Direct Mail – Alive & Kicking
There is no denying that we live in a digital world. Computers, iPads, smart phones, gaming systems and more offer us a variety of ways to connect via the internet. Yet even with all of these digital devices at our fingertips, direct mail is very much alive and an extremely effective marketing tool.
The goal of both business to consumer and business to business marketing is to brand your company and ultimately sell your product or service. With that in mind, the United Kingdom’s Royal Mail commissioned a study at Bangor University using MRI technology to map out the effects of physical media such as direct mail vs digital media on the human brain. In measuring the responses to both media types, they found that physical media produced more emotional processing in our brains than digital media. The greater amount of emotional processing helps to commit these associations to memory and helps to develop brand associations with the products marketed via direct mail.
Research has also found another interesting fact about physical vs digital media. Young consumers ages 18–34, prefer to learn about marketing offers via direct mail rather than online even though this age group is highly technology oriented. Lastly, but definitely most importantly, recent surveys conducted by Target Marketing magazine have shown that that the strongest ROI (Return on Investment) for business to consumer marketers was delivered by direct mail.
According to The Direct Marketing Association, direct mail expenditures topped $50 billion in 2011 and are projected to grow by at least 3.6% annually through 2014. Some of that growth has been spurred by companies like Apple and Amazon. Even Google which has nearly 1.5 billion people using it as a search engine, uses direct mail to advertise their services. Why would a company with 1.5 billion internet users use direct mail to advertise their services – it’s simple – because it works!