You are an internet user… But many people still are not
We advertise on search engines… there is a good chance that is how you found us in the first place. You use the internet on a daily basis to find what you need… doesn’t everybody? Of course you can tell from the title of this article that the answer to that question is no. There is still a significant segment of the population that are not even internet users, let alone skilled at using the internet to find what they need.
Ponder these statistics for a moment:
US – Population: 299,093,237
US – Internet users as of Jan/06: 205,326,680
That means 68.6% of the Population Use the Internet
(Information from Nielsen//NetRatings published on www.InternetWorldStats.com)
According to this information there are almost 94 Million Americans (or 31.4% of the population) who are not internet users. Of course some of these people are going to be too young or too old, but even removing the approximately 46 Million Americans who are either above 75 or below age 10 you are left with 48 Million Americans (or 16% of the population, data from 2000 US Census) in key buying demographics that do not rely on the internet for their product and service searches.
So if you are only marketing via the internet, best case scenario is that you are excluding between 16 – 31% of your possible customer base right off the bat.
Search Engine advertising can be a great asset because it helps people who are looking for your service find you. But what about the people who don’t come up with the idea to use your service on their own. For example, we have an extensive search engine advertising program, but we also have almost 1 Million addresses that we have purchased and mail to on a daily basis. Most of the people we get from our postcard mailings are not postcard buyers already. They are business owners looking to expand, and we educate them through our mailings how to do that with postcards.
If we only advertised on the internet we would only get business from people already looking for our service. Truth is, most of our customers have never Googled the word postcard because they hadn’t thought of doing direct mail until we gave them the idea.
Maybe you are in a Business to Consumer Industry, the same rule applies. Some people will type “duct cleaning service, tampa” into a search engine, but most people don’t think of duct cleaning on their own. If a man is looking for a piece of jewelry for his wife, he may find you on Google, but with postcard mailings you can generate orders from guys not thoughtful enough to come up with the idea on their own.
While internet advertising can be a healthy part of your balanced marketing diet, if you are only using the internet you are far from maximizing your reach and your sales. Diversify your marketing plan with direct mail and your will have more healthy sales numbers come the end of the year.
About PostcardMania: PostcardMania (www.postcardmania.com), is a full service postcard direct mail marketing company which includes graphic design, printing, mailing list acquisition and mailing services with free marketing advice. Joy Gendusa founded PostcardMania in 1998, her only assets a computer and a phone. By 2005 the company did over $12 million in sales, employed over 100 people and made Inc. Magazine’s prestigious Inc 500 List as the one of the 500 fastest growing companies in the nation.
Joe Niewierski, the VP of Marketing & Promotion at PostcardMania, became a published writer after graduating with a BA in Advertising from the University of South Florida. Using a powerful, yet simple, extremely cost effective way of communicating with customers has earned PostcardMania Inc Magazine’s recognition as the nation’s fastest growing direct mail postcard-marketing firm with a $22,000,000 revenue run rate for year 2007. Today, PostcardMania employs 160+ people and prints 4 million and mails 2 million postcards representing over 350 business, finance and industrial clients each week. Visit www.postcardmania.com