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

Recommended

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now