Marketscan - Direct marketing is most effective, report shows

Direct marketing is most effective, report shows

Marketers around the world ranked direct marketing as the number one medium for marketing effectiveness in 2007, according to a new report.

Fournaise's 2007 Global Marketing Effectiveness Report shows that despite accounting for less than 35 per cent of all global marketing and communication spend, direct mail is the preferred platform among most marketers.

Direct marketing was considered by both business-to-business and business-to-consumer marketers the most effective medium, topping the 2007 global marketing effectiveness ranking.

Marketers even ranked offline direct marketing ahead of email, online referrals and online display advertising despite the increasing popularity of these platforms.

The report showed however, that cinema and online sponsorships were ranked last and are in danger of being dropped by marketers if they are not able to deliver better results.

Jerome Fontaine, Fournaise's chief executive, said: "When it comes down to effectiveness, while it may not be the most glamorous and talked-about medium, marketers are telling us direct marketing is still the best platform for delivering results."

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Direct marketing is most effective, report shows

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