Printed materials mean more business
While some experts have dismissed the role of web to print materials and other direct mail advertising campaigns business owners can still see major benefits with the channel.
According to a recent study by the Winderberry Group, spending on direct mail will increase to $47 billion by the end of 2011, - a 5.8 percent increase from the year before, with many firms using address validation software.
According to Alan Scott, a member of the CMO Council Advisory Board, printed materials have nearly limitless potential when it comes to increasing revenues for those who choose to use them.
"Print is alive because you can create an integrated mix that is relevant to the person you're targeting," said Scott in an interview with Target Marketing magazine. "Print plays a vital role, but it's different than it used to be."
When using printed materials to promote a business, marketing professionals can also take advantage of emerging technology. Many have found success with quick response codes, which allow consumers to scan an image with their phone in order to get more information.