Paper and pixels: Putting a digital stamp on direct mail

Christopher Karpeno

How Direct Mail is Becoming a key Player in the Digital World

As connectivity is embedded into society, the lines between the physical and digital worlds are blurring. Pretty much every action now leaves a trail of data that reveals a person's daily activity in detail. From sharing thoughts on social media to sophisticated health tracking technologies to cookie-enabled targeting, this data footprint reveals valuable consumer insights that can be mined for marketing gold.

For marketers, the crucial step then becomes delivering clear messaging that spans the blur of physical and digital realities.

While this technology convergence affords marketers great opportunity, it also presents some new challenges. The collapse of boundaries between the business and personal use of technology is forever changing the marketing landscape, and this shift is empowering consumers to dictate their own paths rather than follow a traditional marketing journey.