My Experiment in Combining Direct Mail With Digital/Social

My particular area of expertise is digital marketing, media and e-commerce. However, whilst I remain excited by what is possible with purely digital marketing, I am most intrigued by marketing that makes intelligent, creative and effective use of a mixture of media—multichannel or omnichannel marketing that choreographs an experience across touchpoints, both physical and digital.

You may have seen the recent campaign from MarketReach, the Royal Mail's direct marketing arm.

Whilst MarketReach itself is growing as a business, marketing spend on direct mail is falling year on year by around 5 percent, according to Ofcom figures...