Direct mail campaigns are still the best tactic to use for business-to-business (B2B) marketing, one expert has said.
The traditional method remains one of the most successful and can be used to gain new customers, despite the current downturn.
Rodger Roeser, owner and president of Eisen Management Group, explained that marketers should avoid overlooking direct mail in favour of online activity.
Speaking to BtoB Magazine, he said: “If your competition has a well-defined social media strategy, do something different.”
Direct mail can be one of the best ways to stand out from the crowd, especially as competition increases and budgets become tighter.
“The art of the phone call or simple marketing letter is quickly dying. That is still the number one marketing tactic for B2B, bar none,” Mr Roeser added.
Several industry commentators have said that direct mail will be a popular choice for marketers during the downturn. Corporate sales expert Henry P Baker recently said that cutting back on direct mail for cheaper email campaigns is a “big mistake”.