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Radar's clients, Neilson and Advantage, in the news

Direct-mail resurgence spurs 'doormat battle'

by Lee Hayhurst Jan 28th 2016, 08:22

Amid this January's barrage of TV and online travel advertising, direct-mail is enjoying a renaissance, according to industry experts.

Panellists at last week's Cim Travel Group Question Time said the battle today was as much for 'share of doormat' as 'share of voice' online and on other media.

Richard Bowden-Doyle, Neilson executive chairman, said: "We are starting to see significant divergence in the effectiveness of old-fashioned direct marketing and e-marketing.

"I know one very well-known travel business whose objective is 'share of doormat'."

Julia Lo Bue-Said, Advantage managing director, agreed, saying the consortium invests in direct marketing for agency members.

"We use our customer data to drive that. We do see increased conversions. It absolutely does work," she said.