Flyers 'should be combined with digital strategies'

Direct mail - including flyers - is most effective when combined with digital marketing, it has been claimed.

Companies that send out flyers to consumers ought to introduce means of combining this strategy with other methods, it has been suggested.

Brendan Rolston, managing director at Actionmail, told NZ Business magazine electronic communication is becoming more powerful and traditional mail is on the decline.

However, this does not mean direct mail is dead - in fact, it is now more effective than it was in the past, because it is competing with fewer materials in a consumer's post box.

Mr Rolston stated the personal touch is crucial for connecting with a customer and helping to deliver that all important call to action.

Furthermore, the author of the article suggested marketers ought to combine digital and traditional offerings.

Direct mail offers a range of creative ways of reaching out to people, such as by using personalised colour brochures that promote web-based promotional campaigns, the writer remarked.

And firms that are planning to use flyers as part of their Christmas marketing strategy may wish to heed the advice of Andy Jarvis from Billington Cartmell, who recently said in a piece for Marketing Week such advertisements should not focus entirely on price.