Only three channels will experience more than 100% growth in ad spend this year...

When interviewing marketers and researchers for my latest book, it became obvious that TikTok was the fastest growing channel for advertising dollars on the planet.

Though curiously, nobody mentioned investing in video game advertising.

I made the claim that direct mail was one of the fastest growing channels behind TikTok - and now we have more supporting evidence in the 2022/23 data:

• Paid Social (TikTok) growing from 2.4% to 6.8% of advertising dollars
• Video Game Advertising growing from 4% to10% of advertising dollars
• Direct Mail growing from 1.6% to 3.3% of advertising dollars

As you can see in the Online Media Spend chart, advertising investment in most digital channels is declining - with investment in the most personal channels - email and sms - experiencing the biggest percentage drop.

Ignore your confirmation bias

If you want to get better results from your digital marketing don't follow the pack. Media technology has been constantly changing for decades - it's nothing new - just business as usual.

Integrate direct mail with your social media, email and sms advertising for the best results. The more you link your messaging across the personal channels the better your ROI.

As the majority of your competitors will be following their confirmation bias that digital marketing is the only place to be, and as there is less clutter in letterboxes, your open rate will be the highest of any media.

You don't have to take my word for it. These brands use mail:

If you want help to get better results through integrating your personal channels, please get in touch.

Otherwise there is a book you can read that has all you need to know:

https://bit.ly/3xtLUhr

Gotta go now - need to check my letterbox...

#directmail #directmarketing #digitalmarketing #confirmationbias #media