Main
Story: Reaching new customers: direct
mail vs. e-mail
Many factors are challenging
traditional direct mail as a viable marketing tool. With value as the key,
some businesses are finding Internet strategies to be very effective in reaching
their target audiences with directed messages. Others continue to find success
with direct mail. Integrated marketing firms advise that you analyze your product,
your audience and your message to reach a decision on which will work best for you.
Rolling out a new
product is a complex and expensive proposition for any
company. An integrated campaign that employs multiple channels of
communication like public relations and advertising can be extremely
effective in educating the public to the product’s benefits
and in branding the
product in the public’s mind. Interactive media opens up the
opportunity for
direct sales.
Owners
of an upscale Indianapolis appetizer bar wanted a Web
page
that would differentiate it from the neighboring establishment,
a fine-dining restaurant, which they also owned. MillerWhite,
LLC created a flash opening for the bar that captured
its sophisticated, relaxed
mood and environment. Prepare to be enticed.
Facts & Figures:
Audience multitasks, tunes out messages
The tendency of today’s consumers to multitask,
and their ability to eliminate commercials from television viewing, are factors
causing marketers to rethink how they use traditional advertising channels. Integrated
marketing firms now advise their clients that to protect their investment, they need
to be willing to use multiple forms of media, including
better use of the Internet.
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