Pull marketing is the future

Marketing is a crucial aspect of any business.

Mark Thomson media director at Royal Mail, says that marketers must take on board modern methods of using information on clients.

Writing for Marketing Week, he said that current promotions tended to highlight the “modern transition from push to pull marketing”, as consumers nowadays telling companies what they want access to.

This is, he wrote, “ a key ingredient in boosting response rates.”

“Marketers must use their data wisely to understand what individuals want and tailor their direct communications to make sure the right message reaches the right person at the right time.”

A previous survey in Marketing Week had found that over 50 per cent of companies believed that direct mail had an influence on executives in top positions. The survey also said that the channel had continued to perform well during the recession.