The interesting thing is that we employ it in my business every day. I’m just concerned that its potential as a method that generates demand is not fully recognized yet. And, as it’s not a very quantifiable method and isn’t very quantifiable, it runs against the principles of responsible marketing for many businesses to invest huge amounts of their resources in it.

We are prone to marketing thinking that new channels render the old ones obsolete. For instance, when email started to gain popularity and effectiveness, many marketers believed they were on the way out. Incredibly, marketing via email, to a certain degree, was the result of their successes. The growth of spam was at a higher rate than high-quality

Before long, customers’ inboxes were stuffed with the garbage that administrators across the country became more ruthless in removing unwanted emails. Unfortunately, many excellent quality emails, many of which users had signed up to, were filtered out by spam filters. The delivery rates of emails for marketing dropped dramatically, and the whole channel has lost some effectiveness. The result is that direct mail, the good traditional printed offers delivered by the USPS, is making a bit of the return. Direct mail’s demise was greatly exaggerated.

A few people in the crowd doubted the possibility of hiring my firm to provide marketing advice for them. I’m sure there were whispers of a lynch mob being organized.

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