We've become so keen to get in touch with the wired-up Gen Ys that we've over-emphasised electronic contact at the expense of direct mail. It turns out that they are now so un-used to receiving direct mail offers in the physical mailbox at home that teens really like being contacted this way. Ironically, this seems to be an (pardon the pun) "under the wire" way to reach them.
See the article at http://www.marketingprofs.com/news/marketing-inspiration/index.asp?nlid=454&cd=dmo121&adref=NmiM378
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