Direct Mail News & Resources

Personalization Targets Millennials

Target Marketing credits Millennials’ expectation that all marketing be personalized as the reason 44 percent of surveyed marketers increased their spend on the tactic in 2016.

Target Marketing’s research found similar increases in spend during all five years the research tracked the tactic, with single-digit decreases and ever-declining numbers of “don’t use” respondents, according to findings from “Marketing Mix Trends 2010-2016.” That’s Target Marketing’s analysis of six years of “Media Usage Survey” data. The report examines this tactic from 2011 to 2016. The “Personalization” section is part of a benchmarking of marketing media channels, technology and tactics included in the Target Marketing/NAPCO Research study. Both Target Marketing and NAPCO Research are NAPCO Media brands.

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