Just because marketers are jumping on the interactive-marketing bandwagon in droves doesn't mean that things on the interactive side are all rosy.
Sure, with the rise in popularity of email, websites, video, social media, mobile apps, behavioral targeting, etc., magazine advertising and direct mail have seen a steady decline, ad-supported magazines are diminishing, and costs and environmental concerns have taken a toll on direct mail.
But the decreasing numbers for print don't necessarily mean a particularly high return on investment (ROI) for all digital initiatives.
For instance, email overload and clutter have resulted in stagnant response rates for email marketers. On average, consumers receive 14-15 emails per day from companies or brands (per IDG Connect, 2010), in addition to the countless business-related emails they receive.
Because the cost of sending emails is so low, most marketers are planning to increase their outbound mailing. Accordingly, consumers' inboxes will get fuller and spam filters will inevitably become more aggressive to compensate, making it even harder to connect with the target audience.
The jury is still out as to how consumers respond to advertising on social networks such as Facebook and Twitter. There has been consumer pushback to each, including popular movements to delete Facebook accounts over privacy concerns.
As new government bodies are formed to regulate Internet marketing, new obstacles are introduced every day: Even a few members of Congress have voiced privacy concerns about behavioral targeting (just when marketers were making real progress on the social-media ROI front).
But with the decline in printed advertising clutter reported by American households comes opportunity. According to Pitney Bowes, the typical American household receives roughly 15-17 pieces of advertising-related mail per week. That is minimal, considering that consumers are getting the same number of emails every day.