In January, the Winterberry Group, an advertising and marketing consultancy, released a report highlighting growth and trends of marketing communication channels.
If you didn’t get a chance to review the report in January, take some time now to review one of the latest articles from DM News, Marketers’ secret weapon: direct mail, that reiterates the findings of Winterberry and backs them with other prognosticators, predicting that “direct mail spending will grow 5.8% to $47.8 billion this year” and the “upsurge in financial services mailings witnessed in late 2010 will continue this year”.
These pieces reinforce what we at BCC have been hearing from the market: that paper mail is dodging the cynical predictions of continued downturn and has actually seen its value increase as a driver of effective multi-channel initiatives. Smart business communication plans incorporate print and digital as cooperative elements within a campaign. It doesn’t have to be one or the other.