“Overdue marketing reality about social media and digital marketing.”
It is becoming apparent that more and more marketers are revising their position on traditional media. This is evident from statements made by the Global CMO of Coca Cola, on the use of TV.
It seems that commercial realism is returning to the marketing arena and the role and value of traditional media is being revaluated and revisited as a channel and a relevant part of the media mix. Included in this is direct mail, and no wonder when 92% of all direct mail gets opened. Combined with social media it can dramatically boost results.
While the attached article (view here) is about one element of the mix the implications are clear.
From Ad News – by Anthony Fitzgerald, CEO at MCN, December 12, 2016