Direct mail and social media: A match made in marketing heaven?
While some professionals are uneasy about the future of direct mail marketing campaigns due to the rise of digital platforms, many experts say that the two strategies can actually be used hand-in-hand.
In a recent article for BtoB magazine, business expert Paul Gillin writes that although budgets for direct mail are lower than in previous years because of a shift toward social media marketing campaigns, both could be used
"With social media hogging the marketing spotlight, and direct mail spending expected to decline by nearly 40 percent by 2013, a lot of direct marketers are feeling scared and left out," he writes. "But it doesn't have to be that way. Social media can actually be a direct marketer's best friend."
When marketers use technology in conjunction with traditional methods, the benefits can be untold. Leveraging tools such as address verification software will ensure the printed materials get to where they are supposed to and that the highly targeted outreach effort is as successful as possible.