Direct mail is the top marketing priority for 2012 in the US according to the results of SourceLink's most recent client survey. The survey highlights key trends in marketing services and transactional document processing priorities, as well as challenges and direction for the future.
Changes in technology are driving more effective targeted communication by leveraging data to create better engagement with consumers online and offline, while building deeper and lasting relationships.
SourceLink’s latest Client Marketing and Transactional Document Survey revealed that direct mail is still a top marketing priority for 2012. The findings are based on completed surveys from over 30% of SourceLink’s client base.
Key objectives for 2012 were Customer Retention, ranked number one in the survey, followed closely by Customer Acquisition and Customer Profitability. Over 88% of respondents declared Direct Marketing as the engine in reaching their marketing objectives.
Other key findings include:
Direct mail ranked number one in planned channels for 2012, followed by web/micro-site, email and Social Media. Over 64% of respondents use Social Media to some degree as part of their marketing plan.
Increasingly, marketers recognize the role of modeling and analytics in accomplishing their marketing objectives, as evidenced by over 60% of respondents asserting that they currently leverage customer intelligence or are interested in doing so in 2012.
Recognizing the imperative of multichannel efforts, over 69% of respondents conduct multichannel marketing and over 56% of those consider it an integral part of their marketing strategy. However, only 34% are seeing the results they had hoped for, highlighting the need for a centralized, database approach to optimize multichannel communications.
Over 45% of respondents have considered integrating marketing with transactional customer documents, and over 40% use color personalization in marketing communications or transactional documents.
SourceLink is a top 5 largest privately-held CRM/Direct Marketing Agency and top 3 GPO Supplier.