Want accountability? Then go direct

Article Abstract:

The results of a survey conducted by Beta Research Corp show that 60% of the advertisers plan to allocate a larger percentage of their budget to direct-response activity. Preference for direct-marketing is influenced by the factors of a higher degree of certainty in eliciting the desired market response and the interest of advertisers in accountability and the relative ease in tracking results offered by direct-response activity. The desirability of direct-marketing is an effect of new technologies, such as inkjet printing, database enhancements and information-sharing networks.

Management, Evaluation, Direct mail advertising, Direct-mail advertising, Marketing executives

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Restructuring America

Article Abstract:

The top 100 companies that sell to government and business have reported increased sales volume. These companies sell computers, communications, computers and office automation products. Two years of economic depression has forced a lot of firms to restructure and the top 100 companies stand to profit from that. But that outlook is not shared by most consumers who anticipate layoffs and unemployment in the future. However, the statistics from these companies reveal that the economy is recovering and this should boost consumer confidence.

United States, Economic development, United States economic conditions

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B-to-B sellers learn from DM methods

Article Abstract:

Sales automation and direct marketing have similar marketing objectives. These shared goals include identification and screening of prospects, establishment of personalized contact with prospects and customers, and creation of customer relationships. Business-to-business marketers can combine sales automation and direct marketing concepts to come up with a systematic process that increases sales force productivity.

Direct Marketing, Technology application, Sales

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