T: 01794 514 550
Homepage _ Blogs _ A Winter of Discontent?
A Winter of Discontent?
With the onslaught of industrial disputes across a number of sectors you could be forgiven for believing that we are heading for arepeat of the winter 21years ago.
The tail of an inept government, an economy in a poor state and a hell of a mess for the incoming government to clear up has some serious comparison with the late seventies. The next few years are going to be tough for UK PLC. In that light it is extremely disappointing that the Royal Mail is heading for yet more strikes, whilst the Communications Workers Union may have some legitimate points, the decision to go for a strike only cripples their cause further. The Royal Mail is losing volume to digital marketing and it may not come back. If the service loses more revenue then this only leads to further cuts and even more job losses.
From a direct marketing perspective then it is a worrying development. At a time when accurate measurement of media results and customer journey paths to websites has improved markedly in the recession period where brands have realised the value of door drops in driving response online and offline, then this is a serious own goal. It has taken a recession for brands to take the measurement of metrics to the next level as marketing departments have come under further scrutiny themselves. Offline media has been waiting for this moment but the Royal Mail may live to rue this industrial action as it may lose clients who will not come back.
On a positive note then less users of the doordrop channel will improve the results for the rest of us who know how to use it best affect as there will be less clutter. Nothing better symbolised the Winter of Discontent than the piles of rubbish building up in the street. The Royal Mail may have just trashed their revenue streams for the coming years...
16 | 10 | 09
Industry News...
Door Drop Practitioners Seminar 2009On November 10th the DMA will be holding their annual door drop seminar....
Royal Mail workers to strike!Royal Mail workers to strike sgain.