Out of seven possible marketing channel choices in an online survey, email marketing took the popularity throne with 82 percent of companies saying they use it, according to findings announced on Thursday by the Direct Marketing Association.
DMA and Demand Metric Research Corp. polled marketers in December and January to research "DMA Response Rate Report 2015." What they found is most marketers now use more than one channel to reach businesses and consumers. The choices were: email, direct mail, paid search, Internet display ads, social media ads, "telephone" and mobile.
"Most organizations do not rely on any single type of media or channel for their campaigns," states Jerry Rackley, chief analyst for Demand Metric, according to the announcement. "In fact, just 35 percent of this study's respondents claim to use just a single one, and that one is most often email. What's more likely is for organizations to use … multiple channels, and 44 percent of the respondents use three or more. When this is the case, those media are most likely to be email, direct mail and social media."
Other findings include:
- Direct mail took a huge fall from 2012, when 79 percent of responding marketers were using it. Now, it's 50 percent.
- Mobile marketing is the least popular at 10 percent, but is the most integrated—with 98 percent of marketing using it in conjunction with "at least three types of media in their campaigns, and 65 percent [using] at least five."
- In its first year on the report, social media ads saw a 34 percent adoption rate.
What other channels should be included?
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