With our focus on digital media, it’s easy to forget that traditional marketing communications are still widely used and important drivers of leads and sales. This new research has shown that
“Almost a quarter (23%) of overall turnover (sales) can be attributed to direct marketing”
This is based on research from DMA who are are naturally keen to make the point about the ongoing importance of direct marketing in its latest forms. In their recent research completed by the Future Foundation on direct marketing effectiveness in the UK ,600 companies were surveyed including 453 detailed interviews with companies involved in direct marketing.
It’s interesting to look at the range of options available from what can be considered direct marketing and we can learn from the most popular since this suggests what is most effective today. If we look at the four most popular techniques we can see they are a blend of traditional direct marketing and digital direct marketing.
Proportion of direct marketing spend by media channel. Source: DMA (2012)
Of course, the importance of direct marketing varies by sector. I highlight these percentages of investment in direct marketing by sector to help with benchmarking.
Proportion of sales attributable to direct marketing by sector. Source: DMA (2012)
Of course, no research is complete today without an infographic... This one also shows that most of the future growth will be in the digital channels
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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