Multi-channel marketing, the use of different marketing strategies and media in one campaign, is definitely an option. However, it has to be an effective mix of methods that can drive interest and, eventually, new customers.

Direct mail is probably the most classic of all marketing tools available. It is the process of sending letters, coupons, brochure, and alike to a targeted market.

The use of Social Media, on one hand, is the most current marketing tool used in certain campaigns. Most organizations, profit or non-profit, utilize this to make their presence felt in social networking sites such as Twitter, Facebook, Linkedin, Instagram, to name a few.

But which one is really better: direct mailing vs. social media?

Notwithstanding the influx of digital information from here and there, direct mail, as a marketing approach, remains the most effective lead and sale generation tool.

Social media, despite its increasing users population, has too wide of a market. Its audience is too eclectic that forming a niche within, becomes a big challenge. The relevance of a company’s presence in the digital world seems to be limited to disseminating information. Since, apparently, it does not contribute much to a product’s sales.

Compared to Social Media, direct mail is more specific than general. It has a mailing list that results from a careful gathering of data on demographics, annual spending, etc., to identify a group of people who is most likely to buy product or service being advertised. It is prudently researched and considered by more individuals as highly personalized.

Identifying the better tactic between direct mailing vs. social media is a nagging task to most marketing companies. Others may even consider direct mails as obsolete. But the fact is, it still is the most positive result driven marketing practice there is today.

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