Target Marketing Priorities Survey: Direct Marketing Generates Best ROI

July 16, 2007

This article is included in these additional categories:

B2B | Email | Newspapers | Out-of-Home | Paid Search | Television

Direct mail and email generated the best return on investment among media channels in 2006, according to respondents – both B2B and consumer marketers – to a new Harte-Hanks survey administered by CSO Insights.

 harte-hanks-target-marketing-programs-roi.gif

Among business-to-business marketers, digital marketing – email, websites and online registrations, and search – are seeing increased investments, but a “continuing struggle with data quality” is a “major roadblock to success,” the study found.

Meanwhile, consumer marketers point to a lack of data quality – currency and accuracy – as hurting marketing efforts, though marketers gave higher marks for data quality than they had in a previous survey two years ago, according to the findings of “Target Marketing Priorities Analysis: 2007 Key Trends.”

harte-hanks-priorities-for-improving-marketing.gif

Among all media, digital media categories – with the exception of paid search – receive the highest priorities, with near-equal attention given to data analysis, among other data-related concerns.

In both B2B and consumer markets, prompt action based on data analysis is a top priority for business demand generation, the study reported.

Asked to cite the relative importance of web-based marketing programs to the overall success of target marketing, retailers selected the following, in order of importance (via InternetRetailer):

  1. Web sites and micro-sites
  2. Search optimization
  3. Email marketing
  4. Online advertising
  5. E-publishing/e-newsletters
  6. E-fulfillment
  7. Paid search
  8. Webinars
  9. Blogs

Asked which strategies were increasing the most in importance, respondents cited the following:

  1. Web-based marketing
  2. Data analysis and insight
  3. Email marketing
  4. Data-based marketing
  5. Online advertising
  6. Search marketing
  7. Data acquisition
  8. Telemarketing
  9. Direct mail
  10. Paid search
  11. Traditional media

“As companies invest more in multiple channels in a bid to acquire customers, and to retain their loyalty, it appears businesses continue to grapple with data management and data insight – and just what the metrics are saying,” said Bill Goldberg, corporate officer and senior vice-president, Harte-Hanks.

About the study: Among the respondents, 28% represented technology companies, 19% from the manufacturing sector (non-tech), 13% among services companies, 9% financial, 7% in healthcare and 5% retailers and consumer package goods companies – with a variety of other sectors (nonprofit, government, education, travel and transportation, among others) making up the other 24%. Approximately 60% of survey respondents represent B2B marketers.

Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This