DM outshines traditional advertising

I recently stumbled across this interesting tidbit in my 'worthy blog material' file: According to an article in the Wall Street Journal, during extended periods of economic decline, marketers - having lost confidence in the ability of advertising to generate sales - embrace direct mail and 1-800 direct response ads. The conclusion was the result of an annual U.S. survey of 200 marketing execs and 100 agencies (sponsored by NY-based Nancy L. Salz Consulting); when asked how much sales could improve if agencies always provided their best work, the figure marketers gave was 20.4% - below last year's average of 27.7, and the lowest average since 1989.

I recently stumbled across this interesting tidbit in my ‘worthy blog material’ file: According to an article in the Wall Street Journal, during extended periods of economic decline, marketers – having lost confidence in the ability of advertising to generate sales – embrace direct mail and 1-800 direct response ads. The conclusion was the result of an annual U.S. survey of 200 marketing execs and 100 agencies (sponsored by NY-based Nancy L. Salz Consulting); when asked how much sales could improve if agencies always provided their best work, the figure marketers gave was 20.4% – below last year’s average of 27.7, and the lowest average since 1989.

The increased emphasis on direct is good news… In fact, entries to this year’s Direct Agency of the year competition may speak to this trend. Each of the twelve participating agency is reporting significant revenue growth over the past year – some as high as 40%. (In case you’re interested, Direct Agency of the Year will be announced in the December 2 issue of Strategy Direct+Interactive.)

Cheers – BJ