Marketers are increasingly boosting integration of direct marketing campaigns, the latest Direct Marketing Association (DMA) report has showed.

The report, “The Integrated Marketing Media Mix,” also found that although digital media usage is growing in these campaigns, traditional media still take up much of direct marketing budget shares, BizReport reported Thursday.

“What we see in our research is that digital media ranging from the firmly established e-mail to the nascent mobile marketing channels are complementing — not replacing — direct mail, telephone, events, and direct response broadcast advertisements,” Yoram Wurmser, DMA research manager, told BtoB Online, according to BizReport.

Offline media (direct mail, telemarketing; radio and broadcast TV) remains more important to direct marketing budgets, but marketers are increasingly utilising digital media (e-mail, search marketing, social networks and video).

The report pointed out that preliminary contact with consumers is usually made through direct mail, while e-mail and telephone are primarily used later as a follow-up, according to BizReport.