KQ Article

I get more direct marketing every day. And much of it goes directly into the recycling bin. This influx suggests that many businesses rely primarily, if not exclusively, on traditional marketing to reach their customers.

Direct marketing can still be effective. But it might no longer be the most effective means of getting the word out — especially when it is used by itself or as the primary tool in a campaign, as it is still so tempting to do.

There’s an interesting discrepancy between how we now choose products and services in our personal lives, and how we assume others choose the products and services we market in our professional lives.

Take my own behavior as an example. When I need work done on my house, I go to Craigslist or ask friends for referrals. When I shop for a new product, I use online reviews. Meanwhile, much of the direct marketing arrives and departs without capturing my attention.

Then I arrive at work. Whenever Deluxe launches a new product, I must admit that I still think in terms of traditional direct marketing first. Perhaps it’s out of habit. Or maybe it’s because I mistakenly assume that our customers are the exact opposite of me: people who are willing to sit down and sift through the barrage of direct marketing they receive on a daily basis.

In reality, most people probably behave similarly to how I do when they make buying decisions. They sidestep the marketing and trust the unbiased word of their peers. Why wouldn’t this behavior apply to how people choose their financial institution as well?

As you’ll read in this issue of the Deluxe Knowledge Quarterly, it does apply. Consumer behavior has clearly changed, and that change includes you and me. So if you’re looking for effective new ways to reach consumers, let your own buying behavior be your guide.

_{© 2010 Tom Morefield}