The DMA also released findings of a study by A.T. Kearney Inc. looking at marketing in the interactive age. Of 522 respondents, 52% of direct marketers use the Web for sales and marketing, 48% use online services and 37% use CD-ROM. Of those using the Web, 84% have been on the Internet for less than a year. About 70% are seeking ways to measure the effectiveness of new media. About 47% of direct marketers are deciding whether or not to invest in new media.
Copyright March 1996 Crain Communications Inc.