Off-line tactics remain the workhorses of the direct marketing industry but change is in the wind. The Direct Marketing Association’s recent study shows that email use has risen to second place in the list of most frequently used direct marketing tools. Other frequently used direct marketing techniques include direct mail, catalog, and direct response TV/Radio.
The survey also found that small B to B firms are using new media such as blogs (32.1%) and social networking sites (28.4%) at a higher rate than B to C firms. B to B firms also deploy integrated campaigns that combine tools such as events and then follow up via telephone.
Even major B to C players such as J.C. Penney acknowledge that an integrated campaign can reach a larger group of consumers. While the firm continues to use newspaper and direct mail, it targets younger consumers through its website and mobile phone campaigns.
These reports points to the importance of considering the most effective way to reach your client’s target audiences and often the right strategy is an integrated campaign.
DMA’s Integrated Marketing Media Report, June 2008
J.C. Penney makes web marketing a top priority, June 10. 2008