The Print Industries Market Information and Research Organization (PRIMIR) has recently released a study that examines how direct marketing and in particular how printed direct marketing channels are performing in comparison with other more “high-tech” marketing options, such as email and social networking.
The study notes that “direct marketing’s share of advertising expenditures has shown a strong upward trend over the past decade and continues to grow, accounting for nearly half of all advertising spending. In 2009, direct mail (31%) and telemarketing (29%) were the most important channels.” The study acknowledges the challenges that print marketing can have in terms of cost, but also documents some disasters when companies abandon direct mail marketing altogether.
The results of this study reinforce the need for direct marketing strategies that include several different media. As each customer base is diverse, companies need to employ diverse methods to reach each customer in the right way with the information that they want. It all comes down to really knowing your current and potential customers.
Bob Martel of the Metrowest Daily News writes about the benefits of using a variety of direct marketing strategies. “A postcard is still an excellent way to begin an online relationship. Saturation mailings are still a great way to enter a new market, or build store traffic.”
Despite the success of direct mail marketing, Martel also notes the importance of a well-optimized website. “With the trend toward more geographically based searches (on search engines and maps) your website should be tuned with the best page titles, descriptions and home page content.”