Integrating digital advertising with direct mail campaigns can improve the effectiveness of promotions and increase customer spend by nearly 25 per cent, according to new research.
The study of consumers by Royal Mail, aiming to understand the best uses of different advertising methods, also revealed nearly seven in 10 people believe that direct mail supports online advertising.
Radio One DJ Chris Moyles is a podcasting evangelist and regularly encourages his audience to get downloading, while Ricky Gervais’s popular podcasts top the daily charts. Yet despite these high profile media names, few believe this is a medium of the future for brand owners.
It all sounds simple enough. Buy an iPod or other MP3 player, install software into your computer and subscribe to a podcast on your favourite website. This will send out a short programme directly to your computer, and you can transfer it onto the iPod or other player and listen to it when you like.
If anyone is in any doubt about the power of social networks, let the statistics speak for themselves!
Around 1.5 billion people in the world today have access to the Internet. A recent report on European online consumers found that around 60 per cent of users take part in social networking activities of one kind or another and interact with online communities. This might be reading or writing blogs, listening to podcasts, setting up RSS feeds, or reading and writing online customer reviews.
Below-the-line activities have more influence on consumers trying new products than other advertising, according to new research. More than half (51 per cent) of shoppers said below-the-line, including promotional, experiential and digital marketing, had prompted them to buy something new compared to 31 per cent driven by advertising through broadcast, print or the internet.
The research by food and grocery research specialist IGD also found that 25 per cent of people named “buy one get one free” offers as the most common factor in trying a new product or brand.
Steam took home two gongs from the Media Week Awards 2007 for our recent work with John Smiths, the UK’s number 1 ale.