Twitter. Facebook. Email. Spend any amount of time browsing the internet, and you’re destined to stumble over countless social advertising and marketing schemes. In fact, while some companies do still rely on direct mail to spread the word about their products and promotions, the vast majority of marketing today happens in the far more abstract, social and intellectual space of the internet.
That’s a good thing for many reasons — social media is cheap, has a broad reach, and humanizes brands — but there’s something that’s lost in this transition: a direct, physical connection to the consumer.