Scroll Back to Top
Direct Contact…Billions and Growing!

Next Day Traffic

Direct Contact…Billions and Growing!

Share With Your Network

As I wrote in yesterday’s introduction, my initial curiosity was the size of Direct Mail as a marketing tool but what became more intriguing was the battle of postal mail versus electronic mail. One thing is perfectly clear – big bucks are being thrown at direct contact.

Data from the respected Winterberry Group estimated in 2014 that direct and digital spending will surpass $140 billion dollars (compared with $124 billion in measured media).  Direct Mail was projected to increase by 1.1 percent to $44.5 billion while digital advertising was estimated to be $50 billion, up 14 percent over 2013. “Search” was pegged to rise 12 percent to $22 billion and “display” was up 17 percent to $20 billion. In my opinion there is almost equal money being spent on direct mail compared to “search/display” but the percentages are clearing digital.

Since it’s Thanksgiving week, here are a couple of statistics to chew on:  79 percent of consumers will act on direct mail immediately compared to only 45 percent who say they deal with email straightaway – check your mailbox for last minute fliers. Also, a survey showed Millennials in the lead touching their smartphone an average of 43 times a day. Look around the Thanksgiving table and see how close each person is to their personal device – just can’t miss the updates on the holiday savings!


Share With Your Network

John Paul Strong

John Paul Strong

John Paul Strong combines his two decades of automotive marketing experience with a team of more than 100 professionals as owner and CEO of Strong Automotive Merchandising.

Get Live Industry Insights