The DMA has just released its report on "The Integration of DM and Brand" and unsurprisingly, brand and mass marketers are increasingly using direct techniques as part of their campaigns. Over half (56%) of respondents to the DMA survey used one or more direct marketing channels in conjunction with their brand awareness advertising.
"We began this report with the hypothesis that brand and direct marketers would differ substantially in their responses," Peter Johnson of the DMA said. "But when we analyzed the data, we discovered that, for those marketers with more experience, the differences have faded away. Marketing experts are combining direct techniques into brand advertising — and in all media, too." ."