If you’re relying primarily on one kind of marketing to bring in most of your customers, you could be selling your business short. The most successful marketers today use multiple channels, according to the DMA 2015 Response Rate Report. Nearly half (44 percent) of survey respondents use three or more marketing channels in their marketing campaigns; nearly two-thirds (65 percent) use two or more.
The survey asked marketers about seven key marketing channels: mobile, email, online display, paid search, telephone and direct mail). Here are the key insights:
Email Is Number One
Email is the most popular tactic overall; some 83 percent of respondents use it in their marketing campaigns. In fact, for the 35 percent of respondents who only use one marketing channel, it’s most often email.
Mobile Has the Most Potential
Not many marketers use mobile marketing yet (just 10 percent do), but almost three-fourths (73 percent) say they plan to use it more in the next 12 months. Those who do use mobile marketing tend to be multichannel-marketing savvy—65 percent of mobile marketing users use at least five marketing channels in their campaigns.
Social Media Is Still Growing
Social media is far from saturated—almost two-thirds (64 percent) of respondents plan to use it more in the next 12 months, putting it second only to mobile media in growth potential. No wonder—its cost per acquisition is among the lowest of all the marketing methods surveyed. In addition, 34 percent of marketers use social media ads.
What’s not hot? Direct mail is on the decline. Nearly eight in 10 companies used it in 2012; now, only half do.
What’s the takeaway from the study?
Karen Axelton is Chief Content Officer of GrowBiz Media, a media company that helps entrepreneurs start and grow their businesses.