Upfront & Personal: Striking a new marketing mix

Nick Martin:  UK managing director Acxiom
Nick Martin: UK managing director Acxiom

The threat of ongoing postal strikes could not have come at a worse time, as marketers began their seasonal postal campaigns. Delayed post resulting in unhappy customers means that the campaigns will only deliver 50 per cent ROI than they normally would, based on Acxiom’s own experiences and that of its customers. So businesses not only lose money, but they can seriously damage their reputation with customers who will quickly look elsewhere.

To keep customers happy and businesses in the black, marketers must re-evaluate their multi-channel marketing strategy to reach their customers in the best way possible. Outreach via email and telephone are good alternatives and a cost-effective way of contacting customers prior to direct mail going out. It is crucial that businesses scale investment in marketing channels with clear financial objectives to maximise success during the period when postal strikes cause uncertainty.

The Royal Mail strikes are bad news, but they do give organisations the opportunity to run intelligently integrated marketing campaigns. There is no need to abandon postal campaigns, but it is important to think about how else to target consumers at the same time.

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