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BizReport : Research archives : May 02, 2008

DMA: Web 2.0 links brand and direct marketing

The Direct Marketing Association (DMA) has released a new report that looks at how Web 2.0 is the link between direct marketing and brand.

by Helen Leggatt

dma%20logo%203.jpgThe way in which marketers engage their customers via Web 2.0 media, such as blogs, social networks and wikis is a varied and often underutilized combination. In particular, the report finds blogs and UGC the most underutilized of Web 2.0 media in customer engagement.

Dr Eugenia Steingold, the DMA’s senior research manager and author of the report, believes that “Web 2.0 provides a natural platform for integrating DM and brand. It enables marketers to create a real-time dialogue with each individual customer. It invites both marketers and their customers to work together to create the content that would increase brand awareness, improve brand perception, and generate both sales and leads.”

According to the report, a large number of marketers who responded to their survey already use Web 2.0 to create loyal communities of customers. Most (82%) spend a quarter or less of their marketing budget on Web 2.0, which is still a sizeable portion.

The DMA are hosting a virtual seminar to complement this latest research in a few day’s time, details are online.

Tags: brand, direct marketing, web 2.0

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