Article Excerpt...
That was a huge factor in the internet’s acceptance so early, so quickly, and by so many. It was cheap to produce and cheap to deliver. And while physical marketing (particularly direct mail) had good trackability, it was scant compared with the data digital marketing could deliver. But the ensuing years have shown that many of the cost-savings of digital have been offset by increased expenses elsewhere. Many modern marketers are beginning to realize that it’s about time to revisit physical marketing as a channel. Not as a replacement for digital efforts, but rather as a supplement.
That was a huge factor in the internet’s acceptance so early, so quickly, and by so many. It was cheap to produce and cheap to deliver. And while physical marketing (particularly direct mail) had good trackability, it was scant compared with the data digital marketing could deliver. But the ensuing years have shown that many of the cost-savings of digital have been offset by increased expenses elsewhere. Many modern marketers are beginning to realize that it’s about time to revisit physical marketing as a channel. Not as a replacement for digital efforts, but rather as a supplement.
