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:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

News Byte: Comcast Expanding Global Ad Delivery Through Partnership

News Byte: Comcast Expanding Global Ad Delivery Through ...

Through a partnership with Adstream , Comcast's AdDelivery Service expands its footprint across the globe.

40 Under 40 2014: Nominations Are Now Open!

40 Under 40 2014: Nominations Are Now Open!

It's time to nominate the 2014 crop of young marketing luminaries for Direct Marketing News's 40 Under 40 Awards. The deadline is Friday, June 6, 2014.

News Byte: MediaCrossing Partners with ASL Marketing on Youth Marketing Tool

News Byte: MediaCrossing Partners with ASL Marketing on ...

The digital media trading firm and marketing database company aim to help marketers target 13 to 34 year olds.