What should we spend the money on?

Sagefrog carried out a survey last year of 100 marketers in North America and discovered that the activities that respondents reported as having the lowest ROI were:

• Direct mail
• Advertising

It's easy to understand why marketers feel negative about Advertising, it is difficult to justify print advertising and there is no guarantee that the beautifully crafted ad will even be read. Direct Mail on the other hand is much simpler - lower cost to develop and simpler to test. It's odd that a technique which has a long history and which is still developing major revenues for some organisations should be regarded so negatively by this group of respondents.

The survey results can be downloaded from Sagefrog.