Data-Driven Marketers Diversify Across Channels

"Most organizations do not rely on any single type of media or channel for their campaigns," said Jerry Rackley, chief analyst for Demand Metric, which partnered with DMA on the report. "In fact, just 35 percent of this study's respondents claim to use just a single one, and that one is most often email. What's more likely is for organizations to use more than multiple channels, and 44 percent of the respondents use three or more. When this is the case, those media are most likely to be email, direct mail and social media."