Marketers Decline Focus on Traditional Media . . . But Not Direct Mail
By Heidi Tolliver-Walker on February 1st, 2013
According to a survey conducted by Aquent and the American Marketing Association (AMA), nearly one in three marketers plans to decrease their organization’s focus on newspapers this year and approximately one-quarter plans to decrease focus on consumer magazines (28%), radio (24%), trade magazines (22%), and TV (21%).
While that sounds scary, what’s interesting to me is that this doesn’t seem to include direct mail. Only 9% cited “direct marketing” as an area of declining focus. Why is that?
1. In a digital world, print carries weight.
2. The mailbox is getting emptier, so well-crafted direct mail campaigns have a better chance of being noticed.
2. People like to print — in a world of intangibles, they like to pick up something tangible and look at it.
4. Personalization is making direct mail more relevant.
In a world in which PSPs seem to constantly be bombarded by bad news, it’s nice to get a little pat on the back once in awhile.
Pat, pat, pat.
But if you’re a publication printer, not so much. No wonder high-speed inkjet sales seem to be picking up steam. It’s time to squeeze every last bit of inefficiency out of the process if you haven’t already.