Marketing / Young people trust direct mail over digital marketing, research finds

Young people trust direct mail over digital marketing, research finds

Young people are more likely to trust direct mail than digital marketing, a report has found.

They are 32 per more likely to trust direct mail rather than online marketing over the other categories surveyed, according to research from the Royal Mail’s MailMen.

These groupings were based on seven life stages including young families, couples and retirees.

Though the ‘fledgling’, or young people’s, group spends the most time online - more than the other six life stages combined - they are less likely to respond positively to online marketing.

66 per cent they said they were more likely to use a voucher if they had a hard copy, according to the Royal Mail’s MarketReach division.

This comes as companies are shifting focus to digital marketing, and declaring it a mainstream strategy.

Digital marketing and commerce has been labelled as a top priority for marketers, according to a survey by Gartner.

98 per cent of marketers polled believe that online marketing is merging with offline marketing.

Yvonne Genovese, group vice president at Gartner, said: “There is little doubt that digital marketing is now mainstream.

“Marketers no longer make a clear distinction between offline and online marketing disciplines. As customers opt for digitally led experiences, digital marketing stops being a discrete discipline and instead becomes the context for all marketing.

“Digital marketing is now marketing in a digital world.”

Other findings of the study include that the young families category was 24 per cent more likely to respond to direct mail by going online to make further inquiries.

Furthermore, fledglings were likely to increasingly want more innovative, creative mailings such as use of 3D features and augmented reality.

To find out more about the report, visit the MailMen website.

Photo © OliBac (CC BY 2.0). Cropped.


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