subject: Did The Net Kill Direct Mail? [print this page] It's laborious to think unsolicited mail still reaps edges when everybody is resorting to on-line marketing. Place simply, many marketers now see the web as an untapped chunk of potential markets waiting to be uncovered. This resulted in the boom of web selling websites, forums, and seminars. So did the web kill offline selling techniques like junk mail? Many folks will say it did, however there are continually 2 sides of the coin. Let's have a look at this subject from a recent perspective.
The planet has become so internet oriented that you can hardly have a conversation while not weaving web website or tools into it. Individuals who do not have basic web skills are now met with raised brows and typically even jeers. So how does this relate to junk? When all marketers shift to a completely different technique, you've got a plus once the coast is clear. A median net user has become so used to those flashy ads on blogs and websites that a paper beneath their door can undoubtedly grab their attention additional at this point.
Before net advertising, one would receive lots of spam under his door and would toss it away instantly. Now with corporations shifting towards net marketing, less are sending out direct mail. Probabilities of exposure currently are much higher than they were in the past. The trick now is to grab your prospect's attention in an unconventional approach - a approach that completely goes against internet basics.
Let's put this scenario, your prospect wakes up, pours juice and checks the mail. You have got up to at least one minute to grab your prospect's attention. In the internet world, at the moment, you have up to 8 to ten seconds to grab the surfer's attention. That's the first profit of junk over the net selling techniques.
Let's investigate the issue of personalization. When your prospect surfs the internet, he is aware that a minimum of thousands are being exposed to the present ad within the terribly same second. This puts your prospect in the "impersonal, indifferent" mode. With unsolicited mail, the flexibility of the prospect to bit a postcard or brochure addressed to them creates a sense of intimacy or connection. That is nevertheless another benefit of junk mail over net advertising that can reap monumental rewards on the long run.
The last factor that kicks in is your prospect's curiosity. While in both offline and online campaigns you can pique interest via style, copy, or incentives, when a possibility curiosity is minimal because of distractions. Let's examine how this is applicable to a daily scenario. To Illustrate you're online, you find a billboard that says "Are you broke?" While this might pique your interest if you're indeed broke or bored, you will click the website only to search out it is a paid service and close the window.
The attention span of an net surfer is very low. How about someone who's on the couch, bored to tears, with a right away mail catalogue on the table? Most people can have a look at catalogues for hours just for the heck of it. Their attention span amounts to how bored they are. That is a huge advantage for any company trying for exposure.
This effect is solely maximized by targeting market segments. This could be done by distributing direct mail to those in want of your product.
