Because of digital saturation and the amount of content out there, millennial and Gen Z may be more open to direct marketing than previously thought. According to financial brand, "direct mail at the ripe old age of 170 remains a consistent performer for acquiring and maintaining relationships with consumers. It shouldn’t be overlooked, even as banks and credit unions increasingly use digital marketing channels."
Why?
More than half of Millennials actively block digital ads, according to MediaPost, and Gen Z is even more likely to use a form of ad blocking. This evidence of digital saturation and the increasing tendency toward ad blocking provides a clear opportunity for direct-to-home marketing.
I hardly check my mail. And when I do, 90% of it goes straight into the trash. If there is digital saturation, then there is definitely mail saturation as well. Yet companies still spend billions of dollars on direct mailers. They most generate a strong ROI in the right instances.
Will we still have direct mail marketing in 20 years?
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