New Media Vs. Old Media

September 4, 2012

Interview with Dan Kennedy, author of the book No B.S.Trust-Based Marketing: The Ultimate Guide to Creating Trust in an Understandably UN-Trusting World

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Mike Carruthers:
In the world of advertising and marketing there’s a perception that new media, social media is the way to success but there’s evidence to the contrary.

Dan Kennedy:
For example in fund raising in non-profit last year 70% of all new donor acquisition came by direct mail - but there’s increasing emphasis in social media in that industry.
 

Dan Kennedy, author of the book No B.S.Trust-Based Marketing, says despite what you may hear old media is critical to new business success.

Commercial mail meaning mail sent in order to generate leads bring people to businesses is up year to year and has been up for the past 5 years. When you hear about the post office dying that’s my daughter not sending greeting cards anymore but the business use is actually up.

Dan says integrating new media with old media is the key here. 

If you take a fashion company J.Crew mailed 44 million catalogs last year now a lot of that commerce winds up being conducted on the website but it was driven there by the catalogs.

The same is true for radio and television.

Direct response radio is thriving in local markets many, many advertisers get their highest return on investment from radio. And also radio and broadcast TV tends to drive a lot of traffic online.