Pandemic pivots have seen many companies re-evaluate their longer-term marketing mix in light of our stay-at-home ways, and the allure of a direct channel to consumers has become a critical opportunity for many brands.
Canadian organizations rely heavily on direct channels to drive sales, donations and customer engagement. Global market research firm IBIS World reported that telemarketing was projected to see revenues of $1.6 billion in Canada this year, and direct mail was on track to reach $1.3 billion. However, both categories are stagnating, as outreach increasingly needs to be more useful, bespoke and engaging, to make an impact.
But given how much time people are spending in their homes now, it’s not surprising to see marketers reexamining direct. “These are established, effective channels,” says Andrew McRae, SVP and co-founder at KSG. “They spur consumer action, but they are ripe for innovation.”
That brand opportunity led Toronto-based KSG to design a new direct video platform that adds a much-needed human touch to direct mail and telemarketing, pushing these important channels into the future.
