Jacques van Wyk writes that interactive print is crucial to direct marketing. This is based on insights gleaned from a white paper released by PwC that shows mobile elements in marketing campaigns are becoming an industry standard, with up to 88% of South Africans now having mobile internet access and mobile accounting for more than 50% of all global e-commerce traffic. Research from other white papers such as Exponential's recent one on audience engagement shows that audience engagement is no longer an intangible, immeasurable aspect of marketing. Essential reading if you find it a challenge to get your brand marketers thinking about measurement from the start. In our [Fashion watch] article, Terry Levin provides a case study on UK Wool Week and Chanel Airlines, and how their transformation of Savile Row, the UK's famous tailoring district, made headlines around the world in a new content marketing approach and leveraging maximum coverage for a brand or cause via both new and traditional media... You can't go wrong with an innovative marketing approach backed by research.
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