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In The Return Post: Direct Marketing In The Digital Age

Social media has revolutionised the way in which companies approach direct marketing

. I'm sure we've all heard of the crazy new gimmicks brands are trying to bring in new customers; adverts inserted into the backgrounds of old movies, billboards in computer games, etc. So have Twitter, LinkedIn, Facebook, You Tube and the numerous other social networks essentially killed off the use or need for Printed Direct Mail? Some marketers think so referring to this as some sort of Digital Age Darwinism suggesting that print direct mail is being pushed aside by social media as it is expensive, time consuming and isnt well received by audiences.

There can be no question that companies are starting to realise that purchasing data lists and then dispatching poorly targeted promotional printed items to a large audience is not cost effective, however does this mean that we are now on a path to seeing the death of print direct mail? The answer to this question is almost certainly no, and in fact we could be just about to see resurgence as companies look for an opportunity to stand out from the crowd. Just think how many spam emails you junk without even looking at them. Print direct marketing may be far more expensive, but the return on investment is so much greater.

Print direct marketing delivers a far greater impact than digital methods, in fact a recent survey suggest that as much as 91% of those sent a printed direct mail piece would actually open it. Whats more a whopping 85% of those surveyed indicated they would actually prefer to receive something tangible (e.g. a CD) rather than the equivalent digital version (e.g. link). Digital media is ephemeral; consumers like something tangible.

Companies are realising instead of sending mass mail outs they need to start creating personal mailings, which are appealing or are of a perceived value to a selected list of prospects. The size of your company is no limit to the effectiveness of your print direct mailing campaign: multinationals can offer the personal touch; small companies can punch to the maximum of their weight.


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