Featured Article: “Direct marketers should not lose sight of what’s important in the rush to the new”

yoav@negevdirect.com 10/01/2013 Uncategorized
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I just read this article by Russell Parsons called “Direct marketers should not lose sight of what’s important in the rush to the new” and it really hit home with me.

I see so many people rushing to social media, running to digital, running to mobile while the same time discounting older marketing methods like direct mail.

I’m not saying that the newer formats have no place, because they do have a place, but I am an advocate for integrated marketing and sticking with what works and not moving to the new for the sake of new.

In a way we can get caught up in the new. Like the person who owns the iPhone 5 and who waits in line 3 days just to buy the new gold iPhone 5s simply because it’s newer. Lot’s of people want (they think they need) the newest and latest thing. In reality they do not.

Older marketing methods are still working and will continue to work in the foreseeable future.

Article link: https://www.marketingweek.co.uk/disciplines/direct-marketing/direct-marketers-should-not-lose-sight-of-whats-important-in-the-rush-to-the-new/4008078.article


“Augmented reality, QR codes, social media, mobile et al all dominate attention and are afforded a disproportionate to use amount of time in terms of copy and discussion.”

“For many people and in many circumstances traditional is still the best. It might not win any innovation awards but sometimes a piece of mail is best, sometimes a phone call (read a previous missive on the benefits of cold calling here) is best and sometimes a knock on the door can work.”