Royal Mail is launching an ad campaign to warn the new generation
of net entrepreneurs against ignoring traditional marketing methods,
such as direct mail.
The campaign, called ’Convert Click-through to Customers’, will
highlight the need for dotcom companies to back their e-commerce
ventures with relationship-building techniques.
The activity, backed by a spend of pounds 700,000, has been developed by
Joshua, Bates UK and Rufus Leonard. Royal Mail will stress the continued
importance of mail as a medium, despite the increase in online ad
techniques and the rush of new web brands toward creative agencies.
Royal Mail claims e-commerce ventures which spend large amounts on brand
advertising without relationship marketing support will struggle. As
part of the campaign, Royal Mail will sponsor an e-commerce supplement
in The Times at the end of March.
Adam Novak, managing director for media markets at Royal Mail, said:
’Direct mail has a track record in building relationships and delivering
the right message to the right consumer. It is also essential in driving
people to a web site.’
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