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Direct marketing campaigns are more and more incorporating brand marketing tactics and vice versa, according to a new survey by the Direct Marketing Association.
“The findings of our latest report show that direct marketing tactics designed to increase consumer awareness and action are ubiquitous,” Eugenia Steingold, senior research magazer at the DMA, said in a statement (via BtoB).
The survey found that, overall, 56 percent of respondents utilize one or more direct marketing channels in conjunction with their brand awareness advertising. Fifty percent report using web marketing with response mechanisms; 48 percent use trackable offers; 43 percent practice list building; 45 percent include calls-to-action on web pages; and 32 percent use response analyses and modeling.
Email marketing is also commonly combined with a range of direct marketing tactics. For example, 52 percent of respondents use calls-to-action in their emails; 50 percent use targeting; 47 percent include trackable offers and response mechanisms; and 46 percent practice email list building.
Search engine optimization (SEO) and marketing (SEM) show significant utilization among respondents: 28 percent pair SEO/SEM with response mechanisms; 31 percent use SEO with targeting; and 25 percent use search engine data for list building.
Nearly 70 percent of brand marketers rate personalization as having a positive or strong positive effect on brand; and 64 percent rate targeting as having a positive or strong positive effect.
Of those surveyed, 30 percent target their TV ads, 28 percent include a call-to-action and 26 percent include response mechanisms such as an 800 number or URL. These data support the observation that direct marketing tactics are effective even within traditional mass-marketing channels, according to the DMA.
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