Marketers Turn to Trackable Media

Mass marketing may be growing in some quarters, but not among executives surveyed by Epsilon.

A poll of 175 U.S. marketers showed that most are cutting their budgets in favor of targeted media. As it is, a majority already are spending half their ad dollars on trackable channels like direct mail, e-mail, telemarketing and search.

In addition, almost 75% practice integrated marketing. And 62% of those that do reported double-digit lifts in performance.

In another finding, 65% said they plan to use marketing automation tools (compared with 41% who use them now).

Meanwhile, almost all said their CRM could be better. And nearly 40% don't believe they have easy access to data.

Burlington, MA-based Epsilon conducted the survey with market research firm GfK NOP of London, England.