#5264. Do offline and online go hand in hand? Cross-channel and synergy effects of direct mailing and display advertising

August 2026publication date
Proposal available till 12-05-2025
4 total number of authors per manuscript0 $

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Journal’s subject area:
Marketing;
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Abstract:
Despite the rise of digital, direct mailing as a marketing communication tool remains relevant and widely applied in practice. Nevertheless, research into the effectiveness of direct mailing in the online environment is scant. Key questions that remain entail how direct mails affect different online and offline consumer activity metrics throughout the purchase funnel and how they interact with digital marketing communication tools. The current paper, therefore, investigates these two questions by conducting two studies.
Keywords:
Cross-channel; Direct mailing; Display advertising; Financial services; Purchase funnel; Synergy

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