While talk around the proverbial watercooler may be about social media and its burgeoning uses for businesses and companies, one expert is advocating that people take a second look at their direct marketing solutions and adopt a "contrarian" approach.

As businesses drift toward email and Twitter, marketing space is opening up in the once-crowded mailbox for direct mail, so rather than follow the technological herd, businesses may want to return to a more traditional but effective approach, Kevin Jorgensen writes for the website Business 2 Community.

One important aspect in developing dynamic direct mail that will shift consumers from their computers is quality, which Jorgensen argues has taken a hit in the current "7/24 marketing frenzy." He notes the proliferation of poor layouts, bad graphics and faulty editing.

"So when your prospect receives your compelling offer in her mailbox, the quality of your creative can really make an impact," Jorgensen suggests. "[Your] direct marketing piece done on substantial stock, with authentic images bathed in a silky flood finish that appeals to both the eye and the hands, can give your message that extra 15–20 seconds of prospect attention to really make an impact."

However, this doesn't mean consumers should give up on their digital marketing strategies. Instead, companies should think about how they can incorporate them with direct mail for greater impact.