Tuesday 01 April 2008

DMA report crowns interactive TV top marketing media

Interactive TV has come top as a marketing performer, according to a new report from the Direct Marketing Association (DMA).

It has been put among the top three direct media in encouraging consumers to make a direct purchase, as well as motivating consumers to seek further information, says the DMA Participation Media Report released today (April 1st).

Field marketing and email marketing were also found to be powerful media in generating a purchase, while telephone calls and mobile messaging also scored well in encouraging customers to seek information.

However, consumers were also found to be overwhelmed by the amount of marketing communications that they received (75 per cent), with 70 per cent saying that they picked and chose between each.

This "filtering of information" should be a prompt for marketers to work "even harder", warned Victoria Bytel, head of research at the DMA.

"People are able to de-sensitise themselves from content but in doing so they also disconnect from the brand. To avoid becoming wallpaper, marketers need to work even harder to make communications stand out," she said.

Category: Marketing campaigns

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