At an industry round table a short time ago, a general conversation was bouncing around amongst a bunch of relatively senior executives about the uses their businesses had made of the internet as a marketing and communication tool.
Few were vocal advocates of the web, several had examples of fancy programs that yielded little for their businesses.
It became clear after a while that they largely saw the net as a way of avoiding the mailing costs, printing, envelope stuffing, and stamps, associated with “direct mail” and were grateful, but it did not work very well.
Memo:
The net is not just free stamps, it is a whole new way of engaging your market, of attracting and engaging a new bunch of people, probably who were never going to be on a mailing list, because they engage each other, they network with like minded people. The power is taken from you, and given to them.
Seeing this as a version of a snail mail direct mail program is really missing the point completely. The net is nothing like a free mailing service, it is a new way of working with your “tribe” rather than directing them.
StrategyAudit 