Many marketers are resorting to Digital Media as part of their Brand Building efforts.

A large number of Internet marketers have jumped on the bandwagon and are employing digital media - to market and establish firmer relationships with their clients; this is a new report from the DMA – Direct Marketing Association.





According to the report, social networking sites are mainly used by marketers as part of their efforts regarding digital media. On the other hand, a lot of businesses still see their operation as being in the learning, transition as well as integrating phases.





It is not a surprise that the study reveals a good number of businesses repeatedly assessing the effectiveness of targeted messages across different media in order to stumble on cost efficiency as well as marketing effectiveness.





However, it is expected that a far more sophisticated strategic testing will be witnessed in no distant time from now, as more marketers walk their way through multichannel digital age.





Here are the highlights of the DMA:

1. Majority of marketers point to brand building as their major focus in embarking on digital marketing.



2. 17% of the entire marketing budget is still represented by direct mail; this percentage is more than the fraction represented by any other media.



3. In managing online programs, 35% of businesses employ cost per 1000 impressions (CPM technique).



4. Publishers are generating online sales via the most frequently used digital media.

This report generated two notable findings.


The first finding is that majority of marketers presently are using digital media as a means of selling as well as nurturing a closer bond with their customers. However, the report also emphasised that just a few businesses have become conversant with the analytics, and that they have discovered techniques to correctly assess the incremental impact of every media found within a particular multi-media campaign.