Integrated Campaigns
For many marketers, a comprehensive direct marketing campaign employs a
mix of channels. It is not unusual for a large campaign to combine direct
mail, telemarketing, radio and broadcast TV, as well as online channels
such as email, search marketing, social networking and video. In a report
conducted by the Direct Marketing Association, it was found that 57% of
the campaigns studied were employing integrated strategies. Of those,
almost half (47%) launched with a direct mail campaign, typically followed
by e-mail and then telemarketing.
For many marketers, a comprehensive direct marketing campaign employs a
mix of channels. It is not unusual for a large campaign to combine direct
mail, telemarketing, radio and broadcast TV, as well as online channels
such as email, search marketing, social networking and video. In a report
conducted by the Direct Marketing Association, it was found that 57% of
the campaigns studied were employing integrated strategies. Of those,
almost half (47%) launched with a direct mail campaign, typically followed
by e-mail and then telemarketing.