Wednesday, December 16, 2009

Cleaning House, Part 1

In these tough economic times - I wonder if it's EVER really "NON-tough" - marketers are looking for cheaper means of communicating with customers. Most often, people turn to "non-traditional" methods like Facebook and other social media to spread messages and build customer databases, but a new fad is emerging. The new "social media" for communication and data-building is actually one of the oldest tools in the marketing arsenal: direct mail.

Over the next few posts, I'll talk about the following topics, and hopefully get some responses supporting or refuting my claims:
- List Hygiene
- Targeting
- Prospecting
- Creativity

Now, before people start attacking me with questions, I know that many marketers HATE direct mail; I too am a hater. That being said, there are advantages to this type of marketing that aren't possible with web advertising and Facebook accounts. Feeling something in your hand, even if for a moment before throwing it away, leaves an impression in your brain that's different than seeing a web ad; there's an interaction in that second that can't be duplicated digitally.

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