Marketers Overestimate The Power of Digital Marketing: Most consumers are not keen to new forms of direct marketing, such as mobile and social media, and would rather communicate with brands through established direct mail and email channels, a new study finds.
According to Marketing-GAP, fewer than 2% of people are “happy” to get marketing messages via text and social media. It states marketers continue to “massively overestimate” the popularity of these channels.
Eight out of 10 open direct mail. The percentage of consumers surveyed who open direct mail is 80%, a little above 2010 levels. A third (34%) state they open all direct mail, 45% only open messages from companies they use and 20% say they don’t open direct mailings.
