It just doesn't make any sense.
The latest research shows that offline and online channels are more effective, together. Consumers (just like you and me) are influenced by information and experiences no matter where they occur. Further, some consumers prefer to respond through digital means while others prefer picking up the phone. The strengths and weaknesses of direct mail and Facebook ads, for example, compliment each other perfectly.
At the end of the day, the goal of marketing is to drive awareness and create demand using scalable methodologies optimized for revenue.
It is our job, as responsible business owners and marketers, to cast aside erroneous biases and filter through the noise. We should never make decisions based on what's easiest or most affordable. Instead, we should make decisions based on the things that matter most.
And, what matters most are results — and what drives them.
5 Direct Mail and Digital Ad Stats that Will Blow Your Mind
- Response rates are 41 percent higher in integrated campaigns, compared to mailings not integrated with other channels.
"Multichannel Marketing. Maximizing Program Engagement and ROI,” Demand Metric Research Corporation. 2019.
- Direct mail response rates are at all-time highs — 9% to a house list and 5% to a prospect list.“
2018 ANA/DMA Response Rate Report,” Association of National Advertisers. 2018.
- Direct mail and social media deliver the highest return on investment for SMBs.
"2019 Small Business Marketing Survey,” Taradel. 2019.
- Direct mail ROI goes up by nearly 63 percent when the tactic is used as part of an integrated marketing campaign.
"Multichannel Marketing. Maximizing Program Engagement and ROI,” Demand Metric Research Corporation. 2019.
- Only 18% of SMB advertisers rely on a single channel, with the majority (82%) using two or more. “Multichannel Marketing.
"Maximizing Program Engagement and ROI,” Demand Metric Research Corporation. 2019.
By
aligning marketing efforts across multiple channels, advertisers can make more (and deeper) impressions on each prospect, extend the reach and lifespan of every marketing dollar, and increase return on investment.
If that's not a reason to go multi-channel, I don't know what is.