at consumers tend to find online advertising annoying and have become desensitized to the plethora of different banner ads serving as promotional tools for marketers in the digital environment. Traditional postcards, however, have much higher ratios of retention and consumers are more engaged with their content and purpose. Many businesses are finding a much higher return on marketing investment through traditional marketing practices and strategies which suggests that old-school marketing is still highly relevant in the process of gaining consumer interest and attention to a product, service or corporate brand identity.
Modern methods of marketing are not always effective as compared to tried and tested traditional marketing activities. This does not seem highly surprising considering that the majority of Facebook users, as one example, utilize this service as a social recreational tool and not as a medium by which to engage companies and examine brand strategies. Marketers must remember that not all consumer demographics are actively engaged in social media and the Internet on a regular basis, such as Baby Boomers and those younger markets that maintain very busy social and professional lifestyles. Therefore, digital marketing is not always effective in reaching consumers on a regular basis.
In fact, a 2012 study conducted by Nielsen and NM Incite found that only 12 percent of white consumers and 18 percent of African American consumers actually make purchases after witnessing online advertisements in a social network (Consoli, 2012). Though modern marketing theory indicates that building relationships with customers is a critical marketing task to build brand preference and loyalty, the majority of disparate market segments only utilize social media for a brief period of time each day or week. Traditional marketing efforts, such as sending direct mailing advertisements, actually reach into the consumer environment and can be sent with recurring price