disciplines / DirectMarketing

If advertising is a shotgun, then direct marketing is a rifle. Successful direct marketing needs consideration from different perspectives. The quality of the target data is as important as the creative used to deliver the message. The message is only as good as it's relevance to the audience and all of this is wasted if the right incentives to respond and control processes are not in place.

In today's market, combination campaigns that employ traditional postal campaigns and e-shots are delivering higher response levels than those campaigns that employ only one media type.