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Why are companies switching to Direct Marketing?
Home » Advertising & Marketing » Direct Marketing » Why are companies switching to Direct Marketing?Posted by Your Guide on October 16, 2005 3:19 PM
To begin with, companies are seeking a bigger ROI on their marketing dollars. Over the past several years, marketing budgets and personnel have dwindled as a consequence of two things: the dot.com bust and Wall Street’s stricter corporate governance laws, which require fuller financial disclosure. The pressure from both corporate management and Wall Street analysts now require top performance from all company executives…marketing included.
Secondly, there has been a shift away from mass-marketing towards targeted, smaller campaigns. One of the most efficient ways of improving marketing ROI is redirecting the focus to smaller, more highly-targeted direct marketing. Direct marketing thrives upon tracking and analysis of campaigns, ads, etc. It is this tracking, analysis, and proof of return (or lack there of) that companies and analysts find extremely attractive. With newer legislation such as Sarbanes-Oxley, the importance of tracking and analysis will only grow…providing plenty of fuel for those seeking to take a direct marketing approach.
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