Cash4Gold is right to go direct, but integrated is always best

Your article on Cash4Gold again sparked the debate about whether direct mail can be used exclusively as a marketing tool (MW last week). Although most brands realise the benefits and increased revenue that come from implementing an integrated campaign, it remains true that some brands with a strong offering and niche market can make huge cut-through with direct mail alone.

The key with Cash4Gold is that it has an extremely visual, believable proposition. It’s simple for customers to understand what they are being offered and how they can benefit from the service. In cases like these, direct mail is extremely effective.

However, I’d be surprised if Cash4Gold doesn’t use other channels in conjunction with its direct activity. The reason that most companies use direct mail to supplement or back up other marketing channels is quite simply because this is the most effective way of communicating with customers.

An integrated approach is always best, because it ensures maximum exposure for the brand and its messages. It will also make sure that you are not missing the chance to connect with consumers who respond better to other channels such as email or TV.

Chris Cullen
Head of client services
Callcredit Marketing Solutions

Latest from Marketing Week


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


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.


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.


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 3703 or email

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