Surveys show that ~30% of brands are reducing their ad spend across the next 12 months, partly in response to the global economic downturn. And so, marketers need to find ways to raise bran awareness and generate leads with fewer resources.
If this wasn’t enough, the culture around data collection and consumer targeting has also drastically changed. Reforms to consumer privacy legislation have made data collection more complex, and software providers are taking steps to protect user data. As a result, brands can no longer rely on a digital-first comms strategy because campaigns aren’t reaching who they need to.
Offline advertising, specifically channels like door drop media, could provide marketers a way forward. Door drop is a direct-to-consumer and high-impact medium that offers a range of added benefits that marketers should take advantage of in the coming months. In the whitepaper produced by the European Letterbox Marketing Association (ELMA), read about the state of modern media buying and the opportunities and challenges that marketers are facing.
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