Traditional marketing methods – still the best?
Feb 17 2012
Categories: Database Marketing
Companies looking to up their marketing game should not necessarily invest their resources in the latest techniques, as more traditional methods – such as direct mail – could still be the most effective.
Such a suggestion comes after the majority of respondents to a study by the Chartered Institute of Marketing reported by Marketing Week said they believe there is no noticeable benefit to the latest options, such as social media.
Indeed, only 23 per cent of marketers agreed that social media will help firms win new custom, while 34.5 per cent claimed it was "not at all effective" in 2011.
Of course, various marketing options are right for different firms depending largely on their aims. Stefan Drew, the marketing magician at stefandrew.com, said it is only right that individual businesses take alternative paths.
"If someone invests in direct response and wants a return within ten days, I would query the use of social media," said Alex Pearmain, head of social media at O2. Instead, direct mail could provide the quickest return.
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