DMA Releases Marketing Practices and Trends Report

NEW YORK CITY—July 19, 2010—The Direct Marketing Association (DMA) today released its new Digital Marketing Practices and Trends report which takes the pulse on digital and traditional marketing methods as they are implemented today. DMA partnered with David Shepard Associates, a database and interactive marketing consulting firm, on this report.

Digital media have grown rapidly, as highlighted by the report findings, which show that social networking sites are the most used media platform. However, many businesses still consider themselves operating in the learning, transitioning, and integrating phases.

This report identifies just how marketers react to evolving opportunities concerning online/Web channels, email, social media, mobile advertising, direct mail, catalogs, telemarketing, print, television, etc. The questions were designed to elicit insight into the use of digital and traditional media to implement customer and prospecting contact strategies – both as they are practiced today and as they are likely to evolve over the next year.

“Two findings come through loud and clear from this report,” said George Orme from David Shepard Associates. “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.”

‘Not surprisingly, the study shows many companies are continually testing targeted messages across various media to find optimal cost efficiency and marketing effectiveness,” said Rus Rempala of David Sheppard Associates. “We expect to see much more advanced strategic testing in the near future as more and more marketers navigate the multichannel digital age.”

Key Findings:

• Most marketers cite Brand Building (71 percent) as a main objective of their digital marketing.

• Direct mail still represents 17 percent of the overall marketing budget, which is larger than the share held by any other media.

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