I consider myself fortunate to have survived the downward spiral of what they now call ‘Outbound Marketing.’ Simply put, TV ads, direct mail and billboards are still kicking, but it’s starting to feel more like a death twitch. Content other than pure marketing continues to rise. The difference is in the usefulness of the information. Instead of a straight up product claim pitching the wonders of the wonder cleaner, there’s a demo, an article, consumer endorsements, reviews from opinion sites and any dirty laundry the company may have in its closet. Here’s an interesting link to mashable.com that dimensionalizes the shift.
- 44% of direct mail is never opened. That’s a waste of time, postage and paper.
- 86% of people skip through television commercials.
- 84% of 25 to 34 year olds have clicked out of a website because of an “irrelevant or intrusive ad.”
- The cost per lead in outbound marketing is more than for inbound marketing.