DMA Study: Marketers Achieving Integration

Share this article:
NEW YORK -- Marketers are integrating their online and offline marketing techniques in increasing numbers, according to the Direct Marketing Association's State of the E-Commerce Industry Report 2001.


Findings were released yesterday at the DMA and Association for Interactive Marketing's net.marketing conference at the New York Hilton & Towers.


The study found that 64 percent of companies were cross-selling by targeting customers in multiple channels.


In a breakdown of online and offline techniques used by marketers to drive traffic to their Web sites, respondents reported using the following methods:


· direct mail, 58 percent


· e-mail, 56 percent


· print ads, 43 percent


· search engine optimization, 41 percent


Other findings included that catalogs (56 percent) and printed promotions (50 percent) were the most effective cross-selling tools for getting online customers to an offline channel.


Also, direct mail (27.8 percent), catalogs (27.3 percent) and Web sites (24 percent) generated the largest percentage of net sales in 2001.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

App of the Week: CardsApp

App of the Week: CardsApp

The app lets users select loyalty cards on their phone or smartwatch to display QR codes at check out time.

Rakuten Marketing Moves to a Unified Platform

Rakuten Marketing Moves to a Unified Platform

Omni experience consolidates all channel offerings into a single platform and dashboard to provide better management of the customer funnel.

Hawk Search Widens its Global Reach

Hawk Search Widens its Global Reach

Hawk Search's solution offers support for more than twice as many languages as other site search providers, according to the company.