Promotional offers are still a popular direct marketing tool even if they don’t generate good results, a business-to-business marketing agency survey has found.

The report, conducted by Slack Barshinger in the US, asked marketing firms to give details about offers they used in their best and worst marketing campaigns over the past year and a half.

Results showed that while product information such as case studies and pricing tools which explained a company’s product or service led to successful results, these were only used in 16 per cent of campaigns, while promotional offers occupied some 61 per cent of operations, despite resulting in some of the lowest returns.

Joan Ritter, senior vice president of direct and relationship marketing at Slack Barshinger said she had expected product information offers to be more used more widely.

“We were surprised that the promotional offers were being used the most widely,” she commented.

She suggested the findings were the result of business to business marketers copying business to consumers’ marketing strategies, thus resulting in promotions and competitions in business to business campaigns. ADNFCR-8000151-ID-18207286-ADNFCR

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