Although digital advertising has seemingly taken over the marketing and branding realms, many businesses continue to leverage strategies that involve print assets, and this is certainly a good thing.
direct mail
Direct mail marketing did not seem to be a sustainable medium when search engine optimization and other digital advertising strategies began to come into style, as it appeared as though the brand management arena was decisively flocking into the online world.
Direct mail marketing is still a crucial component of comprehensive branding initiatives, as so many consumers continue to respond well to business correspondence sent through this medium.
Today’s advertising market is far more robust, diverse and saturated than virtually any other time in the past, largely thanks to the prevalence of new digital platforms, solutions and strategies.
The more targeted a marketing campaign, the greater the revenue opportunity associated with it.
Direct mail marketing is far from being the most widely discussed, cutting-edge form of advertising today, but it is certainly still an effective medium through which businesses can gain visibility and improve conversion rates.
Direct mail has to be part of the digital equation to ensure the whole is greater in value than the sum of its parts – which translates to stronger returns.
Marketing measurement and analysis is critical today in terms of real returns and profitability. The sheer affordability of direct mail, email and social media advertising can lure small business owners into a false sense of comfort surrounding this allocation of their marketing funds.
From local pizzerias to Fortune 500 companies, direct mail marketing has been a solid workhorse, holding its own against its digital counterparts. Now, creative new concepts and changes in technology are further helping direct mail redefine its image for easily distracted consumers in the age of the smartphone.
I recently got the opportunity to chat with veteran pizza industry consultant Michael Shepherd about the changing landscape of marketing for pizzerias.