Some projects are best suited as a digital communication while others really should be printed. Some programs could benefit from both printed pieces and digital resources. With ever-increasing sales targets and tight marketing budgets we need to get this right. These tricky questions can be answered more easily by breaking the decision down into smaller parts.
The premise of Inbound Marketing is a shift of focus from the marketers needs to the prospects or buyers needs. It sounds obvious but the difference in perspective has a tremendous impact on the content and direction of campaigns. Can direct mail, considered part of our legacy methodology, be updated to become a part of this new customer-centric marketing?
Relevance of direct mail is determined by the level of creativity, context and value. There is a tremendous opportunity to provide a special experience at the mail box. Think of the happiness you feel when you get a card from a loved one, or excitement when opening a gift, or curiosity when getting a bulky package.