Digital promotion is easy, it is cheap, and it is instant, all good reasons to embrace it. However, we live in a world where everyone is going digital, and as business owners, we do tend to get bombarded with material which can sometimes all start to look the same.

But in this digital age, should we forget the more traditional and old school forms of marketing? I believe that even though we live in an era where pretty much all promotion material is sent to our inbox, a great way to stand out from the crowd is to mail (yes snail mail) hard copy material promoting our business to our clients and customers.

Today when we send printed material to our customers, it is sending more of a message of their importance and value to us. Traditional printing and mailing are costly, time-consuming and a very planned activity requiring specialized skills. When we receive smart promotional material in the mail, we take notice.

Every year there is less material being sent directly in hard copy, and this means that we can stand out from the mass of digital material by sending printed material. As more businesses go down the 100% digital path, the opportunity to stand out from the crowd is growing.

Recently I did a webinar entitled, 7 Simple Steps to Generate Free Word of Mouth Publicity for Your Business. One of the topics brought up by my guest, Graham McGregor, was the concept of contrarian marketing, which simply means to go against the trend of what everyone else is doing to stand out from the crowd.

This is exactly the concept I am promoting by suggesting we use smart, printed promotional material, instead of just emailing a brochure, doing an email campaign or posting on social media. I'm not suggesting for a second that digital marketing doesn't work, but I for one make a point of doing a balanced mix of new school and old school marketing.

Going against the current can work for you, especially in the hugely competitive world we live in, where standing out from the crowd is more important than ever.