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MarketingProfs Daily Fix recently posted on how Top Biz Mags Rely on Telemarketing, summarizing the results of research completed by IQ Resource in May.
IQR collected and analyzed data from BPA audited titles in the USA, covering over 1,200 controlled-circulation titles with a total circulation of over 34 million, and discovered that an overwhelming number of subscribers were obtained through telemarketing efforts.
For business to business marketers, research shows that case studies and other product information materials often generate better results than promotional offers. However, a recent article at DM News reports that B2B marketers still lean on promotional offers for a majority of their marketing campaigns. The survey asked marketers about the tactics used in their best and worst direct marketing campaigns in the last year and a half, and discovered that “brand/product information such as case studies, pricing tools and other materials that explain a company’s product or service was employed in only 16 percent of the campaigns. Promotional offers, however, were used in 61 percent of the campaigns, many of them the worst-performing campaigns.”
Today’s factoids are culled from Wikipedia’s article on Direct Marketing, with additional clarification from “A History of Direct Marketing.”
Did you know . . .
The Agitator, a blog focused on direct marketing strategies for non-profits, directed our attention to a press release by Pitney-Bowes, communicating the results of a mail preference survey conducted by International Communications Research (ICR).
The research shows that “consumers clearly prefer mail over other communications vehicles such as e-mail for receiving new product information and offerings as well as confidential business communications, such as bank statements and financial reports.” The findings in favor of paper mailings are impressive:
In the 1970s a revolutionary “how -to” book written by Dr. John Gray was published. Men are from Mars, Women are from Venus helps hundreds of couples learn to live with and love each other on a daily basis. Here’s the main goal of the book: just because you are talking to your partner does NOT mean you are conversing. A man is more likely to get his point across to a woman if he understands how she picks up on communication, rather than assuming she gathers and processes information in the same way he and his buddies do.
But how, you might be asking, does this apply to me and my business?