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BizReport : Research : August 13, 2008
DMA report reveals direct mail remains popular
Nearly half of British companies surveyed by the Direct Marketing Association used direct mail as their primary advertising channel, and most include it in their marketing plans.
Ninety percent of British companies surveyed by the DMA said they use direct marketing and 44% said they would be increasing use of the medium over 2007’s levels.
“Companies still consider non-catalog direct mail a critical element in their media campaigns. Despite enormous growth in online channels, direct mail remains a key and integral component of direct marketing,” said Anne Frankel, senior research manager at the DMA.
However, direct mail campaigns don't completely exclude use of the Internet, especially when it comes to response routes. Around 94% of companies receive direct mail responses via the Internet while approximately 80% use telephone and some 71% use contact via an internal sales force.
Tags: direct mail, Internet
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