To response rates and drive traffic to its website was reluctant to use direct mail. After the campaign generated so-so results in numerous online channels, however, a direct mail test produced the highest response rates and the most stickiness of any medium they used—even for the coveted new-media generation of 18- to 35-year-olds.

The moral: “Sometimes you find a role for print in the areas you least expect it,” says Matthew Downey , vice president, Anderson Direct Marketing, agency to the aforementioned Internet information company.

Many marketers still have high expectations for printed direct mail. The Winterberry Group projects spending on direct mail to increase 5.8 percent in 2011 to $47 billion dollars, more than any other direct or digital advertising category. This would be the second consecutive year of growth, following three years of decline.

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Direct Marketing is actually straight to the heart of the consumer. It does not use television or radio as is normal practice.

There are two specific characteristics that define direct marketing. The first is that it does not use any media to contact its consumer. This advertising is much less expensive, and if done properly, the business will see an excellent return for their efforts.

The second characteristic is requiring some type of a response from the consumer. They may want the consumer to call a phone number or to visit a web site for a special discount. This is the way in which you draw in business. You may recognize this as some sales that you have had the privilege of participating in, or contests in order to win prizes from local businesses; even a free car wash with oil change. This can really promote a business.

Marketing of this type is usually done by small and medium size businesses. Larger scale businesses usually have the funds to advertise using media and prefer to do so. They can gain clients if they advertise properly, but they do not have the same type of overhead as if they were using the media.

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