Dramatic growth in direct marketing, an industry that now accounts for more than 50 percent of all advertising expenditures, offers measurability that is unparalleled in the marketing world.
Direct marketing offers tremendous flexibility to market across multiple channels in concert, thereby maximizing the effectiveness of each single medium. Because direct marketing allows organizations to leverage data to understand their customers’ needs and speak directly to them, it is prompting a revolution in the way organizations relate to their customers.
Relevance marketing, the next frontier in the marketing world, leads to improved response rates and streamlines advertising spending. It improves relationships by providing customers with information that is personally meaningful to them. Still, many businesses are unsure whether direct marketing is relevant to their organization.
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Source: BI Review and SourceMedia