I would have to agree on that. If a business wants to go more personal and connected with it's customers, direct marketing like sending postcards or mailing greeting cards is one of the ways to make them remember who you are and what you can offer.
Offline advertising like vinyl banners printing, radio ads and television flicks is still the mainstream when it comes to marketing. Although, I have to say that online marketing is a promising trend and it does work. The trend is pushing people to go online. Social media marketing is a blast specially with the rise of Twitter, FAcebook, Stumbleupon and other linking sites.
Direct Marketing is also reffered to as offilne marketing as it involves mailing out sales letters, and company brochures detailing what your business is. This is a more personal way of marketing than the online options. It's something worth looking into in my opinion.