Respondents to a recent BtoB Marketing Priorities and Plans Survey said they planned on reducing direct mail (40%) and print (63%) spending while increasing spending online in 2010. For many this is driven by cost cutting efforts as a result of the current economic downturn.
The Wall Street Journal takes a look at small businesses going back to direct mail after switching to email marketing.
According to the WSJ report Per Annum Inc saw sales decline 25% after it suspended a $20,000 annual direct mail to use cheaper email marketing. The company later sent a direct mail postcard and sales picked up.
Peter Taffae founder of a wholesale insurance broker ExecutivePerils said customers contacted him after they stopped receiving his humorous postcards which depicted movie spoofs.
It's up to us in the printing industry to help businesses navigate the multi-channel world we live in today. As Eric Anderson, a professor of marketing at Northwestern University's Kellogg School of Management states in the article, "business owners are trying to figure out how to integrate Web marketing—such as email campaigns, banner ads and social-networking sites—with direct mail." Many of us have the know-how to achieve this integration.