Direct Mail Still Leading Marketing Medium
Direct mail currently represents 17 percent of the overall marketing budget, the largest share of any medium, according to a report released by the Direct Marketing Association (DMA). Digital media use has grown rapidly, but many businesses still consider themselves operating in the learning, transitioning and integrating phases, according to the findings of "The Digital Marketing Practices and Trends" report.
“Two findings come through loud and clear from this report,” said George Orme of David Shepard Associates, a marketing consulting firm that partnered with DMA to produce the report. “First, 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.”
"The Digital Marketing Practices and Trends report is available through DMA’s bookstore at www.the-dma.org.