Direct mail marketing has been one of the most effective marketing tools among merchants. But with the emergence of the new technology and its advancements, businessmen have developed a misconception that direct mail marketing is now useless and obsolete.
Marketing outlets like television, radio, and print are boasting that they are a more effective marketing tool and more beneficial to the success of the company. They emphasized that at some point of the day, an individual really watches TV, listen to the radio, or read a newspaper or other form of print media. Well, this fact might be true, but there’s a kind of misconception or flaw to this kind of promotional logic.
The first flaw is the broad spectrum marketing that is used by the modern marketing media. When you use television, radio, and print media to advertise your business, you are not targeting only to your prospect clients. You are paying advertisers to make your products and services be known to people hoping that there will be some of them who might be interested to your product. Yes, your business might be known but it doesn’t mean that you can boost your sales because of this kind marketing strategy.
Another thing, when using this kind of marketing it will really cost you a lot compared to direct mail marketing. While direct mail marketing on the other hand, is very flexible. You can utilize broad spectrum marketing or you can focus specific individuals to market your business which couldn’t be done by modern marketing techniques.
The second flaw of modern marketing is the time that the promotion or the advertisement might be broadcast or printed for the masses to see, listen, or read. A kind of marketing that relies only to chances that an individual might watch or listen to a certain TV or radio program, or might read the magazine where the ads are printed can be called a foolish promotion or a big nonsense.
Whereas, if you use direct mail marketing, you don’t depend on chances, your clients can literally hold the promotional material in their respective homes creating the most direct and most efficient way of advertising your business. To run a very effective and efficient direct mail marketing campaign, just see to it that you can access to the best resource available. Try to get the best lists from reputable brokers so that you wouldn’t be sending mails to those individuals who are not actually interested about your business. Make your mails also as personalized as possible for you to attract clients’ attention.
Modern technology can surely help in opening doors and new opportunities for your business but the effectiveness of direct mail marketing should not be set away and just taken for granted. Direct mail marketing is not obsolete even if how modern things are nowadays and it is still one of the cheapest and most effective ways of advertising the products that you are selling and the services you are offering. It might be traditional to send posts but if people still respond to it, why wouldn’t you do it?