Advertising Doesn’t Work Like You Think It Does
Posted on October 22, 2012
There are two kinds of marketing: Outbound and Inbound. Outbound is what you think of as traditional advertising, like direct mail, TV, newspaper, etc. This is you pushing information out to prospects trying to get them to buy from you.
Inbound is when you make yourself really easy to find (via search engine optimization and pay per click, etc) and prospects come to you because your product/content is so good.
Ideally, you want the best of both worlds. But when choosing an outbound marketing option, you may be surprised to find out that advertising doesn’t work like you think it does… Check out these amazing statistics!!…
Hubspot – a digital marketing company – released these stats recently, which I think help clarify the outbound (actively pursuing prospects) marketing options available to you, and prove that advertising doesn’t work like many seem to think it does:
• 200 million Americans have registered their phone numbers on the FTC’s “Do Not Call” list.
• 91% of email users have unsubscribed from a company email they previously opted into.
• 84% of 25-34-year-olds have left a favorite website because of intrusive or irrelevant advertising.
• 86% of people skip television ads.
• 44% of direct mail is never opened – but 56% is.
This is fascinating to me. For email, TV, website, the percentage of people not even seeing your ad is in the mid-to-high 80% — even 90% — range! A large majority of Americans can’t be reached by phone. Yet, 56% of people still ACTUALLY OPEN direct mail letters. Letters! Not even direct mail postcards. You don’t have to open postcards. You just read them.
A prospect is twice as likely to read a letter you send them as sit through your TV commercial. So where is all the fuss about direct mail “dying” coming from, when clearly it is one of the only traditional methods of advertising that people still interact with? Food for thought, indeed.
Was this eye-opening? Give my marketing consultants a call to set up a direct mail campaign for your business (1-800-628-1804), and then let’s discuss in the comments…
Best,
Joy
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