Users of flyer printers 'should combine online and offline approaches'

Marketers that use direct mail, such as flyer printing, need to use both old and new methods, it has been suggested.

Firms that use the services of flyer printers may wish to take an innovative approach to direct marketing that combines both old and new methods, following suggestions from one writer.

In an article for 1to1 magazine, Elizabeth Glagowski stated there are many opportunities for marketers in the realms of social media and other interactive technology platforms.

But this does not mean traditional methods have become obsolete and a "holistic direct marketing strategy" that uses the advantages of both old and new initiatives can be used to successfully begin and maintain customer relationships, she explained.

She referred to the advice of Nicholas Miller, chief executive officer of Kyp, who noted companies can use direct mail to open the dialogue with a customer and then encourage them to continue the interaction online.

"This way you create emotional appeal through interaction, while enabling consumers to respond to your message in a way that suits their busy lives," he was quoted as saying.

Recently, the latest Bellwethe report revealed marketing spend on direct mail has reached a four-year high.