Online and Offline Are One: Study

Posted on by Chief Marketer Staff

THE LINES BETWEEN online and offline direct marketing are blurring, according to a new survey by the Direct Marketing Association.

Of 700 companies contacted for the report, 64% cross-sell by targeting online customers offline and vice versa.

In addition, direct marketers are using a combination of offline and online techniques to drive traffic to their Web sites. The most frequently used methods are direct mail (58%); e-mail marketing (56%); print ads (43%); and search engine optimization (41%).

When targeting customers using an online method, 77% of respondents said a Web site was their vehicle of choice, followed by online promotions such as banner ads (44%) and online affiliates (30%).

Other findings included:

  • Catalogs and print promotions are the most effective cross-selling tools for luring online customers to an offline channel.

  • The channels that drove the most net sales were direct mail (27.8%); catalogs (27.3%); and Web sites (24%).

  • For consumer marketers, catalogs contributed 43.6% of direct response net sales, followed by Web sites (27.5%) and direct mail (23.8%).

  • Business-to-business marketers said that the most net sales came from telephone marketing (25.9%), Web sites (24%) and direct mail (22.2%).

The report was conducted by the DMA and the Association for Interactive Marketing during the fourth quarter of 2001.


Related Posts

Chief Marketer Videos

by Patty Odell

Mother’s Day is on the horizon and Teleflora pokes fun at the strong bond between moms and their kids through a series of laugh-out-loud videos.


PRO Awards