If the way to a man’s heart is through his stomach, should you feed him a ribeye fresh off the grill, a chocolate pie warm from the oven, potatoes mashed with butter or a bowl of spicy chili?
I’d say all of the above.
It is the same with marketing — you don’t offer one dish. Instead you offer a menu of messages delivered in different formats.
Marketing is like food in another way. It can be trendy. That’s one reason I always remind clients that direct mail, while nothing new, is a sturdy standard, the meat-and-potatoes of marketing plans. Sure, marketing with social media and online advertising are hot, but just like quinoa, they have downsides and detractors. Consider current controversies over Facebook’s sharing of user information and users’ increasing use of ad-blocking technology (a 30 percent jump in 2016 alone).
Those issues don’t mean Facebook or online advertising are going away, but these and other issues illustrate that it’s never a good idea to put all your marketing spend in one or two channels.
Here are a few points about the power of direct mail, an old standard that can deliver good results.
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