DMA says lines blurring between branding and direct

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New York—The lines between direct marketing and brand marketing are disappearing, according to a recent survey by the Direct Marketing Association.

More than half of marketers surveyed (56%) use one or more direct marketing channel in conjunction with their brand awareness advertising. Among other findings, half (50%) use Web marketing that includes response mechanisms; 48% track offers; and 45% include calls to action on Web pages.

In addition, respondents said e-mail marketing is also commonly combined with direct marketing tactics. Fifty-two percent of respondents use calls to action in their e-mails.

On average, respondents report that 64% of their marketing dollars are allocated to direct marketing, and 36% go to brand marketing.

The online survey of 296 executives was conducted in March.

“The findings of our latest report show that direct marketing tactics designed to increase consumer awareness and action are ubiquitous—from URLs on all marketing materials, to 800 numbers, to calls to -action in TV, radio and print ads—and across every other type of marketing media,” said Eugenia Steingold, senior research manager at the DMA, in a statement.

—Carol Krol

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