Targetbase: CMOs Say Mail Is Top Channel

Share this content:
Direct mail is perceived as the most important marketing channel by respondents to a survey from Targetbase, a direct marketing agency in Omnicom Group's Diversified Agency Services division. The entire survey will be released next week.


In the Targetbase Growth Survey, 23 percent of respondents said that direct mail has the most effect of any marketing channel on their growth. Targetbase, Dallas, surveyed chief marketing officers from 40 companies including Disney, General Mills, GlaxoSmithKline, Honda, Sunkist and Whole Foods.


The 19-question survey explored how respondents measure growth, their challenges in meeting financial goals and their marketing efforts and budget. It was conducted in June via e-mail. Participating companies included Targetbase clients from industries such as consumer packaged goods and financial services.


Other 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 indicated 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.


close

Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above