Royal Mail: Direct mail can enhance search marketing
Tuesday, 21, Oct 2008 02:49
Brand marketers who combine direct mail with web search activity are more successful in terms of "bringing their brands to life" for customers, according to new research.
A study commissioned by Royal Mail indicates direct mail can enhance existing search engine marketing techniques.
It found such communication can help build brand familiarity among those who subsequently carry out an internet search.
A total of 58 per cent of respondents said they were more likely to click on a link if, prior to seeing it, they had received something from the company or organisation in question.
Antony Miller, head of media development at Royal Mail, states as a medium, search has been growing for several years.
He adds: "Consumers clearly believe that mail plays a crucial role in their purchasing decisions. This is a key insight in the current financial climate, when every pound spent on marketing has to work harder for return on investment."
Meanwhile, an article in the E-commerce Times by sector commentator Julian Chu suggests the most important factors influencing whether a customer will make a purchase from a website are ease of navigation, quality of content, security and privacy.