researchers found that 21% of respondents visited a corresponding web site within 30 days of receiving direct mail, up from 14% in 2003.
New Jersey (PRWEB) October 1, 2007
Over the past decade the direct marketing industry has shifted tremendously. With the emergence and increasing popularity of the web and interactive strategies, competition for advertising budgets between agencies has taken on a new twist.
But the debate no longer stands as to which tactics work better, traditional media versus interactive, but how effectively agencies can develop and integrate online and offline media campaigns to generate ROI for their clients.
According to a study conducted by the Winterberry Group and reported by eMarketer.com "researchers found that 21% of respondents visited a corresponding web site within 30 days of receiving direct mail, up from 14% in 2003."
EMarketer.com also cited research by Internet Retailer stating that web traffic influenced by direct mail is up 50% in the last 3 years.
According to Brian Rice, CEO of Red Clay Media, "Advertisers and marketers are at a point of change because consumers are making smarter decisions based on knowledge and research rather than impulse and naivety. With unprecedented amounts of knowledge available at their fingertips, consumers have the power to research companies and products then collaborate with their community (whether it be a local group or online message board), before making any decisions." He adds, "This is why it has become imperative for direct marketing agencies to develop intelligent, unobtrusive campaigns that really speak to the target audience. This is Red Clay's philosophy - show customers the menu, don't force feed the food."
Since it was founded in 1998, Red Clay Media has become one of the fastest growing direct marketing agencies in the country. The firm focuses on providing highly customized and analytical direct marketing campaigns that target customer behavioral and lifestyle data, as well financial information, so that product offerings can coincide with a customer's true needs.
The firm recently re-launched a brand new site which features an expanded line of services, including data services and analytics, response modeling, creative direct mail and website solutions. In addition to that, the website offers informative tools and resources like the corporate blog, ezines and upcoming podcasts
Rice states, "As an agency, it's important for us to be on the cutting edge of the industry - so ultimately, we can pass our expertise and knowledge down to our clients. With the data services we offer, we're able to predict consumer behavior and purchasing trends, and analyze the results of previous campaigns, in order to improve ROI for each campaign. This combination of data and technology gives our clients the ability to use lifestyle, transactional, financial, and membership data to better understand their customers. Ultimately, it becomes a trickle-down effect, with the end result being a satisfied customer and an evolving business that delivers the goods."
About Red Clay Media:
Red Clay Media is a full-service direct marketing agency specializing in direct mail, fulfillment, data services and analytics, response modeling and creative design. Their ability to offer a full-range of services, in addition to integrating online and offline media campaigns, is what makes them unique. Red Clay Media services thousands of clients in the mortgage and financial services industry. In January 2007, Red Clay Media expanded its line of services to include interactive solutions including online lead generation, exclusive mortgage leads and website solutions.
To learn more, visit http://www.redclaymedia.com