This is the first blog of D&S Consultants on its new web site. Despite the gloom mongers out there, there does appear to be some glimmer of hope. companies are still doing business with each other, customers are selling products and customer are still buying them. The key change over the last 3 to 4 years is that companies have had to be smarter and more efficient in what they do. This could be reflected in operations, strategy or marketing of a company. We strongly believe that performance and efficiency are key elements of a successful business.
This has also been an aspect of the advent and development of social media. The really successful companies, large and small, have used social media to enhance their business. They have not followed lemming like in adopting social media rather they have used social media to aid, add and enhance their business. This would be in conjunction with other media such as direct mail, e-mail, radio to name a few. This multi channeled approach ensures companies can get the most from all their media and use it as a channel approach.
The death of direct mail, one of the long lasting mediums in the companies marketing armoury, has been reported widely over the last decade with the advent of e-mail, e-commerce and social media. The reality is quite different with direct mail finding different ways to be effective and relevant for companies in a multi channel approach. Who would have thought direct mail would be the media used to follow up e-mail and maximise customer conversion? Or be a key element of follow up activity in e-commerce platforms. Direct mail has done this and proved to be an efficient medium for the new media landscape.