The recent evolution of communication in the marketing world has created two very distinct "schools" of modern marketing, the new school techie, obsessed with social media, the internet, text messages, etc. and the traditionalist, still hanging on to print ads and radio commercials like a life raft in a sea of emails and tweets.
While nay-Sayers scoff at the good old fashioned traditional tactic of sending customers and prospects communications via the sweet old post man, marketing agencies, and directors alike are noticing that response rates on parcels, packages, and letters have not only held strong in the digital age, but in some industries, even increased. So believe it or not, it looks like direct mail is here to stay.
Why? Besides the strange affinity American's seem to have for anything that arrives via mail carrier, direct mail has managed to stay one of the premier methods that businesses use to communicate with their customers because direct mail is the perfect marriage between old school and new age marketing tactics.
While social media and online campaigns are flashy and exciting, they are difficult to track, and can take months to begin driving traffic. Plus, they are so new, many marketers have trouble getting fans and followers from the social media funnel to convert actual sales. However, any modern marketer will tell you that customers want the interactive experience of communicating with their favorite brands on social networks.
Utilizing modern tools in conjunction with the traditional tactic of mailing increases the effectiveness of both online and direct mail campaigns.
Direct mail is a traditional means of marketing, and therefore its main purpose is to drive traffic quickly to a store, phone number or website, where those prospects can convert into sales.
Incorporating newfangled add-ons like personalized URLs, Digital Variable Printing, QR codes and social media enabled sharing captures the attention of Techies and youngsters while traditional folks are engaged by presenting an easily redeemed offer right to their door, in a tangible format where it won't be forgotten.
Critics may argue that the digital age has made direct mail fall out of marketing favor, the savvy marketer knows that the secret to direct mail success in the modern world is to integrate.
Instead of sending simple post cards and thank you, adding PURLs, and QR codes encourages users to share offers, and enables marketers to capture information about their clients, track every aspect of the campaign, and create targeted precise mailing programs utilizing information gained from tracking feedback.
So instead of packing up the postage stamps, maybe it is time to take a look at what’s new in the world of print.
