Article: Reinventing the mail media

By Éric TROUSSET

Assistant general manager of marketing & surveys, Mediapost Publicité

Abstract

Communication, by nature in the avant-garde, must cope with accelerated changes stemming from digital innovations. The media, agencies and advertisers who want to boost their brands must redesign their business models. In this deeply changing context, the French Post Office (La Poste) must reinvent mail services. How to sell direct marketing campaigns based on printed matter given the immediateness, sharing and geolocalization characteristic of Google, Twitter or Facebook? During the process leading up to a purchase, consumers — the hub of this reinvention — know how to tell the difference between media. How to decipher this process and offer consumers the best of both printed and digital communication?