amsterdam - PostNL will win the battle for the digital mailbox.
That says commercial director Arno PostNL Bijnen in an interview with The Associated Press following the acquisition of online marketing agencies SearchResult s and Yourzine.
Although the purchase by the market has been characterized as surprising, PostNL has long been working to develop into a marketing organization. 'We also want the director of the digital mailbox,' says Van Bijnen. The postal company annually delivers over 5 billion direct mail brochures and knocking on doors. PostNL has its own direct marketing department, but wants to take bigger steps.
By acquiring a large customer portfolio is purchased. PostNL has a decent war chest, because recently the TNT Express shares were sold.
Yourzine is one of the leading online marketing agencies in the Netherlands and has major customers such as electronics giant Samsung and PSA, the parent company of car brands Peugeot and Citroën. 'We put 15 years of experience,' says director Michiel van Riemsdijk.
'The trend is that marketing is becoming more individual. With TNT, we can always bring refined the message. 'That is not easy, as many newsletters are in the electronic mailbox thrown in the trash without a glance. Therefore it comes to big data.\n \n \n advertisement
PostNL lose revenue quarter-on-quarter, due to the digitization of the post. The past six months the turnover from the physical item decreased by € 14 million. This is offset by the growth in the parcel delivery, but there is a lot of price pressure
According to Van Bijnen cooperation with Yourzine and SearchResult has an offensive and a defensive purpose. He expects a modest profit growth. 'We hold direct marketing firm volume. We can provide customers with the cooperation offer a full range of physical and digital mail. '