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Article: Corporate advances: targeting businesses requires mastering entirely different tricks to those used in the consumer book. And with business communications doubling in the past year, it is worth taking a closer look at how firms respond to direct mail. David Reed considers this year's DMIS insights.(Special report: research index)
- Article from:
- Precision Marketing
- Article date:
- December 5, 2003
- Author:
CopyrightCOPYRIGHT 2003 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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BUSINESS DIRECT MAIL does not have the glamour of consumer mailings For one thing, it lacks the sheer volume of business-to-consumer (B2C) activity. During 2002, 1,293 million items were sent to business targets; 3,940 million items were sent to consumers.
Although this means business-to-business (B2B) activity has doubled to make up a quarter of total direct mail volume last year, it remains the junior partner. The sheer growth of consumer volumes has bumped up direct mail activity over the last decade to unprecedented levels
Indeed, business direct marketing as a whole continues to be largely created through an entirely separate set of agencies. A look ...