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Article: Can DM save Royal Mail's bottom line? Royal Mail's DIY DM tool is yet another move to strengthen its position in the market, but critics claim such expansion is misguided. (Media Analysis).(direct marketing )
- Article from:
- Marketing Week
- Article date:
- October 31, 2002
- Author:
CopyrightCOPYRIGHT 2002 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Royal Mail's aim of boosting revenue through direct marketing (DM) has set the postal delivery operator on a course that has often brought it into conflict with the rest of the industry.
Undeterred, Royal Mail aims to spread its tentacles even further. Last week it launched a marketing tool that allows advertisers to create and execute DM campaigns online, without the aid of an agency (MW last week).
Devised by Marketing Drive Worldwide London, DM Online is the latest in a line of Royal Mail innovations and investments to promote the use of DM to advertisers, which began with the establishment of its Media Markets division in 1999.
Royal Mail's ...