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Those who thought social media and online marketing would bethe death of direct mail – think again.
According to last week’s Wall Street Journal many marketers who slashed direct mail from their budget to compensate for the recession discovered they’d made a huge mistake.
According to Mintel Comperemedia, a research firm that tracks direct-mail marketing, 5.2 billion pieces of direct mail were sent in Q3 last year — a drop of 27% when compared with Q3 of 2008. However, the WSJ reports that some small business owners experienced a significant reduction in revenue that was directly linked to the lack of direct mail campaigns.
And while it’s tempting to give in to the notion that marketing vehicles like direct mail are no longer relevant — we must consider the delicate balance between digital and traditional media. After all, they can and must co-exist if you are to truly get your message across.
So if you’ve cut back on your direct mail budget and your bottom line is suffering, there just might be a reason why. In the end, one thing is clear: while traditional marketing vehicles may have taken a hit recently, they will continue to be a critical element of a truly effective marketing strategy.
Tags: direct mail / wall street journal / comperemedia