Printed Inserts Drive Online Traffic, UK study says

Inserts/Coupons

July 2009 -- Research commissioned by UK-based Direct Marketing Association's (DMA) Inserts Council finds that printed advertising inserts complement online marketing by generating a significant online response.
 

The research found that an average of 52% of responses to inserts went online for additional information about a product or service.
 

Of all the commercial sectors, cosmetic surgery prompted the largest online response with 70% of respondents going online for more information. This was followed by toy retailer inserts, which resulted in 58% of responses going online; and the charity segment, which recorded a 27% online response.
 

The DMA Insert Council carried out its research with the cooperation of Nottingham-based Polestar Chromoworks, which printed more than 4 million inserts for five different industry sectors, including retailers, charities and the cosmetic industries, as part of the initiative.
 

Source:  DMNews, Inserts drive traffic to Web, UK study says, July 23, 2009.