Melanie De Caprio, VP of Marketing at SG360°, discusses the key findings of a recent study confirming how B2C marketers value personalized direct mail as part of their marketing mix, and why consumers — especially digital natives — enjoy receiving relevant direct mail pieces.
view short video at: https://www.piworld.com/xchange/digital-printing/study-confirms-marketers-consumers-preference-relevant-direct-mail/#ne=d7f0e6e16b0d037f71fc050491da5623&utm_source=today-on-piworld&utm_medium=newsletter&utm_campaign=2021-10-07
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Utah State University’s Outdoor Recreation Archive (ORA) currently encompasses around 3,000 outdoor catalogs from around 200 companies, ranging from a 1905 Abercrombie & Fitch catalog to a 2020 Altra Running catalog. Created as a joint effort between Utah’s State University’s Special Collections & Archives and the Outdoor Product Development and Design undergraduate program, the ORA is, in simple terms, a research collection of outdoor recreation history. And yet the seemingly niche academic project happens to fit perfectly with the ever-growing popularity of the outdoor style in contemporary fashion. 2020 saw the outdoor aesthetic boom in even greater popularity, with notable collaborations such as the Salehe Bembury x New Balance 2002 sneaker, the Greater Goods x Arc’teryx Artist Series, the Palace x Salomon XA COMP ADV sneaker taking center stage. The physical collection, initially launched back in March 2019, is currently housed at the University and a digital exhibit lives on Utah State’s library website for anyone to access. The ORA has also taken to exhibiting the archive on Instagram, launching an account in September later that year to reach a wider, non-academic audience and help grow interest around the history of the outdoor industry.
Advertisers still rely on third-party cookies for programmatic, with retail becoming the largest programmatic buyer on the programmatic. Although Google plans to eliminate third-party cookies by the end of 2024 and fully implement the Privacy Sandbox, its targeting cookie alternative, the industry is far from prepared. Despite several setbacks, the industry continues to move forward. The larger programmatic spenders have shifted more investments to cookie alternative traffic to test and analyze performance before third-party cookies disappear.