30.01.2013 - Why has the UPU’s Direct Mail Advisory Board changed its name to the Direct Marketing Advisory Board?
Although direct mail still makes up a significant part of letter-post
volumes, the 2012 Doha Congress decided the UPU should branch out by
embracing all innovative postal products and services and all means of
direct marketing used by postal clients.
Technological developments over the last two decades have led Posts
to combine the traditional direct-mail product with other forms of
direct marketing, in a multimedia environment.
“It was important for the UPU to reflect the new reality. Several
Posts today can support integrated multi-channel campaigns that go
beyond direct mail,” says Raquel Ferrari, manager of the UPU’s direct
marketing and stakeholder relations programme.
The UPU will help Posts expand their knowledge of direct marketing
and develop strategies to diversify their offerings with innovative
products and services. Posts will work to position themselves as key
players in the direct marketing process, and contribute to the segment’s
economic and commercial growth.
Several Posts have already created digital media divisions, or have
acquired subsidiary companies specializing in direct marketing. For
example, Canada Post is expanding into digital media offerings, with a
focus on the collection and use of data. Norway’s Posten has acquired
client relations agency Bring Dialog to plan campaigns from start to
finish, including the distribution of items through various digital
channels.
The Direct Marketing Advisory Board has 47 members, including Posts
and private companies and associations. Its first meeting will take
place in April 2013 during the UPU’s Postal Operations Council session.
Source : http://news.upu.int/nd/from-direct-mail-to-direct-marketing/
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