David Shepard Associates Blog

Direct marketers have always adapted to take advantage of the latest media technologies.  With the continued emergence and development of online and mobile channels, staying on top of trends has never been harder to do.  DMA and David Shepard Associates (DSA) have collaborated to provide some clarity with their Digital Marketing Practices and Trends Report. 

Based on the responses of over 500 direct marketers, this report presents 28 charts accompanied with analysis by DSA experts.  The result is a good overview of how direct marketers are using digital media, and what they plan to do in the near future.  Chapters cover:

• Marketing objectives
• Major types of digital advertising
• Social media usage
• Marketing budget allocations
• Targeted marketing messages
• Key performance indicators

 All data is broken down by primary market (B2B vs. B2C) and key B2C verticals.

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As most direct marketers know, ZIP Code models are not new, but given this current economy this proven practice of targeting to improve results has taken on new importance. It is time to reconsider if the zip code modeling and screening techniques you are using are giving you optimal performance.  

Recently, I’ve had a number of discussions with other direct marketers who called after reading the Wall Street Journal’s article on how direct marketers like Williams-Sonoma, LL Bean, and Neiman Marcus have found new ways to use ZIP Code data to screen mailing lists and cut costs.
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