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.”
Category Archives: Marketing Research
B2B Tactics Often Mimic B2Cs
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Filed under Business Leads, Direct Marketing, Marketing Research, Sales Advice
Paper Victory: Consumers Prefer Direct Mail
Filed under Direct Marketing, Marketing Research
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: