Direct Mail - Still a Powerful Tool
I recently read an article by Steve Olenski on Forbes.com that talked about the continued power of direct mail. It talked a lot about general perceptions in today's marketing world - and how social media, along with interactive channels are the end-all, be all.
Don't get me wrong, it's a 100% integrated marketing world - and not having some sort of interactive component in your campaign (whether it's lead acquisition, loyalty, branding or other) is imperative. But for those who think the printed word is dead, I think this article, and the research cited will make you think otherwise.
Research showing things like the fact that younger consumers (18-34 year-olds) actual prefer to learn about marketing offers via postal mail rather than online sources (national survey research done by ICOM).
To me, these are powerful statistics that we should all consider as we plan out our next marketing campaigns.
Check it out here: http://tinyurl.com/86nt628
Ben Allen Director, Marketing Services Direct Connect Group