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Study reveals marketers’ media preferences, results

InfoTrends, a market research firm, released a report Tuesday detailing how marketing executives are using cross-channel mediums to reach audiences, identifying technology and service opportunities throughout the industry.

According to the report, direct marketing spending on deliverable materials is expected to increase from $3.2 billion in 2009 to $5.2 billion in 2014 – a compound annual growth rate of 10 percent.

For a standard direct marketing campaign, respondents revealed they use an average of 2.7 media types. This may include direct mail, postcards, brochures or email. The survey also found that maintaining a multi channel marketing initiative can improve consumer response rates by as much as 34 percent.

“Businesses are finding that reaching customers via multiple touch points has a profound effect on their marketing efforts, and they are seeking service providers that can deliver their message using multiple channels beyond print,” said Chris Bondy, group director at InfoTrends. “In implementing this type of offering, service providers should clearly stake out the skills, infrastructure and processes that they wish to keep in-house, then seek partners to do the rest.”

The study involved more than 200 advertisers and approximately 500 marketers, including extensive interviews with high-level executives.

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