October 10, 2014

Which Marketing Channel is the Most Successful in 2014? The Answer Might Shock You

If you’re plugged-in, and consider yourself a savvy marketing maven of the digital age, chances are you have a pretty good idea about which marketing channel will end up on top by the end of 2014, but, you might be surprised at what is actually leading the trend.

direct mail

Marketing Channels, by the Numbers

With 83% of marketers in the U.S. alone indicating that social media is important for their business, it might seem pretty clear that whether you’re an old school entrepreneur who prefers a handshake over a “like” on Facebook or not, the new world, is the digital world, and doing business in it is a game that changes daily.

Global researcher Ipsos has found that, “nearly half of citizens in 24 countries who use the internet say they do so to shop for products online”, and that, “61% of global Internet users research products online.”

Looking at those numbers, it seems pretty obvious where you’d be most successful putting your marketing dollars, but don’t make your decision yet!

It’s true, even just a few years ago the social media platforms a business had to advertise with were fairly limited, with Facebook, Twitter and LinkedIn acting as the top 3. But new sites are popping up all the time now, and businesses who can launch a coordinated marketing campaign over multiple social media sites can almost certainly expect to see an increase in business.

In the Car, On the Couch or Online

Though internet marketing offers an almost endless number of possibilities as to how a company can present their message, the monitor doesn’t hold an audience captive the same as television and radio do.

Tony Haile of analytics tracker Chartbeat says that, “where TV asked for your undivided attention, the web didn’t care as long as you went click, click, click,” and that 15 seconds is all the time an online advertiser has before a consumer is on to the next . . . whatever.

And it’s easy to see how television and radio are so effective when it comes to consumer attention. Highly-rated, prime-time television shows commonly have 20-30 million viewers on any given night, and they aren’t going anywhere until their favorite show rolls credits.

Demographics play a major role in who advertises where, and when. A TV show about an inner-city crime task force that airs at 10 at night will probably not pull in the over-60 crowd as much as single men under 40.

The same principle applies to marketing using radio. Radio reaches 59 percent of the American population daily, a significant number compared to the 49 percent who are reached by the Internet.

Advertisers tailor their ads to the type of people who they’ve found listen to the station http://alwaysvaltrexonline.com most; for instance, “oldies” tunes won’t attract many listeners under 30 years old, and a station with 24-hour advice for expectant mothers probably won’t run ads for beer.

With more than 240-million Americans tuning-in to radio every week, at an average of an hour and a half listening time, the reach alone is reason enough to want to harness the power of radio.

Direct Mail Is Not Dead

Moving back in time to a day when consumers had no buttons to push or dials to turn, there wasn’t much of a choice but to at least glance at the marketing materials that arrived in the mail every day.

Something tangible that literally carries weight is hard to avoid, even if just for a moment.

But with the advent of TV, radio and eventually the internet and social media, many claim that direct mail as an effective marketing tool is “dead.”

Not so, say 92% of young consumers who say they prefer an ad in the hand rather than on the screen when it comes to making their purchasing choices.

The trend isn’t only amongst the youngsters, though, with 70% of Americans feeling that mail is more personal than the internet, which makes it a more profitable piece of the marketing strategy puzzle.

Talk To Me

We’ve saved the best for last, and if you haven’t guessed by now, that human to human connection still means something in this modern age, placing telemarketing at the top of the list as the most effective method that any business can use as part of their integrated marketing strategy.

Outbound telemarketing has the highest response rate of all media, according to report by the Direct Marketing Association.

By planning, using accurate data and a proven script, results are almost guaranteed, and there’s no better way to start off on the right foot than to find a company with a history of working with others in your industry.

It’s important to be able to trust a staff of people who you know are familiar with what you’re selling, and that they will provide leads with accurate data, ensuring that your company is represented in a manner consistent with your standards and reputation.

Research shows that 80% of leads are not followed-up on by in-house sales teams, which proves further that trusting your leads to an outside expert can only yield higher results.

You probably did not expect telemarketing to be at the top of the list, but consider that there’s no better way to earn trust than to be able to answer questions directly from prospective clients, on the spot.

And with almost 70% of B2B purchases having some form of human interaction involved, there’s no mystery about the benefits.

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