It seems like every time a new marketing channel emerges as a successful, viable solution, people start talking about the imminent end of another channel. For example, when email gained popularity in the ‘90s, it was said that direct mail would soon be obsolete. We are now hearing the same thing about email as social media continues to gain popularity. The reality is that each of these tools is important and should still have a part in your overall marketing strategy.
Remember when you were a kid and you would get a new toy; all your other favorites would sit on the shelf, collecting dust. That is, until the fascination of the new toy wore off. Soon you would find yourself playing with both the new toys and old ones, making up new games and having even more fun. The same is true in marketing. People focus on the newest and most popular mediums until that allure fades. Then it is time to integrate both the old and the new. According to a recent study, email is still the most implemented marketing channel, followed by direct mail and websites. Social media came in fourth.
While it is inevitable that new technologies will cut into the marketing share of older ones, rarely does a channel become obsolete. It simply forces marketers to create new, innovative ways to stay competitive, which is a good thing for everyone. For example, the print industry has embraced QR codes and similar technologies making this static medium more interactive and appealing to an increasingly mobile world.
When choosing the best channels to use, consider your audience first. Just because social media is considered the latest and greatest today, does not mean that is where your customers are. The most effective marketing channels are those that work best for you.
Keep in mind, things are ever changing and it is important to continually test and track your marketing efforts.
What new or old channels are working for you?
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