According to a report titled Beyond Advertising: Choosing a Strategic Path to the Digital Consumer released by IBM Global Business Services, direct marketing and traditional brand advertising are converging online. The report was based on an online survey of 2,800 consumers and one-on-one interviews with 70 marketing and media professionals. The report says, “With digital consumers increasingly in control of their media experience and advertisers shifting their spend to more interactive, measurable formats, companies must move beyond traditional advertising to combine granularity of targeting and measurement with cross-platform integration.”I couldn’t agree more. Faced with the mandate to do more with less, companies are migrating to communications channels that enable them to “serve” customers better by delivering information and offers to consumers that are relevant and timely. And the single most effective channel for doing this is permission-based email.
Email Marketing Effectiveness Not Impacted By Economic Downturn.
Email continues to outperform all other media for influencing purchases. In our recent webinar, David Daniels of Forrester Research, cited the results of a study released in November, 2008 that show 42% of consumers made an online and/or offline purchase as a result of promotional e-mail in the preceding 12 month period.
Daniel’s also predicted that email and social media will be used more effectively and advised companies to “let social networks carry your message, and implement social sharing mechanisms (like ShareThis) in your email campaigns” to amplify audience reach and influence.
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