Royal Mail warns dotcoms against overlooking DM
Royal Mail is launching an ad campaign to warn the new generation of net entrepreneurs against ignoring traditional marketing methods, such as direct mail.
Royal Mail is launching an ad campaign to warn the new generation
of net entrepreneurs against ignoring traditional marketing methods,
such as direct mail.
The campaign, called ’Convert Click-through to Customers’, will
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highlight the need for dotcom companies to back their e-commerce
ventures with relationship-building techniques.
The activity, backed by a spend of pounds 700,000, has been developed by
Joshua, Bates UK and Rufus Leonard. Royal Mail will stress the continued
importance of mail as a medium, despite the increase in online ad
techniques and the rush of new web brands toward creative agencies.
Royal Mail claims e-commerce ventures which spend large amounts on brand
advertising without relationship marketing support will struggle. As
part of the campaign, Royal Mail will sponsor an e-commerce supplement
in The Times at the end of March.
Adam Novak, managing director for media markets at Royal Mail, said:
’Direct mail has a track record in building relationships and delivering
the right message to the right consumer. It is also essential in driving
people to a web site.’
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