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在这个多渠道的时代,很多品牌的媒介组合依旧包含了直邮。原因很简单:每天,美国消费者被来自各种渠道的上千条品牌/非品牌信息包围,邮箱中那些珍贵的信件带来的却是高参与的精准触点。4种创新技术使直邮活动脱颖而出:二维码加入直邮。移动与直邮融合,相互促进。一些消费品牌的营销人在直邮中加入移动优化的娱乐内容/移动优化网站,补充品牌活动,鼓励消费者参与。但我们也注意到,有些营销人仓促尝试二维码,甚至未仔细思考全
In this multi-channel era, many brands still include direct mail. The reason is simple: Every day, American consumers are surrounded by thousands of branded / non-branded messages from a variety of sources. The precious letters in the mailbox are the precise touch of high engagement. 4 kinds of innovative technology to direct mail activities stand out: two-dimensional code to join the direct mail. Mobile and direct mail integration, mutual promotion. Some consumer brand marketers add mobile-optimized entertainment content / mobile optimization sites to direct mail, complementing brand campaigns and encouraging consumer engagement. But we also noticed that some marketers rushed to try the QR code without even thinking through