It’s Ok to Have a Favorite Marketing Channel

I know as a marketer, we're not supposed to have our favorite channels or tactics. Whatever channel works the best for the situation is supposed to be the answer.

I'm going to let you all in on a little secret. I'm a sucker for the old school. I love leveraging 'traditional' channels like Direct Mail and DRTV. I love the creativity that goes into these channels but also how they can work for so many brands (under the right circumstances).

In particular, Direct Mail is so much fun because there's a creative element to it, a targeting element, an element of testing, an element of cost management. I've seen 5% response rates with DM and I've seen 0.25% response rates. In both cases, the ROI was both extremely positive for that business.

On the other hand, DRTV (and Connected TV) is so fascinating because there's more art to it then science. With traditional DRTV, you can't target down to the individual but now with Connected TV you can. You can really tailor the messaging to the individual (if you had unlimited production capabilities). My favorite past time was when a DRTV ad aired and the phones would just ring off the hook in the call center. Nothing more enthralling when that demand for your business just skyrockets.

So much like a parent with many children, you love all your kids. However, there's always that one that touches your soul a little bit differently.