Direct mailings enrich every media mix

The data collected annually by MA Strategy is an important decision-making aid for companies and their agencies regarding the media mix. They can run through, evaluate and optimize various media strategies. This approach enables a complete media comparison and maximum advertising impact.Achieve more reachWEMF AG's MA Strategy for Advertising Media Research links sociodemographic information and consumption data with media usage data. In this way, it helps companies find the media mix that ensures the highest reach among their target groups. All advertising-relevant communication channels are represented in the Intermedia Study: MA Strategy enables comparisons between media groups and individual media from the press, cinema, radio, television, Internet, address directories, outdoor advertising and direct mail.Direct Mail in the top leagueThe latest MA Strategy results confirm the findings from previous years: When it comes to reach and thus the advertising impact of various advertising measures, direct mail plays in the top league. It enriches every media mix. However, not every advertising mailing is immediately recognizable as such. That's why WEMF also determined the reach of business mail. 80.2 percent of the population pay attention to it regularly.Strong advertising effectThe reasons for the high reach of direct mailings are literally obvious: hands-on advertising appeals to the senses, catches the eye and arouses curiosity. This makes it easier for recipients to remember the advertising, and the messages stay with them longer. The consequences: a high advertising impact and strong purchase activation. What's more, thanks to comparatively low wastage, direct mail works not only effectively but also cost-efficiently.Optimize media mixAt the same time, the results of MA Strategy 2016 underscore the fact that a cross-media strategy is worthwhile for optimizing advertising impact. This is because the reach of Internet advertising has increased further compared to the previous year. On the one hand, combining direct mail and online channels pays off in terms of sales. On the other hand, this dream team also improves the image of the sender thanks to the high credibility of direct mailings.