The Digital Mystique: All Smoke and Mirrors?
In the last 2 months, I've received calls from several fairly new startups who wanted to discuss their direct mail options. Yep—that old "tried and true" medium is coming back in vogue. Why?
As one CEO put it, "Our board no longer has the patience for our slow pace of growth because we've tied our marketing investment to the digital advertising landscape. We get lots of clicks, but very few buyers."
And that, in a nutshell, is the problem.
Like many who have been involved in direct marketing since the dark ages, we no longer need to test to know the following statement is true: Mass media vehicles (like digital) tend to drive a high volume of leads, but they're of low quality (they don't convert); Targeted media (like direct mail) drives a low volume of leads but they're of high quality (and therefore more likely to purchase).
If your strategic plan is to create a sales funnel that drives both high volume and requires high conversion to sale, you need a combination of media to accomplish that task cost efficiently. It's already been proven that no single medium can deliver on that promise.
Because if it were that easy—and digital was the Holy Grail—then wouldn't everyone be doing it? Oh wait... they already are. They just forgot the annoyance factor.
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.