DMA Releases 'Real-Time Marketing's Moment'
October 1, 2011 — The Direct Marketing Association (DMA) today released a new white paper, “Real-Time Marketing’s Moment,” DMA’s first report on real-time marketing. The release of the study, which analyzes findings from a survey of 392 marketers, corresponds with the opening of DMA 2011 The Global Event for Real-Time Marketers, and highlights DMA’s role in providing the latest information and insights around one of marketing’s foremost developments.
Most (55%) marketers responding to DMA’s survey indicated that they practice a degree of real-time marketing. Marketers rely on either social media monitoring or automated systems to alter their messaging in real-time. DMA found that less than half of marketers (49%) are able to adjust campaigns quickly as a result of social media monitoring and fewer than a quarter (24.8%)have business systems that can instantly segment customers based on their self-reported preferences or behavior.
“Although most marketers see the need for speed in marketing, it’s still relatively early in the real-time marketing era,” says Yory Wurmser, director of marketing & media insights for DMA. “Most companies have begun implementing marketing that can shift quickly or even respond immediately to customers, but only a few have mastered real-time marketing. These leaders are showing the rest of the marketing community not only what’s possible, but what they will need to do.”
Key Findings:
· 55% of marketers report that at least some of their marketing is real-time.
· 55% also dedicate a person to social media monitoring.
· 14% report have monetized social media.
· 42% of companies are able to instantly assess a customer based on stated preferences and behavior. Slightly more than half of this group use this information for segmentation.
· 53% of marketers report email as among the most effective channels for gathering real-time information.
DMA fielded an online survey in August 2011. The invitation to the survey was deployed via email to the DMA house list, with 392 usable responses. All respondents who completed the survey were given the incentive of receiving this report as well as the chance to win a full conference pass to DMA2011 – The Global Event for Real-Time Marketers.
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About Direct Marketing Association (DMA)
The Direct Marketing Association (www.the-dma.org) is the world’s largest global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents companies from dozens of vertical industries in the US and 48 other nations, including half of the Fortune 100 companies.
In 2011, marketers — commercial and nonprofit —will spend $163 billion on direct marketing, which accounts for 52.1% of all ad expenditures in the United States. Measured against total US sales, these advertising expenditures will generate approximately $1.96 trillion in incremental sales. In 2011, direct marketing accounted for 8.7% of total US gross domestic product. Also in 2011, there were 1.3 million direct marketing employees in the US. Their collective sales efforts directly support 7.9 million other jobs, accounting for a total of 9.2 million US jobs.
The Power of Direct: Relevance. Responsibility. Results.
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