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Direct mail likely to see better results than Internet ads
Despite recent clamor about the growth of digital marketing, a recent study by the Data-Driven Marketing Institute found in 2012, mail accounted for $93.6 billion of the overall $156 million Data-Driven Marketing Economy.
Over the past several decades, direct mail has significantly evolved in terms of being tailored to reach a specific demographic, now having upwards of 85 percent of advertising mail being individually targeted. With the emergence of digital marketing, many expected a similar rise to prominence, but recent data collected by the Pew Research Center suggests recent revelations regarding online privacy may lead consumers to shy away from online advertising.
In a survey of nearly 800 regular internet and smartphone users, 86 percent admitted to attempting to shield and/or minimize their visibility online, and 55 percent admitted to taking further steps to "hide from specific people or organizations," making them a somewhat elusive audience.
For American businesses, marketing can account for as much as 11 percent of total budgets. With the security of the internet compromised for many potential consumers, digital advertisers are left with not only a smaller market, but a much wearier audience, as well. It seems, at least for the immediate future, companies employing more direct mail-based marketing campaigns will be in a much better position to maximize profits while minimizing costs. To further such efficiency, companies can take advantage of mailing software that can help streamline campaigns by removing duplicate addresses and presorting mail to better capitalize on postal discounts. Additionally, companies can also ensure the integrity of all outgoing addresses by investing in address correction systems, which validate, correct and standardize addresses as they are entered.
