Web 2.0 is paving the way for integrating direct and brand marketing and enabling real-time dialogue with customers, a new report suggests.

According to the New Media Emergence in DM & Brand report from the Direct Marketing Association, Web 2.0 creates content that increases and improves brand awareness and perception and generates sales and leads.

The study surveyed direct marketing professionals and found that 84 per cent of respondents use Web 2.0 to raise brand awareness, while 82 per cent use Web 2.0 tools increase brand preference.

In addition, 83 per cent of direct marketers use Web 2.0 to generate sales, while 80 per cent use the platform to generate leads.

Dr Eugenia Steingold, the report’s author, said: “Web 2.0 provides a natural platform for integrating brand and direct marketing.

“The tracking opportunities that the internet provides are enormous and each marketing campaign can be carefully monitored and evaluated. Web 2.0 provides marketers with the multiple tools and techniques to create a vibrant community of loyal customers.”

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