Direct Mail: Mind the Gap 

Written by Alistair Ezzy 

Thinking about Sir Martin Sorrell’s statement (company earnings call on 24 August) that brands such as Proctor and Gamble are saying that they’ve “over-invested in digital”.

That means they’ve probably ‘under-invested’ in other areas. Not invested as much as they should’ve in traditional media. Media you can feel and touch such as direct mail. And, probably not employed enough people with all-rounder skills.

I can only draw one conclusion - the demand for exceptional all-rounder talent is going to grow. Demand for people, for example, who instinctively know what makes a great direct mail campaign.

Our fixation on digital has come at a price. We’ve lost some ‘old-school’ skills in the process.

I hear the same message from our clients. They desperately need people who grasp the power of mail. People who understand the intricacies of the art - from copy and creative to execution - be that print or digital. Who instinctively understand how direct mail fits in a multichannel marketplace. Who know how to integrate online and offline direct marketing campaigns.

My experience is that those skilled in both traditional and digital media will find they’re increasingly in demand.

Go Inspire Solutions can help you close the DM skills gap.Contact our team of experts on 0116 232 1711 or email This email address is being protected from spambots. You need JavaScript enabled to view it..

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