Traditional offline marketing is still a significant component of direct marketing campaigns, new research shows.

Despite general budget cuts within the industry, the Direct Marketing Association’s (DMA) Integrated Marketing Mix report reveals that 75.4 per cent of marketers are still using direct mail as part of integrated campaigns.

The survey of 574 marketing professionals found that four out of five are integrating their marketing campaigns in a mix that typically consists of direct mail, telemarketing, radio and TV, as well as email, search marketing, social networks and video.

In 57.4 per cent of integrated campaigns, almost half (47 per cent) used direct mail as part of the first phase of the campaign. Direct mail was then typically replaced by email and phone.

Yoram Wurmser, research manager at the DMA and author of the report, said: “What we see in our research is that digital media ranging from the firmly established email to the nascent mobile marketing channels are complementing – not replacing – direct mail, telephone, events, and direct response broadcast advertisements.”

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