If you bought a lottery ticket but didn't scratch it, would you start spending your jackpot? Of course, you wouldn't -- you need to know whether or not you actually won something first.
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One of the most frustrating aspects of practicing the direct marketing strategy comes from marketers who think they grasp the scope of what direct marketing can do for their companies.
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There are 4 powerful misconceptions that suck the energy out of potentially effective marketing strategies.Be on the lookout for these because they also represent opportunities once you recognize and disarm them.
Here is the first misconception.
Misconception #1 -- Traditional media no longer works
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Some online and social media proponents are proclaiming that inbound is replacing outbound marketing activities and that we are seeing a healthy and dramatic shift from promoting products to 100% customer engagement.
Pardon my bluntness, but this is baloney.
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With so much demand on content for content's sake, the race is on. Emails, SMS messages and the Internet as a whole actually discourage the creation of great copy or the personal feel.
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From the digital marketer's perspective, why should (s)he want to seek the advice of a direct marketer? In my view, this is the real obstacle. Some digital marketers do not think direct marketers bring value to their programs. Could it be that digital media "experts" quickly develop tunnel vision tempting them to think they own the solution to all marketing problems and never recognize the need develop the breadth needed to look at all of the alternatives?
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Advertisers have always had to cut through the clutter to succeed. But with growing email volumes, PPC, mobile marketing, and now social media, getting attention in the morass has never been more challenging.
Direct mail thrives in this environment because it has less competition, enjoys unprecedented targeting capabilities, and enjoys greater prestige due to its perceived higher cost of entry than many digital opportunities.
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In just a few short years, email revolutionized marketing. Yet email abuse, spam and sloppy email marketing practices have reduced its effectiveness.
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The Internet with all of its shine and glamor is dead. Now marketers are back again doing the important things with more energy than ever. Tracking results, understanding customers and testing for the best ROI.
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Generation Duct Tape Marketing specializes in helping small businesses do a better job of marketing Lead Generation Barriers themselves.
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The terms direct response and direct marketing are used interchangeably. They are strategic concepts. When fully understood, direct response is really one-to-one marketing.
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Only a few years ago we rode horses to the store. Then came trains, planes and automobiles. After a while, mail order became the rage as retailers considered it stealing its customers.
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