Marketing RoI? DM Beats Online Every Time, Say Marketers

27 February 2008

LONDON: Adverising is as much about imagery as delivery. Which might explain why boring old direct marketing languishes unfeted among the world's marketing and advertising glitterati who remain seemingly oblivious to such humdrum matters as return on investment.

That's the message – if not the terminology – that leaps from the pages of the Global Marketing Effectiveness Report 2007 from London-headquartered Fournaise Marketing Group.

The report, based on questioning both business-to-consumer and business-to-business marketers in the UK, USA and Australia, reveals that direct marketing is considered the most effective technique, placing it atop the report's Marketing Effectiveness Ranking

DM ranked above web advertising, despite five digital media platforms – email, paid search advertising, online referrals, online display advertising and online rich media – making it into the Fournaise Top Ten.  Traditional stalwarts such as PR, newspapers, TV and outdoor also feature in the denary.

Comments Fournaise ceo Jerome Fontaine: "If you listen to the industry hype, it's all about online advertising and emerging mobile advertising. [And] if you check where marketing budgets are mostly spent, it's still all about traditional media such as TV and newspapers.

"But when it comes down to effectiveness, while it may not be the most glamorous and talked-about medium, marketers are telling us DM is still the best platform for delivering results."

Data sourced from multiple origins; additional content by WARC staff