Targetbase: CMOs Say Mail Is Top Channel

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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.


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