Although the landscape has changed, direct mail is still an effective and engaging way to connect brands with customers, especially if customers are properly understood, Track managing director Andy Bell says.
“Ultimately the point is not just to reach people, it’s to make a connection, to elicit some form of response, in the moment.
“To do that we have to get alongside the customer in the moments that matter.”
Track, which took away 13 awards at last year’s New Zealand Direct Marketing awards, uses ‘contextual creativity’, using insight and creativity to make meaningful human connections, Bell says.
“In old-school mass advertising we’d hit everyone, customers and prospects, with the same message and no consideration of where they were in the customer journey.”
With increasing data availability, it’s now about reaching…
