News
 Is
Direct Mail the Best Marketing Medium?
Is direct mail the most effective marketing channel
ever? A group of chief marketing officers think so.
Here’s more of what your fellow CMOs think of the
industry.
According to an article in DM News, a recent survey
from direct marketing firm Targetbase noted that 23
percent of marketers feel that direct mail has the
most effect of any marketing medium on their growth.
Targetbase surveyed CMOs from 40 companies.
Here are some of the report’s findings:
• CMOs select marketing channels based on past
results 80 percent of the time and best projected
ROI 65 percent.
• 50 percent of responding CMOs noted that pressures
to meet short-term goals forced them to modify their
long-term growth goals.
• 40 percent cited marketing budget constraints as a
hindrance.
• 40 percent of respondents thought that elusive ROI
measurements were their biggest challenge in
achieving growth objectives.
* Source: DM News
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