I came across an interesting research study completed by ICOM, a division of Epsilon Targeting. The study shows that the 18-34 year-old demographic prefer by a wide margin to learn about marketing offers via postal mail and newspapers. Interesting report for marketers continuing to focus solely on the social front. Read the overview and/or download the full report.
The information goes with what I personally heard from a panel of 18-year-old students at the Stamats Integrated Marketing Conference held in Chicago this past July. This particular panel was brought in to share with university marketing gurus how they prefer to be communicated with and what they valued during their college decision making process.
When the students were asked if they preferred communicating with universities via social media or even mobile texting during the decision making process, the answer was a resounding, “No. Social is for personal connections and you better not text me if I don’t give you permission.”
They went on to share they they did use social media once they had made their decision on a college to attend, specifically to find out about how to get involved once on campus.
The preferred medium until then? Direct mail.
Innovations in technology will only help the direct mail cause. Quick response codes (QR codes), mobile marketing elements and unique codes can easily be included on direct mail pieces to provide consumers with multiple ways to respond via their preferred channel and provide marketers with near real-time results on campaigns.
The post Direct Mail for the Social Generation? appeared first on The Direct Marketing Voice.