I recently stumbled upon a blog posting made by HubSpot that made me very angry. In case you haven't heard of HubSpot, they're a relatively new comer to the digital marketing game and have carved out a pretty nice niche for themselves as the go-to folks for everything social media. Note their entire business is DIGITAL MARKETING. Anyhow, this blog posting absolutely slammed direct mail as being a dying media - and they accused anyone of using direct mail in their marketing as being antiquated, not "hip" and very much behind the times. First of all that's total crap. Way more businesses, small and large, acquire new customers using targeted direct mail than any other form of media. I write more about the vital importance of using Direct Mail in this month's Marketing Dynamite newsletter - delivered incidentally by direct mail to my clients, future clients and colleagues in the marketing industry. (If you're not currently a subscriber, subscription is currently FREE - which I know is a bit ridiculous given the enormous value it delivers, and won't be for long - go to www.BlazingCopy.com to sign up).
In 2010, the federal government alone spent a total of $41,534,848 on Direct Mail Advertising. Direct mail is a multi-billion dollar industry and growing. And if you're not using targeted direct mail in your marketing, you're missing out on a mega-sized opportunity.
So, just in case you haven't figured out why Hub Spot is so anti-direct mail, I'll connect the dots. It isn't their business. They're 100% online marketers. Instead of advising their clients on what actually works in marketing 9and finding a way to offer those services within their own company, even if it means doing (gasp) traditional marketing - they're sending their clients down a rabbit warren, giving them misguided advice, and costing their clients millions in lost revenue.
So - be very careful who you listen to....