Execs Say Direct Marketing Has Greatest Impact on Company/Brand Success

One of the findings of a recent social media survey of U.S. marketing executives is that direct marketing by far is expected to have the greatest impact on the success of companies and brands in the next year.

The Social Media Survey 2009, conducted on behalf of PRWeek magazine and MS&L, a global communications firm, queried marketing directors, VPs of marketing, CMOs and others about their use and perceptions of social media.

Despite the belief in direct marketing's impact on company and brand success, the survey finds that in companies where funds are being shifted for expansion of social media, 40% is coming from direct marketing, 48% is coming from advertising, 29% from media planning and buying, and 18% from PR.