Print Materials Succeed Where Online Inundates
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Catalogs are effective for reaching new customers.
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06/21/11
Consumers are spending more time online, which has led many business owners to follow them to the channel as well. However, according to Mail Tree's senior operations engineer Marcus Pradel, this has led to increased competition and decreased relevancy as well.
In the rush to online marketing channels, the mailbox has been left open for marketing messages. Matt Pisoni, director of global sales at Mail Tree, asserts in some instances, this has improved return on investment for print marketers.
"Some of our marketing campaigns would seem to predate the internet,” Pasoni explained. "We think it’s important to provide a way to connect using technology, but we've seen increasing response rates from a paper letter in a mailbox."
The key is to evaluate which marketing channel better reaches the intended audience. For example, catalog printing may be better suited toward products and services intended for older consumers, as this demographic is less likely to shop online and more inclined to read their physical mail.
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