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DMA Research : Desktop continues to trump smartphone in directing online traffic from print

by on June 19, 2014

Consumers driven online by brand and charity print marketing are three times more likely to visit their websites via a desktop or laptop than a smartphone or tablet, new research published by the DMA @DMA_UK today [19 June 2014] reveals.

According to the findings of the DMA’s inaugural Mobilising print media report 54% of the 1,000 UK adult consumers polled ‘often’ visit a brand or charity’s website in response to receiving a piece of advertising mail, door drop or insert, with 75% doing so via desktop or laptop. Just 25% say they do so on a smartphone or tablet.

The findings of the DMA’s Mobilising print media can be viewed by downloading the infographic from

The most common barrier to using mobile connected devices named by consumers is mobile website functionality, with one in four (27%) citing the difficulty in scrolling and browsing products, and 23% saying that buttons are too small to enable effective use. One in five (22%) stated concerns about data security about their preference for desktop over mobile connected devices. www.dma.org.uk/mobilisingprintmedia [more…]

South West Trains promotes 2-for-1 offers with new campaign / Lateral Group

by on October 28, 2013

South West Trains has enlisted customer engagement agency Lateral Group to raise awareness of its 2-for-1 offers with the first in a three-phase campaign.

‘Access All Areas’ will run across press, outdoor, posters, radio, eCRM, door drop and online banners using  creative that depicts the mementoes that families gather from their trips away. Ticket stubs, flyers and photos form part of a ‘pin board’ at home, and these elements combine to create a special ‘Access All Areas’ pass. [more…]