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Direct mail 'still top choice for US businesses'
Jul 21 2010, 16:04 PM
Direct mail is still the most popular way for companies in the US to communicate with consumers, it has been revealed.
A study carried out by the US Direct Marketing Association found that direct mail represents 17% of marketing spend.
The survey revealed that although many companies now take a multi-channel approach to advertising, few are aware of how best to integrate their promotions.
"Most marketers today are using digital media to both sell and nurture a stronger bond with their customers. But the study also underscored that very few companies have mastered the analytics and found ways to accurately measure the incremental effect of each media within a multi-media campaign," said George Orme of David Shepard Associates.
The survey revealed that brand building is a top priority for 71 per cent of marketing professionals.
Speaking earlier this month, Karin von Abrams, Senior Analyst at eMarketer, said organisations have a lot to gain by rethinking their marketing processes and making full use of the digital channels that are available to them.
She added that the web is taking a central role in marketing activity for almost all brands now.
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