| |
| |
|
Marketing Resource Center |
|
|
|
Has the Internet Killed Off the Direct Mail Baron?
Over the past 30 years, direct mail has been responsible for generating vast amounts of money for businesses and individuals alike, but is it still an effective means of marketing? The short answer, in the short term, is yes. But the Internet has without doubt diluted the power of pen on paper and will continue to do so, until only a few die-hard individuals and the glossy brochure brigade, are left to pick the bones of an industry once plump and ripe for plucking and plundering. Today, the Internet offers the consumer a pure, unadulterated and convenient environment for buying goods, services, bill paying and browsing. And with more people logging on every day, it's where businesses need to focus. Compared to direct mail, marketing a business or service on the internet is simple, very cost-effective and can be just as profitable. If it's the 'right' kind of business, offering the 'right' kind of product or service, it can prove to be overwhelmingly prosperous. And there's many an Internet millionaire that will testify to that. The big advantage, in terms of doing business on the Internet, falls right at the feet of the little guy. The one-man outfit, who has virtually no overheads and no employees. Better off still, is the little guy with no overheads, employees, products or services. He can make a phenomenal amount of money by selling other people's products for commissions. That's quite difficult to do with direct mail and would likely prove prohibitively expensive to operate. And that's another reason why direct mail is in decline. The overall expense of the operation. When you add up the cost of stationery, printing, postage, mailing lists and the labor involved in the whole process, it's clear to see that the 'end is nigh', for what was once a very lucrative marketing venture. That's not to say that there isn't still a place for some forms of direct mail. Some online businesses, especially the bigger companies, would do well to incorporate a direct mail strategy in promoting their online activities. But generally, the opportunity of making a killing with direct mail is fading fast. So it's goodbye to the direct mail baron and welcome to the Internet marketing guru. It's the same animal but with different spots. Bill Knight is an International freelance copywriter, based in the UK. He specializes in creating web page sales letters and content. http://www.knight-writer.co.uk
MORE RESOURCES:
Marketing - Google News |
|
|
|
RELATED ARTICLES
Dear Friend: Dont Start Your Non-For-Profit Fundraising Letters As A Stranger Dear Friend:Don't do it.Don't start your fundraising letters with "Dear Friend. Marketing Tips - Ten Quick Marketing Actions It is often difficult to manage to do marketing tasks when you have a busy business or professional practice. Here are 10 ideas each of which take 5 or 10 minutes and can be done between appointments or when you take a break from working on a large project. How to Avoid the Line Extension Trap If you follow the prevailing logic of most modern companies, you will inevitably fall into this trap. Line extension is using an existing brand name or image and extending it to new products. The Sweet Aroma of Highly Effective Marketing Highly effective marketing is accomplished when your marketing materials and marketing strategy work together to reliably move your prospects through your sales process.Have you ever caught a whiff of a tantalizing aroma wafting through the air as you walked down the street? With your senses suddenly alerted to something tasty nearby you notice the bakery on the corner. Six Essential Principles for Marketing to Women Business Owners Marketing to women entrepreneurs is not difficult. You just have to follow six easy, but essential, principles. Marketing - The One Marketeer I'm regularly asked to speak to people, that have eitherjust started a business or have been going for some time. Somany of these people are absolutely brilliant at working "intheir business" but not so good at working "on theirbusiness" In other words; they're good at making the productor providing the service but they're not so good at findingnew customers and generating more sales. How To Recognize Your Niche Marketing Agenda Starting a business, whether it's retail products orservices, must establish their own "niche". It doesn't matter how great your products or services is, how great your sales letter is or your headlines, offers or what a great price you're offering. How to Connect Features and Values "Buy this magazine or we'll shoot the dog," went a memorable cover for the satire magazine National Lampoon many years ago. On the cover, along with the threat, was the picture of an attractive dog with large sad eyes - and a pistol pointed at its head!Want a powerful way to make sure your message leaves an impression on the people who receive it?Talk about the consequences that will occur as a result of following or not following your advice. Motivating Your Target There's just no time to waste in a cyber day; competition for your target's attention has always been stiff, but now it's just killer. There's less time and more to do, more to see, more to read--ad infinitum. Take the Logo Litmus Test Here is your C.I. Loan Officer Websites: Your Marketing Hub to Magnetize Realtors Too many loan officer websites look like congested intersections, information running every which way. Fancy gadgets, like calculators, online application submission forms and loan programs filled with jargon that customers don't understand. Why Trying to Get the Appointment Can be a Recipe for Dis-Appoinment Why Trying to "Get the Appointment" Can be a Recipe for Dis-AppoinmentLast week, this e-mail from Jack arrived in my inbox:To: Ari GalperFrom: JackSubj.: Help! I need to get more appointments Dear Ari,I've just coined a new disease for the medical books,and I'm hoping you can help me cure it. Massage Marketing Made Easy: A Simple Nine Step Marketing Plan for Therapists and Bodyworkers Marketing is actually very simple. It involves telling people what you do. Two kinds of Advertising for a Marketing Strategy Advertising is the lifeblood of any business. If you do notlearn how to advertise your products and services bothefficiently and effectively, you won't be in business long. Building Credibility for Your Business Small companies that rely on business-to-business sales often find it difficult to be seen as credible in the eyes of larger companies. If this is true for you, then this assessment might help you determine where you need to focus your attention in order to build your credibility. Adapting Blog Technologies To Corporate E-Newsletters Every January, trade publications put out a list of predictions for the coming year. They discuss products, services and trends that they think will change the way business is done, labeling these "disruptive technologies. Your REALTOR Marketing Plan The steps to creating an effective marketing plan begin with identifying who you are going to be targeting, what you are going to spend, and how many sales you are going to receive as a result of your efforts. By identifying this information in the initial stages of your market plan development, you will significantly increase your return on investment and substantially increase your sales. Communicating Our Attitude The goal of successful marketing is to create long lasting relationships with your prospects by marketing your business with passion. When you're not excited about what you're doing, no one else will be either. Growing Your Brand Assets Okay. Raise your hand if you think brand management is just for BIG companies (like Target, McDonalds or Ford. Feature Your Benefits Sales Copy? eventually every small business owner must consider what needs to be included in order to produce a successful advertisement or piece of marketing material.You begin with a fancy graphic, your company logo, a slogan, and perhaps a special offer.
|
| home | site map | Advertising Articles |
| © 2006 |
