DM must function on more than one level

I couldn’t agree more with Richard Roche’s comments about the importance of taking a multi-channel approach to engage more effectively with customers (MW last week).

Clearly traditional media such as catalogues still have an important role to play, and their performance is enhanced by integration with newer media, but there is still a need right across the direct marketing industry for greater sophistication in the use of multiple channels. For long-term success we need to implement test-and-learn procedures as a matter of course to establish the combinations and timings that work best for different audiences and individuals.

By tracking response rates and establishing informed media shapes we can build on our successes and take them to new heights – not just with consumer catalogues but also with charity and business-to- business communications. And the next challenge facing the industry is finding ways to make multi-channel below-the-line strategies work more powerfully in conjunction with sister disciplines such as public relations, advertising and sales promotions.

Heather Westgate

Managing director

TDA

Cheltenham, Gloucs

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here