The Global Marketing Effectiveness Report (the name sounds very serious, right?) establishes that amongst B2C and B2B marketeers, direct marketing fares as the most efficient channel. It was, they claim, “the #1 medium for marketing effectiveness in 2007″. The survey was made with over 3,000 marketeers worldwide. In the United Kingdom, a mature venue for marketeers, direct marketing is still less than 25% of total marketing spend. (The researchers mention that although all the noise is being made around online and mobile advertising, all the cash is still in the likes of TV and print). However, they consider direct marketing best for 2 main reasons:
It generates engagement; it provides much better response
It makes sense when you consider the same set of marketeers goals in 2008:
Growing company revenue was a key, followed by generating leads for future sales. Infact, only 15% of the surveyed guys were primarily concerned by building long term brand awareness in their marketing strategy. Is brand longevity dead?
Oh, and by the way, marketeers worldwide said that 65% of their marketing efforts had “no discernible effect on consumers in 2007″.
In the image a very unfortunate outdoor advertising campaign by Chupa Chups found in Adweek. Photo courtesy of Chiara Lore
Tags: B2C, direct marketing, marketing spending, strategic goals, brand awareness, revenue growth, lead generation, b2b, marketeers, Global Marketing Effectiveness Report, brand longevity, Chupa Chups
