In the past several weeks, I've encountered questions about the effectiveness of digital marketing versus paper-driven communications. Today's WSJ piece "Marketers Still Prefer a Paper Trail," asserts that people are motivated to go to a Web site to buy when they see an item in a catalog.
Some of my marketing communication friends tell me that their professional service clients are producing print newsletters in addition to (and in some cases, instead of) digital newsletters. They say, "my clients' clients are so overwhelmed with emails that they actually appreciate print newsletters!"
It's hard to imagine what will ever knock email off the PSF and B2B marketing radar screen. But PSF and B2B marketers had better imagine it. What's the marcom frontier hold for professional service clients?
A return to paper? A blend of paper and digital vehicles? After that, what?
Mass-customized holograms! Opt-in or push videos on your client's mobile phone! GPS-driven localized advertising! How about the changeable ads based on retinal scans in Minority Report?
I agree it's hard to imagine what could replace email in the communications mix. I don't expect it will go away anytime soon. Though I do expect we'll see more two-way communication and sharing on social media networks (Twitter, FB, LinkedIn, etc.). That said, a bit of paper in the mail--especially with a (gasp) handwritten note--can certainly help a professional services provider stand out from the crowd today.
Posted by: Mary Flaherty | October 19, 2009 at 11:24 AM