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Traditional Marketing in the Digital Times [INFOGRAPHIC]

The never-ending competition between direct and digital marketing in numbers…

Are you checking your inbox several times a day? Do you Tweet? Are you continuously making Linkedin connections? I guess the answer is “Yes” because all of us marketer do so.

Do you have the feeling that everybody and everything nowadays are online?  Yes, because it is true, but this is only the partial true. Regardless of the booming digital space, the traditional – direct marketing is still pretty much bustling and showing exceptional numbers.

Why the savvy marketers still integrate the direct marketing and direct mail in particular into their marketing mix?

The latest DMA Response Rates report numbers speak for itself. The undeniable winner between all media is the phone, or telemarketing. Having said that the fact that direct mail overtakes all digital channels combined by over 600% is a bold declaration that requires our recognition.

The overwhelming numbers of the DMA research are not the only reason you should consider direct mail when creating your next marketing campaign. Here are few more reasons:

  • Mail is real. You can touch it, hold and feel it. Regardless of all screams about unsolicited mail, people like opening their correspondence. 85% of us open their mail the same day it arrives.
  • Direct mail is the most personal marketing channel. The fact that digital advertisement is on the rise makes the direct mail even more attractive. Your message will unquestionably stand out next to all pop-ups on your digital screen.
  • The “modern” Direct mail is more advanced and much simpler to integrate into any marketing mix. A simple QR code printed on your marketing mail piece will not only open a landing page full of valuable information and interactions but will also save you on postage. Ask your mailing services provider about this year USPS postage incentives.

Lastly, lets’ not forget that not everyone has email or computer for that matter, but everyone has a mailbox, and it is without “junk” folder! I am not going to brag any longer and will let the numbers of the following infographic finish the mission..

Traditional Marketing in the Digital Times [INFOGRAPHIC]

 

Milena Marguenski 

Milena  Marguenski is the owner and CEO of US Presort.

 

 

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Hiring a Direct Marketing Consultant for the Web? Consider these Tips

Hiring a Direct Marketing Consultant for the Web- Consider these Tips

Many B2B companies are taking crucial strides to penetrate online markets.

As a result, these companies are spending a good deal of their operational budget to come up with better strategies. According to a report by the CMO Council, online marketing expenditures reached $62 billion last year. A bulk of this amount is spent on targeted mailing and content marketing. Indeed, this number demonstrates how aggressive B2B companies have become.

It should also serve as a compelling reason for development. Mobility is possible only through proper investments.

Aside from the proper ICT infrastructure, you could also hire a consultant. A competent and results-oriented specialist provides a steady flow of helpful advice. From SEO to email composition, a consultant is crucial in meeting your campaign goals.

But there is still a lot to consider before hiring a competent direct marketing specialist. Take these tips and see if a candidate has the credentials.

Identify dedication to your goals

Your consultant might have dealt with other B2B players in the past. As far as professionalism is concerned, he or she has worked for the completion of distinct goals. This fact shouldn’t irk you while you are reviewing a candidate’s resume. An impressive array of testimonials and accomplishments are enough evidence that he or she is good at the job regardless of the types of clients. Moreover, they can give good assurances that the same enthusiasm will be applied to your campaign.

Identify key strengths and weaknesses

But don’t be convinced by CVs alone. There are tons of ways candidates can prove their potency. Achievements are in fact secondary. As a manager, try to narrow down your searches to include key proficiencies. Is the candidate experienced in SEO analysis and blogging? Does he or she have a thorough knowledge of typical B2B challenges online? What specific industry has he or she served? Ask the right questions and you might just find the right person to the job.

Determine problem-solving competencies

What does a consultant do? To put it simply, a consultant identifies the problem and provides solutions. But many veteran marketers will tell you that most solutions fail because they are applied to the wrong problems. The “solving” in problem solving can only be helped through understanding the “problem.” It doesn’t involve taking a quick gander of the problem and say, “Okay, it’s a problem.” Consultants are highly analytic individuals. Make sure that your candidate has the ability to look into key issues from all possible angles.

Online consultancy is a discipline in the same mold as online marketing. Moreover, its functions go beyond mere consulting. You might as well expand your direct marketing campaign budget to include a specialist who can give cost-effective advice.