Multi-Modal Competition and the Future of Mail
Show Less

Multi-Modal Competition and the Future of Mail

Edited by Michael A. Crew and Paul R. Kleindorfer

This compilation of original papers selected from the 19th Conference on Postal and Delivery Economics and authored by an international cast of economists, lawyers, regulators and industry practitioners addresses perhaps the most significant problem that has ever faced the postal sector – electronic competition from information and communication technologies. This has increased significantly over the last few years with a consequent serious drop in mail volume.
Buy Book in Print
Show Summary Details
You do not have access to this content

Chapter 23: Understanding Consumer Preferences for Paper and Digital Marketing Channels

Kari Elkelä


Kari Elkelä† 57 1 INTRODUCTION Marketing is an essential part of the communications market. We encounter it both in the form of separate marketing messages and in many channels related to information and entertainment. The rapid development of mobile phones and Internet services is changing the character of marketing and challenging the traditionally strong paper channels. Numerous studies in many countries have been carried out targeted at only one or two new digital channels. However, an overall view of consumer preferences for alternative marketing channels, and the demographic and other factors influencing these, has yet to appear. Is paper marketing still the dominant form? How widely is digital marketing accepted? What are consumer preferences for each channel? Why are certain channels preferred by certain consumers? Answers to these questions are important both for marketing enterprises and for operators providing traditional and digital delivery services. This chapter presents a framework for analyzing these questions, together with some results based on survey data gathered over the last five years in Finland. Two quite large sets of quantitative cross-sectional data were used for this research. The change follow-up and segmentation data, which consisted of 1,180 responses, was collected in June 2010 (Elkelä, 2010). The channel preference explanation data, with 1,397 responses, was collected in October 2010 (Elkelä, 2011). Both sets of data are representative samples of Finns aged over 15 years. This research can also be viewed as following, enlarging on and deepening my earlier study ‘Paper or electronic?’ (Elkel...

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.

Further information

or login to access all content.