Direct Mail Outsells Internet, Say Marketers.

• Position: Brief Article

Marketing executives at large and mid-sized companies indicate that they allocate nearly four times more of their communications budget to direct mail than Internet promotions. According to the second Pitney Bowes Direct Mail Study, conducted by the Gallup Organization (the first was in 1996), the typical company allots 23% of its marketing communications budget to direct mail/catalogues, compared to six percent for the Internet. Nearly half (47%) of those utilizing the Internet as a communications vehicle report that the use of on-line marketing tools has increased their volume of outgoing mail by an average of five percent in order to fulfill on-line orders and requests.

When compared with the Internet, direct sales, telemarketing, television, radio, magazines, newspapers, billboards, trade shows, and events, marketing executives said that direct mail was the best for tracking results and effectiveness; selling a product or service directly to households or businesses; informing a consumer or business on a new product or service; educating a consumer or business decision-maker on a complex issue; cost effectiveness; providing their company with the greatest return on investment; developing long-term customer relationships; increasing awareness for their products or services; generating sales; and increasing brand identity.

"As more people flock to the Internet in search of information and to purchase products...