As we approach the half-way point of 2015, the same old question still pops up in conversations and online forums and throws a cat among the pigeons... ‘Should we still use direct mail marketing?’ In a recent discussion we saw online, a huge number of people had posted their opinions on the subject and also stated whether they thought the channel could still generate ROI or not. However, of all the posts that were submitted, virtually none of them referenced lead nurturing, the sales funnel or direct mail’s position within it. And that’s why most marketers are wrong about this channel.
I recently went to a large well-known Swedish furniture shop to buy a sofa and ended up leaving with a cheese grater and some light bulbs.
Previously in this blog we’ve discussed how ‘boring’ B2B marketing can be. The combination of lifeless creative, dull content and endlessly exhausted communication channels (such as direct mail and telemarketing) meant B2B marketing was considered ‘mind-numbingly dreary’. But times have changed...
Ten years ago at a fictional high school called ‘Marketing High’, there was a group of friends called ‘The Channels’. This little gang had members such as Email, Telemarketing, Trade Shows and Print Ads. But, the leader of the posse was undoubtedly Direct Mail. He was a legend. Everybody admired him, looked up to him and he really was the ‘King of Cool’. I think he even had a leather jacket.