I’ve been raked over the coals by blogging evangelists and branding consultants all over the Internet.
They call me a “dinosaur” because I am a direct mail guy — derisively referring to direct marketing as “intrusion marketing,” implying it is old hat and ineffective, and stating that blogging, branding, and the like are what’s in and what’s working in B2B marketing today.
Not so, according to an article in BtoB (5/7/07, p. 3.), which notes that 42.9% of B2B marketers’ total budgets go to direct marketing — while only 16.1% is allocated to brand advertising.
Within direct response, direct mail receives the largest budget share — 27.5%.
The smallest share of total budget, a mere 1.5%, goes to “new media — RSS, blogs, and the like.”
Does this mean that branding and blogging don’t really work for B2B … or that they DO work, but B2B marcom managers haven’t gotten up to speed in these areas yet?
Are you surprised that B2B marketers spend more on good old-fashioned paper DM than they do on online marketing?
Could it be that B2B prospects are so bombarded online with blogs, e-mails, ads, and other Internet content, that a piece of paper in the mail breaks through the clutter?