Report from the Direct Marketing Association Show

Many of the discussions at DMA 2011 centered around online marketing and other digital marketing initiatives. But there were still a number of great case studies shared that involved print and direct mail components.

Doc didn't get a chance to attend the DMA show this year, though it's usually one of my favorites – it's great to see all the upcoming direct marketing products and learn what's working and what's not.

But I read a couple of good reports over at The Digital Nirvana.  The first by John Foley recaps four important observations from the show. Here's one of them:

2. The Primary Discussion was Digital — But Print Still Has a Place in the Marketing Mix!: I won't lie – many of the discussions at DMA 2011 centered around online marketing and other digital marketing initiatives. But there were still a number of great case studies shared that involved print and direct mail components. Some of the main reasons why I heard marketers share why they still chose print as a channel included:

  • It is tangible.

  • It can be personalized.

  • It can create a deeper emotional impact.

  • It can be a very effective way to drive people to online content.

The second, by Bryan Yeager looks at the keynote presentations and a few of the opening sessions.

If you missed the show like Doc did, then you will appreciate what Bryan and John have to say.