Business Learning Centre

We have a question for you. Do you think that is made less investment in direct marketing and interactive marketing when going through a crisis? For although it is difficult to believe, the answer is No. This is what is shown in the Marketing Area of ??the Centre of Direct and Interactive Marketing. According to these studies, in Spain so far in 2008, investment in direct and interactive marketing in a 3.3% increase.

The study area is in charge of Marketing in the institution mentioned in the previous paragraph shows that three quarters of the marketing business engaged in direct and interactive marketing, an estimated 1.7 percent increase over 2007.
According to those who are dedicated to studying trends in marketing, traditional mail seems to be still the way to advertise a product or service most frequently used, followed by interactive media. The telemarketing and direct response advertising are the types of business marketing used to occupy the following positions in the table.
In the vast expanse of Marketing, Internet presence remains universal and is an interactive medium that 98% of companies surveyed admitted using. Mobile telephony is however not yet considered by advertisers an alternative short-term marketing.

There are a variety of interactive formats that companies can use to do their marketing. And the most widely used interactive format is e-mailing, and that 86.6% of the respondents used this medium as a first choice for promotion. Second place is occupied by online campaigns followed closely the sites mini-sites and search engine positioning.
The next question to ask is why you should invest in direct and interactive marketing? The answer to this question, as the 60.9% of companies gave their views said that the main reason is to segment customers, 59.8% think the reason is to measure the response and 39.1% say the reason is interaction you have with customers. Another interesting figure from this study reveals that an average of 28.5% of total investment that companies make in the advertising area is intended for marketing services. Of this figure 53.5% is assigned to what is known as direct marketing and interactive marketing 44%.

What is the way it measures the efficiency of both the direct marketing area as the interactive? Companies measure the direct marketing through the click through or what is known as response rate (which potentially increases sales) and the number of customers who remain loyal to the company. In the interactive marketing as the main measurement is the click through. With regard to the effectiveness and efficiency of the marketing mix, companies that were interviewed welcomes the results that were obtained through the direct and interactive marketing their companies have accomplished.

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