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Direct marketing showing strength in sales push

Rachel Wheeler

October 4, 2011

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Firms using ZIP Code verification software on their online sales platform will continue to push sales using direct marketing, a new report suggests.

The study by the Direct Marketing Association suggests that sales driven by DM will grow by 7.1 per cent this year to reach $2 trillion, while overall US sales are expected to rise at a slower rate of 5.1 per cent.

It also suggests that 8.7 of the US GDP comes from DM, highlighting the benefit it holds for firms looking to sell online.

"It's fair to say that direct marketing is one of the current engines of economic growth for the US," said Yory Wurmser, DMA director of marketing and media insights.

"Growth in advertising spending on online media over the past year exceeded our expectations," says Wurmser.

Marketing campaigns designed to improve retail customer loyalty need to be carefully planned and personalized to achieve maximum impact, according to Adeline Ho, lecturer at Singapore Polytechnic Business School.

Posted by Richard Jones
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