Direct Marketing Boosts Customer Response Online

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According to a recent study carried out by the firm Tilt in the UK market, direct marketing campaigns are becoming increasingly effective in obtaining an online response from the target audience. Indeed, direct marketing campaigns related to specific brands achieve up to a 40% increase in online traffic to the companies' own websites, as shown by the aforementioned trend study.

To carry out the aforementioned research, a fake insurance brand called "Quote Genie" was created and a direct marketing campaign was launched consisting of the insertion of an advertisement in the consumer guide Asrecommended Insurance, in an edition distributed to 600 thousand potential buyers belonging to the British Isles market, in January 2008. The fictitious brand was thus able to position itself on the Internet with products for the home, travel and automobiles.

Initially, some two thousand potential clients decided to all india mobile number and email database provider look for information on the Internet about the fake brand after receiving the direct marketing campaign. "This is the first project that finally reveals, with precision, the effect of offline media on the growth of traffic and online response," explained Tilt's general manager, Ben Allan. In fact, 41% of people who showed interest in the fictitious brand preferred to look for information on the Internet rather than call the number provided in the Direct Marketing campaign.

Without a doubt, the confirmation of this direct relationship between Direct Marketing and the customer's online response could be a significant discovery capable of substantially altering the Marketing Strategy of many companies.