Según datos del Estudio Global sobre Marketing Directo e Interactivo, realizado por Ipsos MediaCT y Esic para Correos, las acciones de marketing directo son muy valoradas por su impacto y eficacia: siete de cada diez receptores –particulares y profesionales- reconocen haber realizado una compra o contratado un servicio en el último año a raíz de haber recibido cupones descuento, catálogos, revistas corporativas, mailing direccionado y semidireccionado, folletos, etc.  

Los resultados de este estudio reflejan que emisores y receptores continúan confiando más en las herramientas de marketing directo físico, por razones diversas: los emisores, por su coste asequible, la agilidad de su puesta en marcha y su capacidad contrastada para captar y fidelizar clientes; los receptores, por su fácil comprensión, su credibilidad y la ayuda que aportan a sus decisiones de compra.  

Los emisores destacan además otra ventaja del marketing directo: que refuerza su eficacia cuando se emplea en combinación con campañas en otros medios, particularmente en medios escritos convencionales (prensa, revistas, etc.). Además, el mailing direccionado es la herramienta que más sinergias presenta, tanto con otras técnicas de marketing directo como con medios interactivos, especialmente con el emailing.

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