Flyers 'need to be used alongside digital channels'

Those who use flyer printing ought to embrace digital marketing mediums, it has been suggested.

Companies using direct marketing methods such as flyers may be interested in recent comments regarding online media.

In an article for Marketing Week, Russell Parsons said many advertisers have known for some time direct mail "needs to embrace and complement digital channels to survive".

Nonetheless, it was good to hear a rallying cry from newly-appointed Direct Marketing Association (DMA) chairman Scott Logie recently, he noted.

Physical mail has "never had such a wide-reaching role to play in business", Mr Logie declared, because of the way emergent technology has taken customer engagement to a new level.

Mr Parsons remarked it is "heartening" to hear social media and mobile marketing being discussed alongside direct mail, adding the DMA still needs to improve its efforts to develop digital direct marketing.

His comments follow those made by Salmat chief executive officer Grant Harrod, who told Print21 posted materials such as flyers continue to be one of the most effective ways of reaching potential customers.