Telemarketing Reaches Record-Low Popularity
Nearly 60 percent of marketers didn’t use outbound telemarketing in 2016 and about 10 percent did. Those are not only six-year records for the channel, but it’s the highest figure of channel shunning in 2016 among any of the marketing channels included in Target Marketing’s newly released study, “Marketing Mix Trends 2010-2016.”
For instance, that means more marketers surveyed use affiliate marketing and insert media than telemarketing, says Target Marketing’s analysis of six years of “Media Usage Survey” data. The “Telemarketing (Outbound)” section is part of a benchmarking of marketing media channels, technology and tactics included in the Target Marketing/NAPCO Research study. Both Target Marketing and NAPCO Research are NAPCO Media brands.
Below, marketers can find an excerpt about the channel from the “Marketing Mix Trends 2010-2016” research.
Two significant factors explain how telemarketing is relevant in the age of mobile phones, caller ID and the federal do-not-call list. First, telemarketing is still viable in business-to-business pitching. Second, outbound telemarketing is not the same thing as cold-calling.
An outbound call spurred by a network connection or an established business relationship is quite effective. But there are hazards, not the least of which are the annoyance factor and the loss of goodwill.
Our 2016 survey results saw the percentage of respondents who increased their spending on outbound telemarketing drop: At 10 percent, that level is roughly half that of recent years. It also saw a jump in those who don’t use it at all, from right around half to 59 percent. These numbers are out of line with the last five years, but they may represent a new norm as marketers find other channels with which to engage consumers.
Related story: 33% Don’t Use Mobile Marketing