Dear Digital Advertising,
I used to hate you. You see, direct mail had always been the king of targeted, direct-to-consumer marketing.
Sure, TV commercials and sleek magazines were ideal for shotgun-style, get-people-talking ads. But if you wanted to niche-down and target renters earning more than $55k and living in certain zip codes? You called me for a direct mail campaign.
It was that way until the late 2000s. The smartphone became by 2007, and you know what happened next. The “digital explosion.”
Nearly every headline in every major business publication touted you as the next big thing.
Here’s what made me even madder: They were right. Print declined quickly. were first, and are not immune to the pinch.
As for mail — it’s not pretty