Direct mail will still lead marketing budgets this year despite all the chatter about e-mail and digital content, predicts the Winterberry Group. At a forecast $45.7 billion spend for 2015, direct mail is showing only a 1% growth, but that still puts mail well ahead of an expected e-mail spend of just $2.3 billion, as well search dollars of $26.9 (including desktop and mobile). Although targeted digital display, including desktop and mobile promotions, has the strongest predicted growth (21.1%), it still comes in well behind mail at $28.3 billion in projected spending. The key factors driving this year's direct mail budgets will be the lack of a postal rate increase in early 2015, rising mail volumes, strong acquisition mail investment to offset declining retention mailings, and a rise in digital-to-offline retargeting, according to the Winterberry study. Direct mail may also benefit from a proven ability in data-driven targeting. Across channels, Winterberry predicts that 2015 marketers will invest in data-driven promotion, with the top reason (from 52.7% surveyed) cited as the demand for more relevant, customer-centric communication. For an infographic summarizing results, check out the Direct Marketing News magazine article at http://www.dmnews.com/marketing-spending-in-2015-infographic/article/400487/
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
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