With 2012 firmly in the rear view mirror, it’s time to look back at what we’ve learned and then look forward to what lies ahead. Bruce Biegel, Senior Managing Director of the Winterberry Group and Petsky Prunier, spoke at the Direct Marketing Club of New York’s (DMCNY) January 10 Luncheon and Annual Outlook event. His in-depth presentation covered the marketing results (and implications) from 2012 and predicted a number of high-level trends for 2013. We’ve highlighted a few trends and predictions specific to direct mail:
2012: Direct Mail Held Its Own
While global economic growth has been undoubtedly slow over the past few years, overall direct mail spending remained steady during 2012, showing a slight increase to $45.2 billion.
The current growth of personalized and targeted direct mail reflected advancements in digital print technology – a trend that we covered in great detail with Design for Digital Printing Part 1 and Part 2. The direct mail industry also continued its move toward mobile, cross-channel integration through the use of email and QR Codes. As we have experienced, traditional direct mail actually powers the effectiveness of our customers’ overall cross-channel marketing programs.
2013: Campaign Integration Will Grow
It’s been an ongoing trend, but the collection and application of “Big Data” will accelerate in 2013. And as “Big Data” evolves, so will campaign management and automation – which will create more relevant offers and improved integration of direct mail and digital channels. The integration and automation of digital data will also make omnichannel or cross-channel marketing response data easier to capture, assess and model – and gaps in aligning digital and offline media measurement will close. This all means that campaign analytics will become increasingly important.
Privacy concerns will stay top of mind for direct marketers, legislators and privacy advocates. Leaders across the direct marketing community will continue to respond and advocate for appropriate Marketing Data Governance policies while maintaining its right to collect data and provide relevant information to consumers.
At IWCO Direct, we embrace change and the rate at which it’s taking place in our industry. We also think it’s important to listen and learn from everything that’s happened over the past year. Are there any direct mail trends you’re willing to predict? We’d love to hear from you in the comments section below.
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