DMA: Integrated marketing campaigns more the norm

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New York—Four out of five marketers are integrating their marketing campaigns, according to the Direct Marketing Association, which released “The Integrated Marketing Media Mix” report Monday.

Overall, the DMA found that as marketers integrate their media campaigns, they are adding e-mail and other digital media. Meanwhile, offline media remain extremely important to integrated campaigns, according to the association. Of the campaigns discussed in the report, 79.1% used e-mail and 75.4%, direct mail.

The report, based on a 25-question online survey conducted in April with 574 respondents, segments responses into expertise level, type of market (b-to-b and b-to-c), type of marketer offering, size of average sale and company size.

—Carol Krol

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