As Digital Grows, Direct Marketing Holds Strong

While digital media continues to accumulate a larger share of the advertising and marketing sector, print services such as direct mail are expected to maintain a solid presence in the market for some time to come.

A survey released this week by Advertising Age confirms this notion, as the report found 28 percent of advertising revenue generated in 2010 came from digital services. However, direct marketing, which include direct print mail, retain the second-largest portion of ad spending.

"The second biggest portion – $2 billion – went to agencies whose core business is direct marketing or customer relationship management," writes Bradley Johnson for Advertising Age. "Ad Age estimates direct marketing/CRM agencies generated 42 percent of U.S. revenue from digital services in 2010."

Most experts agree that the persistent appeal of print media is due to its tangible and physical nature – consumers can receive materials via mail or a street hand-out and then hold on to it for leisurely reading at a later point in time.

However, this is not to say print is not facing obstacles in maintaining its appeal moving forward. Business marketers need to rely on unique and relevant content creation in order to acquire new customers and hold on to existing ones.

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