With all the talk of how e-mail and online marketing are taking over the advertising world I think it is interesting to note that one of the leaders in online marketing is using direct mail to boost its marketing efforts.
Google is sending out mass mailings to advertise $100 worth of free Pay Per Click advertising, proving that even the company that transformed internet marketing to a “Must Do” realizes that Direct Mail belongs in that category as well.
Google has evidently realized that as big as the Internet tent is, not all of their prospects are in it.
Direct mail remains an attractive option for companies for three reasons.
First, physical mail is seen as a safe and tried-and-true medium in the age of identity theft, viruses and email spam. There is still a personal connection to checking the physical mailbox that the computer in-box just doesn’t have.
Second, virtual marketing only reaches a specific demographic. Physical mail reaches people who either do not use the Internet, or use it only occasionally; or the hordes of “Banner Blind” consumers who are indifferent to online solicitation.
And third, the internet is awash with marketing offers, making it hard to cut through the clutter. Google is zigging while others zag. While competitors are clogging up computer screens and in-boxes they have the mailbox all to themselves.
I have always recommended a mixed-media approach to my clients, and now one of the biggest players in the game validated that approach in a very big way.