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  • Writer's pictureJohnston Mailing

The Rise of the Tangible

Digital marketing's reign as the darling of advertising might be ending. While its precise targeting and data-driven insights were once unbeatable, rising costs, privacy regulations, and declining user engagement are forcing a rethink. Enter direct mail, the oft-dismissed "old-fashioned" channel, which is experiencing a surprising renaissance.

The culprit behind this shift? Digital fatigue. Overcrowded online spaces, diminishing ad effectiveness, and the crumbling third-party cookie are making brands yearn for a more impactful approach. Direct mail, with its tangible presence in a person's physical mailbox, offers a high-quality impression that cuts through the digital noise. Conversion rates can even rival or surpass digital campaigns, with the added benefit of easier targeting thanks to first-party data.

The future lies in a balanced approach. Both online and offline channels are expected to see modest growth, with the key being their synergistic use. Marketers need to move beyond the "either/or" mentality and leverage the strengths of each. Direct mail can offer a personalized touch and break through digital clutter, while digital can amplify reach and provide deeper insights. Ultimately, the right mix depends on campaign goals, target audience, and budget.

This resurgence of direct mail isn't a complete return to the past. It's a strategic play in a changing landscape, where brands recognise the need to diversify their media mix and cater to consumers craving an escape from the digital deluge. It's a reminder that sometimes, the old ways can offer surprising new value in the modern marketing world.


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