Businesses 'could enhance SEM with physical mailings'
Internet Marketing
20 October 2008
Marketers could improve the performance of their search engine campaigns by tying them in with direct mail, according to a new study.
The consumer survey by Royal Mail found that nearly 60 per cent of respondents would be more likely to go to a company's website if they had already seen that firm's name in direct mail.
Almost 70 per cent said they follow up web addresses mentioned in direct mailings on the internet, while nearly half of respondents said that receiving a brochure from a company they had only seen on television made that brand appear "more real".
"Our findings prove that when mail is used in conjunction with either or both [search and TV], consumers are more engaged by a brand and more likely to want to discover more about the product or service on offer," explained Antony Miller, head of media development for Royal Mail.
A growing number of publishers are making use of newspaper and magazine inserts that are linked with online marketing campaigns, according to research published by the Direct Marketing Association in August.
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