While some have moved to an online platform to increase outreach, many others have been continued to rely on direct mail as a way to better engage customers. Though some people are almost glued to their smartphones these days, there is something to be said for the ability to hold a piece of printed material in your hand.
In a recent article for eConsultancy, Rob McLeod writes that while the debate between the two mediums would likely rage on for some time, the real question that marketing experts should be asking themselves is what type of brand message they want to send out to the public.
“On the one hand, digital agencies are criticized for being overly focused on a channel, whereas the ‘direct’ guys sit across different channels but are tainted with a historical focus on spammy practices and tactics,” he wrote. “For me, many of these arguments are futile because, across the entire marketing industry, there are still far too many, working in both fields, who think the job is merely about telling an audience that a particular brand or product is for them.”
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