Direct marketing has largely given way to internet marketing in most circles. Many opine that direct marketing “doesn’t work” anymore, but most readers will already know this isn’t true. Direct marketing takes more effort to learn and perfect, and many who have been unable to surmount this barrier have declared it impossible. The truth is that direct marketing is not only alive and well, but it also carries distinct advantages over internet marketing. The following are three excellent advantages over broad-spectrum internet marketing that are intrinsic to the direct marketing platform.
Direct marketing is venerable compared to internet marketing. The techniques and tactics associated with it have been around for a lot longer. This is not normally much of an asset, but it has some special connotations here. First off, this age makes direct marketing much more of a known quantity. The proper ways to go about direct marketing are well known, as are common mistakes and odd edge-cases. There’s more data. Working with direct marketing is like working with a well-developed scientific theory: there are fewer unknowns and there are fewer hypotheses left unconfirmed. This holds some special clout over internet marketing. Internet marketing changes rapidly and daily, making it difficult to keep any momentum on expertise alone.
Precising targeting is one of the more potent benefits of direct marketing. It’s fairly well known that List GIANT direct mailing lists and similar opportunities can set you up with a focused, targeted set of options for your marketing, but the raw value of precision is often overlooked. The true value in precision isn’t in conversion rates as much as it is in the ratio of effort to output. Internet marketing assumes and requires that you spend a lot of time spinning your wheels and marketing to a broader and broader market, hoping for something to catch. It works, but it doesn’t work as efficiently. Direct marketing lets you focus on optimizing fewer moving parts at one time for greater effect. Doing well at internet marketing is difficult unless you’re willing to constantly develop and spread your effort around. Because direct marketing allows you to focus, it rewards expertise more than it rewards raw quantity.
Finally, direct marketing insulates you from one of the harsher elements of the web: angry individuals emboldened by their anonymity. Internet marketing puts you out in front of a broad variety of people all at once. Many of them are quick to make snap judgments without any regard for the truth, and when these snap judgments catch the wind they can snowball into huge PR debacles. Direct marketing doesn’t put you out there in the same way internet marketing does. You aren’t on display for all to see. Everything is kept between you and your mailing list. It’s a much better way of things that lets you focus on marketing to people who care about what you have to offer without putting out fires from unrelated interlopers.
Direct marketing is alive and well, and in some ways can be much better for ambitious marketers. Don’t listen to anyone who says it’s flagging or falling behind. It isn’t. As internet marketing continues its erratic path of change, direct marketing will remain a stable, reliable, comprehensible form of marketing that rewards patience, expertise and best of all, quality.