It’s official. Consumers are overwhelmingly using mobile devices to contact companies. That’s great news for marketers who’ve been vexed by channel fragmentation.
While the ZenithOptimedia research doesn’t break out TV mass advertising vs. DRTV, it does show the traditional marketing channel in a new light. Critics, especially direct marketers, have been saying TV ads are on the way out — if not gone with the press of a fast-forward button on a TV remote.