Research shows direct marketing key to debut website visits
Two thirds of UK consumers say traditional direct marketing is more likely than digital marketing to encourage them to go to a new website and consider a purchase.
This is according to new research that found 60 per cent of respondents believe offline marketing is more likely to get them to visit the website of a company they’re unfamiliar with.
Direct marketing was more effective at driving consumer traffic than digital activity across all age groups, with UK consumers aged 25 -34 (67 per cent) most likely to visit and consider buying from a website for the first time after being directed there by an offline message.
Only 24 per cent of consumers said that digital messages, such as an advert on a social networking website, would drive them to a company site with a first time purchase in mind.
It appears that online channels such as social networking are hot topic, but it’s traditional print and mail channels that are driving people to make web purchases.
As featured on Brand Republic.
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