Auto retailers who spent $7.3 billion on direct marketing campaigns in 2007 saw it drive $248.1 billion in sales. The return on investment of $33.81 is just one astounding statistic among many that may make auto industry direct marketers gear up and review the Direct Marketing Association’s (DMA) first-ever “Direct Marketing Facts and Figures in the Automotive Industry.”
Direct Marketing
FSI Coupons deliver 257B Consumer offers.
The Marx Promotion Intelligence 2007 FSI Distribution Trends Report reports that more than 197 billion pages containing 257 billion consumer offers representing over $320 billion in consumer incentives were delivered through Free Standing Insert (FSI) coupons in Sunday newspapers during 2007. Average Face Value increased to a new record level of $1.26, up $0.07 versus 2006.
Online response to Direct Mail has increased since 2003.
Vertis Communications unveiled the results of its proprietary 2007 Customer Focus Tech Savvy study, which found responsiveness to direct mail via the Internet has increased over the years for both men and women of almost every age.
Direct Marketing expenditures account for 50% of total advertising expenditures.
Despite a US economy that shows signs of softening in key areas, growth is predicted in direct marketing (DM) expenditures, sales, return on investment (ROI), and employment through
2008, as reported in The Power of Direct Marketing, the Direct Marketing Association’s (DMA) annual forecast of direct marketing’s economic impact on the US economy, including advertising expenditures and sales.
Putting some ‘Perspectiva’ into Hispanic Direct Marketing.
The spirited discussions following Directo Hispano’s participation in the Directo Days Conference and the Latino Direct Mail Symposium, held in April in New York City, are the basis for this article prepared exclusively for HispanicAd.com.
A great way to understand the current state of direct marketing to Hispanic segments is to frame it in perspective: historical perspective and numerical perspective.
Spanish speaking Hispanics have higher Direct Mail Response Rates.
Vertis Communications announced the results of its proprietary Customer Focus OPINIONES survey, which revealed that of the Hispanic adults surveyed who read direct mail, 64 percent have responded to direct mail advertising in the past 30 days, compared to just 46 percent of the general U.S. population. Additionally, the 2007 study findings revealed that 72 percent of U.S. Hispanic adults surveyed who speak English at home read direct mail advertising, compared to 69 percent who speak only Spanish at home and 58 percent who speak Spanish inside and out of the home.
Taming the Metrics Monster in the Hispanic Direct Marketing Industry.
Lured by the appeal of quick riches, many direct marketers who jump onto the Hispanic bandwagon often stumble upon a seemingly insurmountable barrier and, instead of negotiating the obstacle course, retreat, abandoning in the process promising programs.
Direct Mail drives traffic directly to websites.
Direct mail, even more direct response?
Increasingly, the line between direct marketing and online marketing is blurring.
Average FSI value increased in 2006.
The Marx Promotion Intelligence FSI Trend reports that during the first six months of 2006, Free Standing Insert (FSI) average face value increased 8.6 percent to $1.18 vs. the same period in 2005. It is the largest average face value for a half year period on record.
DMA ‘Reaching The US Hispanic Market’ Report.
The Direct Marketing Association (DMA) announced the release of its market research on US Hispanic consumers’ attitudes and purchasing habits via direct marketing channels. Reaching The US Hispanic Market: Consumer Attitudes and Buying Behavior Report, produced in conjunction with The DMA Directo: Council for Hispanic Marketing, demonstrates the many positive aspects about Hispanic consumers’ experiences with buying direct.
