Keypoint Intelligence recently published a Buyer Persona Analysis of Gen Z consumers for OEMs looking to market to this audience. The report looks at what channels this demographic interacts with, values as it relates to brand selection and loyalty, and what marketing tools can be effective in reaching a Gen Z audience.

By Erwin Busselot, Director, Business Innovation & Solutions, Ricoh Graphic Communications, Ricoh Europe

A huge spike in effectiveness as part of omnichannel activity was experienced during Covid lockdowns. At Great Britain’s JICMAIL’s, Joint Industry Committee for Mail, Measurement Matters Conference it reported that, during the winter lockdown peak, 41% more recipients went online for information after receiving a piece of direct mail (and other mail types), and 32% more then went on to visit the sender’s website.

By Dimitri Van Gaever
Sending out a direct mail is always a bit of a gamble. As is any type of marketing campaign, for that matter. Still, direct mail is a tried-and-tested means to boost sales that tends to come with a great ROI, provided you know the rules of the game. Or, better said, the best practices. Not quite sure what the best practices for direct mail are? We’ve got six of them all lined up for you to explore.

By John Blyth, Ricoh Graphic Communications, Ricoh Europe

One of the great things about print is that it can come in all shapes, sizes, and colours. It demands to be touched and interacted with. It grabs and holds our attention. Print is supremely flexible, able to transform a book or magazine, a mailer or brochure, in look, feel and style. Design and shape can be altered while different substrates can be chosen to convey a wide range of aesthetics from a luxury look, to energetically colourful or a more natural sustainable feel.

By Erwin Busselot, Director, Business Innovation & Solutions, Ricoh Graphic Communications, Ricoh Europe
The effectiveness of digital communications is overestimated.

So says Kim Skjoldbord, a marketing and media industry consultant and lecturer in marketing communication and media planning at University of Southern Denmark.


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