White paper challenges marketing community to abandon traditional thinking and adopt online, mobile and social media techniques
A white paper released by Royal Mail Group has claimed that traditional marketing is dead and that future campaigns must align with relevance, response and restraint. Written by communications expert Martin Hayward in association with Mail Media Centre, the report entitled 'Marketing Communications Towards 2020: Looking for meaning in a land of plenty' encourages the media community to abandon traditional thinking and adopt a new marketing strategy for the next decade.
The white paper, which includes input from Patrick Barwise, Emeritus Professor of Management and Marketing at the London Business School, predicts that within the next ten years, the industry will see the relationship between traditional media and marketing functions diminish.
The white paper outlines the following new rules which will shape marketing communications towards 2020:
• Data will be plentiful - gaining information from the customer but publishing this in a responsible manner
• Analogue communication to standout in a digital world - More attention on direct mail, online, mobile and social media marketing campaigns
• Measurement will improve as media channels become much more accountable
• Costs of marketing communications will fall due to less wastage and marketing budgets may shrink as a result
• The reliance on creative execution to deliver campaigns will be reduced as more marketing techniques are delivered with the right message, to the right person, in the right way
• Analogue communication to standout in a digital world - More attention on direct mail, online, mobile and social media marketing campaigns
• Measurement will improve as media channels become much more accountable
• Costs of marketing communications will fall due to less wastage and marketing budgets may shrink as a result
• The reliance on creative execution to deliver campaigns will be reduced as more marketing techniques are delivered with the right message, to the right person, in the right way
Being able market specific channels means pertinent targeting will become easier, however future success also includes fostering restraint to avoid over intrusion, threatening to undo improved relevance.
The report – available at Mail Media Centre - reveals that the barriers which have previously prevented the marketing world from becoming more effective has been eradicated due to the digitalisation of everyday life and a direct contact with... Read the rest of this article at http://www.businessrevieweurope.eu/tags/online/royal-mail-says-traditional-marketing-dead
