• DM News, Friday, June 1, 2007 12 PM

Marketers are integrating direct-marketing tactics into their brand marketing efforts across multiple channels, according to a new survey by the Direct Marketing Association, and the lines between the two disciplines are increasingly blurry.

The report--"The Integration of Direct Marketing and Brand"--says that direct-marketing tactics designed to increase consumer awareness and action are ubiquitous--from URLs on all marketing materials to 800 numbers to calls-to-action in mainstream media.

The report found that 56% of respondents use one or more direct marketing channels with their brand awareness advertising. Nearly 70% of brand marketers rate personalization as having a positive or strong positive effect on brands, and 64% rate targeting as having a positive or strong positive effect. Of those surveyed, 30% target their TV ads; 28% include a call-to-action; and 26% include response mechanisms, such as an 800 number or URL.

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