Firms Hold Fast to Snail Mail Marketing

http://online.wsj.com/article/SB20001424052748703481004574646904234860412.html#mod=dist_smartbrief?mod=dist_smartbrief

The affordability of e-marketing, along with the explosion of social media and the desire to trim costs in the recession, has prompted many small companies like Per Annum to slash traditional direct-mail budgets. U.S. consumers received about 5.2 billion pieces of direct mail in the third quarter of 2009, a 27% decline compared with 7.1 billion in the same period a year earlier, according to Mintel Comperemedia, a research firm that tracks direct-mail marketing.
However, some entrepreneurs who were quick to write off direct mail as too pricey or passé are finding it's not so easy to dismiss.
Ms. Settle says that at first she blamed the economy for the dropoff, until she "started hearing from customers that they never got their 'reminder' in the mail." Ms. Settle quickly sent a postcard mailing in June, which recouped the 25% loss, she says.
Costs are still taken into account. Many entrepreneurs find that the boiler-plate methods of the past—such as purchasing mailing lists and sending fliers or coupons to a mass audience—often aren't cost-effective. Instead, business owners are creating personalized mailings, which may include special offers or other valuable information, and sending them to a hand-picked list of current and prospective customers.

Coupons, E-mail, Self-checkout Big Winners in Digital Shopping: Study

http://promomagazine.com/retail/news/1209-digital-shopping-study/
The most successful technologies, including Internet coupons, e-mail, online ratings and reviews and self-checkout, must provide three benefits: value, help in making decisions and improved ease of shopping, the study found.

At-home technologies have the highest adoption rates among consumers since most people have access to a computer and the technologies are simple and user friendly.

Once inside stores, self-checkout is the most widely adopted technology used (71%), followed by DVD rentals (23%) and on-pack promotions that requires the consumer to go to a Web site (21%). Interestingly, interactive TV and TVs at Walmart had been used by only 6%. Handheld scanners, kiosks for swiping loyalty cards to receive personalized coupons and touch screen signage showed high interest.

Mobile technology is on the horizon to become the “next killer app,” the report said. The broad array of applications offer marketers a venue to serve up relevant information to shoppers wherever they may be.

The survey also found that consumers visit retail and brand sites for very different reasons and that if the two worked in partnership it could improve results for both. Because the retailer draws large numbers of shoppers to research and find the best prices, the brand can add value to the site by providing content to help drive traffic and loyalty.