving more room for a consumer’s attention when they disconnect from their smartphone or web browser. “It’s not that we don’t run online campaigns,” continues Matt, “it’s the trend that increasingly we seem to be the only thing in peoples’ physical mailbox.”

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Jacob Sutter
MT Global Media
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