Direct marketers are directing people to their online stores, as more and more consumers forgo dialing a toll-free number and instead log on to complete their purchase.
Sonia Makurdsik, a marketing consultant for Hampton Direct, which owns PajamaJeans, told The New York Times that 70 percent of nonstore sales came from online purchases as opposed to over the phone. “Flipping through the channel is not enough,” she said. “Your brand message needs to be present wherever the consumer is.”
Data from Nielsen shows that direct response marketers spent $2.1 billion on television, radio outdoor and print advertising in 2010, and $550 million in the first quarter of 2011.