Over on the Drayton Bird blog about marketing he picks up on Trey's point and expands on it with seven thoughts:
The full post Where to invest your marketing money.1. In the days back when I compared the ROI on advertising in trade mags with direct mail a couple of times. Direct mail did four times better. One reason, I think, is that most trade mags are tripe.
2. However, most advertising in mags is as bad as the editorial, so good ads work, as they shine out like good deeds in a naughty world.
3. Most people who use the internet haven't a clue and can't be bothered to study. It is NOT easy to understand. The water is muddied by thieving rogues who tell you all you need is either a) traffic b) good traffic c) be at the top of the Google rankings d) "my secret super launch formula" - that's made me a fortune out of mugs like you.
4. You must attract the right people - thousands of them; you must get them to give their details; you must follow them up with an endless series of messages - on auto-responder and otherwise - that are interesting, relevant and helpful enough to make them buy eventually. You must use all available channels (this one for example). A whole lot easier said than done when so few people can think clearly, write well, or even take the trouble to bloody count.5. Direct mail is not dead. As more and more are lured on-line, it is still doing O.K. despite insanely high postal rates. So is door to door distribution.6. Your prospects do not confine themselves to one medium. Nor should you. I am currently working on a worryingly wide range of stuff in many countries. Two clients sell new thinking to big business, another sells a home service, a fourth sells to collectors and investors, a fifth sells to people who want to improve themselves, a sixth sells to international travellers and a seventh sells to hobbyists, mostly ladies.7. In no case are we using one medium, We are using SEO, auto-responder conversion techniques, video, direct mail and advertising, email, landing pages, advertising in trade and national press, co-operative deals and even van sides. All to multiple decision makers inside and outside the clients' firms.