Key findings from DMA’s The Integrated Marketing Media Mix include:
  • Direct mail remains an important player in terms of revenue. Respondents attributed 29 percent of the revenue generated from a campaign to direct mail, followed by email, with 21.6 percent of revenue.
  • Five of the top six shares of the direct marketing media budget went to offline media: direct mail, catalog, direct response TV/radio, events, and telephone. Only email, which came in second with 11.3 percent of the budget, broke the top five media allocations.
  • Digital media scored very high in terms of efficiency. When measuring relative return on investment (relative ROI), email produced 1.93 times the revenue share relative to its share of the budget.
  • B2B integrated campaigns use telephone (42.7 percent versus 29.3 percent) and events (34.9 percent versus 18 percent) more often than do B2C campaigns, which in turn use DR Newspaper/Magazine ads (29.4 percent versus 18.2 percent) and DR TV/Radio (29.4 percent versus 4.2 percent) ads more frequently than B2B campaigns.
  • B2C marketers gather 8.2 percent of their responses from the direct marketing campaign via retail stores, compared with 1.1 percent of B2B marketers, who have better luck with email (17.2 percent of responses versus 9.2 percent).
  • Small companies (less than 100 employees) led larger companies (101 or more employees) in using several new media, particularly RSS feeds at 17.9 versus 11.4 percent, blogs at 32.1 percent versus 24.6 percent, and social networking sites as 28.4 percent versus 23.2 percent.