Nearly two-thirds of businesses plan to leverage direct mail in 2011

Direct mail is a reliable platform

01/21/11

The internet is a complex entity - now more than ever before, there are a variety of marketing and promotional channels that businesses can use to advertise their products and services. This is leading a significant portion of companies to implement more traditional platforms such as direct mail, according to a new survey conducted by Aberdeen Research.

Sixty-four percent of respondents said they would opt for direct mail initiatives over the course of the next year as they believe it is one of the top platforms to give their message the best chance of being heard. Direct mail outranked several other emerging platforms, such as social media and mobile, reports Aberdeen.

"In fact, no time in the history of commerce has there been a more complicated tapestry of marketing channels readily available to both deliver and access information ... the digital revolution has made it exponentially more difficult for marketing executives to be relevant," observes Aberdeen.

Still, the best approach is one that uses a variety of channels. This will ensure a business' message will be heard, regardless of which communication platforms consumers typically use.

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