Have you ever had the experience of watching a long-running television show, only to realize it’s not quite as good as it once was?
At some point there are two choices, keep watching with diminishing returns or change the channel.
With marketing it’s the same thing. We fall into habits. Every campaign starts to look exactly like the last one – even if the returns aren’t the same as they used to be.
It doesn’t matter what medium you’re using, eventually results are going to plateau. And when “good enough” ISN’T good enough anymore it’s time to try something new.
If you’ve been a pursuing a digital only strategy for a number of years, you might not even know how to change the channel! I mean why would a digital marketer need any other channels? They have it all at their fingertips, right?
TV, radio, outdoor billboards and print may seem like they’re from another era if your marketing team is under 40. But it’s important to remember that, in the case of print, you’ve got marketing medium that has shown results since the first pamphlet rolled off a press shortly after Gutenberg got things going in back in the 15th century.
Growth requires businesses to constantly challenge inertia. Direct mail is one way to break through the clutter. When digital powerhouses like Wayfair and Amazon are revisiting print to help them increase their reach, maybe it’s something you should consider as well.