Strapline

Copy - Content - Marketing Communications Planning

Tuesday 6 January 2015

Why should you advertise in newspapers and magazines and love direct mail?

The demise of traditional paid for advertising and direct mail has long been predicted and there has in recent years been a reduction in marketing spend on these stalwarts of marketing communications.

But things are changing because the rampant love affair with all that is online is cooling.

There are very sound reasons to participate in the online world. For example personalised email marketing activity is extremely effective if a little time consuming in the set up stage.The jury is yet to be convinced about non directional tweets and posts, and the use of paid for ads across all digital platforms offers some return - but difficult to know how many non human clicks are used as part of the sales stats.

The basic issue and one which I intend to expand on over the next few days is that traditional paid for trade and consumer advertising and direct mail are designed to create demand. Websites,Blogs, Forums, Wikis, etc are best at capturing demand and delivering it to companies and organisations.

You can't develop a business without doing both and many only rely on a well optimised website to deliver new business.



Traditional paid for advertising and direct mail are brilliant at changing perceptions and informing existing and potential customers of important benefits associated with your products and services - not just scarcity and price offers, but also complex benefits that can be obtained if the customer adopts a new way of thinking.

This blog is not in anyway knocking digital marketing activity - far from it - all I want readers to consider is what marketing activity is used to create demand and what marketing activity is available to respond to that demand,within their own business or organisation.

Next up - why magazine advertising will always be important and simple tips to getting more from the space you're paying for.

No comments:

Post a Comment