Study: DM Drives & Supports Branding across Channels

June 4, 2007

This article is included in these additional categories:

Brand Metrics | Email | Paid Search | Search Engine Optimization

The lines between direct marketing and brand marketing have all but disappeared, according to a new study, “The Integration of DM and Brand,” by the Direct Marketing Association (DMA).

Direct marketing’s versatility and measurability have led marketers to integrate direct marketing tactics into all brand marketing efforts across multiple channels, the DMA said.

The following are among the report’s key findings:

Overall, 56% of respondents say they use one or more direct marketing channels in conjunction with their brand awareness advertising.
50% report using web marketing with response mechanisms; 48% use trackable offers; 43% practice list building; 45% include calls-to-action on web pages; and 32% use response analyses and modeling.
Email marketing is also commonly combined with a range of direct marketing tactics: e.g., 52% of respondents use calls-to-action in their emails; 50% use targeting; 47% include trackable offers and response mechanisms; and 46% practice email list building.
There is significant use of search engine optimization (SEO) and marketing (SEM): 28% pair SEO/SEM with response mechanisms, 31% use SEO with targeting, and 25% use search engine data for list building.
On average, respondents report that 64% of their marketing dollars are allocated to direct marketing, and 36% go toward mass marketing.
Nearly 70% of brand marketers rate personalization as having a positive or strong positive effect on brand; and 64% rate targeting as having a positive or strong positive effect.
Of those surveyed, 30% target their TV ads, 28% include a call-to-action and 26% include response mechanisms such as an 800 number or URL.

“Direct marketing’s scalability, measurability, and undeniable ROI has moved it to the forefront of all marketing, including branding,” reports Eugenia Steingold, PhD, DMA senior research manager and author of the new report.

“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.”