Datalicious Blog - Filed under 'contact'

ADMA Data Day 2009 audience poll results comparing consumer contact preference vs. direct marketing effectiveness by channel

With the support of Edentify (thanks guys, super fast turn-around on your end) we did a little live poll this morning at the ADMA Data Day 2009 asking a couple of hundred Australian direct marketers the following two questions:

Poll 1: Thinking of yourself as a consumer which of the following channels would you prefer companies to use when communicating with you (select only one)?

Poll 2: Putting your direct marketer head back on, which is the most effective direct marketing channel for your company (select only one)?

The below results are only very top-line and would most likely differ by industry and product (i.e. price) but it's comforting to see that a great majority of people would like to be communicated with via email and that marketers also think email is a very effective channel that works for them (same goes for DM). More of a concern is that is seems that no-one really wants a phone call but quite a few marketers consider phone calls an effective direct marketing channel.

If all this sounds like a familiar challenge to you and you'd like to know how data and analytics can help to select the most suitable channel at the right point in time or just want to contribute to industry best practice then please join the new ADMA Data & Analytics council by emailing councils@adma.com.au.