Direct mail remains a core component of B2B marketing efforts

Despite the increased interest in online marketing channels such as social media and email, a significant number of business-to-business firms are still leveraging classic direct mail as a core component of their campaigns.

According to BtoB magazine's 2012 Outlook report, approximately 36 percent of B2B companies plan to increase investments in direct mail initiatives. The goal of these campaigns is to bolster customer acquisition (75 percent), improve brand awareness (15 percent) and buoy customer retention (10 percent).

The key is leveraging a variety of channels, says Siemens chief marketing officer Tom Haas.

"We continue to invest in TV, print and out-of-home, as well as events," Haas told the news source. "We really have a multichannel integrated program. We have never felt that any one medium overtakes the other."

Marketing expert Charles Gaudet recently noted why many companies are returning to direct mail: improved exposure. As more companies switch to online marketing efforts, consumers' mailboxes are becoming less competitive, leading to better brand exposure for direct mail campaigns.