|Recently the Direct Marketing Association (DMA) published a report claiming the effectiveness of direct marketing, especially in respects to branding campaigns. As we all know, the brand is by far the most important part of a company and if marketers prefer the direct marketing approach, then clearly they have a strong reasoning. The AMM has always been an advocate for direct marketing, especially considering the influx of e-mail and Internet marketing.
The Direct Marketing Association reports:
"Direct marketing’s scalability, measurability, and undeniable ROI has moved it to the forefront of all marketing, including branding," said Eugenia Steingold, PhD, DMA senior research manager and author of the new report, in a statement. "The findings of our latest report show that direct marketing tactics designed to increase consumer awareness and action are ubiquitous—from URLs on all marketing materials, to 800 numbers, to calls-to-action in TV, radio, and print ads—and across every other type of marketing media."After reviewing the report, the DMA continues to ‘pound the accountability drum’ and that really holds true with direct marketing. As the report infers, direct marketing can create the path that the consumer must follow, be it an 800 number or a custom URL. All of these paths are then quantifiable which will record the effectiveness of the campaign. Now, we can deduce that because it’s so easy to quantify, it also must be an effective approach.
So with the continuing pinch on marketing departments everywhere, they will continue to use methods that have undeniable evidence to success or ROI – in this case, direct marketing.
Labels: branding, direct marketing, roi