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The DMA Releases First-Ever Customer Prospecting and Retention Report
NEW YORK, June 29, 2005 – A new landmark study from the Direct Marketing Association (The DMA) offers insights on how marketers are reaching, converting and retaining customers in today’s multichannel environment.
The DMA’s 2005 Customer Prospecting and Retention Report is a benchmark study that breaks out industry segments by type and size of firm to give an up-to-date snapshot of how companies engaged in direct marketing are managing key tasks such as customer acquisition, promotion and retention, media channels and operations, and budgeting.
The survey includes responses from 255 DMA members identified as "end-use" direct marketers. The questions were designed to elicit insight on customer and prospecting contact strategies as they are practiced today, and as they are likely to evolve over the next few years.
"From looking at the mass of data collected, we know that there are not only significant differences between consumer and B-to-B companies, but there are also important differences within each major segment," said DMA senior economist Peter Johnson.
Key findings from the report include:
The DMA News Release
June 29, 2005
page 2 of 2
"It does appear that the industry can be divided into three segments of about equal size," said David Shepard, president of David Shepard Associates, which developed the survey in collaboration with The DMA. "A third of the companies surveyed are at the leading edge in terms of using the most sophisticated analytical, technical, and marketing practices; another third have moved ahead in some areas but not in others; and finally there’s a third of the industry that’s still doing business today the way it was done ten or twenty years ago."
Industry experts have already weighed in on the report’s value:
The report is being released this week in conjunction with the DM Days New York Conference & Expo. The complete report is available for purchase online at www.the-dma.org/bookstore (DMA Research). For the first time, The DMA is providing a bonus CD that includes all answers to the questions broken down by industry segment and size, so that marketers can "drill down" to get at the information that is relevant to a particular type of business or market segment.
About the DMA
The Direct Marketing Association (www.the-dma.org) is the leading trade association for businesses and organizations interested in direct, interactive, and database marketing, which in 2004 generated more than $2.3 trillion in US sales, including $143.3 billion in catalog sales and $52.5 billion in Web-driven sales. In addition to catalogs and the Web, DMA members employ a wide variety of marketing media, including mail, e-mail, telephone, newspapers and magazines, interactive television, and radio, among others. Founded in 1917, The DMA today has more than 5,200 corporate, affiliate, and chapter members from the US and 44 other nations, including 55 companies listed on the Fortune 100. Reflecting the significant and growing role that direct marketing plays in today's advertising mix, The DMA's membership represents marketers from every business segment, including catalogers, Internet retailers, retail stores, nonprofit organizations, advertising agencies, financial services providers, book and magazine publishers, book and music clubs, industrial manufacturers, and a host of other vertical segments, as well as the service industries that support marketers.