Expert: Print is Vital to Multichannel Marketing Campaigns
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Door hangers are guaranteed to generate awareness..
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06/03/11
As the old adage says, there is more than one way to skin a cat. Businesses that want to generate the most awareness for their products and services need to leverage a number of promotional channels to reach consumers.
One direct mail marketing expert recently noted that while online marketing may be cost effective, it doesn't have the guaranteed reach that print marketing materials, such as catalogs or door hangers, can provide to businesses.
"In many cases, there's only a 20 percent click rate with digital," Russell Kern, a print marketing expert, told Direct Marketing News. "What about the other 80 percent? Digital is faster and less expensive, but single-channel marketing isn't effective for any brand. When you lose mail, you close a door."?
The pressing issue for many companies leveraging direct mail is the struggles of the United States Postal Service. The organization has lost billions of dollars over the past few years and is in the process of raising postage prices to make up for these losses, which means direct mail campaign costs are also growing.
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