Wednesday, 27 January 2010

Google Mail

The old adage that Google never advertises is no longer true.

Indeed, it came as something of a surprise when, a couple of weeks ago I received a direct mail piece from the online advertising giant. Surprising in some ways but not entirely... I have long believed that direct mail, as part of a coordinated multi-channel campaign - far from being dead - is a powerful weapon, a great way to cut through the clutter that is my email inbox and to capture my attention.

I read and retained the mail piece - the offer and call to action were good, but the fact that Google used a different channel to reach me really made the difference. I have told so many friends and colleagues about this that it may be the first viral direct mail piece in the history of DM...

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