Local marketers say they prefer direct mail over digital
Let me put on my swami hat and guess what’s in your mailbox. . . . bills. . . . circulars. . . direct mail offers from local businesses. . . and a couple of you got a card from your mom. (You never call anymore.)
Even though most of us prefer email to physical mail, 81% of local businesses are still using direct mail as a way to reach customers.
Funny thing is, according to The 2014 Brandmuscle State of Local Marketing Report even though more local businesses use direct mail, they’re more satisfied with the results they get from email.
So why are they choosing direct mail over email? 56% said email was too complicated. That’s a shame and sad because there are plenty of tools that make emailing easy and for less than most are paying for a piece of direct mail.
Some forms of traditional, local marketing aren’t doing so well. 61% of small businesses are still paying for ads in the Yellow Pages (color me surprised) but the satisfaction ratings are low and spend is even lower.
I understand that online advertising can be daunting when you’ve never done it before, but I’m still amazed by the response to Brandmuscle’s survey.
- 40% of local affiliates don’t use Keyword Search
- 37% don’t use Facebook and 57% don’t use Twitter.
- Despite a relatively high adoption rate (72%), one out of four local businesses we surveyed (28%) still doesn’t have a website.
Let me run that last one by you again. A quarter of local businesses don’t have a website.
And again, more marketers said they believe in the power of Facebook and Twitter but still aren’t using them because they’re too complicated. 61% of those surveyed said Facebook was too complicated so they had no plans to spend any money marketing on the site.
The most used marketing tool in the local biz tool kit is the old standby – the coupon. 83% said they use them and 77% were satisfied with the results. Me, too. I’ll never say no to a coupon.