No matter how much multichannel/integrated marketing will be a constant theme and reality, expect direct mail to continue to be featured as the ‘tree’ of a campaign from which all the other branches extend, says Ethan Boldt, Director of the Who’s Mailing What Archive. Why?
“Well, as you probably can guess, it’s still the big money maker, and if a company’s integrative marketing cards are played right, it’ll continue to be the major driver of revenue along with e-mail, social media, mobile and telemarketing,” he says.
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Source: Target Marketing, 11/22/13