There is a very basic dichotomy in direct marketing and it’s preventing us from reaching significantly higher returns on investment. Marketing talks about “customer relationship management” but actually conducts programs where a tiny percentage of the audience actually buys something. Response rates are measured by the thimble-full and customer satisfaction is often not measured at all.
Since a huge percentage of training needs are for high-tech employees, many of your prospects are very comfortable with “virtual” marketing. In the past ten years, email marketing, PDF documents, and web-based graphics have grown from small niche practices to a powerful set of tools that rival old-fashioned print advertising in effectiveness. They also win by a landslide in terms of production costs.
