The Direct Marketing Association (DMA) has released its latest Digital Marketing Practices and Trends report showing the recent developments within the industry.
The report, which was compiled in conjunction with David Shepard Associates, reveals that digital media has grown rapidly, with social networking sites shown to be the most used platform.
Although many marketers are using digital media to sell and nurture stronger bonds with their customers, very few companies have fully mastered the analytics of the platform or found ways to accurately measure the incremental effective of each media within a multi-media campaign.
Nearly three-quarters (71 per cent) of marketers said they cite brand building as the main objective of their digital marketing.
The study show shows that direct mail is still an important part of the marketing landscape, and represents 17 per cent of overall marketing budgets.
Rus Rempala of David Shepard Associates said: “We expect to see much more advanced strategic testing in the near future as more and more marketers navigate the multichannel digital age.”