Flyers 'will become more targeted next year'

Direct mail materials such as flyers will soon become more relevant, one individual has predicted.

Flyers and other direct marketing materials will become more narrowly targeted to customers over the coming months, it has been suggested.

Nancy Scott stated in a piece for the Digital Nirvana blog that as postal costs increase and direct mail becomes more expensive, marketers will be forced to be more measured and careful in 2011.

Promotional materials will be more creative and relevant to clients, she continued.

Ms Scott referred to the advice of Dave Lewis of ProList, who proposed firms send a marketing email to potential customers and those who click through to the landing page can be removed from the direct mailing list, as the company now has their response.

Another trend she predicted will be on the rise next year is the integration of direct marketing and social media.

The importance of targeting was also highlighted recently by Francis McMahon in an article for Digital Nirvana, who said flyers need to deliver messages to those who are likely to spend time with the document.